TruGolf(TRUG) - 2024 Q4 - Annual Report

Market Overview - TruGolf's total addressable market for golf products in 2022 was estimated at $1.4 billion, with a forecasted CAGR of 11.05%, reaching$ 3.8 billion by 2031[26]. - The company currently holds a 4.28% market share in the golf products sector, with 69% of the market derived from indoor golf simulators[26]. - In 2022, the off-course golf market reached approximately $27.9 million, surpassing on-course play for the first time, with a 13% year-over-year increase in off-course participation[25]. - The indoor golf market has seen a significant increase due to factors such as the high costs of outdoor golf and the closure of over 100 golf courses annually[27]. - The indoor golf simulator market is expected to grow significantly, driven by the increasing popularity of off-course golf activities[25]. Product Development and Innovation - TruGolf's Apogee launch monitor is designed for easy installation and maintenance, reducing calibration time from 20-30 minutes to under five minutes[40]. - TruGolf's E6 software is compatible with 90% of hardware in the market, allowing access to a wide range of customers in both indoor and outdoor settings[26]. - The company is collaborating with a video game company to enhance its E6 software with photorealistic graphics through a new dynamic graphics engine[24]. - E6 Apex software features a new graphics engine providing photo-realistic recreations of golf courses with accuracy within 2 inches on fairways and 2 centimeters on greens[47]. - The company plans to launch new products, including the next generation of Apogee and the Mini Trainer, while phasing out legacy products[73]. Business Strategy and Expansion - The company plans to launch a franchise solution to capitalize on the growing demand for commercial indoor golf offerings[28]. - The company plans to franchise indoor golf entertainment venues, requiring spaces between 5,000 and 32,000 square feet, significantly less than traditional golf courses[51]. - Future franchise locations will operate as authorized resellers, with a pre-sales requirement to ensure profitability prior to operations[52]. - The company has signed a Joint Venture agreement in China to manage distribution across Asia, aiming to expand its market presence[216]. - TruGolf's business model aims to unify the golf technology space, positioning itself as a leader in both hardware and software solutions[209]. Marketing and Sales - Approximately 80% of the company's marketing efforts focus on lead generation through various channels, including SEO and social media campaigns[66]. - The company continues to invest in expanding its sales force and marketing efforts to increase product adoption and awareness[216]. - TruGolf's software integrates with over 24 third-party golf technology hardware manufacturers, covering approximately 90% of the global market[208]. Financial Performance and Risks - The company anticipates needing to raise additional capital in the future to support its growth strategy and operations[112]. - Rising costs for raw materials, labor, and freight could negatively affect the Company's gross margin and profitability[115]. - Supply chain disruptions due to factors like the COVID-19 pandemic and geopolitical conflicts could materially impact operations and profitability[118]. - Consumer spending is sensitive to macroeconomic conditions, including inflation and geopolitical events, which could adversely affect sales[141]. - Economic downturns may lead to declines in consumer purchases, particularly for discretionary premium sporting goods, impacting financial performance[142]. Compliance and Regulatory Challenges - The Company is subject to various U.S. federal, state, and foreign laws and regulations, which may evolve and impact operations[86]. - The cost of compliance as a public company is estimated to exceed$ 250,000 annually, potentially affecting the company's ability to continue as a going concern[147]. - Legal and regulatory challenges related to intellectual property protection could negatively impact sales and financial condition[153]. Operational Insights - The company experiences increased product usage and higher sales volumes during the first and fourth quarters due to seasonality[83]. - The Company typically increases marketing, sales, and customer service activities during the third and fourth quarters to meet seasonal demand[84]. - The Company employs approximately 72 employees, with 71 full-time and one part-time, many of whom work remotely[95]. - The company has collected extensive swing data since 2017, which offers insights into performance trends and consumer behavior[57]. Stock and Equity Information - As of April 14, 2025, the company had 29,881,672 shares of Class A common stock issued and outstanding, with current directors and executive officers owning approximately 16.8% of these shares[170]. - The company's stockholders' equity was reported at ( $10,508,104), indicating non-compliance with Nasdaq's minimum stockholders' equity requirement of$ 10,000,000[174]. - The company received a notification for not maintaining a minimum bid price of $1 per share for 30 consecutive business days, with a compliance period ending on May 5, 2025[176]. - The company also received a notice regarding its market value of publicly held securities falling below the$ 15,000,000 threshold required for continued listing on Nasdaq[177]. - The company has never declared or paid dividends on its common stock and does not anticipate doing so in the foreseeable future[199]. Cybersecurity and Technology - The company has engaged an outside consulting firm to review its information systems environment and improve security measures[190]. - The company utilizes a Cloud-only architecture to enhance security and minimize risks associated with system downtime and data breaches[182]. - The company has not experienced any cybersecurity incidents that materially affected its business strategy or financial condition[188].