Albatross Golf — along with its flagship brands, GolfTRK and Noonan — is ready to move into its next chapter, co-founders Alex Reed and Matt Williams shared, with the completion of its expanded headquarters in Prairie Village just a couple short months away.
“This is the right next step for us and where we’re headed,” Reed explained, “and the logical evolution of what we need and where we want to be.”
An exterior rendering of the new GolfTRK flagship and headquarters for Albatross Golf; rendering courtesy of GolfTRK
With GolfTRK offering franchise opportunities — having sold 31 units since the beginning of 2025 — the new headquarters will provide a larger space for hosting monthly tours for those interested in buying a modern training and performance indoor golf franchise unit, Reed said.
“We have outgrown our existing venues to be able to host groups like that,” he continued. “They’re getting bigger and bigger every month, and so this will serve as that space for us to showcase what the best of the brand can be.”
The new 6,700-square-foot home base — expected to feature six training bays for golf enthusiasts, a putting area with overflow presentation space, offices, a large conference room, and a full kitchen — is planned for the former Macy’s retail space in the Shops at Prairie Village.
Depending on construction timelines, the co-founders are hoping the space is ready to open the first week of June — in line with the grand opening of neighbor Big Grove Brewery and in time for the World Cup.
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“We’ve spent the past couple years really laying the infrastructure and proving out (the concept),” Reed explained, noting traction milestones hit over the previous 15 months. “We should double our sales count from 2025 in the first quarter of this year. We’re already halfway there. So we very much need space that can cater to where our concept is headed.”
A rendering of a kitchen and bar area that transitions into office spaces and golf bays at Albatross Golf; rendering courtesy of GolfTRK
A proven swing
Since launching in August 2023, Albatross has debuted its Noonan digital caddie platform (one of Startland News’ Startups to Watch in 2025), shepherded the opening of five GolfTRK franchise locations (two outside of the Kansas City area), raised a $675,000 seed round, partnered with tech powerhouse Garmin, plus designed a state-of-the-art headquarters in a prime location, the co-founders said.
“We took a measured approach, started a little bit smaller, proved it out, and built out our brand presence,” Williams said. “And now we’ve kind of grown into this and the timing is right.”
“It’s felt like the longest and shortest two and a half years of our lives,” Reed added. “There’s been a ton of growth. And at certain points, you stop and reflect on what’s happened in the past six months, 12 months, 24 months, and there has been a ton that’s gone on and a lot of stuff to really be proud of. But it’s also just one step at a time.”
“Hopefully two and a half years from now, we’ll be able to look back and be proud about the growth that started from this moment,” he continued.
Albatross — which is currently raising a Series A round — has always had a long-term goal of disrupting the industry, Reed noted, and truly making a mark on where modern golf is headed by building a respected, durable brand that has its place in the off-course performance vertical.
“As much as we’re leaving the thumbprint in the local market with this development and a lot of the visibility that will come with it,” he continued, “We are also at a time where it feels realistic to think that we have started to make our mark nationally. And as our brand grows, we’re starting to see that take shape and be recognized and acknowledged within the space that we want to be in.”
For Reed, Williams, and co-founders Sam Collins, and Paul Buonopane, Prairie Village has always been on their radar; it’s the perfect spot for their headquarters, as well as their growing team and the brand’s community, they shared.
“The nature of golf continues to be that it’s more expensive, less accessible, and less convenient,” Reed said. “There are four private clubs within a two mile radius of here. But if I wanted to go join one of those, it’s a two- to seven-year waiting list, in some cases, and hundreds of thousands of dollars. So we’re excited to bring a really high caliber, premiere training and performance venue that will cater to the best needs of this community and those folks that might be on the waiting list or might be priced out of the clubs.”
“Wth four golf courses in the immediate area, it doesn’t feel like a golf desert,” Williams added, but for anybody who doesn’t belong to those clubs, it is a golf desert. So I think there’s a high degree of the population that would love to access something like this — clearly based on that waiting list — but there’s really nothing that is available. Plus for people who already belong to a club that want that year-round access and the technology, it’s a really good option.”
Matt Williams and Alex Reed, co-founders of Albatross Golf, GolfTRK and Noonan; photo by Nikki Overfelt Chifalu, Startland News
All eyes on Kansas City
Depending on the readiness of the new headquarters facility, the Albatross team is hoping to tie their grand opening to World Cup festivities. It’s a great place to practice your swing and watch the games, they said.
“It’s honestly a good opportunity when the eyes of the world are on Kansas City to showcase how we have built this growing business right here in the local area,” Williams noted. “If (Argentina superstar Lionel) Messi wants to invest in a franchise, it would not hurt.”
“England would be a good international next step,” Reed added with a smile.
