Five Iron's commitment to inclusivity manifested in spaces devoid of dress codes and membership requirements. The founders wanted to create casual and cool places where anyone, regardless of their golfing expertise, could hang out. Success in their initial locations, coupled with requests from friends and social media followers, prompted the expansion to Baltimore, Philadelphia, and Chicago. Positive responses to these openings fueled the decision to go even bigger.
“We’ll host a 30-person event on just two simulators,” Dunnan said. “Because people take their turns hitting, then they're just hanging out, we want it to have an open feel. People can hang out at lounge tables or the bar. We put TVs all around. We incorporate games like shuffleboard, pool, air hockey, foosball, and things like that so there are other activities to do for the folks who maybe aren't as inclined to golf.”
Dunnan detailed the challenges faced in Indianapolis, where the entire ground floor had windows – a departure from their usual preference for fewer windows due to projector interference. Overcoming strict signage rules, the team had to find creative solutions, including murals and strategic placement of simulators to maintain an attractive aesthetic.
Borten emphasized the importance of original art, working with a network of muralists, and giving them creative freedom to weave narratives into their pieces.
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“Art has always been critical to the core essence of Five Iron,” Borten said. “You walk into a Five Iron and part of the appeal is that you're seeing original art. It's something that Five Iron really invests a lot of time and energy into.”
Borten said Five Iron likes to work with graffiti and street artists who create narratives that make their art interesting to view.
“It's not just abstract art. It's not simple geometrics. It really does tell a story” Borten said. “We usually like those pieces to talk about icons in sports or music.”
Customization is key, with each location featuring individual touches that enhance the overall experience. On the first floor of the Indianapolis location, two floor-to-ceiling murals depict local legends Reggie Miller and Larry Bird to pay homage to the state’s rich basketball history.
Through strategic expansion, adaptive design, and a focus on original art, Five Iron is not just transforming golf culture but setting a new standard for inclusive recreational spaces. The success of Five Iron lies not only in its commitment to providing a diverse golfing experience but also in its dedication to creating vibrant, aesthetically pleasing environments that appeal to a broad audience.
