High-end entertainment centers that blend sports with leisure, often referred to as “sportainment,” are rapidly gaining traction. This time, the spotlight is on a potential Topgolf competitor—Underpar Life—backed by none other than Bryson DeChambeau. As both a founder and investor, Bryson is actively shaping the vision, driving the launch, and spearheading the expansion of Underpar Life.
What is Underpar Life?
Underpar Life is redefining how we experience golf. Combining the traditional sport with cutting-edge technology and vibrant social spaces, Underpar Life has emerged as a serious competitor in the world of social golf entertainment. Founded with a vision to make golf accessible, engaging, and fun for all, this brand focuses on creating memorable experiences that go beyond the game.
By addressing barriers such as exclusivity and accessibility, Underpar Life seeks to inspire a broader audience to embrace the sport in an entirely new way.
Venue Design and Ambiance
Backed by LIV Golf star Bryson DeChambeau and renowned golf course architect Beau Welling, the first Underpar Life venue is set to open in 2025 at the Hawks Creek Golf Performance Center in Texas. Additionally, the company is already preparing to open its second location at Horizon Golf Course in El Paso.
The new facility at Horizon Golf Course will span 12,000 square feet across two stories. It will feature a 300-yard driving range, a golf instruction academy, a “tour-level” short game and practice area, as well as a bar and restaurant.
“This is the perfect location for us,” said David Deering, co-founder of Underpar Life, in an interview with D Magazine. “Our concept is proving to be successful. Municipalities are embracing our idea and offering us favorable 99-year leases in exchange for building on their golf courses.”
Renderings reveal that Underpar Life venues will seamlessly integrate with golf courses, featuring state-of-the-art luxury hitting bays. Their mission is to deliver a comprehensive and elevated practice experience tailored to passionate golf enthusiasts.
Beyond the luxury hitting bays, Underpar Life is also crafting a world-class short game area, designed to provide golfers with the perfect space to refine their skills and train like professionals. This holistic approach ensures that every aspect of the golfer’s journey, from precision to performance, is thoughtfully addressed.
Topgolf vs Underpar Life
Social golf has evolved far beyond a niche activity. Venues like Topgolf have proven that combining sports with entertainment creates a vibrant and lucrative market. Underpar Life is tapping into this trend but stands out by introducing its own unique innovations.
So, what sets Underpar Life apart from Topgolf? Here are several ways Underpar Life is redefining the experience:
1. Technology
While Topgolf relies on its own Toptracer technology, Underpar Life opts for Trackman, a leading competitor in golf tracer technology. Trackman is renowned for its precision and analytics, promising a cutting-edge experience for golf enthusiasts.
2. Food and Beverage Offerings
Although the first Underpar Life venue is yet to open, there are strong indicators of a premium dining experience. The team includes Christian Lehrmann, the Executive Chef and Founding Member of Neon Light District Hospitality, which operates acclaimed establishments like Tinie’s Mexican Cuisine and Sidesaddle Saloon. Tinie’s has been celebrated as “Best New Restaurant” by Fort Worth Weekly. With this expertise on board, guests can anticipate a sophisticated, high-quality menu that elevates the dining experience.
3. Flexible Business Model
One of Underpar Life’s most exciting innovations is its partnership approach. Unlike standalone venues, Underpar Life integrates seamlessly with existing golf courses, offering them an upscale upgrade. This model allows traditional golf courses to enhance their offerings while maintaining their unique identity. It’s a win-win for operators and golfers alike.
4. Attention to Detail
Underpar Life demonstrates an unparalleled focus on details, ensuring a superior experience. For instance, venues are designed with Zoysia grass—one of the most coveted grasses found on the world’s finest fairways. Even the placement of golf balls has been thoughtfully considered, ensuring they are perfectly poised for a satisfying hit.
By combining cutting-edge technology, gourmet dining, and a flexible integration model, Underpar Life is poised to carve its own space in the social golf market, offering a refined alternative to existing options like Topgolf.
Business Model
We reached out to our friends at Sportainment Consulting for a quick analysis of Underpar Life’s business model. Their conclusion? The model appears robust, addressing one of the significant challenges faced by Topgolf venues: high land or rental costs. These expenses often impact profitability and lead to higher prices for customers.
Underpar Life, by contrast, seems to target more seasoned golfers rather than solely focusing on entertainment seekers. However, it still holds appeal for those new to the sport who want to explore golf in a welcoming environment. By integrating directly with existing golf courses, Underpar Life creates a natural synergy that benefits both the courses and the brand. This approach not only reduces overhead but also enhances the overall golfing experience for a broader audience.
Conclusion
Underpar Life is transforming the way we experience golf, seamlessly combining sports, technology, and entertainment into one exciting offering. Whether you’re an experienced golfer or trying the sport for the first time, there’s something for everyone to enjoy.
With Bryson DeChambeau as both a brand ambassador and investor, Underpar Life is set to gain significant exposure, which could lead to rapid expansion both across the United States and internationally. We’re excited to see what the next year brings, and we’re certainly intrigued by the concept.
FAQs about UnderPar Life
Who is behind Underpar Life?
Underpar Life is co-founded by Bryson DeChambeau, a LIV Golf star, and Beau Welling, a renowned golf course architect. Their expertise combines sports, technology, and entertainment to offer a unique experience.
What makes Underpar Life different from other golf entertainment venues?
Underpar Life stands out by integrating advanced technologies like Trackman, offering world-class practice areas, and focusing on seasoned golfers while still attracting newcomers. The venue also partners with existing golf courses for seamless integration.
What can visitors expect at an Underpar Life venue?
Visitors will enjoy luxury hitting bays, a golf instruction academy, a tour-level short game practice area, and an upscale dining experience—all designed to provide a comprehensive golfing experience.
How is Underpar Life expanding?
Underpar Life plans to open 30 locations nationwide. The first venue will open in 2025 at the Hawks Creek Golf Performance Center in Texas, with additional venues, like one at Horizon Golf Course in El Paso, in the pipeline.
What role does Bryson DeChambeau play in Underpar Life?
Bryson DeChambeau serves as both a brand ambassador and investor for Underpar Life. His involvement helps bring widespread exposure to the brand and is expected to drive its rapid expansion.
