Play More Golf

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.

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

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

• Flexible golf membership
• Points-based golf
• Corporate golf packages
• Golf course access
• Golf club network

Headquarters

HQ city

Bloxham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Quick9coreStrategic or Co-development Partner · 29 January 2025PlayMoreGolf 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

Others

• 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

• Xx.com/playmore_golf
• YouTubeyoutube.com/channel/UCJ4389YkWwoheD5h2YfjB_A/feed
• Facebookfacebook.com/PlayMoreGolfUK
• LinkedInlinkedin.com/company/play-more-golf-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Play More Golf