Brian Jankowski takes on second business as part owner of X-Golf in Oshkosh

Posted by author February 15, 2025 Golf

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Tina Dettman-Bielefeldt
| For Green Bay Press-Gazette

Brian Jankowski of Oshkosh is taking another step in his entrepreneurial journey. His first venture, the Doggy Dupa Leash, a business he owns with his mom, Kathy, is growing at a steady pace.

The leash, a double dog leash that doesn’t tangle or pull and includes a holder for disposal bags, has proven not only to be an excellent product, it has also been a learning experience for Jankowski, who is now a part owner of X-Golf in Oshkosh (playxgolf.com).

“One of the things I learned is that it is hard to run a business,” he said. “You have to be on top of your game 24/7 and you’re working a lot. Work and life balance is important, but when you’re running your own business, it’s tough. Through Doggy Dupa, my passion for business is flourishing and growing, and with X-Golf, I couldn’t be more excited about it.”

That passion for golf has defined his career. Jankowski graduated from Menasha High School before earning degrees from the University of Wisconsin-La Crosse and the Golf Academy of America in Carlsbad, California. He received a Class A Professional License as a pro through PGA America.

In 2006, he began his career at Golftec, a business that specializes in golf club fittings and training. Of the 22 years he has spent in the industry, 15 have been specifically in the indoor golf space. It was those years of experience that brought him to his latest venture.

“I was learning my craft, how to give lessons, how to help people improve their game,” he said. “I gave 12 to 14 lessons a day in addition to club fittings, and gave more than 25,000 lessons in my career.”

But leaving wasn’t an easy decision.

“Quitting my job with Golftec was difficult. I’ve worked with the owner for years and it was hard to say I was leaving. I learned a lot about business from him and he has been a friend and a mentor. When I started, he was opening his first store; he recently opened his fifth,” Jankowski said.

They parted on good terms. The businesses have different models and are not considered to be competitors. While Golftec focuses mainly on fittings and lessons, that is less than 10% of the X-Golf business. X-Golf is considered an entertainment center for families, golf amateurs, and pros, and the main feature is its high-end golf simulators. It also includes a restaurant and bar and a space for private parties.

Jankowski will do fittings and lessons, but he will also serve as general manager.

“It is really the next progression in my career,” he stated. “When I was thinking of making the change, I wrote down the pros and cons and weighed them based on time and finances, and talked to the people closest to me. It only took about two weeks to make the decision.”

The decision was made easier based on his review of the franchise. The first X-Golf opened in 2015 and already has grown to more than 200 locations. After deciding to make the change, he left his job on Dec. 2 and got busy working with the other owner to remodel a vacant 9,000-square-foot space in a strip mall. It was an arduous task.

He said, “We had to navigate everything from construction to wall décor, murals, lighting — everything. It includes seven bays for golf simulators with room for an eighth.”

There also is a bar with tables in the center of the building, the private event space, and a kitchen. The menu, one that he is working on, includes staples like burgers and hot dogs. But there are also unique items like hot chicken sandwiches and protein balls.

As Jankowski commutes from his home in west De Pere, he said he spends his time planning the business. He wants it to be a place where people, mostly golfers, can come and hang out, enjoy a meal, and experience what he says are some of the best simulators in the industry.

X-Golf boasts that it has spent 20 years developing a proprietary technology that combines laser, light, impact and camera sensory technologies. It claims that it is the most accurate and comprehensive indoor golf simulator in the world. The simulators include play at 45 different golf courses.

Although other units might not be as sophisticated, the overall realism and accuracy of advancing technology has meant incredible growth within the industry for both individual and business use. The National Golf Foundation estimates that there are about 4 million golf simulator users across the country. Between 2021 and 2030, the industry sales are predicted to grow from $1.3 billion to $3.3 billion.

An interesting statistic is that half of simulator users have never played on a golf course. League play is no longer limited to a golf course; it is a big part of the planned revenue stream.

Jankowski said, “One of our first goals is to establish golf leagues. I am trying to tie in with golf courses, corporations, and event planners and want any that are interested in partnering with us to reach out.”

He has other goals, as well. He said, “Personally, I am looking to improve marketing skills and learn different marketing hacks. I’m not a professional chef, but cooking is a passion of mine and I want to create an interesting menu.”

He will have a staff of six to 10 to help. The criteria are simple — employees don’t have to be golfers but should be outgoing, talkative, good with people, and focused on helping customers have fun.

With that mindset, he isn’t worried about the increasing competition that exists in the industry.

“Competition is good for everyone,” he said. “It brings more interest and spotlights the business. There are a lot of golfers and we want to be another great spot in the community where golfers can come and enjoy themselves. We’re trying to grow indoor golf. People are coming around to the idea that when they play inside, it can be that much more enjoyable.”

And he will be there to help them achieve their goals with lessons and fittings. In his experience, he said that the golfers he worked with were able to take an average of 10 strokes off their scores in a year. His skill, he said, is in being able to deconstruct a golf swing and put it into building a better golf swing.

As he helps golfers reach their goals, Jankowski will be focusing on his goals to increase overall revenue and profit and provide a fun and entertaining place for individuals and families. In the next five years, he would like to open two more locations in northeastern Wisconsin, and is working toward becoming a PGA Master Professional, the highest level for his profession.

In his limited spare time, he’ll continue helping his mom with the Doggy Dupa Leash.

“We are now working to expand into retail shops locally,” he said. “Online presence has steadily grown and we have introduced a new feature to the leash called ‘traffic handles’ which help the user control their dogs easier in tight quarters. We have also expanded our leash for large dogs with the use of thicker and stronger bungee cords.”

“I am an entrepreneur at heart,” he added.

Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.