In this episode of Emerging Franchise Brands, Frank Fiume speaks with Dustin Miller, founder of Swing Bays, an indoor golf franchise that combines simulator technology, coaching, fitness, and hospitality to create a full-service clubhouse experience. Based in Denver, Swing Bays is designed to feel like a second home for golfers of all skill levels—and it’s already generating buzz nationwide.
Dustin spent decades as a golf pro, coach, and academy operator before launching Swing Bays in 2021. His vision was simple: build a place that offers more than just simulators—a space rooted in community, built on relationships, and backed by elite service. From Trackman technology to club fittings, full bar service, fitness classes, and leagues, the Swing Bays model delivers something for everyone, from serious players to weekend beginners.
What sets the brand apart is its retention-first mindset. With over 160 members at the flagship location and fewer than 20 cancellations since opening, Dustin’s team focuses on training, hospitality, and staying engaged with every guest. He credits his success to building a staff culture that mirrors brands like Chick-fil-A—where service isn’t just expected, it’s built into the DNA.
Now franchising with support from Fransmart, Swing Bays is expanding across the U.S., starting with five locations in Raleigh, NC. Ideal franchisees are hands-on leaders with strong business acumen—golf experience is optional, but a passion for people is not. With an initial investment in the mid-$300Ks and a model free from food/kitchen overhead, the brand is accessible and scalable.
Dustin’s long-term vision? Create 50–100 locations nationwide that bring the same heart, consistency, and culture as the original. And for those looking to build something meaningful in the booming golf space, Swing Bays could be your next big play.
October 27, 2025
