Former DP World Tour member, two-time PGA Cup player and twice winner of the English PGA Championship James Ruth has been head-hunted by MiGolf to play a key role in the company’s plans to create 80-plus indoor golf facilities across the UK. Here he explains his role in the project and the increasing influence of technology on golf coaching and practice.
What is your involvement with MiGolf?
I have a variety of roles. I'm an ambassador for MiGolf and coach at their site in Exeter. That’s been running for about a year now and another one is due to open in Devon by the end of the year. These are the first of 80 that the company plans to set up in the next five years and it will be my responsibility to recruit coaches for them.
Given you are best known as one of The PGA’s most accomplished players, how did you land a position that is a departure from playing?
I got an email back in February from Andy Menear, who used to be the commercial director at La Manga Club and is now a partner in MiGolf. He then phoned to say they were keen to get me involved as I was a good player with a lot of contacts in the region. I’ve also coached before – at China Fleet – so that ticked another box.
What are the key factors that influenced your decision to get involved with MiGolf?
There are a lot of indoor studios across the country which tend to be used by regular golfers. However, MiGolf takes a broader view by aiming to get as many people in as possible to try out the game of golf. Combining that vision with the number of sites they plan to set up was a big attraction as that sounded like an exciting opportunity to get as many people into golf as possible. In my opinion, getting people to take up the game is extremely hard to achieve. As is getting them to make the transition from indoor golf to the golf course. A lot of people sometimes start on a driving range but are reluctant to take that progression.
How does MiGolf differ from other indoor facilities?
MiGolf have designed the membership tiers to be super flexible. Members can access the facilities 24/7, 365 days a year, and bring guests along too. While non-members can visit Tuesday to Saturday between 11am and 6pm, members can pop in whenever suits them – even for that midnight practice session! With PGA Pros available for coaching, more than 100 world-class courses on our simulators, and a great social space for drinks and snacks, it's really become a hub for golf enthusiasts and those looking to get into the game.
In your opinion how is technology shaping the future of golf coaching?
Having solid data has transformed how we coach. Instead of relying on what players think they're doing, or what we think we're seeing, we've got the hard numbers right there. It's eye-opening when you can show someone their exact swing metrics and ball flight data. There's no guesswork anymore - players can see exactly what's happening, which makes them much more open to making those technical adjustments we suggest.
And how do you balance traditional coaching techniques with technological ones?
I always go by trusting my eyes first. Technology is incredible, but there's no substitute for that trained eye that can spot the fundamentals of a swing. The data is there to support what you're seeing – kind of like having a smart second opinion. Sometimes what we see can be deceiving though and that's where the technology really shines. It might confirm what we suspected, or occasionally show us something we missed entirely. It's about using both tools – the traditional coaching eye and the precise data – to give our players the most complete picture possible.
As an accomplished player, what advice would you give to golfers looking to incorporate technology into their practice routines?
The biggest piece of advice I give is to have a clear plan. It's so easy to get lost in all the numbers and data available now. You might jump from working on swing speed to launch angle to spin rate, and before you know it, you're down a rabbit hole without any real focus. The key is to understand exactly what you're trying to achieve in each practice session. Pick specific metrics that matter for your current goal, understand what they mean, and then use the technology to track those elements. It's about being purposeful with the data rather than just collecting it.
How do you believe the technological advancements in golf coaching and growth of facilities like MiGolf will impact the experience of amateur and professional golfers?
It can only add to the experience, especially in winter when practising outside can be tough due to the weather or limited facilities. Plus, a simulator offers the chance to combine a round of golf with the social atmosphere of a bar, boosting the enjoyment. Sure, putting might not feel exactly like it does outdoors, but that’s a small trade-off when you can play golf with friends without facing the freezing cold.
