What Troon Golf does

Troon Golf, LLC is a privately held golf and golf-related hospitality management company headquartered in Scottsdale, Arizona, founded in 1990 by Dana Garmany and currently owned by TPG Capital and Leonard Green & Partners (with Rory McIlroy's Symphony Ventures as a 2021 co-investor). The company manages 825+ golf course locations across 45+ US states and 40+ countries, serving four primary customer segments: private clubs, daily-fee and resort properties, municipal facilities, and community associations. Service offerings span full operational management, agronomy, food and beverage (via RealFood Hospitality), retail, racquet sports (Cliff Drysdale Tennis, Peter Burwash International), sports event management (Eventive Sports), and caddie services (CADDIEMASTER, CaddieNow), supplemented by a club advisory practice (True Club Solutions).

The core technology platform is the Access ecosystem, launched in March 2026, which unifies tee-time booking (GolfWithAccess.com), loyalty rewards (Troon Rewards with 860K+ members), subscription tiers (Access Premium), and e-commerce (Access Shop) across more than 200 participating courses. Supporting technology assets include ClubUp (golf club management software) and CaddieNow (caddie management platform). Revenue is generated through management service contracts, F&B and retail operations at managed facilities, prepaid Troon Card programs (National, State, Regional, Patriot, Executive, Inspire tiers), partner-marketing fees via the Troon Partners Network (brands include Callaway, Nike, Topgolf, Visa, Pepsi), and consumer-direct booking commissions. The company employs approximately 24,400 people across 17 office locations including regional HQs in Jupiter, Irvine, Birmingham, Seattle, Chicago, Jacksonville Beach, New Braunfels, Boston, Reston, Trenton, Dubai, and Geneva.

The go-to-market is a hybrid model: enterprise field sales targeting facility owners, developers, municipalities, and HOAs for B2B management contracts, paired with self-serve consumer channels (booking, loyalty, prepaid cards). The business supports 250K+ private club members, facilitates 15M+ annual golf rounds, and operates a 700K+ email marketing database. As of mid-2026, the PE owners are exploring a potential sale at a valuation exceeding $2 billion.

Name

Troon Golf

Legal name

Troon Golf, LLC

Website

https://troon.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Troon is the world's largest golf and golf-related hospitality management company, operating 825+ course locations across 45+ US states and 40+ countries. It serves private clubs, resorts, municipal facilities, and community associations with management, F&B, agronomy, technology, and loyalty services.

Ownership category

akta.pro rank

Product category

Golf and Club Hospitality Management Services

NAICS

Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

akta.pro secondary industries

Golf & Leisure Full-Service Hotels (THAGAAAH), Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Golf course management
• Club hospitality services
• Golf facility operations
• Private club management
• Resort golf management

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices17 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Golf Course Management Services: Troon provides professional management services to golf facilities including private clubs, daily fee courses, resorts, and municipal properties. Revenue is generated through management contracts with property owners.
2. Loyalty and Rewards Programs: Troon operates Troon Rewards and Access loyalty programs where members earn points for spending. The Access Premium tier offers paid subscriptions with enhanced benefits.
3. Troon Card Sales: Sale of Troon Cards including National, State, Regional, Patriot, Executive, and Inspire cards that provide access and discounts across the network.
4. Food and Beverage Operations: Full-service food and beverage management at golf facilities including restaurants, bars, event catering, and hospitality venues.
5. Retail Operations: Golf shop retail operations at managed facilities selling apparel, equipment, and merchandise.
6. Partnership and Marketing Fees: Troon Partners Network provides marketing partnership programs to brands seeking access to Troon's golf audience, generating partnership and licensing revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Troon Golf is the world's largest third-party golf and club-related hospitality management company, providing full-service operations, agronomy, food and beverage, retail, marketing, and technology support to more than 825 private clubs, daily-fee courses, resorts, municipal facilities, and homeowner associations worldwide. Complementing its B2B management contracts, Troon operates the Access consumer platform — encompassing GolfWithAccess.com tee-time booking, Troon Rewards loyalty (860K+ members), paid Access Premium subscriptions, prepaid Troon Cards, and the Access Shop e-commerce marketplace — alongside sub-brands for racquet sports, caddie services, food design, sports events, and club advisory.

Product overview

Troon is a golf and club-related hospitality management company offering a platform-plus-services model. The core Access platform provides tee time booking, loyalty rewards (Troon Rewards), and e-commerce across over 200 managed courses, while Troon Privé offers exclusive private club membership benefits. The company manages over 825 golf course locations worldwide through various service divisions including Private Club Management, Daily Fee & Resort Management, Municipal Properties, and Community Associations. The portfolio includes acquired brands including Indigo Sports, CADDIEMASTER, ClubUp, Cliff Drysdale Tennis, Peter Burwash International, RealFood Hospitality, Eventive Sports, and ICON Management. Specialized offerings include Troon Card prepaid programs, Grass League amateur competitions, Troon Partners Network business partnerships, True Club Solutions advisory services, and Troon International for overseas operations.

Differentiator

Problem solved

Functional benefit

Brands

• Troon Golf: Core golf and golf-related hospitality management brand
• Troon Privé
• Troon International
• Indigo Sports
• CADDIEMASTER
• ClubUp
• Cliff Drysdale Tennis
• Peter Burwash International
• True Club Solutions
• RealFood Hospitality
• Strategy & Design
• RF DesignStudio
• ICON Management
• Eventive Sports
• Access
• Troon Rewards
• Team Troon

Products and services

• Private Club Management Full-service outsourced management for private country clubs including golf operations, agronomy, food and beverage, member services, sales/marketing, and hospitality. Targets boards of upscale private clubs seeking hospitality-driven operations and member experience improvements.
• Daily Fee & Resort Management Outsourced management of daily-fee and resort golf properties including tee-time revenue optimization, F&B, retail, tournament hosting, destination marketing, and hospitality operations. Serves owner-operators and developer-led resort groups such as Indian Wells Golf Resort and World Golf Village.
• Municipal Properties Management Management services for municipal and public golf facilities, delivered through the Indigo Sports division. Targets city governments and parks departments seeking budget efficiency and public access programming (e.g., World of Golf for the City of Florence, Kentucky).
• Community Associations Management Management of golf amenities for homeowner associations and residential communities, including property value-enhancing member services and amenity operations.
• True Club Solutions (Advisory Services) Short-term advisory and consulting division offering club-specific due diligence reporting and ongoing guidance for private clubs, daily-fee, and resort destinations.
• Access Platform Comprehensive golf ecosystem platform combining tee-time booking, loyalty rewards, subscriptions, and e-commerce across 200+ Troon-managed courses. Membership tiers include free Access Loyalty, paid Access Premium with enhanced benefits, and Access Shop retail services.
• Troon Privé Exclusive membership program providing members of Troon Privé Clubs with access to extraordinary private golf and lifestyle benefits throughout the world, including reciprocal access across Troon's private club network.
• Troon Rewards Loyalty program allowing members to earn points for every dollar spent at Troon courses, redeemable for rewards and benefits across the network. Has 860K+ members and offers enhanced benefits through Access Premium subscription tiers.
• Troon Card Program Prepaid golf card programs offering discounted or prepaid rounds at participating Troon facilities, available in National, State, Regional, Patriot, Executive, and Inspire tiers.
• Troon Partners Network Partnership program connecting brands with Troon's golf audience through customizable preferred-partner status. Includes partners such as Callaway, Nike, Visa, Pepsi, Topgolf, Molson Coors, PointsBet, NBC Sports Next, Shot Scope, and Golfweek.
• Troon International Travel Direct booking platform for traveling golfers enabling single-checkout booking of tee times, accommodations, and car rentals at Troon-managed resort courses. Built in partnership with TripFusion (GolfNow).
• Troon International International division managing golf and club-related hospitality services outside the United States, with operations across Europe (UK, France, Switzerland), the Middle East (Dubai), and other international markets.
• Indigo Sports Wholly-owned sports management brand within Troon's portfolio, overseeing golf operations and marketing for managed facilities, including municipal and private club properties.
• CADDIEMASTER / CaddieNow Caddie Services Caddie services and management brand providing technology and management solutions for golf facility caddie programs, enhanced through the July 2024 acquisition of CaddieNow.
• ClubUp Golf technology company providing digital solutions for club management and member engagement, including the ClubUp app, integrated into Troon's portfolio.
• Cliff Drysdale Tennis Tennis management and advisory services brand within Troon's portfolio, providing racquet sports programming at managed facilities.
• Peter Burwash International Racquet sports and hospitality management services brand within the Troon portfolio.
• RealFood Hospitality Culinary and food and beverage design and consulting services for golf facilities, resorts, and hospitality venues.
• Eventive Sports Sports events management company managing major sporting events across multiple U.S. states and countries, acquired by Troon in January 2024.
• ICON Management Golf management services brand with operations across Florida through Icon South, Icon North, and Icon Central divisions.
• Applied Golf Management Golf and hospitality management firm based in New Jersey managing 13 golf facilities across New York, New Jersey, and Florida, integrated into Troon's portfolio following the July 2023 acquisition.
• Grass League Amateur Tournament Series Amateur golf league format and competition series operated by Troon, including the Grass League Championship and Match Series for amateur tournament play.

Quantifiable outcome

• 860K+ Troon Rewards members generating loyalty engagement
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Celebrity GreensminorGTM or Marketing Partner · 25 March 2026National leader in PGA-caliber custom putting greens and artificial grass selected as Preferred Partner of Troon, providing synthetic golf turf solutions to Troon-affiliated properties.
• CaddieNowcoreStrategic or Co-development Partner · 9 July 2024Troon acquired CaddieNow, a Lincoln-based caddie technology and management company that partners with over 50 clubs across 25 states, expanding Troon's caddie service division.
• Eventive SportscoreStrategic or Co-development Partner · 4 January 2024Troon acquired Eventive Sports, a Birmingham-based sports events management company, expanding Troon's capabilities in managing major sporting events.
• Applied Golf ManagementcoreStrategic or Co-development Partner · 6 July 2023Troon acquired Applied Golf Management, a golf and hospitality management firm managing 13 golf facilities across New York, New Jersey, and Florida.
• CallawayminorGTM or Marketing PartnerGolf equipment brand participating in Troon Partners Network marketing program.
• NikeminorGTM or Marketing PartnerAthletic brand participating in Troon Partners Network marketing program.
• TopgolfminorGTM or Marketing PartnerEntertainment and golf technology brand in Troon Partners Network.
• VisaminorGTM or Marketing PartnerPayment brand partner in Troon Partners Network.
• PepsiminorGTM or Marketing PartnerBeverage brand partner in Troon Partners Network.
• Molson CoorsminorGTM or Marketing PartnerBeverage company partner in Troon Partners Network.
• PointsBetminorGTM or Marketing PartnerSports betting brand partner in Troon Partners Network.
• GolfweekminorGTM or Marketing PartnerGolf media publication in Troon Partners Network.

Scale indicators10 records

Recent moves7 records

Direct peers

• Invited Clubs (formerly ClubCorp): Invited Clubs operates over 130 country clubs and is the closest direct competitor to Troon in private club and country club management. It competes for the same B2B management contracts with private member clubs, offering hospitality, F&B, and golf operations services comparable to Troon's Private Club Management division.
• KemperSports: KemperSports manages a portfolio of golf courses, clubs, and hospitality venues across the US, directly competing with Troon's Daily Fee & Resort and Private Club segments. It offers similar full-service management, agronomy, and hospitality capabilities and is among the top three golf management companies in the country.
• Arcis Golf: Arcis Golf operates and manages private, resort, and daily-fee golf clubs across multiple US states, providing management services, agronomy, and hospitality similar to Troon's core offering. It is a direct competitor in third-party golf course management for owners seeking professional operators.
• Billy Casper Golf (BrightView Golf): Billy Casper Golf, now part of BrightView, managed one of the largest portfolios of daily-fee, municipal, and private golf courses before its acquisition, directly competing with Troon in golf facility management. Both firms target municipal, daily-fee, and resort owners seeking outsourced course operations.
• American Golf Corporation: American Golf operates a large portfolio of public, private, and resort golf courses across the US, competing directly with Troon in the daily-fee and resort golf management segment. It is a comparable B2B operator managing facilities on behalf of owners in similar geographic markets.
• Heritage Golf Group: Heritage Golf Group manages a portfolio of private and resort golf clubs across the US, providing full-service management, agronomy, and hospitality services. It directly competes with Troon for private club management contracts in the premium golf segment.
• Oki Golf: Oki Golf manages a portfolio of daily-fee, resort, and private golf courses primarily in the Pacific Northwest, competing with Troon's regional operations in similar geographic markets. It offers comparable management services and competes for the same owner-operator relationships.

Broad incumbents

• Pebble Beach Company: Pebble Beach Company owns and operates the iconic Pebble Beach Resorts including multiple championship golf courses, competing with Troon's luxury golf resort offerings such as Terre Blanche. It is a destination-resort incumbent in the high-end golf experience market rather than a third-party management competitor.
• Topgolf Callaway Brands: Topgolf operates a global golf entertainment and technology business that competes for consumer mindshare and engagement dollars with Troon's Access platform and managed golf courses. As a Troon Partners Network partner and broader golf industry incumbent, it represents an adjacent model in the golf experience economy.

Others

• Landscapes Unlimited: Landscapes Unlimited is a golf course construction, renovation, and management services company that competes with Troon in facility advisory and operational support. It is a peer in the broader golf services ecosystem but does not directly compete in third-party club management at the same scale as Troon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/troon
• YouTubeyoutube.com/troon
• Facebookfacebook.com/troon
• LinkedInlinkedin.com/company/troon
• Instagraminstagram.com/troon

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries16 records

Funding overview

Funding rounds1 record

Investors2 records

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

M&A8 records

Investments

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

Frequently asked questions about Troon Golf