Modern Golf, Canada’s largest custom club fitter, academy and golf entertainment facility, continues to expand across the country announcing it will be opening a new location in the new year in the iconic First Canadian Place in downtown Toronto.
Paul Fisher, President, CEO and Managing Partner, described the newest location as centre ice for the company. Fisher said the location, in the former Tip Top Tailor space, will open in January 2023.
“This is as centre ice as centre ice can get. First Canadian Place is an iconic asset. It’s Brookfield. It doesn’t get any bigger than that. It’s so special to me.
“I remember when I was young and we used to come to Toronto. It was a big thing to come to Toronto for the Santa Claus Parade. I would spend time with my grandmother and my mom and we’d walk The Path (the underground pedestrian walkway connecting downtown Toronto). I remember the excitement of The Path and I always had it in my heart that I wanted to do something here.”
“It’s a really special occasion to be able to bring Modern Golf to downtown Toronto and I think it’s going to be a really great asset for everyone in the downtown core. There are so many people that are looking for this experience. A lot of people are going back to the office and a lot of companies are looking for that social experience of indoor golf.”
The new Modern Golf Downtown Toronto is about 3,700 square feet. People will be able to store their clubs at the location.
“A huge part of what I want to portray about where we’re going with downtown is the social aspect of indoor golf. We really want to connect with golfers,” said Fisher. “A lot of people in the last year have started to leave golf. The game was very hot during COVID, but we have all started getting back to a more pre-pandemic life and it becomes challenging to continue with golf because it’s expensive and time consuming.”
“During COVID, the one thing everyone realized is golf is so much fun. The social side of golf and being able to play with your friends was amazing. We’re trying to bring that social element to downtown Toronto so that people can enjoy shorter experiences with their friends, using the indoor side of things. It’s all about energy and inclusiveness.”
Fisher said a studio concept location will also open in Langley, BC in the New Year as well as another location in Ajax, Ontario. Ajax will be an outlet concept of about 6,200 square feet.
Modern Golf currently has seven locations in Canada. The first location was launched in 2012 in Mississauga. Today, there are two in Calgary, one in Vancouver, one in Vaughan, one in Mississauga, one in Oakville, one in Halifax.
“Modern Golf is unique in that we’re first and foremost a golf club fitting company. We are retail driven and we are super experiential. People come to Modern Golf for the service and experience. It’s above and beyond what you would get in traditional big box retail,” said Fisher.
“I think what has made us really unique through our growth stage, and throughout the pandemic, is that we added this really experiential side to the business by offering golf lessons, introducing our indoor golf league and indoor golf memberships. Basically, we went from being a retailer to revolutionizing and creating the ultimate golf experience – somewhere where all golfers can feel totally at home in an inclusive environment that’s open to everyone. You can get new equipment, practice, get lessons or just have fun with your friends – you can do all of those things in one place.”
