Walmley Golf Club

What Walmley Golf Club does

Walmley Golf Club is a private members' golf club established circa 1902, operating a single 18-hole parkland course at Brooks Road, Wylde Green, Sutton Coldfield, Birmingham. The club serves approximately 650 playing members alongside a regional catchment of visitors, society groups and corporate clients through six interlocking revenue streams: recurring membership subscriptions, pay-and-play green fees, bespoke corporate golf day packages, open competition entry fees, on-site clubhouse food and beverage sales, and pro shop voucher recycling. Its go-to-market blends direct-to-consumer self-service via the club website with a high-touch B2B corporate events channel led by PGA Professional Steve Carter (25+ years in professional golf), supported by an annual open competition calendar (Walmley Open, Senior Men's, Senior Mixed, Ladies Invitation, Mixed Team Open, Mr Captain's Charity Day) that drives regional visitor acquisition.

The digital backbone is the Intelligent Golf platform (v10.1.2), which delivers the public website, member login (Membership ID + PIN), online competition entry with payment, scoring, and bidirectional World Handicap System synchronisation. The £1.6 million clubhouse renovation completed in 2023, partly financed by a £500,000 Lloyds Bank loan with the balance from member capital, added energy-saving upgrades, accessibility improvements, and a full-width balcony overlooking the 1st, 9th and 18th holes. Membership and corporate pricing are not transparently published; visitor green fees are not listed on the homepage but open competition pricing is public (e.g., Walmley Open £45 visitor / £25 member; Senior Mixed Open £73/£53 per couple). The club operates with a small administrative team (11–50 employees), an office staffed Monday–Friday 09:30–14:30, and no third-party distribution — all bookings, memberships and competition entries transact directly through walmleygolfclub.co.uk.

Name

Walmley Golf Club

Legal name

Walmley Golf Club

Website

https://walmleygolfclub.co.uk

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

11–50 employees

Short description

Walmley Golf Club is a private members' golf club operating an 18-hole parkland course in Sutton Coldfield, Birmingham, serving ~650 playing members plus regional visitors, societies and corporate clients through memberships, green fees, open competitions, corporate golf days and on-site clubhouse hospitality.

Ownership category

akta.pro rank

Product category

Private Golf Club Services

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Parkland golf course
• Golf club membership
• Corporate golf days
• Golf coaching lessons
• Open golf competitions

Headquarters

HQ city

Sutton Coldfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership subscriptions: Recurring membership fees from approximately 650 playing members (per 2023 business-live coverage), supporting individual and corporate membership tiers.
2. Visitor green fees and visitor bookings: One-off payments by visiting golfers for tee times, societies and casual play at the 18-hole parkland course.
3. Corporate golf day packages: Bespoke corporate event hosting including planning, branding, prizes, catering and prize ceremony run by PGA Professional Steve Carter — a high-touch, packaged service for company clients.
4. Open competition entry fees: Entry fees paid per player/team for open events such as Walmley Open (£45 visitor / £25 member), Senior Mixed Open (£73 visitor / £53 member per couple), Senior Men's Individual Open (£55 visitor / £40 member), and Ladies Invitation (£20 per couple). Entry typically includes a £6 food voucher.
5. Pro shop voucher revenue (prize pool): Open competition prizes are paid out as Pro Shop vouchers (£25–£200), effectively cycling competition revenue back through the on-site pro shop.
6. Clubhouse food & beverage sales: Bar and kitchen sales from members and visitors (summer hours: bar 10am–6/8/9/11pm across the week; kitchen 10am–3/5/9pm). Catering also supports society days and corporate events.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Walmley Golf Club operates a single-site 18-hole parkland golf course supported by a refurbished clubhouse, offering individual and corporate memberships, visitor green fees, PGA-led lessons, an on-site pro shop, open competitions and bespoke corporate golf days. The club packages golf access, hospitality, coaching and competition play into a unified member-and-visitor experience for recreational and corporate golfers in the West Midlands.

Product overview

Walmley Golf Club operates as a single integrated club offering rather than a multi-product software platform. Its core offering is a parkland 18-hole golf course supported by a refurbished clubhouse, with a unified membership-based service proposition that bundles playing access, member facilities, coaching, a pro shop, and event hosting. Specific named offerings include the Walmley Parkland Golf Course, Walmley Golf Club Clubhouse, Walmley Golf Club Membership (individual and corporate), Walmley Golf Lessons & Coaching (including the Get in to Golf Programme), Walmley Pro Shop, Corporate Golf Days, Open Competitions, and Clubhouse Events. The Intelligent Golf-powered Member Website is the digital backbone that ties these together, providing online information, competition management, score entry, and World Handicap System synchronisation for playing members.

Differentiator

Problem solved

Functional benefit

Products and services

• Walmley Parkland Golf Course An 18-hole parkland golf course, marketed as a superbly presented course offering an enjoyable challenge for all levels of golfer, with associated green-keeping, local rules and handicap/slope tables. Available to playing members and to visiting golfers paying green fees.
• Walmley Golf Club Clubhouse A refurbished clubhouse with a spacious interior, a full-width balcony overlooking the 1st, 9th and 18th holes, and a bar and kitchen serving members and visitors. Supports society days, corporate events, and private hire for wakes and functions.
• Walmley Golf Club Membership Individual and Corporate Membership tiers providing playing access to the course, WHS-managed handicap play, and use of clubhouse facilities. Backed by an Intelligent Golf member portal for online bookings, competition management and score entry.
• Corporate Golf Days End-to-end corporate event hosting led by PGA Professional Steve Carter, covering format planning, signage, on-the-day support, prizes and prize ceremony, with catering from the clubhouse kitchen. Sold as a bespoke package to companies for client entertainment, team building and corporate hospitality.
• Golf Lessons & Coaching Lessons delivered by the Club Professional (Steve Carter), including one-to-one coaching, group sessions and a structured 'Get in to Golf' beginner programme with dedicated Ladies Golf Coaching. Targeted at members, beginners and ladies new to golf.
• Open Competitions Annual open golf competitions including Members Invitation, Walmley Open, Mixed Team Open, Senior Men's Individual Open, Senior Mixed Open, Senior Men's Summer Am-Am Open, Ladies Invitation, Ladies Autumn 3 Ball Alliance, Ladies Mixed Team Open, and Mr Captain's Charity Day. Entry is via the Intelligent Golf online entry system, with prizes paid as Pro Shop vouchers.
• Walmley Pro Shop On-site professional shop offering equipment, apparel, vouchers and golfing prizes, run by the Club Professional. Also acts as the payout channel for open-competition prize vouchers.
• Clubhouse Events (Wakes & Functions) Private hire of the refurbished clubhouse for wakes, events and functions, supported by on-site bar and kitchen service. Open to members and the wider public.

Quantifiable outcome

• £1.6 million clubhouse renovation completed in 2023, including energy-saving upgrades and accessibility improvements
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core technology partner powering website and competition management, governing-body affiliation and editorial partner and regional tournament host relationship.

• Intelligent Golfcore technology partner powering website and competition managementTechnology or IntegrationIntelligent Golf provides the website (walmleygolfclub.co.uk, version 10.1.2), member login, competition management, online scoring, handicap calculator and World Handicap System synchronisation on behalf of Walmley Golf Club. Site visitors and members transact directly through this platform.
• England Golfgoverning-body affiliation and editorial partnerStrategic or Co-development PartnerWalmley Golf Club is featured by England Golf in its 'Club in Focus' editorial series and is part of the England Golf ecosystem, supporting handicap play and competitive events.
• PGA in Warwickshireregional tournament host relationshipStrategic or Co-development PartnerThe PGA in Warwickshire selected Walmley Golf Club to host The Players Championship on 5 September 2023, leveraging PGA Professional Steve Carter's involvement. Martin Sutcliffe (Secretary, PGA in Warwickshire) publicly recommended the club to Coventry PGA members.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wishaw Golf Club: Members' parkland club near Sutton Coldfield. Local peer competing for the same North Birmingham and Warwickshire member catchment as Walmley.
• Copt Heath Golf Club: Established West Midlands members' parkland club in Knowle, Solihull. Directly comparable to Walmley in scale, member-club structure, parkland setting and competition calendar aimed at regional golfers.
• Maxstoke Park Golf Club: Private members' parkland club near Coleshill in Warwickshire, similar in size and offering to Walmley. Comparable as a Midlands members' club competing for the same pool of playing members, society days and corporate events.
• Little Aston Golf Club: Highly regarded parkland members' club also located in Sutton Coldfield. Closest geographic direct competitor to Walmley, competing for the same affluent North Birmingham membership catchment and corporate golf day spend.
• Moor Hall Golf Club: Members' parkland club in Sutton Coldfield, West Midlands. Comparable Midlands parkland club competing for the same local members and society visitors as Walmley.
• Ladbrook Park Golf Club: Members' parkland club near Tanworth-in-Arden, Warwickshire. Comparable Midlands members' club with similar course profile, clubhouse offering and open competition calendar.
• Penn Golf Club: Members' parkland club in Wolverhampton, West Midlands. Similar West Midlands members' club competing for regional golfers, society bookings and corporate golf day business.

Broad incumbents

• The Belfry: Larger, hotel-and-resort anchored golf operation in North Warwickshire. Compares as a broader incumbent in the Midlands golf and corporate events market — overlapping on corporate golf days and high-profile tournament hosting, but with significantly greater scale and a hotel/ leisure product Walmley does not offer.

Others

• England Golf: National governing body for amateur golf in England. Not a competitor, but the ecosystem body that publishes the 'Club in Focus' editorial feature Walmley has been awarded, and that sets the WHS handicap framework on which Walmley's competition product depends.
• Intelligent Golf: UK golf club management software provider whose platform (v10.1.2) powers Walmley's website, member login, competition management, online scoring and WHS synchronisation. A technology ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/walmleygc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Walmley Golf Club