Reinventing the Indoor golf experience
What started as a small passion project in a Swedish garage has grown into one of Europe’s fastest-expanding indoor golf franchises. RUFF Golf now operates 18 locations across Sweden, Germany, Austria, the Netherlands, and Switzerland — bringing a fresh, social, and data-driven golf experience to players year-round.
WEAVING AN IDENTITY INTO EVERY LOCATION
Founded in Gävle, Sweden in 2020 by CEO Alexander Bengtsson, RUFF Golf started in an old weaving factory, a space that was rough around the edges but full of character. That raw, industrial feel became the foundation of the RUFF brand, which carries through in every location today.
“This is where the name RUFF comes from. It's part of the golf course, but also in the building’s rough surface. Wherever you go in Europe to see our facilities, you have the same DNA running through all of them.”
Alexander Bengtsson
Founder and CEO
MODERN,
INCLUSIVE AND
YEAR-ROUND
RUFF Golf isn’t just about improving your swing — it’s about creating a modern clubhouse where golfers of all levels, from beginners to pros, can play, practice and feel welcome. Many guests come in for entertainment and food & drinks, only to discover a newfound passion for golf through Trackman’s engaging games.
“They want to come in and have a good time. They want to try the games, have food, watch sports on TV, and play some shuffleboard. Indoor golf is not only a winter sport. It’s becoming a full-year type of activity.”
Alexander Bengtsson
Founder and CEO
Franchising
with Local Heroes
As demand for RUFF Golf grew, Bengtsson developed a scalable franchise model focused on local ownership. By partnering with passionate entrepreneurs — what he calls “local heroes” — RUFF Golf is expanding into new markets while maintaining its signature customer experience.
“Everything comes down to local heroes. You need to be on site, work the hours, know the market, know your customers, and put in the extra effort to create tremendous value in customer experience.”
Alexander Bengtsson
Founder and CEO
FROM GÄVLE TO GRAZ.. AND BEYOND!
RUFF Golf has grown quickly in Sweden and now operates 11 sites there. But expansion hasn’t stopped there. Its franchises have opened up in Germany, Austria, the Netherlands and Switzerland. And plans are afoot to enter the markets in France and Belgium. Market size is of lesser importance.
“We will be there in Europe — whether it’s Munich or Frankfurt or Amsterdam, we will be there. But we will also be in the small cities like Gävle, where we are now. ”
Alexander Bengtsson
Founder and CEO
A Bold Vision
for the Future
RUFF Golf is on a mission to redefine the indoor golf experience and become Europe’s leading indoor golf brand. But Bengtsson’s ambitions go beyond golf simulators — he sees RUFF Golf as a full-scale golf lifestyle brand, with future ventures into mini-golf, driving ranges, golf travel, events, and education. Bengtsson reckons that Trackman technology is key to realizing those lofty goals.
“We are going to reinvent the golf experience. We want to be where the customers are. And we want to change golf. That’s the entire purpose.”
Alexander Bengtsson
Founder and CEO
A smooth journey with Trackman
When Bengtsson first encountered Trackman nearly 20 years ago, he was instantly hooked. So when it came time to build RUFF Golf, there was no question about what technology to use. Every RUFF Golf facility is powered by Trackman, providing players with unmatched accuracy and reliability.
“It’s super important for us to have a system and partner in Trackman where everything just functions.”
Alexander Bengtsson
Founder and CEO
BETTER FOR CUSTOMERS
AND BUSINESS
Being able to leverage Trackman to provide a seamless, user-friendly experience has also played an essential role in driving customer retention. Guests increasingly turn up even when the golf courses are open. Partnering with Trackman has let RUFF Golf focus on reaching its potential.
“We don’t come here in the morning, press the start button, and hope it’s going to work. We KNOW it’s going to work.”
Alexander Bengtsson
Founder and CEO