The Swing Bays Accelerates Nationwide Growth with Two Deals in One Month

May 07, 2026 // FranchisePR.com // Parker, CO — The Swing Bays signed an agreement with Loren Richardson, to bring the brand to Alabama. This marks their second development agreement this month, after announcing a deal with real estate professional Darryl Jones to bring the brand to Denver, Colorado.

Entrepreneurship runs in the Richardson family: Loren’s father owned multiple businesses, and Loren had already made his own move into ownership by acquiring a printing and graphics business alongside his wife, Jennifer. When his son developed an interest in golf, Richardson began exploring simulator concepts as a next investment and quickly found a lack in the existing market.

“After visiting a few simulator concepts, it became clear there was a gap in the experience,” said Richardson. “The Swing Bays was the first concept that truly got it right. The marketing got us in the door, but the model is what sold us. It checked every box we felt was missing in the market.”

Unlike traditional simulator facilities that rely on self-service and one-off visits, The Swing Bays is designed around a premium, fully staffed experience that encourages repeat engagement. With multiple revenue streams including lessons, club fitting and repair, retail, and corporate events, the model is built for long-term customer relationships.

“Most simulator businesses are transactional,” said Richardson. “The Swing Bays is built around the golf experience, helps people improve their game, and puts people and service at the center. We have no doubt this will be wildly successful,” he added. “It’s a model that just makes sense, both from a customer experience and a business standpoint.”

“What we’re seeing across the industry is a shift toward concepts built for long-term engagement, not one-time transactions,” said Dan Rowe. “Signing two deals in one month is a clear signal that operators are recognizing the strength of this model. The Swing Bays is designed around recurring revenue, multiple income streams, and an experience that drives repeat visits, which creates a more stable and scalable business.”

Richardson’s development strategy emphasizes suburban and secondary markets, and aims to build a loyal, repeat customer base by targeting locations where golfers live. To support scalability, Richardson will operate in an investment capacity while hiring a PGA Professional to serve as General Manager, ensuring a high-quality customer experience from day one.

Co-founder and PGA Professional Dustin Miller said Richardson represents the type of operator the brand is built for.

“Everything we’ve built at the Swing Bays is about helping golfers improve, regardless of where they’re starting from,” said Miller. “Loren’s background, combined with a personal connection to the game is a perfect fit for what we’re building, and now he gets to be the one creating that experience for others.”

The Swing Bays franchisees receive guidance on real estate site selection, operations, and marketing strategies. Support for grand opening execution and ongoing assistance as franchisees grow their operations is provided as part of the franchisor’s services.

SOURCE The Swing Bays