Brand DNA

North Star

Love the game. The 19th is the place to practice like a pro, unwind and share the highs and lows of your round.

If a piece of work doesn’t carry that feeling, it isn’t The 19th yet.

What it is

The 19th is a premium golf simulator at Space2B, The Maltings — a private members’ space to play, practice and unwind. The simulator is the hero. The pool table, darts and relaxed seating are the pleasant discovery, not the headline.

We call it a premium golf simulator on purpose — not a “golf lounge”. It’s not a “facility” or “machine” (too cold). Members will shorten it to “the sim”.

Who it is for

A private members’ space, opened first to the people closest to it: Maltings tenants and ION gym members, with priority access for Space2B tenants and guests.

The people in the room are mixed, late 20s to mid 50s, casual-smart. Some are chasing a handicap; most are here for the social scene as much as the golf.

Who pays and who plays are often different people. A business might cover the membership while the team are the ones through the door. So winning members is mostly a conversation with buyers; keeping them is a conversation with players.

Buyers — who signs up:

• The founder-operator — covers it for the team; sees culture and bonding, not a perk to justify.
• The self-funder — pays their own way; wants real value and an easy lunchtime escape.
• The people-first investor — buys for staff engagement; a space the team will genuinely use.

Players — who walks in:

• The returning enthusiast — solo, mornings and lunchtimes; wants real practice, data and focus.
• The connector — groups of three to six, evenings and Fridays; here for the vibe and the company.
• The social organiser — brings the group together; pool, darts, food and a round, with no faff to book.

How we position it

• Premium, not stuffy. Closer to a great bowling night than a traditional members’ club.
• The sim leads. Everything else is a bonus you find when you’re there.
• Social by default. A place to bring a few people, not somewhere you sit in silence.
• Quietly exclusive. Membership protects the quality of the experience, it isn’t there to look down a nose.

The story, short

One sim, real ball-tracking, good company and a relaxed room — open early until late, seven days a week. You book a slot, the door unlocks for you, the sim is warmed up and waiting. Play a round, work on your swing, or just have a drink and a laugh with the people you brought.

What we’re not

• Not a sports bar, and not a clinical practice range.
• Not a stuffy, blazer-and-tie members’ club.
• Not “a facility” — we never call it that.
• Not trying to be everything; the sim is the point.