Indoor Golf Concept The Swing Bays Coming to Seaboard Station in Raleigh

The Swing Bays, an indoor golf and fitness franchise built around high-tech simulator bays, coaching and social programming, signed on as a tenant at Seaboard Station in downtown Raleigh, adding an entertainment anchor to the district's growing mix of restaurants, retail and residences.

The lease is one of five planned Raleigh-Durham locations committed to by Phil and Nancy Gugliotta, a husband-and-wife team with backgrounds in staffing and franchise consulting who signed a multi-unit development agreement with The Swing Bays. The brand was founded by PGA professional Dustin Miller and launched its franchise system in 2024; the Gugliottas were its first franchisees.

"We see dozens of franchise brands every day as Franchise Consultants, but The Swing Bays was one that stood out," the Gugliottas said when the deal was announced. "When we discovered The Swing Bays, we realized it wasn't just a solution for us; it was something the market desperately needed."

The concept layers multiple revenue streams under one roof: simulator bay rentals, membership packages, golf lessons, club fitting, fitness programming and food and beverage service. Nancy Gugliotta described the staffing model as deliberately lean, built around a general manager and assistant supported by part-time staff and independent professional trainers who bring their own client books.

North Carolina's golf economy, estimated at $4.2 billion and fueled by year-round playing conditions, provides the commercial backdrop for the Gugliottas' five-unit investment in the metro. The Seaboard Station footprint fits the demographic the brand targets: urban patrons who want weather-proof, year-round access to the game.

Seaboard Station's mixed-use model strengthens the case. The district sits within Raleigh's "Sip n' Stroll" permissive alcohol zone and draws a daily blend of residents, office workers and evening diners. That multi-daypart foot traffic supports both weekday simulator reservations and weekend social rounds. Small businesses in the Seaboard area have weathered construction-related disruptions in recent months; an entertainment tenant operating from lunch through the evening window could help stabilize demand for neighboring shops and restaurants.

No specific opening date or street address for the Seaboard Station unit had been published as of the announcement. Buildout details and tenant calendar updates are expected from the operator and Seaboard Station management in the weeks ahead.