Topgolf Invests in Poolhouse to Accelerate Growth of Tech-Driven Cue Sports Platform

Topgolf Callaway Brands has announced a strategic investment in Poolhouse, a UK-based tech startup developing an app-based cue sports ecosystem, as part of its broader strategy to expand into adjacent recreational sports markets. The deal marks Topgolf’s latest move to diversify its experiential entertainment portfolio and underscores the rising value of digitally enabled, community-driven sports platforms.

Founded in 2023, Poolhouse has quickly gained traction among cue sports enthusiasts by offering a hybrid model of app-based gameplay, real-world venue integration, and social league infrastructure. The platform allows players to find venues, compete in ranked matches, and track their performance through connected tables and real-time scoring. With early success across UK venues and a growing user base, Poolhouse has positioned itself as a modern solution to reinvigorate the recreational billiards and snooker market.

Topgolf’s investment will support Poolhouse’s expansion plans across Europe and North America, as well as accelerate product development and content creation. Financial terms of the investment have not been disclosed, but the partnership includes strategic alignment on technology, marketing, and venue activation. It also builds on Topgolf’s increasing focus on tech-enabled sports that blend digital engagement with physical gameplay—an approach that has driven its global success in golf entertainment.

Ben Payne, Poolhouse Co-Founder and CEO, described the partnership as a transformative opportunity. “Topgolf understands how to create communities through sport and entertainment,” he said. “Their backing will allow us to scale faster, innovate more effectively, and bring cue sports to a new generation of players.”

Topgolf Callaway Brands, which operates over 100 entertainment venues globally, has been actively exploring ways to extend its ecosystem beyond golf. The company’s 2021 merger with Callaway Golf reinforced its ambition to be a global leader in active lifestyle experiences, and recent initiatives have included investments in digital media, gaming, and alternative sport formats.

The move into cue sports aligns with broader industry trends where investors and operators are targeting social, location-based experiences that combine competition, technology, and hospitality. Poolhouse’s appeal lies in its ability to digitise a traditionally analogue sport while fostering local community engagement through gamified experiences and accessible leagues.

From a commercial perspective, the partnership provides Poolhouse with operational scale, brand equity, and access to Topgolf’s network of partners and venues. For Topgolf, the investment opens new pathways for customer acquisition, cross-promotions, and innovation in sports-led entertainment environments.

As consumers increasingly seek immersive, tech-driven social experiences, this deal reflects the growing convergence between digital platforms and real-world sports participation. Topgolf’s investment in Poolhouse is a clear signal that cue sports may be next in line for reinvention—and commercial scaling—within the broader sports entertainment landscape.