Five Iron Golf Swings Into Its First Brand Campaign

Five Iron Golf, the indoor golf entertainment and training center, is taking a fresh swing with its first-ever brand campaign, featuring comedian and golfer Hannah Rae. The effort marks a major step for the brand as it looks to expand its reach and introduce more players to its unique, approachable take on the game.

The integrated campaign began rolling out this month across a range of channels, including a short film, 30- and 15-second video spots, out-of-home placements, and social content, all designed to build awareness and engagement.

Timed to follow the excitement of Augusta, the campaign taps into a cultural moment when golf is top of mind. For many, spring marks the season to return to play or take up the game for the first time. Five Iron Golf saw an opportunity to connect with both seasoned players and newcomers, inviting them to experience the sport on their own terms.

Five Iron Golf selected Hannah Rae to appear in its advertising spots as a natural extension of a successful previous collaboration. Hannah, a member of the Atlanta-based sketch comedy group St. André Golf, specializes in golf-themed content that blends humor with authentic knowledge of the game.

In 2024, Five Iron had partnered with Hannah and St. André on a content series that captured the approachable, spirited nature of the brand through a comedic lens, resonating strongly with the audience.

According to Jed Lewis, Chief Marketing Officer of Five Iron Golf, the launch strategy for the “It’s All Good Form” campaign was carefully designed to balance brand strength with market expansion. The brand focused initial efforts on a mix of established and emerging markets, including New York, Chicago, and Philadelphia, cities where Five Iron Golf already had multiple locations and strong brand equity, as well as Minneapolis, a newer market identified for its high growth potential. The campaign’s dual objective was to drive both brand awareness and customer acquisition.

“While staying true to our core golf consumer, this campaign is also aimed at broadening our reach, connecting with beginners, casual hobbyists, and those looking for spaces to socialize, entertain, or watch sports,” said Lewis. “Because inclusivity is central to both our brand and this campaign, It’s All Good Form also creates space for people who might not have traditionally seen themselves in the sport.”

Five Iron Golf’s campaign was supported by a strategic media mix, with approximately 60% of its budget allocated to out-of-home placements, including billboards, transit, and street-level displays, and 40% directed toward digital channels, focusing on paid social and connected TV. The digital strategy leveraged location-based targeting technology to deliver creative assets to consumers in close proximity to venues, driving both brand awareness and in-person engagement. Though it is not clear how much the brand spent on this campaign.

The campaign accounted for a significant portion of the FY25 marketing efforts and was intentionally designed to balance broad visibility with targeted impact. It launched in high-impact, multi-location markets such as New York, Chicago, and Philadelphia, as well as Minneapolis, which opened in late Q4 2024. Since then, new locations have been added in Philadelphia (Q1 2025), with further expansion planned for New York City in summer 2025, positioning the campaign as a key driver of market growth and brand introduction.

Five Iron Golf is targeting a more inclusive, experience-driven audience while remaining rooted in its core golf consumer base. This expanded focus includes individuals who are serious about improving their game, as well as a growing segment of socially active, lifestyle-focused consumers who may not identify as traditional golfers but are seeking new, interactive, and fun experiences.

Through a combination of consumer research and in-market testing, Five Iron Golf identified key need states that inform its targeting strategy, such as the desire to stay active and have fun, blow off steam with friends, try something new, or simply relax in a laid-back environment. A central goal of the It’s All Good Form campaign is to lower the barrier to entry, demonstrating that players do not need to be skilled or even familiar with the rules of golf to enjoy the Five Iron experience.

As development began on the brand’s campaign and its tone was being defined, Hannah was a fit according to Lewis due to her deep golf knowledge, improvisational talent, and dry, clever delivery made her the perfect choice to bring Five Iron’s brand personality to life.

“We were looking for someone who could lean into our fun, approachable side and someone who could play a deadpan narrator guiding viewers through a heightened, humorous version of the Five Iron experience,” said Lewis. “Hannah was a natural fit.”