Power Tee Supports Premium Range Experience at A1 Golf Activity Centre 

By Dan Owen (first published in Golf Retailing trade magazine)

Located on a prominent site beside the A1 in North London, A1 Golf Activity Centre has grown into a multi-use golf and leisure destination, combining a 45-bay driving range, American Golf retail store, restaurant, adventure golf, simulator, and car wash. For owner Ivan Norman, who has worked in the golf industry since the late 1970s and was one of the founders of Nevada Bob’s in the UK, the opportunity at A1 was clear from the beginning. After buying the site in 2006, he saw the potential to turn an established driving range into a modern golf activity centre. 

“I could see the massive potential in the driving range and the way golf was starting to change,” he says. 

A major redevelopment followed, including planning for an 18-hole dinosaur adventure golf course, an extended shop, a new reception log cabin with restaurant, improved outfield targets and a wider upgrade of the customer experience. 

As part of that investment, Norman committed to installing Power Tee automatic teeing systems across the range. 

How Power Tee Boosted A1’s Driving Range

“That was my first introduction to Power Tee,” he explains. “I had obviously heard of them from other sites, but it was the first time I actually put it in my own site.” 

Initially, A1 installed Power Tee across all 50 bays. Over time, the business refined that approach, focusing the system on its 24 busiest and most popular bays. For Norman, that proved to be the right model. 

“They are the prime bays,” he says. “They probably account for 70% of business at the driving range. That worked perfectly.” 

The decision reflects A1’s broader approach to technology and investment. Rather than adding equipment for the sake of it, Norman looks closely at how each element supports the business model, customer experience and commercial return. 

Power Tee Fuels Driving Ranges With Key Differentiators

Power Tee has remained an important part of that premium proposition. While A1 also offers Toptracer in every bay and has invested heavily in the wider site, Power Tee provides a point of difference in a competitive local market. 

“We charge around 5% more than the local ranges,” says Norman. “They’ve all now got technology in, but none of them have Power Tee. So if someone asks why we are a pound more than down the road, we can say we have premium golf balls, premium mats and Power Tee for those who want it.” 

That focus on quality is central to the A1 offer. Norman brings in new range balls every year and sees the Power Tee agreement as helping maintain consistently strong bay standards. 

“One of the things I really like about the Power Tee agreements is the mat changes,” he says. “We have three mat changes throughout the five-year contract, which means we can shout about that. New balls, new mats, new hitting surfaces. That’s a nice message to keep relaying to the consumer.” 

A1 Golf Activity Centre’s Wider Retention Strategy

For A1, the value of Power Tee is not simply about encouraging customers to hit more balls, particularly since the business now operates an online booking model with half-hour and hour-long sessions. Instead, the technology forms part of a wider retention strategy. 

“My reasons weren’t just about generating more business,” Norman explains. “It was more for retaining business. We want people to see that we have good golf balls, good mats and a lovely service.” 

The adjustable tee height is also a major benefit for golfers, giving them a better and more consistent practice experience than a traditional bay. 

The relationship with Power Tee has also proved important operationally. A busy site such as A1, which now records around eight million balls hit per year and approximately 250,000 visits annually, needs reliable equipment and quick support when issues arise. 

Norman says Power Tee has delivered consistently on that front. 

“They are very good to deal with,” he says. “The product is good and they are very helpful.” 

Most day-to-day maintenance can be handled by A1’s own team, including tee changes and simple fixes. For bigger issues, Power Tee provides backup units and quick turnaround. 

“If one goes down, we have a backup anyway,” says Norman. “The replacement will be there within a week. I’ve absolutely no criticism. It is first-rate service.” 

That service has also extended to site-specific problem solving. Because of the slope of the range, heavy rain had previously caused occasional water ingress into the Power Tee units. Power Tee responded by helping develop a solution, raising the machines on plinths to prevent the issue. 

“They listen,” says Norman. “They are willing to address issues that may be specific to that site. They are very proactive and very professional.” 

Technology has helped A1 broaden its appeal. With Toptracer, Power Tee, adventure golf and food and beverage, the centre now attracts a wide mix of golfers, families, beginners, women, juniors and social groups. 

The Trend Towards Off-Course Golf

Norman sees this shift as part of a wider trend towards off-course golf. 

“Driving range owners are in a fortunate space,” he says. “The trends are growing to off-course facilities because of time management, entertainment and cost.” 

He also recognises the growing competition from indoor golf venues, particularly in London and other major cities. His response has been to continue improving the A1 offer and to add new experiences, including a simulator and a new Drop Zone hole-in-one challenge on the outfield. 

The range remains the largest revenue driver on site, but the overall mix is what makes A1 such a strong destination. 

“We changed the name a number of years ago to A1 Golf Activity Centre,” says Norman. “And it really is a destination now for multiple reasons.” 

For Power Tee, A1 is a strong example of how automatic teeing can support a premium, high-volume range environment. For A1, the system remains part of a wider commitment to quality, service and customer retention. 

After around 15 years of working with Power Tee, Norman has no doubts about the value of the partnership. 

“I think they’ve got it right,” he says. “In 15 years of dealing with them, I’ve never had a problem.” 

Golf facilities interested in learning more about implementing Power Tee auto-tee technology can reach us via powertee.com/contact or contact our UK office at +44 (0)1793 822566 for additional information. 

The profile on Power Tee and A1 Golf Activity Centre was originally published in the May 2026 issue of Golf Retailing magazine.