TruGolf Inc. (NASDAQ: TRUG) marked a significant milestone in its business model evolution on July 23, 2026, with the grand opening of its first flagship TruGolf Links franchise location in Cherry Hill, New Jersey. This launch represents a strategic pivot for the Nasdaq-listed technology and manufacturing company, moving beyond decades of selling simulator hardware to operating a proprietary franchise model that combines high-tech golf simulation with elevated dining and social entertainment. The opening establishes a new revenue stream through the "eatertainment" sector, targeting family outings, corporate events, and local golf enthusiasts.

The new facility is located at Plaza at Cherry Hill, adjacent to Cherry Hill Mall and anchored by Guitar Center, Aldi, and Total Wine & More. Owner and franchisee Nick Reimondo operates the 6,045-square-foot destination, which features five premium golf simulator bays, including the signature Horizon simulator with a 17-foot screen. The venue also includes an upscale restaurant, full-service bar, and a multisport arcade, aiming to serve as a comprehensive community entertainment hub rather than solely a golf training center.

Franchise Expansion Strategy

TruGolf’s expansion strategy relies heavily on Regional Developers who acquire exclusive territories with populations of one million or more. According to the company, these developers open a flagship location while expanding their territories through company-owned and independently owned franchise units. Currently, TruGolf Links has secured Regional Developers in New Jersey, New York, and Illinois. These partnerships represent commitments for more than 100 future locations, indicating a rapid scaling plan for the franchise network.

Nate Larsen, President of TruGolf Links, emphasized the uniqueness of the offering, stating that the facility showcases industry-leading simulator technology alongside an outstanding food and beverage experience. Dr. Ben Litalien, Chief Development Officer for TruGolf, described Plaza at Cherry Hill as one of the premier retail destinations in the country, ideal for establishing the brand’s flagship presence.

What the Numbers Show

The shift from a pure technology manufacturer to a franchise operator introduces new operational dynamics for TruGolf Inc. While the company has historically generated revenue from selling simulator software and hardware, the TruGolf Links model captures value through recurring consumer spending on food, beverage, and simulator time. The commitment for more than 100 future locations from just three regional developers suggests strong early adoption of this franchise model. However, the success of this strategy depends on the ability of franchisees like Nick Reimondo to replicate the "eatertainment" experience profitably across diverse markets.

Launch Events and Community Engagement

To commemorate the opening, TruGolf Links hosted a series of launch events beginning August 4, 2026, with a ribbon-cutting ceremony featuring Cherry Hill Mayor Dave Fleisher. The official Grand Opening Celebration continued on Friday, August 7, at 11 a.m., attended by corporate leadership and community leaders. PXG, the official club-fitting partner, provided mobile fitting services on-site on Friday and Saturday from 10 a.m. to 2 p.m. Additionally, SOJO 104.9 DJ Matt Ryan broadcast live on Saturday, August 8, hosting a 'Closest to the Pin' contest with Ed Sheeran concert tickets as prizes.

TruGolf Links announced a lease signed by Chicagoland Regional Developer Sharif Ali for a 5,000 SF flagship facility at 415 North Weber Road in Romeoville, Illinois. The location, situated in the newly renovated Romeo Town Center, will feature premium golf simulators, an upscale restaurant, and a full bar, with plans to open this Fall. This expansion aims to diversify retail destinations and create a compelling reason for customers to visit the community regularly.

The facility will include four premium golf simulators and the "Horizon" experience, featuring an elevated platform and a 20’ screen. The center will offer an elevated food and beverage menu, a full bar with cocktails, and a curated wine and beer selection, along with six gaming machines. The design targets both avid golfers seeking an indoor experience and groups looking for entertainment.

Steven Schwartz, Principal of Romeo Town Center Holdings, emphasized the strategic fit of the new facility. "This will be one of TruGolf Link’s first flagship locations in the U.S. to include their new bar and kitchen concept, and we could not be more excited to have them locate in our facility to enhance our offering to the community," Schwartz said.

TruGolf (NASDAQ: TRUG), a Nasdaq-listed tech and manufacturing company, is transitioning from selling simulators to end-users to rolling out franchised TruGolf Links Center locations. The new operating model focuses on high-end entertainment, advanced indoor golf technology, and fresh design. Dr. Ben Litalien, Chief Development Officer for TruGolf, highlighted the site's potential to provide an unparalleled experience for golfers and amateurs alike.

As Regional Developer, Sharif Ali will recruit franchisees throughout the Chicagoland area and serve as the distributor for TruGolf simulators. "Bringing TruGolf Links to Romeoville is incredibly exciting—not just as a flagship location, but as a new hub for the community," Ali said. The transaction involved Sherry Sanchez from Quadra Commercial as TruGolf Links' national broker, with the landlord represented by Caton Commercial Real Estate Group.

Key Features of the Romeoville Location