Sim Golf Malmö: When Technology and Community Unite Sweden and Denmark

The Öresund region is renowned not only for its stunning landscapes and rich culture, but also for its ability to connect people, businesses, and ideas from two neighboring countries. In this spirit of connection, Öresund Spotlight highlights companies that bring innovation and contribute to the growth of local business in the region.

Carsten and Mika welcomed their course participants early on a Saturday morning, at 9 a.m., for an engaging and insightful session. Photo: Laurentiu Mihai

One such example is SimGolf Malmö, an indoor golf center that has created a new and accessible experience for golf lovers in Malmö and beyond. Opened in 2022 as an extension of SimGolf Copenhagen, the center combines cutting-edge Trackman simulation technology with a welcoming environment, making it a top destination for golf enthusiasts on both sides of the Öresund.

Today we speak with Carsten Beyer, founder of SimGolf Malmö, to learn how this business successfully blends sport, technology, and community. We explore how SimGolf has gone beyond the traditional boundaries of golf, offering new opportunities and fostering strong connections between golfers throughout the Öresund region.

What motivated you to open SimGolf in Malmö at a time when many sports businesses were facing challenges? How did you identify indoor golf as a unique opportunity for the Öresund region?

– I’ve been playing golf for 30 years, since I was 30. At my golf club, I met the owner of SimGolf Denmark and played with him for 10 years. Later, I ran into problems at work — I was a piano tuner at the Copenhagen Opera and clashed with the new director. I asked my friend if we should open SimGolf in Malmö. He said yes, and that’s how I ended up here as a SimGolf owner.

When it comes to the Öresund region, SimGolf is present on both sides of the strait. I find that a bit curious, because it’s actually cheaper for Danes to play in Sweden. If you join SimGolf in Sweden, you can also play in Denmark under the same conditions — and vice versa.

The Öresund region is known for its dynamic economic and cultural life. How does SimGolf adapt to these traits, and how do you help redefine leisure activities in Malmö and the surrounding area?

– It’s difficult to persuade Danes to come here. In Denmark, the legal alcohol limit for driving is 0.05% BAC, while in Sweden it’s 0.02%. When they come here to play, they quickly realise they can’t drive home over the bridge if they drink as they normally would. They want a beer before, during, and after the game — and then to drive home. That just doesn’t work here. So even though it’s cheaper and easy to get to Malmö, many Danes won’t come because of that 0.02 limit.

“Build three more bridges. One is not enough. More bridges are needed for these two societies to truly interact with each other. That’s the conclusion I’ve reached.” 

Trackman is considered the leader in golf simulation. How does this technology help players improve their performance, and how does it differ from traditional outdoor golf?

– Trackman is a world of its own. It’s also a Danish company, founded about ten years ago. It started with a Dane who worked in the Danish military on radar technology. The position tracking system mimicked radar functions to measure the movement of a golf ball. Originally developed for military use, this technology now allows us to create a realistic golf simulation. Thanks to Trackman, we can offer an outstanding indoor golf experience.

SimGolf promotes accessibility for everyone. How do you attract both experienced players and beginners, and ensure each group has a valuable experience?

– Simulator golf is highly inclusive, especially in the Trackman world. For example, today I’m teaching people with disabilities. On other days, I run beginner sessions for people who’ve never held a club before, helping them get started quickly. For older players or those who find it difficult to hold a club, we offer mini-golf and short games that allow them to take part. It’s very inclusive, and I believe indoor golf will offer even more opportunities in the future.

How important is community to SimGolf’s success? What initiatives do you run to create a friendly and collaborative atmosphere among members and visitors?

– This is something Mika and I have worked hard to build. We often say we don’t just sell golf — we sell self-realisation and shared experiences. Many golfers don’t see their friends all winter, and we solve that here. People play just as they do in summer, uniting around the sport. Handicap golf and adaptive golf are also much easier indoors, giving people the opportunity to start playing in a supportive environment.

From Copenhagen to Malmö, SimGolf has grown quickly. What strategic directions are you considering for the coming years?

– We work closely with Copenhagen and also with local golf clubs around Malmö. This year, we’ve collaborated with Malmö Burlöv and Bokskogen Golf Club to strengthen our connections and offer more joint activities for golfers in the region.

The Öresund region is known for cross-border cooperation. How do you work with other companies and organisations to expand SimGolf’s impact?

– Indoor golf in the Öresund is essentially a shared activity between Sweden and Denmark. We want to host tournaments on both sides of the strait, and we will. But for now, our main focus is getting Swedish golfers used to playing indoors.

How has being a family business shaped your leadership style and company culture?

– My wife and I are CEO and vice-CEO. Technically, the CEO decides — but when you’re married, you know she’s the one in charge. (laughs) We keep a very flat structure, even with our restaurant and kitchen managers. We give staff responsibility over their own areas, because that’s how you get the best results.

Carsten, you spent much of your life in music as a piano tuner. How did you transition to running a golf center, and how has that shaped your vision for the company?

– I started as a piano tuner at 15. At 20, I ran my own tuning business in Copenhagen for 25 years. In 2005, I joined the Copenhagen Opera, looking after 40 grand pianos, 20 of them at the Opera itself. I did this alongside my own business for 17 years. I began playing golf at 30, and I’ve been passionate about it ever since.

Both Mika and I play golf, but less than before — especially in summer — mainly because of our workload, averaging 60 hours a week (down from 90 in the busiest times). We met on holiday in Spain, and after just ten days, I proposed. Mika moved to Denmark, and later we relocated to Sweden.

Mika, you have a fascinating background in events and business, and even lived in Spain for a while. How did you get involved in creating SimGolf?

– We both play golf, though mostly indoors. I started after moving to Denmark. We’ve only played outdoors three times this year. Indoors, we also run themed events like gentlemen’s clubs and ladies’ nights.

As a family business, how do you balance personal and professional life?

– We love to travel, but lately we’ve been working non-stop. Last year, we worked 90 hours a week; this year it’s around 60. It’s still a lot.

Your passion for golf and trips to Spain inspired SimGolf. How have these experiences influenced your business model?

– People think the Öresund Bridge makes integration easy, but that’s a myth. It’s a barrier between two societies. It’s easy to travel back and forth, but integrating is very difficult. I remember not being able to get a phone in Sweden, let alone a bank account or personal number. Integration between Denmark and Sweden is virtually impossible.

Finally, what do you think about Öresund Spotlight’s role in promoting cooperation between Sweden and Denmark?

– I think it’s a fantastic initiative, both culturally and in business. It achieves what politicians cannot — clarifying the rules so our societies can work together more easily. Build three more bridges. One is not enough.