ForeUp

What ForeUp does

foreUP is a cloud-based SaaS provider of comprehensive golf course management software, founded in 2012 by Evan Teshima and co-founders at BYU and headquartered in Pleasant Grove, Utah. The company serves over 2,300 golf courses across the United States and Canada, representing approximately 12% of the US golf course market. Its all-in-one platform includes core modules for tee sheet management, point of sale, billing, food and beverage, email/text marketing, and golf course maintenance (taskTracker), augmented by add-on modules including AI-powered Business Intelligence (launched May 2025), branded mobile apps, tournament management (powered by BlueGolf), and time-based reservations. The platform integrates with over 25 third-party providers through an app store architecture and offers complementary services including managed marketing (fMS), Google PPC advertising management (IGNITE), payment processing (foreUP Payments), and website hosting.

foreUP's underlying technology is a single-interface cloud architecture that owns core functions rather than relying on external integrations, enabling faster feature development and continuous updates compared to legacy client-server systems. The company reports differentiated capabilities including a revenue-optimized tee sheet with back-nine booking (capturing lost prime-hour revenue), automated text reminders, and prepayment requirements that improve show rates to up to 98% versus 81.97% without prepayment. The platform also supports real-time data access from any device, an automation layer for billing with ACH payments, and TurfRad moisture mapping that reduces water, electricity, and fertilizer usage by up to 20%.

foreUP operates a B2B SaaS business model with subscription-based pricing (specific tiers not publicly disclosed), supplemented by managed services, transaction fees, and advertising revenue. The go-to-market combines direct enterprise field sales, inside sales, and website-driven demo booking, with customer acquisition supplemented by strategic acquisitions (121 Marketing, acquired November 2021) and channel partnerships. The company was acquired by Clubessential Holdings in March 2021 and operates independently under that venture capital-backed parent. Customer segments span public courses, private clubs and country clubs, multi-course operations, municipal/government facilities, and tournament operators. Reported customer outcomes include over 95% retention, 50% growth across three consecutive years (2019-2021), and 15% revenue boosts for clients using managed marketing services.

Name

ForeUp

Legal name

foreUP

Website

https://foreupgolf.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

foreUP provides cloud-based, all-in-one SaaS golf course management software for over 2,300 golf courses across the US and Canada. Its platform unifies tee sheet, POS, billing, marketing, maintenance, and AI-powered business intelligence for public courses, private clubs, and municipal facilities.

Ownership category

akta.pro rank

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Software Subscriptions: foreUP operates primarily as a B2B SaaS company providing cloud-based golf management software to golf courses and clubs. Customers pay subscription fees for access to the all-in-one platform including tee sheet, POS, billing, marketing, maintenance tracking, and more. Pricing is subscription-based, likely tiered by course size or feature set.
2. Managed Marketing Services (fMS): foreUP Marketing Services provides managed golf marketing delivered by experienced golf marketers. Clients are paired with dedicated marketing representatives who create and deploy professional marketing campaigns. Clients typically see a 15% boost in revenue after joining. This is a premium add-on service to the core software subscription.
3. foreUP Ad Services (Ignite): Google Pay-Per-Click advertising management service for golf courses. Described as the 'industry's best-kept Google Pay-Per-Click secret' and marketed as 100% optimized for clients. Revenue generated through advertising management fees.
4. foreUP Payments: Payment processing services by foreUP, providing reliable payment technology and eliminating third-party payment processor middlemen. Revenue likely generated through transaction fees or a revenue-share arrangement.
5. Website Services: Website hosting and design services for golf courses, built on foreUP servers with technical support. Part of the complementary services offered alongside core software.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

ForeUp sells the Full Swing Golf Suite, a cloud-based all-in-one SaaS platform for golf courses that combines tee sheet, point of sale, billing, marketing automation, food and beverage, mobile applications, and AI-powered business intelligence. The company complements the core software subscription with adjacent services including managed marketing, Google PPC advertising, payment processing, and website hosting.

Product overview

foreUP is a comprehensive cloud-based all-in-one golf management SaaS platform for public and private golf courses. The platform consists of a unified ecosystem with a core Tee Sheet Software as the foundational product, supported by integrated modules including Business Intelligence (AI-powered analytics), Golf Course Point of Sale, taskTracker (maintenance management), Branded Mobile App, Tournament Management (powered by BlueGolf), Billing, Food & Beverage, Email & Text Marketing, Time-Based Reservations, and Tee Sheet+. The company also offers complementary services including foreUP Payments (payment processing), foreUP Ad Services/IGNITE (advertising), foreUP Managed Marketing (full-service marketing), Website Services, Partner Integrations (25+ third-party providers), and Support. Founded in 2012, the company serves over 2,300 golf courses across North America.

Differentiator

Problem solved

Functional benefit

Products and services

• foreUP Business Intelligence AI-powered business intelligence module providing real-time dashboards, role-based reporting, automated alerts, and forecasting capabilities across tee sheet, F&B, and retail operations, built into the Full Swing Golf Suite without requiring third-party tools.
• Tee Sheet Software Foundational cloud-based revenue-optimized tee sheet with back-nine booking, automated text reminders, and prepayment capabilities to prevent no-shows.
• Tee Sheet + Premium tier of the Tee Sheet Software adding online payment for tournaments, camps, clinics and events, live digital scoring, and a specialized team play dashboard for league management.
• Golf Course Point of Sale Cloud-based point of sale for golf course pro shops and clubhouses, with organized customer database, inventory tracking, and smart reporting tailored to golf operations.
• foreUP taskTracker Digital course-maintenance module with real-time task updates, labor efficiency tracking, equipment maintenance scheduling, and integrated TurfRad moisture mapping for irrigation decisions.
• Branded Mobile App Custom-branded mobile application for golfers that syncs with the foreUP platform for tee time booking, account access, shopping, and real-time updates.
• Tournament Management (powered by BlueGolf) Tournament management system powered by BlueGolf, providing registration, management, interactive course profiles, tours, maps, and live scoring for golf tournaments.
• Billing Intelligent auto-billing and invoice management module with smart automations, scheduled invoices, automatic payments, and fast ACH payments for guest and member billing.
• Food & Beverage Food and beverage operations module with customizable table layouts, shift management, ticket splitting, tip handling, and intelligent reporting.
• Email & Text Marketing All-in-one communication platform with drag-and-drop email editor, group and individual messaging, automated birthday and anniversary triggers, and campaign performance tracking.
• Time-Based Reservations Reservations module enabling golf courses to expand beyond golf and offer time-based reservations for other activities from the foreUP ecosystem.
• foreUP Payments Payment processing service providing reliable transaction processing without a third-party middleman, integrated with the foreUP platform.
• foreUP Ad Services (IGNITE) Google Pay-Per-Click advertising management service for golf courses aimed at acquiring new customers and repeat golfers, operated under the IGNITE brand acquired from 121 Marketing.
• foreUP Managed Marketing Done-for-you managed marketing service pairing golf courses with experienced golf marketers who create and deploy campaigns; reported to deliver a typical 15 percent revenue boost to clients.
• Website Services Custom website design and hosting service for golf courses, with websites hosted on foreUP servers and backed by technical support.

Quantifiable outcome

• Up to 98% tee time show rate with prepayment enabled vs. 81.97% average without prepayment; courses can lose over $100,000/year to no-shows
• +5 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature10 records

Partnerships

Two partnerships are on record, tiered core and minor.

• 121 MarketingcoreStrategic or Co-development Partner · 17 November 2021foreUP acquired 121 Marketing, an innovative provider of golf marketing and website solutions based in Winter Park, Florida. 121 Marketing serves 700+ golf courses with its IGNITE Marketing digital program and CampaignPilot full-service marketing platform. The acquisition expanded foreUP's reach to nearly 2,500 golf courses across the US and Canada, combining operational software with marketing services.
• Callaway GolfminorStrategic or Co-development PartnerCallaway Golf and foreUP announced a partnership program in inventory tracking in February 2023. The two companies developed a data-driven program designed to optimize retail shop inventory, with guidance from foreUP's industry-leading tracking analytics enabling Callaway to better understand inventory patterns.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Clubessential (Xplor Club): Clubessential provides club management software for private clubs, golf clubs, and country clubs. It is now a sister company of foreUP under Clubessential Holdings and competes for the same private club and country club customer base with overlapping tee sheet, billing, and member management functionality.
• Jonas Club Software: Jonas Club Software is a long-standing provider of club and golf management software serving private clubs, country clubs, and golf facilities. It directly competes with foreUP for private club and country club deals, offering member billing, tee sheets, and POS functionality.
• Vermont Systems: Vermont Systems provides recreation and club management software and is a fellow Clubessential Holdings portfolio company. It competes with foreUP in the municipal and public golf course segment with overlapping tee sheet, POS, and reservation management capabilities.
• Lightspeed Golf: Lightspeed Golf is a cloud-based golf course management and POS solution that directly competes with foreUP's POS, tee sheet, and inventory management modules. It targets similar SMB and mid-market golf course operators with an integrated retail and payments platform.

Emerging players

• Club Caddie: Club Caddie is a cloud-based golf management platform providing tee sheets, POS, and member tools. As an emerging player, it competes with foreUP in the private club and country club segment with modern cloud-native architecture but a smaller customer footprint.
• TeeSnap: TeeSnap provides golf course management and tee time booking software for public and private courses. It overlaps with foreUP's tee sheet and online booking capabilities and serves as an emerging alternative for smaller golf facilities.
• MembersFirst: MembersFirst provides websites, member engagement, and digital marketing for private clubs and country clubs. It competes with foreUP's website services and email/text marketing modules for private club marketing budgets.

Broad incumbents

• Active Network / CSI Software: Active Network (including golf and club management capabilities) is a broad recreation management incumbent serving golf courses alongside parks, camps, and other activity businesses. It competes with foreUP in golf management as part of a much wider portfolio of recreation software.
• GolfNow: GolfNow is a tee time booking marketplace and technology provider owned by NBC Sports. While it integrates with foreUP, it is also a broad incumbent that competes for golf course relationships through its distribution, marketing, and tee sheet software offerings.

Others

• Supreme Golf: Supreme Golf is a tee time distribution platform that integrates with foreUP and is positioned as a price-respecting alternative to GolfNow. It is adjacent rather than directly competitive but materially shapes foreUP's distribution economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/foreUP
• YouTubeyoutube.com/@foreupgolf4012
• Facebookfacebook.com/ForeUP
• LinkedInlinkedin.com/company/foreup
• Instagraminstagram.com/foreup

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about ForeUp