Four Wood Golf, a new premium indoor golf venue on Pico Boulevard, has officially opened its doors, bringing a distinctly East Coast concept to the heart of Santa Monica. Billed as a modern indoor “clubhouse” with six high-end simulator bays, a full kitchen and a beer and wine bar, the venue aims to serve as much more than just a training space for golfers.
Founder and CEO Simon Page said the idea grew out of a recurring frustration he and friends had with existing indoor golf facilities. Many were “small man caves,” he said, with limited space and no food or beverage options. Others lacked the atmosphere or amenities that might make them appealing to casual visitors or non-golfers.
“We decided to make something more community focused,” Page said. “A place with food and beverage, nice big bays, a place where you can come with your mate or your wife or your partner, even if he or she doesn’t play golf.”
Though indoor golf is a well-established concept in colder cities like New York and Boston, Southern California’s weather has traditionally led many to assume there was no need for indoor facilities here. Page sees that assumption as outdated, especially post-COVID. Prior to this opening, the only alternative in Santa Monica was Wired Golf, at 2606 Pico Blvd, which also offers a digital simulator golfing experience.
“Golf has never been more popular than it is now,” he said. “If you go out to any of the driving ranges, you can’t say this is your stereotypical golfer. There’s literally everybody out playing golf.”
Located at 828 Pico Blvd, Four Wood Golf occupies a reconfigured commercial space with room not only for private simulator sessions but also for working, socializing and eating. The goal, Page said, was to create a place where people could spend time, not just pass through. “We’ve got a lot of fast food restaurants around here,” he said. “But not many places where people can actually spend some time.”
Each of the club’s six simulator bays can be rented by the hour, with pricing set at $60 per hour and an additional $10 per guest. Club rentals are also available for $10 per hour. Guests do not need to be members, but Page said that for regulars, memberships generally make more financial sense.
The Birdie membership tier, which runs $275 per month, includes unlimited off-peak play, eight hours of peak-time access, free guests and bar credit. A family plan is also available for $495 per month, covering two parents and up to three children. Corporate memberships are offered on request.
Instruction is another key part of the business. The club offers swing evaluations and private lessons using Swing Optix cameras and Uneekor launch monitor technology. A 60-minute swing evaluation is priced at $150. Lesson packages are available in blocks of five ($500), 10 ($900), or 15 ($1,200) and are taught by PGA-certified instructors. Junior clinics and speed training options are also available.
Since its soft opening on June 1, Page said word-of-mouth has driven much of the early traffic. “We’ve got about 60 members already,” he said. “What’s been very nice and gratifying is the vast majority of people coming in are in the neighborhood. Literally walk-ups and people walking by.”
The club’s atmosphere leans toward casual but refined. There is no dress code and the food and drink menu is designed to encourage visitors to linger. Events, fundraisers, birthday parties and corporate bookings are all supported, with the space available for partial rentals or full buyouts.
Although Four Wood Golf is now fully operational, the journey to opening day was not without obstacles. Page was reluctant to go into detail on the record, but did say the process of dealing with City Hall “could have been smoother.” He acknowledged that he had underestimated how long approvals would take and how costly the process would become.
“Everybody told me it was going to be hard,” he said. “I was like, no, I’m a banker, I’m seriously organized, I’ll get it done. But it cost me twice as much, took twice as long. The cliché [of having to deal with the City of Santa Monica] is a cliché for a reason.”
Still, he credits the perseverance of his team and the support of local leaders, including Santa Monica Mayor Lana Negrete, with helping to get the project across the finish line.
Ultimately, Page sees Four Wood Golf not just as a business, but as a community hub. “This isn’t to replace your golf,” he said. “This is so that when you make the eight-hour trek to the valley to play Rustic Canyon, you’ve been indoors practicing, getting better. It’s about improving your game, but also just having a place to hang out.”
More than anything, he said, it’s about building something inclusive. “A place where people can come hang out, get a bit of community, play some golf, do some work,” he said. “That’s the whole idea. Bringing people together through the game we love.”
scott.snowden@smdp.com