NBC Sports Next

What NBC Sports Next does

NBC Sports Next is the digital golf and sports technology division of NBCUniversal (Comcast), headquartered in Stamford, Connecticut, operating the GolfNow for Business platform across golf course management, tee time distribution, and consumer subscriptions. The company serves golf course operators, private clubs, and off-course facilities such as ranges and indoor venues, primarily in the small and mid-market segment, with products covering the full operational stack: cloud-based tee sheet management (GN Pro), private club and membership management (GN Premier), integrated payments, point of sale, mobile check-in and ordering, a booking engine, and ClubBuy group purchasing. Distribution is anchored by the GolfNow marketplace and GolfPass subscription, which together expose 9,000 partner golf courses to 3.9 million active bookers worldwide, with international reach extended through BRS Golf in the UK and TeeOff.

Underlying the platform is a marketplace-plus-SaaS architecture that monetizes through three distinct streams: transaction fees on tee time bookings routed through the GolfNow marketplace, recurring subscriptions for GN Pro and GN Premier software, and payment processing and group-purchasing margins. The company employs between 1,001 and 5,000 people and sells primarily via an enterprise field-sales motion with a 'Book a demo' and 'Contact us' go-to-market, complemented by consumer-side brand-driven demand generation through GolfNow, GolfPass, and TeeOff. ATHENA, a proprietary predictive and prescriptive tee time modeling engine trained on platform booking data, is the company's primary AI/ML feature and powers smart pricing recommendations for course operators.

NBC Sports Next is an unlisted subsidiary/division of NBCUniversal under Comcast Corporation and was previously known as NBC Sports Group. It carries no independent public reporting or funding rounds; GolfNow for Business operations are noted as running under Versant Media within the broader NBCUniversal corporate structure. The competitive set in sports management software identified by third-party data includes Oracle Corporation and SAP SE, situating NBC Sports Next as a focused vertical player in a market projected to grow from $8.23B in 2026 to $19.13B by 2033 at a 12.8% CAGR.

Name

NBC Sports Next

Website

https://nbcsportsnext.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

NBC Sports Next, a division of NBCUniversal/Comcast, operates the GolfNow for Business platform—a marketplace-plus-SaaS suite for tee time distribution, course operations, payments, and member management—serving 9,000 golf course partners and 3.9 million golfers worldwide.

Ownership category

akta.pro rank

Product category

Golf Course Management Software

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)

SIC

Services-Computer Integrated Systems Design (7373), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf course management software
• Tee time booking platform
• Sports management technology
• Golf club operations
• Tee sheet management

Headquarters

HQ city

Stamford

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketplace Transaction Fees: Golf courses pay to list and sell tee times through the GolfNow marketplace, generating transaction-based revenue from bookings. The marketplace connects 9,000 golf course partners with 3.9 million active bookers.
2. Software Subscriptions: GolfNow for Business offers a-la-carte platforms including GN Pro (cloud-based course software) and GN Premier (club and membership solution) as subscription-based services for golf course operators.
3. Payment Processing: Integrated payment processing services for both online and in-person transactions, generating revenue through transaction processing fees.
4. ClubBuy Group Purchasing: Group purchasing program offering course equipment, clubhouse supplies, and food and beverage products to golf courses, potentially generating revenue through product margins.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

NBC Sports Next provides the GolfNow for Business platform, an all-in-one golf course management and tee-time marketplace solution serving 9,000 golf course partners globally. The offering combines cloud-based operations software (GN Pro, GN Premier), payment processing, point-of-sale, tee sheet management, and predictive pricing analytics (ATHENA) with access to a marketplace of 3.9 million active golfers and GolfPass members.

Product overview

NBC Sports Next operates GolfNow for Business as a comprehensive platform-plus-modules architecture for golf course management. The core offering is the GolfNow for Business platform providing essential tools and global reach to 3.9 million golfers. This platform is supported by three main product tiers: Tee Time Marketplace (for attracting new golfers), GN Pro (cloud-based operations for total control), and GN Premier (membership solution for private clubs). Additional a-la-carte modules include ClubBuy (group purchasing), ATHENA (predictive pricing), Data & Analytics, Payments, Booking Engine, Point of Sale, Mobile Ordering, and Tee Sheet Management. The products work together to serve golf courses across tee time distribution, course operations, member management, and business intelligence.

Differentiator

Problem solved

Functional benefit

Products and services

• GolfNow for Business Comprehensive all-in-one golf course management platform providing essential tools for tee time management, course operations, payments, and access to a marketplace of 3.9 million golfers. Targeted at golf course operators, private clubs, and golf ranges worldwide.
• Tee Time Marketplace Marketplace platform for golf courses to attract new golfers and drive growth through expanded reach to millions of active bookers and GolfPass members. Designed for golf course operators seeking to grow bookings.
• GN Pro Cloud-based course software providing total control over entire golf course operations including tee sheet management, payments, point of sale, and mobile check-in. Targeted at golf course operators seeking full operational control.
• GN Premier Full club and membership solution for private clubs featuring advanced membership functionality, food and beverage management, event management, and accounting and reporting tools for member billing. Targeted at private golf and country clubs.
• ClubBuy Group purchasing program that helps golf courses save money on equipment, clubhouse supplies, and food and beverage without membership fees. Available to golf course operators and private clubs.
• ATHENA Predictive and prescriptive tee-time modeling tool that analyzes thousands of data points to provide smart pricing recommendations and helps golf courses maximize revenue through data-driven pricing decisions.

Quantifiable outcome

• 3.9 million golfers worldwide access the platform
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GolfNowcoreTechnology or IntegrationGolfNow is the primary consumer-facing brand and marketplace for tee time bookings. GolfNow for Business leverages the GolfNow brand and platform to connect golf courses with 3.9 million active bookers. The relationship is internal/corporate rather than external partnership, with GolfNow as the parent consumer brand driving golfer demand to GolfNow for Business partner courses.
• GolfPasscoreTechnology or IntegrationGolfPass is a subscription-based golf membership program providing access to tee times, exclusive content, and golf experiences. GolfNow for Business provides golf courses access to GolfPass members as part of the marketplace offering, creating a bidirectional flow where courses gain access to premium golfers and GolfPass members gain access to partner course inventory.
• TeeOffminorChannel Partner/ Reseller/ DistributorTeeOff is a golf tee time booking platform that operates as part of the GolfNow ecosystem. The platform provides additional distribution channel for golf courses to reach golfers and book tee times, complementing the main GolfNow marketplace.
• BRS Golf (UK)minorChannel Partner/ Reseller/ DistributorBRS Golf is the UK-based golf booking platform operating under the GolfNow umbrella. It provides golf courses in the UK market access to the broader GolfNow ecosystem and international golfer base, extending GolfNow for Business reach to the United Kingdom.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NorthStar Golf: Golf tournament management and event software platform serving golf courses and event organizers—overlaps with NBC Sports Next's event management and tee time booking capabilities.
• Clubessential: Direct competitor in golf and country club management software, offering club management, tee time, member billing, and POS solutions to private clubs and golf courses—the same core use cases as GN Pro and GN Premier.
• foreUP: Cloud-based golf course management software providing tee sheets, POS, online booking, and marketing tools to public and private golf courses. Closely comparable in functionality to GN Pro and the broader GolfNow for Business suite.
• Jonas Club Software: Provider of club management software for private clubs, country clubs, and golf courses, with strong capabilities in member billing, F&B, and accounting—directly overlapping with GN Premier for the private club segment.
• Lightspeed Commerce (Golf Division): POS and commerce platform with a dedicated golf vertical offering tee time management, inventory, and payments to golf retailers and courses. Competes with NBC Sports Next's POS and payment processing modules.
• EZLinks Golf: Golf tee time booking engine and course management software provider directly competing with the GolfNow Booking Engine and GN Pro offerings in the SMB golf course segment.

Broad incumbents

• SAP SE: Identified as a key competitor in the broader sports management software market. SAP offers enterprise-scale sports and recreation management capabilities that compete for larger golf operations and integrated resort accounts.
• Oracle Corporation: Named alongside NBC Sports Group as a key player in sports management software. Oracle's industry suites and analytics cloud compete for enterprise and large private club accounts requiring integrated ERP-class systems.
• Active Network (Ventia/Active): Provider of activity and recreation management software serving camps, classes, leagues, and sports facilities. While broader than golf, it competes for the same digital operations wallet at golf courses and recreational facilities.

Emerging players

• Club Caddie: Newer entrant in golf course management software offering cloud-based tee sheets, POS, and mobile solutions. While smaller in scale, it represents a nimble competitor targeting course operators seeking modern UX.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 NBC Sports Next