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Five Iron Golf

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Overview

Powering and scaling hole-in-one digital experiences

Five Iron Golf delivers a unique indoor golf experience for golfers and non-golfers alike — blending state-of-the-art simulators, professional lessons, food, drinks, and entertainment. They are redefining golf culture and serving both serious golfers and casual players making it critical to seamlessly blend the digital and physical experience across audiences. As their footprint expands across the U.S., Middle East, Asia-Pacific, and Europe, they’re no longer just scaling locations. They’re scaling expectations. 

To support that growth, Five Iron Golf partnered with Horizontal to modernize their digital platform and elevate their global brand experience. They are focused on quickly building a large footprint and need the right tech platforms and architecture to scale quickly across geographies. The goal: create a more scalable, agile, and stable foundation that sets the stage for international expansion, seamless omnichannel experiences, personalization, and improved efficiency.

  • Platform modernization

    to support data tracking, global scalability, and agile ways of working.

  • Reusable design components

    for faster content management, brand consistency, and team efficiency.

  • Streamlined integrations

    and experiences to enable marketing automation and smoother conversion flows over time.

The situation

The growing pains of a global brand in motion

As Five Iron Golf entered its next chapter as a fast-scaling, internationally ambitious brand, it faced a critical challenge: its digital experience wasn’t keeping pace with its physical one. 

To support global expansion, their website needed to deliver fast, reliable content updates, enable targeted marketing campaigns, and provide localized experiences across regions. All on a platform that could scale across time zones, teams, and technologies. 

But their legacy WordPress ecosystem was becoming a barrier to growth: 

  • The existing architecture was brittle and frustrating for both technical and non-technical teams 
  • Plugin conflicts regularly disrupted analytics, tracking, and form submissions 
  • UTM tracking data failed to consistently flow into downstream tools like ActiveCampaign and Tripleseat 
  • Content management was cumbersome, and performance varied across devices and regions 
  • Key booking and conversion flows lacked consistency and reliability 
  • Location selectors failed to retain preferences, pages loaded slowly in certain regions, and forms were error-prone 

These technical problems were leading to bigger experience problems, often surfacing at critical moments, like when a customer was trying to book, explore, or convert. For a brand positioning itself as a premium, seamless experience, these gaps weren’t just operational. They risked becoming reputational. 

The solution

Modernizing for speed, scale, and seamless experiences

To position Five Iron Golf for its next phase of growth, we led a strategic migration from WordPress to Contentstack, a modern headless CMS. Through an agile, iterative delivery model, we’re now continuously building on the MVP implementation, testing, and enhancing the new experience. 

Our approach combines strategy and technology to support Five Iron Golf’s unique hybrid business: physical venues, digital bookings, and franchise expansion. 

The new platform enables: 

  • A scalable, composable architecture designed for global operations 
  • Clean separation of content, design, and code to improve governance and speed 
  • Streamlined integrations with core systems, laying the groundwork for deeper automation and personalization 
  • A best-in-class content authoring experience so marketers can launch campaigns faster 
  • Built-in support for multi-language and multi-region experiences 

An improved UX with location-aware features, persistent preferences, and over 50 reusable components including navigation modules, widgets, banners, and booking tools 

This is not a simple lift-and-shift. It is a multi-phased transformation. While the visual identity remains familiar for now, the foundation has been fully reimagined using modern frameworks, modular components, and accessibility-first best practices. The result is cleaner code, faster performance, and a more resilient platform for both users and internal teams.  Future phases will look to ongoing modernization of both onstage and backstage experiences.  

The results

Teeing up what's next

By establishing a strong foundation now, Five Iron Golf will be ready to rapidly expand its digital presence in new markets, unify regional sites under a single domain, and deliver personalized, location-aware experiences. All while supporting the business goals of franchise growth and global recognition. 

Five Iron Golf’s seamless, high-performing experience across web and mobile will drive more bookings, engage local audiences, and support global expansion.  Future goals will address optimizing the experience with a mobile app as well. 

Our roadmap continues with scalable, data-driven personalization, consolidation of international domains into a single global presence, deeper integrations across the tech stack, and continuous UX refinement.   

Let's chat

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