A membership-based indoor golf concept is moving into Southlake's Gateway Plaza, where a GolfTRK training facility is planned at 2951 E. State Highway 114. The company has filed plans for a $300,000 renovation of the 3,874-square-foot space, with construction scheduled from December through February 2027.
The Southlake project, first reported by WhatNow, lists Adam Purselley as the tenant associated with the buildout. GolfTRK has not announced an opening date, and the location currently shows as coming soon in the company's online directory, according to the same report. State licensing records show the shopping center is owned by Indianapolis-based Kite Realty Group, which operates Gateway Plaza as a 278,000-plus-square-foot community retail hub at Highway 114 and Southlake Boulevard.
GolfTRK already has a presence in North Texas. The brand's existing Coppell facility runs 365 days a year with seven TrackMan simulator bays and a PuttView putting green, giving a sense of the scale Southlake could see once its own doors open. The company has also filed plans for another Texas location in Robinson Plaza near The Woodlands, part of what the Prairie Village-based operator describes as several locations planned across the state.
How the Training Model Works
GolfTRK operates as a membership-based indoor golf training facility rather than a bar-and-bays entertainment venue. Members can reserve bays for independent practice and play, with simulator bays built around TrackMan technology that collects data on ball flight, club movement, and putting. Members can then review practice-session results to monitor changes in their performance over time.
Standard GolfTRK venues pair that TrackMan setup with PuttView augmented-reality putting greens and the Noonan mobile app for tracking swing data, and typically offer members daily access from 5 a.m. to midnight, according to Johnson County Post. GolfTRK was founded in Kansas City by Alex Reed and Matt Williams. Startland News reported plans for a GolfTRK flagship in Prairie Village.
A Fast-Scaling Franchise
In its first year of franchising, GolfTRK secured 21 franchise unit agreements, with eight additional locations scheduled for 2026, according to a release carried by PR Newswire. In January, GolfTRK announced official indoor training partnerships with NCAA Division I programs at the University of Missouri-Kansas City and the University of Nebraska Omaha — a sign the brand is positioning itself around serious athletic performance rather than casual entertainment.
Crowded Field in Southlake
GolfTRK will not have the Southlake simulator market to itself. Hoodline reported this month that competing simulator chain The Back Nine Golf had scheduled a Southlake grand opening for August 29 for its private three-bay facility, with hourly rates starting at $50, and was planning a Fort Worth location.
For now, the exact membership pricing for the Southlake GolfTRK, how many simulator bays will fit into the 3,874-square-foot unit, and when local membership registration will open remain open questions ahead of the projected early 2027 construction completion.
