Matt Williams has transformed a passion for golf into a business empire. Originally from Ankeny, Iowa, and now based in Kansas City, Williams graduated from the University of Iowa in 2011 with a double major in economics and marketing, and a certificate in entrepreneurship from the John Pappajohn Entrepreneurial Center (Iowa JPEC). His entrepreneurial journey, influenced by his father’s business ventures, has culminated in the creation of Albatross Golf, Inc., an incubator for golf-related ideas.

From JPEC to Professional Success

Williams credits Iowa JPEC for igniting his entrepreneurial spirit. 

“Going through JPEC was probably what got me my job right out of college [at Cerner in Kansas City],” Williams said. “There were probably a million other people with 4.0 GPAs, so what is it about you that helps you stand out? Having something to hang my hat on [with Iowa JPEC] was something that resonated with them.” 

Participating in competitions like the Business Plan and Elevator Pitch competition and the Volding Business Plan competition during his time at Iowa provided financial rewards. His project, Modern Golf Pros, envisioned virtual golf lessons using camera phones—a concept ahead of its time. Though he didn’t pursue it then, the experience laid the groundwork for future ventures.

“Put your hat in the ring, try the competitions, get a little success,” Williams said. “There is a story you tell with that.”

Building GolfTRK and Beyond

Fast forward to 2023, Williams and his business partners Alex Reed and Sam Collins established GolfTRK, an indoor golf facility catering to avid golfers. Unlike entertainment-focused venues like Topgolf, GolfTRK emphasizes skill development, offering state-of-the-art technology, lessons, and club fittings through a membership-only model. The venture has gained significant traction, with a second Kansas City location opening in early 2025 and franchise agreements already signed in Texas.

“There were no offerings out there for avid golfers to practice and get better,” Williams said. “We decided to start one and it went well. We weren’t sure if it was going to be a lifestyle business or if this was something that had legs. After getting a bunch of unsolicited requests, we decided there were expansion opportunities.”

Innovating with Noonan

The company’s innovative streak extends to technology. Concerned about a lull with GolfTRK in the summer, Williams relied on his tech background to capitalize on the data collected at GolfTRK.

Leveraging data from golf simulators, Williams’ team developed Noonan, an app that provides shot recommendations on the course. Drawing comparisons to professional golfers’ caddies, Noonan uses simulator data to calculate odds and offer advice. 

“No one was taking that data onto the golf course,” Williams said. “We saw an opportunity to fill that gap.”

Albatross Golf: The Umbrella for Innovation

Williams and his team consolidated their businesses under Albatross Golf, Inc. This holding company encompasses GolfTRK’s stores, franchise operations, and the Noonan app, creating an ecosystem for golf innovation.

The Role of JPEC and a Vision for the Future

Williams credits Iowa JPEC for inspiring him to take risks and pursue his passions. 

“It was the first thing I felt I was really interested in,” Williams said.

Looking ahead, Des Moines is next on the expansion list for GolfTRK, signaling a return to Williams’ Iowa roots. As Albatross Golf, Inc. grows, Williams remains committed to advancing the game he has loved since childhood.

Personal Ties and Partnerships

Williams’ entrepreneurial journey has been enriched by his personal connections. Collins, a co-founder, is also an Iowa JPEC graduate. Though they didn’t interact much as students, they became close while working at Cerner (now Oracle Health). 

“Two JPECs are better than one,” Williams jokes.

Beyond business, Williams finds joy in his family life in Kansas City with his wife and two young sons. His journey from Iowa JPEC student to founder of Albatross Golf, Inc. serves as an inspiration, proving that with the right idea and perseverance, success is always within reach.