Too many golf simulator businesses make the mistake of copying pricing models from traditional green grass golf courses. This is a huge misstep. Sim golf is an entirely different business with different mechanics, and it should be priced accordingly. Here’s why charging per person per hour is a flawed approach and what business owners should do instead.

Golf courses charge per person because they have to. A tee time at a course only takes up the first tee for about 8–10 minutes. After that, the group moves along, freeing up space for the next group to start. This is why courses must restrict groups to four players and charge per person—it’s the only way they can maximize their revenue.

Sim golf is completely different. One golfer can play 18 holes in about an hour. That’s the major benefit of simulators, yet not enough owners are marketing this advantage. In traditional golf, playing 18 holes takes over five hours, plus travel time. This means that when the weather is nice, many golfers choose outdoor courses over simulators. But that doesn’t change the reality that sim golf offers a significantly faster round. Business owners should be leaning into this key selling point rather than copying pricing models from an entirely different industry.

One of the biggest reasons per-person pricing doesn’t work in simulators is because demand is time-sensitive. Monday mornings aren’t when groups of four are coming in to drink beers and play for hours. That happens in the evenings, particularly on Fridays, Saturdays, and Sundays.

Instead of worrying about how many players are in a bay, business owners should price their simulators based on time of day and week—just like bowling alleys and escape rooms do. Prime-time hours should be priced higher, while slower hours should be more affordable to attract business when demand is lower.

When a booking is charged per hour instead of per player, there’s no concern about no-shows. If a group reserves a bay for two hours but only two of the four players show up, the price remains the same. No more refunds, no more arguing, and no more lost revenue. This approach also encourages flexibility—whether a single golfer wants to grind on their game or a group of four wants to have a fun night out, the price remains fair and predictable.

Sim golf should not be priced like traditional golf because it isn’t traditional golf. Owners should structure their pricing around demand and time availability, not the number of people playing. Doing so will maximize revenue, reduce administrative headaches, and highlight one of the biggest advantages of simulator golf—the ability to play a full round in a fraction of the time.