Driving Ranges Are Replacing Bowling Alleys (Here’s Why) | Episode 454

2026-07-20

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Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD Episode Summary Frédéric Guitton, who leads sales and marketing at iTargetGolf after a career across banking, startups, financial services, and investment firms, explains how driving ranges are turning dead space into an interactive, gamified experience. He walks through the company's product line, including the iTarget Night Saber target that connects to Toptracer, Inrange, and Trackman through an API, the in-bay lights that f...

Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD

Episode Summary

Frédéric Guitton, who leads sales and marketing at iTargetGolf after a career across banking, startups, financial services, and investment firms, explains how driving ranges are turning dead space into an interactive, gamified experience. He walks through the company's product line, including the iTarget Night Saber target that connects to Toptracer, Inrange, and Trackman through an API, the in-bay lights that fire when a player hits their target, and the new Cash Cup Golf hole-in-one contest played with RFID balls. Guitton lays out the three levers a driving range has for revenue, why post-COVID golf growth came from entertainment rather than traditional rounds, and how instant feedback keeps a player buying one more bucket. Listeners come away with a working model of physical gamification and a reminder that designing around real human behavior beats asking people to behave better.

About the Host

Rob Alvarez is Head of Engagement Strategy, Europe at The Octalysis Group (TOG), a leading gamification and behavioral design consultancy. A globally recognized gamification strategist and TEDx speaker, he founded and hosts Professor Game, the #1 gamification podcast, and has interviewed hundreds of global experts. He designs evidence-based engagement systems that drive motivation, loyalty, and results, and teaches LEGO® SERIOUS PLAY® and gamification at top institutions including IE Business School, EFMD, and EBS University across Europe, the Americas, and Asia.

Key Takeaways

A driving range has only three levers for revenue, according to Frédéric Guitton: sell more balls, sell more food and beverage, or sell the balls for more money. Every engagement decision at iTargetGolf traces back to one of those three.
iTargetGolf's first targets were powder-coated metal and looked great, but ball picker staff bumped them and metal does not give, so it bent or broke permanently. The replacement is cut from utility sewer pipe and survives 400 to 500 pounds driving over it.
Post-COVID golf growth came from entertainment, not from more rounds on traditional courses. Guitton describes the driving range starting to replace the bowling alley as the family night out, which brings in an audience that never came to practice.
The iTarget Night Saber target connects through an API to Toptracer, Inrange, and Trackman ball tracking, so a landed ball triggers an animation within seconds. That instant feedback is Core Drive 2 (Development and Accomplishment) delivered in the physical world.
Choosing low voltage over high voltage took permitting out of the install path. A California range that signed in mid-June started its install roughly four weeks later, which turned an infrastructure decision into a sales advantage.
Guitton frames the B2B2C tension plainly: the range's success drives iTargetGolf's success, so the company treats itself as a consequence of its customers' results rather than a driver of them.

Topics Covered

0:00 — Opening and introduction
2:17 — Inside a week at iTargetGolf
3:25 — Favorite fail: metal targets that bend
6:34 — Sewer pipes and the strike point redesign
9:01 — The four products iTargetGolf builds
11:31 — How a general contractor started the company
14:58 — Golf as entertainment after COVID
15:57 — Three ways a driving range makes money
17:46 — Making it fun and creating new golfers
19:35 — Best practices: listen and stay locked in
22:45 — Football intelligence and instant feedback
27:47 — Outliers, favorite games, and goodbyes

Get the free Core Drives in the Wild guide, behavioral design applied to real products: professorgame.com/WildCD

About Frédéric Guitton

Frédéric Guitton leads the sales and marketing strategy at iTargetGolf, where he is helping redefine the driving range experience through interactive down-range technology. He relocated from France to Central Florida in 1996 and built a career in banking before expanding into startups, financial services, and investment firms, developing experience across business strategy, operations, sales, marketing, and executive leadership. At iTargetGolf he works on a product line that combines interactive illuminated targets, skill-based cash prize games, and integrated ball-tracking technology to increase player engagement and open new revenue for golf facilities. His current focus is building scalable systems, strengthening customer relationships, expanding strategic partnerships, and positioning the company in the evolution of golf entertainment technology.

Find the Guest Online

Website: itargetgolf.com
LinkedIn: linkedin.com/in/fguitton
Instagram: @itarget_golf
TikTok: @itarget_golf
Facebook: iTargetGolf on Facebook

Mentioned in This Episode

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Recommended book: Outliers by Malcolm Gladwell
Proposed guest: Scott Armstrong, involved with TGL, the indoor golf competition on ESPN
Ball tracking platforms iTargetGolf integrates with: Toptracer, Inrange, Trackman
Topgolf, referenced as the far end of the golf entertainment spectrum
iTargetGolf products discussed: iTarget Night Saber, iTarget Strike Point, in-bay lights, and Cash Cup Golf
Favorite game to watch: volleyball. Favorite sport to play: cycling.

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