Tee Box Is Winning Over Golfers — And Franchisees — In California And Across The USA

SAN MARCOS, Calif. // FranchisePR.com // August 28, 2026 — Tee Box, the fast-growing golf training and fitness concept, just opened its first California location — and it’s already turning heads for a business model that’s proving hard to compete with.

With more than 100 locations open nationwide and a second California site already in development in Pasadena, Tee Box is riding a wave of demand from golfers who want more than another simulator lounge. That’s exactly the gap franchise owner Joe Alustiza saw when he brought the brand to South San Marcos.

“Most of the options out there are entertainment-themed,” said Alustiza, a Carlsbad resident who opened his 5,000-square-foot location on Aug. 22. “I wanted something built around real performance.”

A Concept That Stands Apart From the Crowded Golf-Entertainment Field

While plenty of indoor golf concepts have leaned into food, drinks, and nightlife-style entertainment, Tee Box is carving out a different — and increasingly attractive — lane: performance and fitness. The San Marcos location features four premium simulator bays, a full practice putting green, and a fitness gym with exercise machines and free weights woven directly into the golf experience.

No food service. No alcohol license. No entertainment-venue overhead. Just a focused, repeatable model built around helping golfers actually get better — a positioning that simplifies operations for owners while giving members a reason to visit multiple times a week instead of once a month.

A Holistic, Defensible Approach That’s Resonating With Members

Tee Box’s differentiation isn’t just marketing — it’s baked into how the brand trains its staff. Ray Mistarz, the location’s “box pro,” is both a certified golf professional and a personal trainer, reflecting the brand’s “holistic approach to golf performance.”

“Golf has been taught backward,” Mistarz explained, noting that traditional instruction pushes clients into a standardized swing without ever assessing whether their bodies are capable of making those movements. Tee Box flips that model — starting with a client’s physical ability and building a swing, and a fitness plan, around it.

It’s the kind of member-first philosophy that builds loyalty — and loyalty is what drives recurring revenue for owners.

A Brand on the Move

With its first California doors now open and a second location already in the pipeline, Tee Box is signaling real momentum in one of the country’s largest golf and fitness markets. For entrepreneurs evaluating opportunities in the booming golf-entertainment and wellness space, Tee Box offers something increasingly rare: a low-overhead, high-engagement model with a clear point of differentiation.

Tee Box San Marcos is located at 1619 S. Rancho Santa Fe Road.