Play More Golf
PlayMoreGolf is a UK-based flexible golf membership platform offering points-based access to 200+ partner clubs for 12,000+ individual and corporate members, monetizing via annual subscriptions starting at £400 and ancillary insurance and financing partnerships.
- Company typePrivate
- Founded2015
- HeadquartersBloxham, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Play More Golf does
PlayMoreGolf is a UK-based, privately held flexible golf membership platform that operates a two-sided network connecting individual golfers and corporate clients with more than 200 partner golf clubs across the United Kingdom. The company was founded in 2015 and is headquartered in Bloxham, Oxfordshire, employing between 11 and 50 people. It self-describes as "The UK's largest flexible golf membership provider" with over 12,000 members on its network. Members pre-purchase points that are exchanged for rounds of golf at their nominated home club (home points) and at any partner club nationwide (flexi points), with each club maintaining its own points matrix based on tee time, day, and course characteristics. The standard individual package is 100 points (80 home + 20 flexi) starting from £400 per year, while corporate tiers range from £2,000 to £2,150 annually and support up to 10 named associate members.
The company's technology stack is centered on a proprietary points-based membership engine, a real-time tee-time booking system available via web and mobile (iOS and Android), and a partner-club CRM that manages member onboarding, automated referral and retention communications, and point-deduction controls. Distribution is primarily digital self-serve for individual consumers (website, mobile app, content-led SEO marketing) with a dedicated direct sales motion for corporate memberships. Revenue is generated through annual subscription membership fees, with ancillary streams from monthly installment plans brokered through Premium Credit Limited and affiliate referrals for golf insurance via partner Rubber Ring. The company has no disclosed institutional investment beyond a 2019 IW Capital round of approximately £1.0 million (~$1.3M), and no revenue is publicly disclosed.
Strategic activity in 2025 — including a Quick9 social-golf integration partnership, the launch of corporate membership tiers, the rollout of a PMG Plus premium tier, and ongoing partner club additions — suggests a measured push toward higher ARPU and product breadth while remaining a UK-only, capital-light operator.
Play More Golf firmographics
Firmographics- Name
- Play More Golf
- Legal name
- PlayMoreGolf Limited
- Website
- https://playmore.golf
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PlayMoreGolf is a UK-based flexible golf membership platform offering points-based access to 200+ partner clubs for 12,000+ individual and corporate members, monetizing via annual subscriptions starting at £400 and ancillary insurance and financing partnerships.
- Ownership category
- akta.pro rank
Play More Golf industry classification
Industry- Product category
- Golf Membership Services
- NAICS
- Golf Courses and Country Clubs (71391), Golf Courses and Country Clubs (713910)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Golf Courses & Golf Facilities (MPAKAEAD)
Keywords
Where Play More Golf is headquartered
LocationHeadquarters
- HQ city
- Bloxham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Play More Golf business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain
Revenue model
- Individual Flexible Membership Fees: Annual subscription-based membership where members purchase points packages. Most memberships start at £400, giving 100 points (80 home points + 20 flexi points). Higher-priced clubs receive proportionally more points. Membership is valid for 12 months with rolling renewal. Members can top up with additional batches of 20 Home and Flexi points at any time.
- Corporate Golf Membership Packages: Corporate memberships for businesses starting from £2,000 for Home Corporate Golf Membership (400 home points + 100 flexi points) or £2,150 for Flexible Corporate Golf Membership (500 flexi points). Additional associate members can be added up to 10 named individuals per membership.
- Monthly Installment Payments: PayMonthlyGolf enables members to finance membership via Premium Credit Limited through 4 consecutive monthly payments. Each instalment credits 25 points to the account.
- Golf Insurance Referrals: PlayMoreGolf offers golf insurance partnerships through Rubber Ring, providing specialist coverage for golf equipment, personal liability, and other golf-specific risks. Members are directed to purchase insurance through the partner.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Flexible Membership - 100 points (80 Home + 20 Flexi) |
| Subscription | Annual | Home Corporate Golf Membership - from £2,000 |
| Subscription | Annual | Flexible Corporate Golf Membership - from £2,150 |
| Subscription | Annual | PMG Plus Premium Membership |
| Subscription | Monthly | Deane Golf Club - £400 per year or £38 per month |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Play More Golf product offering
Product offeringCore offering
Play More Golf operates a points-based flexible golf membership platform that gives golfers access to over 200 partner clubs across the UK. Members pre-purchase points which are exchanged for rounds of golf at their chosen home club and at any partnered course, with point values varying by course, day, and time. Separate corporate packages are offered for businesses to use golf for client entertainment and employee benefits.
Product overview
PlayMoreGolf operates a flexible, points-based golf membership platform connecting individual golf clubs across the UK. The core product is the Flexible Golf Membership, which allows members to pre-purchase points that are redeemed for rounds of golf at their chosen home club (using home points) and at 200+ partner courses nationwide (using flexi points). Corporate Golf Membership offers business-oriented packages with similar points-based flexibility. The platform also includes ancillary services: Golf Insurance through Rubber Ring partner, a Member Referral Scheme providing bonus points, and PayMonthlyGolf financing option via Premium Credit Limited. The company has announced a partnership with Quick9 to integrate social golf coordination features into its platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Flexible Golf Membership Points-based flexible golf membership for individual golfers. Members pre-purchase points (standard package 100 points: 80 home + 20 flexi) exchanged for rounds at their chosen home club and at 200+ partner courses across the UK. Membership is annual and includes official handicap access and competition eligibility.
- Corporate Golf Membership Corporate golf packages for UK businesses for client entertainment, employee benefits and team building. Includes Home Corporate Membership (from £2,000 with 400 home + 100 flexi points) and Flexible Corporate Membership (from £2,150 with 500 flexi points). Supports up to 10 named associate members who can host 3 guests each.
- Golf Insurance (via Rubber Ring) Specialist golf insurance offered through partner Rubber Ring. Coverage includes golf equipment up to £7,500, personal liability up to £5 million, third-party property damage up to £5,000, 24/7 worldwide cover, and hole-in-one cover. Annual premiums start from £29.99.
Quantifiable outcome
- Membership costs approximately one-third of full member cost according to member testimonials
- +2 more outcomes
Companies that use Play More Golf
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Play More Golf technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Play More Golf partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Quick9corePlayMoreGolf and Quick9 announced a strategic partnership in January 2025 to enhance social golf experiences for PMG's 12,000+ members. The partnership integrates Quick9's game coordination, communication, and management capabilities into the PMG platform, enabling golfers to book and socialise games, find playing partners, and maximise membership value. The initial phase focuses on bringing Quick9's functionality to PMG members, with plans for deeper collaboration in the future. Quick9 cuts through WhatsApp and Facebook group chaos, offering a simpler way to organise social golf for groups and communities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Play More Golf competitors and assessment
Company assessmentOthers
- Golfshake: Golfshake is a UK golf community, course directory and booking review site. It targets the same casual-golfer persona as PlayMoreGolf and provides content-led discovery for golfers evaluating membership options.
- HowDidiDo: HowDidiDo is the UK and Ireland's official WHS handicap tracking platform integrated into club systems. It overlaps with PlayMoreGolf's handicap-aware membership offering and connects PlayMoreGolf members to the same clubs they play at.
Direct peers
- Open Fairways: Open Fairways is a UK-based provider of flexible, points-based golf memberships, the closest direct competitor to PlayMoreGolf's core product. Both sell network access across multiple UK clubs on annual subscription terms targeting the same casual and semi-regular golfer segment.
- GolfNow: GolfNow (owned by NBC Sports) operates the largest online tee-time booking marketplace in golf, offering discounted green fees at thousands of courses. It overlaps with PlayMoreGolf in digital booking and golfer acquisition, though it monetizes per-round rather than via membership.
- TeeOff: TeeOff (part of the GolfNow network) is a discounted tee-time booking platform where golfers can pre-pay rounds at partner courses. It competes for the same casual-golfer wallet share that PlayMoreGolf targets via flexible membership.
Emerging players
- BRS Golf: BRS Golf is a leading UK and European tee-time booking and club management software provider used by hundreds of golf clubs. It overlaps with PlayMoreGolf on the booking infrastructure layer and serves the same partner-club base, making it both a vendor and a potential competitive platform.
- Supreme Golf: Supreme Golf operates a tee-time booking and hot-deal marketplace across US courses with a membership-style loyalty layer. It is comparable to PlayMoreGolf in aggregating tee times and offering golfer-side digital tools, though predominantly in North America.
- Your Golf Travel: Your Golf Travel is a UK golf breaks and tee-time booking platform focused on packaging rounds and stays at courses across the UK and Europe. It competes with PlayMoreGolf's flexi/away-points value proposition for golfers who play across multiple venues.
Broad incumbents
- American Golf: American Golf is the UK's largest golf retailer with both e-commerce and a chain of retail stores. While primarily an equipment/apparel retailer, it interacts with the same golfer base and competes for share of the casual golf consumer wallet.
- Direct Golf: Direct Golf is a major UK golf equipment retailer with strong online presence and competitive pricing. It competes with PlayMoreGolf for the spending of the same digitally-engaged UK golfer segment, though in product rather than access.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Play More Golf social profiles
Digital presencePlay More Golf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Play More Golf leadership team
Management profileNumber of profiles
Profiles2 records
Play More Golf funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Play More Golf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Play More Golf
What does Play More Golf do?
Play More Golf operates a points-based flexible golf membership platform that gives golfers access to over 200 partner clubs across the UK. Members pre-purchase points which are exchanged for rounds of golf at their chosen home club and at any partnered course, with point values varying by course, day, and time. Separate corporate packages are offered for businesses to use golf for client entertainment and employee benefits.
Is Play More Golf a public or private company?
Play More Golf is a private company. It is classified as venture growth investor backed and is currently operating.
When was Play More Golf founded?
Play More Golf was founded in 2015. It employs 11 to 50 people.
Where is Play More Golf based?
Play More Golf is headquartered in Bloxham, United Kingdom, in the Europe region.
How does Play More Golf make money?
Four revenue lines are on record. Individual Flexible Membership Fees are the primary driver. The others are corporate Golf Membership Packages, monthly Installment Payments and golf Insurance Referrals.
Who are Play More Golf's main competitors?
Others on record are Golfshake and HowDidiDo. Direct peers are Open Fairways, GolfNow and TeeOff. Emerging players are BRS Golf, Supreme Golf and Your Golf Travel. Broad incumbents are American Golf and Direct Golf.
Does Play More Golf have an API?
No public API is recorded for Play More Golf.
What industry is Play More Golf in?
Play More Golf's product category is Golf Membership Services. Its primary akta.pro industry code is MPAKAEAD, Golf Courses & Golf Facilities. Its NAICS code is 71391 and its SIC code is 7997.