In this special live edition from The 2026 PGA Show in Orlando, host Colin Weston kicks off the show with an in-depth conversation with TJ Schier Jr., Founder & CEO of SmashSwing Immersive. They dive into the evolution of TJ's groundbreaking multiplayer simulator system, the power of customer feedback, strategic partnerships with iconic brands like Atari, and the vision to redefine the indoor golf entertainment experience. Recorded amid the energy of the world's largest golf trade show, this episode is packed with entrepreneurial insights, industry trends, and a glimpse into the future of social golf.
Here are three key takeaways you will discover from this conversation with TJ Schier:
1. The Future of Indoor Golf is Multiplayer & Social
The traditional "one player hits, everyone else watches" simulator model is being disrupted. SmashSwing’s core innovation is simultaneous, side-by-side play for 2-24 people, transforming golf into a fast-paced, shared experience. This model reduces the intimidation for beginners, speeds up play, and creates a dynamic, energetic atmosphere more akin to a sports bar or entertainment venue than a solitary practice session.
2. True Innovation is Often a "Kit of Parts," Not a Single Invention
A key entrepreneurial lesson from TJ's journey is that groundbreaking ideas don't always require inventing something entirely new. SmashSwing’s success lies in its unique combination of proven technologies—auto-tee systems, large-format screens, multiplayer gaming software—and wrapping it in a layer of licensed entertainment IP (like Atari games). This strategy of synthesizing existing concepts from different industries (golf, arcades, cinema) to solve a new problem is a powerful blueprint for innovation.
3. Listen to the Market, But Filter with a Strong Vision
While TJ actively sought feedback from hundreds of potential customers, he emphasizes the critical skill of filtering out distracting "noise." Early on, many suggested he expand into soccer, hockey, or movie theaters. By staying true to the focused vision of "revolutionizing indoor golf," he was able to refine a product that genuinely serves that market's needs. The lesson: customer input is invaluable for polishing your product, but a clear, unwavering core vision is essential to avoid chasing every opportunity and losing focus.
Final Takeaway: The multiplayer format reduces intimidation for new golfers, as spectators watch the engaging screen action, not the player's swing mechanics.
Are you more of a watcher than a listener? Then enjoy our video with TJ on The ModGolf YouTube channel live from The 2026 PGA Show. Click on this link or the image below as Colin and TJ extend their podcast conversation with key takeaways and lessons learned that will benefit all entrepreneurs.
Prior to launching SmashSwing, TJ helped ignite the growth of BigShots Golf as part of ClubCorp/Invited to be the second largest player in the golf entertainment space. The brand grew from 1 to 7 units in 20 months with a mix of corporate owned, managed and franchised locations.
Want to connect with TJ? Check out his bio page to make that happen! >> https://modgolf.fireside.fm/guests/tj-schier
Episode Chapters
00:00 - 01:30 | Live from the PGA Show Hallway
Host Colin Weston kicks off the show amid the bustling energy of the 2026 PGA Show, introducing the first guest, TJ Schier Jr. of SmashSwing.
01:30 - 04:15 | Introducing the Multiplayer Golf Experience
TJ gives an overview of SmashSwing: a large-format, multiplayer simulator that allows 2-24 players to hit simultaneously, blending competitive entertainment games with traditional driving range functionality.
04:15 - 06:45 | The Build: From Prototype to Show-Stopping Booth
TJ shares the rapid progress of the last eight months, a humorous story about a logistical mishap with lost keys, and the exhilarating moment attendees realized his booth was fundamentally different from other simulators.
06:45 - 09:00 | The Vision: Speed, Scrambles & Cinematic Screens
A look at the upcoming roadmap, including features that will let foursomes play a virtual scramble in 30 minutes and the vision for massive indoor "cinematic" driving ranges.
09:00 - 12:00 | Games & Partnerships: From Atari to Future IP
Discussion of the strategic licensing deal with Atari (Asteroids, Space Invaders) to attract a wider audience and the long-term goal of securing major entertainment IP (e.g., Star Wars) to bring new players to golf.
12:00 - 15:00 | Filtering Feedback & The Indoor Golf Alliance
TJ explains the entrepreneurial challenge of listening to customer feedback while staying true to a focused vision for golf. He also introduces the Indoor Golf Alliance, a collective sharing best practices for operators.
15:00 - 18:30 | Defining the Customer: Country Clubs & Driving Ranges
A revelation about the target market: country clubs are key early adopters, using the system for revenue-generating events. Other customers include public courses and venues building large-scale indoor ranges.
18:30 - 22:00 | Advice for Entrepreneurs: Pitch, Listen, & Combine
TJ's key advice for founders: master the art of clearly explaining your difference, listen to customer problems before pitching solutions, and understand that innovation often comes from creatively combining existing ideas.
22:00 - 24:30 | Creating a "Blue Ocean" & Reducing Intimidation
Colin frames SmashSwing as a Blue Ocean Strategy, creating a new market. TJ highlights how multiplayer play shifts spectator focus to the screen, making golf less intimidating for beginners.
24:30 - 26:00 | How to Connect & Closing
Where to find SmashSwing at the PGA Show (Booth 1213) and how to connect online. Colin wraps up the conversation.
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I look forward to seeing you during an upcoming live show!... Colin
