When Western Australian entrepreneur Dean Petrie began exploring opportunities in sport and entertainment, he wasn’t looking to reinvent the wheel. Instead, he was searching for a concept that combined proven systems, national brand strength and genuine community engagement. That search ultimately led him to X-Golf, the rapidly expanding golf entertainment franchise network, and a $2 million investment in X-Golf Morley in Perth’s north-east.
The move builds on Dean’s track record of identifying underperforming assets and unlocking their potential. Prior to launching X-Golf Morley, he played a key role in revitalising Wanneroo Markets, increasing occupancy to full capacity before the long-running retail precinct was sold earlier this year for close to $10 million, nearly double its previous valuation. The experience reinforced the value of strong operational systems and community-driven destinations - principles Dean recognised in the X-Golf franchise model.
For Dean, the decision to pursue franchising rather than build an entertainment concept independently was a strategic one.
“What attracted me to the X-Golf franchise model was the strength of the brand and the proven success it has already achieved across Australia,” Dean said.
X-Golf has grown into one of the most recognised golf entertainment brands in Australia, now with 33 locations nationwide. Each venue combines high-performance golf simulator technology with hospitality-driven experiences designed to function as sports venues and social destinations collectively.
That established infrastructure was a major advantage for Dean.
“When you’re starting something on your own, you’re building the technology, the systems and the customer base from scratch,” Dean said.
“With X-Golf, those foundations already exist.”
While X-Golf’s ultra-realistic simulator technology initially drew his attention, it was the brand’s structured programs that reinforced the long-term strength of the model. National competitions, social leagues and development programs encourage repeat participation and help each venue build an active local community, a key factor in long-term sustainability, according to Dean.
“My experience at Wanneroo Markets showed me what’s possible when you combine strong business fundamentals with a genuine focus on community,” Dean said.
“One of the biggest lessons from Wanneroo Markets was understanding how people use shared spaces and creating environments where diverse groups feel comfortable spending time.”
Inside Dean’s new north-east Perth venue, X-League and Your Tour competitions connect players across venues nationally, allowing customers to compete locally while participating in broader ranking systems and events. Alongside these competitive formats are social leagues, women’s events and junior programs designed to introduce new players to the game and encourage participation across all skill levels.
The broader growth of the sport also reinforces the opportunity. Golf Australia’s most recent participation report shows more than four million adult Australians now play the game in some form - the highest figure ever recorded - with overall participation rising by more than five per cent in the past year alone.
For players, the indoor format removes many of golf’s traditional barriers, allowing people to have a hit at almost any time of day and in any weather. Combined with a vibrant food and beverage offering, the venue creates a relaxed social environment where experienced golfers and first-timers alike feel comfortable having a go.
Positioned opposite Morley’s Galleria Shopping Centre during its major redevelopment, the launch of Dean’s 900sqm facility is driven by population growth and shifting demographics, alongside broader economic patterns reshaping leisure behaviour.
“Morley is a densely populated suburb with a large and diverse community, but it hasn’t seen many new entertainment options,” Dean said.
“We see X-Golf as part of that change, adding a modern, social venue where people can meet, compete and spend time together close to home.”
Located at 129 Russell Street, X-Golf Morley features six advanced simulators using proprietary ball-tracking technology capable of replicating some of the world’s most famous courses. Alongside the playing bays, the venue includes a dedicated “19th Hole Lounge”, a full-service bar and kitchen, overhead screens for live sport and additional social games such as pool and darts.
Dean says the concept reflects a broader shift in leisure behaviour, where more consumers favour shorter, social experiences over full-day activities.
“People are increasingly looking for experiences rather than simply going out for a drink,” Dean said.
“The combination of sport, hospitality and social interaction creates something far more engaging.”
The venue will employ around nine local staff, each focused on creating a welcoming environment that reflects the culture across the wider X-Golf network.
With five other franchises already operating across Western Australia, Dean has been able to draw on established operational systems and the collective experience of the network.
“Many of the challenges have already been encountered somewhere else in the network,” he said. “That knowledge and support make a significant difference when launching a new business.”
Having opened its doors in late March, Dean’s immediate focus is on building a space that becomes embedded within the Morley community.
“Success for us is creating a place the community truly embraces - somewhere people come to make memories and enjoy the game together,” he said.
For Dean, X-Golf Morley highlights how franchise systems allow experienced operators to apply proven business instincts in new sectors, blending technology, hospitality and community to create modern leisure destinations.
Dean’s five pieces of advice for those keen to get into franchising:
- Back proven systems: Building everything from scratch is risky - strong franchise systems accelerate growth and reduce costly trial and error.
- Start with the community: Successful venues are built around how people actually want to spend time, not just the product you’re selling.
- Look for sectors with momentum: Growth industries create tailwinds that make good business decisions even stronger.
- Make accessibility part of the model: The easier you make it for people to participate, the faster your customer base grows.
- Think experience, not just transaction: The most successful venues give people a reason to stay longer, return often and bring others with them.
You can find out more about X-Golf Morley at https://www.xgolf.com.au/locations/morley-wa/, or follow the team’s journey on Facebook at @X-Golf Morley.
