CaddieNow
CaddieNow is a vertical SaaS and managed-services provider for U.S. private golf clubs, offering caddie recruitment, mobile scheduling, cashless payments, and IC compliance across 74 clubs and 11,000+ caddies.
- Company typePrivate
- Founded2012
- HeadquartersHaymarket, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What CaddieNow does
CaddieNow, operating as Hele LLC and founded in 2012, is a vertical SaaS and managed-services provider for the U.S. private golf club caddie industry. The company sells a tiered platform branded as CaddieSuite — comprising CaddieTech (software-only modernization), CaddieGuard (software plus $1M/$2M liability insurance and IC compliance), and CaddieConcierge (full-service program management with a dedicated onsite caddie manager) — to private golf clubs seeking to rebuild or modernize declining caddie programs. Its underlying technology is a mobile-first scheduling and payment platform with a caddie mobile app (iOS and Android), a club management dashboard that integrates with tee sheet systems such as Members First, Stripe-based cashless payment processing with 24-48 hour payout, GPS-based pace-of-play tracking through a Tagmarshal partnership, and online caddie certification via a BNCHMARK/Lessonly LMS integration.
The company serves 74 partner clubs across 25 U.S. states and has onboarded 11,000+ caddies. Revenue is generated primarily through annual SaaS subscriptions from golf clubs, with tier pricing varying by service scope, supplemented by transaction processing on caddie loops. The go-to-market combines regional field sales (with leads in Texas and Southern California), event sponsorships (notably the NJPGA Pro Am Championship), content marketing focused on labor law compliance, and direct website-driven enterprise sales. Beyond the core club subscription, CaddieNow also staffs large tournament events — notably recruiting 300 caddies for the 2023 Sony Open at Waialae Country Club — and positions itself as a regulatory-compliance partner for clubs navigating independent contractor misclassification exposure under evolving state laws including California's AB-5 and a 2023 New Jersey ruling that expanded standing to sue over misclassification.
CaddieNow firmographics
Firmographics- Name
- CaddieNow
- Legal name
- Hele LLC
- Website
- https://caddienow.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CaddieNow is a vertical SaaS and managed-services provider for U.S. private golf clubs, offering caddie recruitment, mobile scheduling, cashless payments, and IC compliance across 74 clubs and 11,000+ caddies.
- Ownership category
- akta.pro rank
Where CaddieNow is headquartered
LocationHeadquarters
- HQ city
- Haymarket
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
CaddieNow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- SaaS Platform Subscription: Golf clubs pay an annual fee for access to CaddieNow's caddie management platform, with optional bag fee configurations. Pricing varies by tier (CaddieTech, CaddieGuard, CaddieConcierge) based on services included.
- Transaction/Loop Fees: Caddies earn compensation through golf rounds (loops) with CaddieNow handling payment processing. Clubs may offer caddie benefits funded through bag fees or service charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | CaddieTech - Software-only tier for clubs wanting to modernize caddie program without liability protection |
| Subscription | Annual | CaddieGuard - Software plus insurance/indemnification tier |
| Subscription | Annual | CaddieConcierge - Full program management with dedicated onsite support |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
CaddieNow product offering
Product offeringCore offering
CaddieNow operates a SaaS platform (CaddieSuite) that helps private golf clubs recruit, schedule, pay, train, and manage caddies. Offerings are sold in three tiers: CaddieTech (software-only), CaddieGuard (software plus liability insurance and IC compliance), and CaddieConcierge (full program management with a dedicated caddie manager). A caddie-facing mobile app on iOS and Android enables loop acceptance, cashless payments via Stripe, ratings, and communication with clubs.
Product overview
CaddieNow offers CaddieSuite, a comprehensive caddie management platform with three service tiers: CaddieTech (software-only modernization), CaddieGuard (software plus insurance/liability protection), and CaddieConcierge (full-service program management with dedicated caddie manager). The platform includes a mobile app for caddies to accept loops, receive payments via Stripe, and communicate with golf courses. The system integrates with Tagmarshal for pace-of-play tracking and uses BNCHMARK Learning Management System for caddie certification.
Differentiator
Problem solved
Functional benefit
Brands
- CaddieSuite: Comprehensive caddie management solution offering technology, hospitality, club protection and management services for golf clubs.
- CaddieGuard
- CaddieTech
- CaddieConcierge
Products and services
- CaddieSuite Comprehensive caddie management platform providing technology, hospitality training, club protection, and industry expertise for golf clubs. Encompasses three service tiers for clubs seeking to modernize or build out caddie programs.
- CaddieTech Software and mobile app tier for golf clubs that want to modernize their caddie program. Includes loop acceptance/decline for caddies, golfer-caddie rating, a club management dashboard, and tee sheet integration. Delivered via annual subscription.
- CaddieGuard Caddie management platform tier that adds insurance and indemnification to CaddieTech. Includes General Liability insurance ($1M per incident / $2M aggregate), IC agreements, HR services, recruiting, training, and Tagmarshal GPS pace-of-play add-on. Delivered via annual subscription.
- CaddieConcierge Full-service caddie program management tier for clubs with large caddie programs. Includes a dedicated caddie manager, the CaddieNow platform, protection options, caddie recruiting and training, on-site management support, ProLooper Academy workshops, quarterly on-site caddie meetings, and Tagmarshal GPS. Delivered via annual subscription.
- CaddieNow Mobile App Mobile application for caddies to create profiles, complete orientation, accept or decline loops in advance, manage schedules, receive cashless payments (via Stripe) within 24-48 hours of loop completion, rate golfers, and communicate with golf course staff. Available on iOS and Android.
Quantifiable outcome
- 74 clubs served across 25 U.S. states
- +4 more outcomes
Companies that use CaddieNow
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
CaddieNow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
CaddieNow partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and supporting.
- New Jersey PGA (NJPGA)flagshipPresenting Sponsor of NJPGA season-ending Pro Am Championship plus 23 weekly Pro Am events. CaddieNow branding featured across all events leading up to the Championship where teams compete for the George Durr Memorial Trophy. Partnership supports PGA Professionals' engagement with members and clients in social competitive environments.
- TagmarshalcoreStrategic partnership to bring GPS-powered caddie tracking service to courses. Caddies use the service on personal mobile devices during rounds, acting as beacons to track pace of play and identify flow issues. Tagmarshal's established technology (used by 500+ courses including 35 of top 100 U.S. courses) provides real-time pace management. Caddie tracking included in CaddieConcierge and CaddieGuard products, add-on for CaddieTech partners.
- Waialae Country ClubflagshipPartnership to fill caddie requirements for Sony Open tournament. CaddieNow recruited 300 caddies, provided onsite ops manager for the week, and handled all caddie payments and logistics. Successfully filled 100% of caddie requirements for Hawaii's longest-running PGA TOUR event.
- StripecorePayment processing integration enabling caddies to receive payment within 24-48 hours of loop completion. Each caddie creates individual Stripe account during onboarding. Essential infrastructure for cashless payment system.
- Lessonly (now AXONISH)supportingBNCHMARK Learning Management System provider for CaddieNow's online caddie certification and orientation training. Invitations for LMS come from Lessonly.com during onboarding.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
CaddieNow competitors and assessment
Company assessmentDirect peers
- Club Prophet Systems: Long-standing provider of club management and tee-sheet software to private and public golf clubs. It is the most direct software-side competitor to CaddieNow because it serves the same club buyers and overlaps on tee-sheet integration, member management, and point-of-sale that CaddieNow's Club Management Dashboard plugs into.
- foreUP: Cloud-based golf course management platform (tee sheets, POS, marketing, websites) used by hundreds of public and private facilities. Comparable to CaddieNow as a SaaS platform sold to the same golf club buyer, with similar mid-market positioning and integration-led GTM.
Emerging players
- Teesnap: Tee-sheet and course management software targeted primarily at public and semi-private courses. Overlaps with CaddieNow in tee-sheet integration and club staff workflows, though it does not address caddie-specific operations.
Broad incumbents
- Lightspeed Golf (formerly GolfNow): Division of Lightspeed Commerce providing POS, tee-sheet, inventory, and ecommerce to golf courses. A large, well-capitalized incumbent competing for the same club-software wallet and with the resources to bundle caddie-style features into a broader club platform.
- Jonas Club Software: Enterprise club management software suite (accounting, POS, member, tee sheet) used by many private country clubs. Highly comparable buyer profile to CaddieNow and a potential competitive threat if it extends into caddie scheduling or labor compliance modules.
- ClubEssential: Provider of club management, member, and website solutions to private clubs, resorts, and HOAs. Targets the same private club general manager / board buyer that CaddieNow sells into and represents a bundling threat.
Others
- Tagmarshal: CaddieNow's strategic GPS pace-of-play partner used by 500+ courses. It is an ecosystem partner rather than a competitor today, but its underlying data and tracking capability could become the basis of a competing caddie-management product.
- Golf Genius: Tournament management software widely used by clubs and associations to run member events and outings. Adjacent to CaddieNow's tournament staffing work (e.g., Sony Open) and a possible partner for caddie-tee-time coordination.
- Arccos Golf: Consumer and club-facing golf performance tracking technology using sensors and AI. Different buyer (golfer vs. club GM) but represents the broader category of tech replacing or augmenting the traditional caddie role.
- The Caddie Association: Industry association advocating for caddies and caddie programs, including the 'Grow the Game' scholarship and education initiatives. Not a commercial competitor, but a key ecosystem stakeholder for caddie supply and standards.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CaddieNow social profiles
Digital presenceCaddieNow compliance and trust
Trust signalCompliance3 records
CaddieNow financial estimates
Financial estimateRevenue estimate
Valuation estimate
CaddieNow leadership team
Management profileNumber of profiles
Profiles13 records
CaddieNow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CaddieNow 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 CaddieNow
What does CaddieNow do?
CaddieNow operates a SaaS platform (CaddieSuite) that helps private golf clubs recruit, schedule, pay, train, and manage caddies. Offerings are sold in three tiers: CaddieTech (software-only), CaddieGuard (software plus liability insurance and IC compliance), and CaddieConcierge (full program management with a dedicated caddie manager). A caddie-facing mobile app on iOS and Android enables loop acceptance, cashless payments via Stripe, ratings, and communication with clubs.
Is CaddieNow a public or private company?
CaddieNow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CaddieNow founded?
CaddieNow was founded in 2012. It employs 1 to 10 people.
Where is CaddieNow based?
CaddieNow is headquartered in Haymarket, United States, in the North America region.
How does CaddieNow make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are transaction/Loop Fees.
Who are CaddieNow's main competitors?
Direct peers on record are Club Prophet Systems and foreUP. Teesnap is listed as an emerging player. Broad incumbents are Lightspeed Golf (formerly GolfNow), Jonas Club Software and ClubEssential. Others are Tagmarshal, Golf Genius, Arccos Golf and The Caddie Association.
Does CaddieNow have an API?
No public API is recorded for CaddieNow.