Our Story
Our corporate vision is based on decades of advanced knowledge and expertise in the custom golf simulator and golf launch monitor market. This industry understanding gives us a complete picture of the customers' expectations and needs, as well as anticipating future market requirements, while acknowledging that a structural standard for indoor golf has never existed – until now. We have addressed extended lead times associated with spatial design, material fabrication, and installation of custom golf simulators. We also identified the market need for something more than just a black box or dark space represented in the majority of today's simulator offerings.
There was also a need for a modular design to suit a variety of applications where a flex space is desired or required. Based on these understandings, we have created a new category in the custom golf simulator market, a hybrid between a custom golf simulator and a simulator enclosure. We combined the best of both to create the patent-backed “Custom Simulator Enclosure" or CSE™. The CSE™ delivers significantly decreased lead times, modularity to fit into every environment, and full customization to match any decor or for branding and marketing applications. Welcome to the next generation of Custom Golf Simulator, welcome to SIM Frameworks.
About the Founder/CEO
Rick Cuellar, founder and CEO of Sim Frameworks, was born and raised in San Diego, California, where year-round sunshine fostered a lifelong passion for sports — and ultimately golf. His connection to the game began with his father, who started as a caddie at La Jolla Country Club, following in his father’s footsteps as a caddie and greenskeeper, and later built a distinguished career as a golf course superintendent.
Rick began playing golf at seventeen, shortly before entering the United States Marine Corps. After completing his service, he returned home and immersed himself in the game while his professional path soon shifted toward science, where he developed expertise in applied pesticides and entomology before joining a biotech startup as a laboratory assistant specializing in bioassays and entomology research. He later advanced into formulation chemistry and analytical research roles.
Determined to merge his passion for science with golf, Rick entered the golf manufacturing industry in 1995 when he joined Callaway Golf at its state-of-the-art prototype foundry. As Wax and Shell Operations Manager, he pioneered and formulated advanced ceramic slurries and a particle fluidized airbed process that reduced investment casting production time from two weeks to just 2 days — a transformational efficiency breakthrough.
Rick later transitioned into advanced product characterization and was promoted to Product Analyst, where he led reverse engineering initiatives on competitor equipment. His work included analyzing mass properties, COR performance, durability, and both robotic and player testing metrics.
After nearly a decade at Callaway, Rick joined TaylorMade Golf in Engineering and R&D, focusing on performance testing and launch data analysis using TrackMan systems. In 2010, he joined startup launch monitor innovator Foresight Sports during a pivotal growth phase. Leveraging over 15 years of golf R&D experience, he helped scale the company into one of the most widely adopted launch monitor and simulator brands worldwide.
Today, as Inventor, Founder, and CEO, Rick has applied decades of technical expertise and market insight to develop the next evolution in simulator design: the Custom Simulator Enclosure (CSE) — a modular, performance-optimized golf simulator system engineered for precision, scalability, and consumer customization.