Dubai Golf

What Dubai Golf does

Dubai Golf is a Dubai-based private leisure operator and a wholly-owned subsidiary of wasl Asset Management Group, running a portfolio of premium golf, leisure and hospitality venues across the UAE. Founded in 1988 with the opening of Emirates Golf Club — the first grass golf course in the Middle East — the group today manages three flagship golf clubs (Emirates Golf Club, Dubai Creek Golf & Yacht Club and Jumeirah Golf Estates across 1,119 hectares), five championship/standard courses plus Par 3 layouts, two branded golf academies (Peter Cowen Academy Dubai and Tommy Fleetwood Academy), 26+ padel courts under Viya Padel, fitness centres under Viya Fit, licensed entertainment venues (Topgolf Dubai, WIKIT, Tiger Strikes), 12+ F&B outlets (including carine by chef Izu Ani, Jones the Grocer, Spike Bar, QD's, Boardwalk, Crafty Fox, Bussola), two villa communities (Emirates Golf Club Villas, Dubai Creek Villas) and a tournament portfolio hosting the Hero Dubai Desert Classic, DP World Tour Championship, Dubai Invitational and Omega Dubai Moonlight Classic.

The company's technology layer is the unified Viya mobile app (iOS and Android), developed in collaboration with parent wasl, which powers tee-time and padel court booking, fitness class registration, membership management, event ticketing and a loyalty programme redeemable at 300-400+ partner venues across the UAE. Course infrastructure includes the first fully LED-lit 18-hole course in the region (Faldo Course retrofit with Etihad ESCO and Abacus Lighting, delivering 60% energy savings), USGA-spec Bermuda 419 greens rebuilt on the Majlis in 2020-2021, and TrackMan launch monitors at the Peter Cowen Academy.

Dubai Golf's revenue model is a diversified multi-stream leisure platform: recurring annual and monthly membership subscriptions (Full Golf, Weekday, Corporate, Young Professional, Junior, Viya Premium/Leisure/Platinum and Overseas tiers with IMG Prestige and European Tour Destinations reciprocal access), pay-per-round green fees on five courses, F&B transaction revenue across all venues, academy coaching and lesson packages, padel and fitness subscriptions, corporate event and wedding hire, tournament title and co-sponsorship income (OMEGA, Slync.io, RAKBANK), Viya Golf Holidays package bookings, holiday-home/villa real-estate revenue, and brand-partnership advertising. The go-to-market is direct-to-consumer via dubaigolf.com, the Viya app, in-club receptions and dedicated phone lines, supplemented by event-driven demand from flagship tournaments and channel partnerships with OMEGA, Mercedes-Benz, RAKBANK, wasl, Topgolf and Viya Golf Holidays.

Name

Dubai Golf

Legal name

Dubai Golf

Website

https://dubaigolf.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Dubai Golf is a UAE-based leisure subsidiary of wasl Asset Management Group that operates premium golf clubs (Emirates, Dubai Creek, Jumeirah Golf Estates), Topgolf Dubai, Viya Padel and Viya Fit, golf academies and 12+ F&B venues, serving members, residents and international visitors through the Viya digital platform.

Ownership category

akta.pro rank

Product category

Golf Club & Leisure Hospitality

NAICS

Golf Courses and Country Clubs (713910), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Luxury Golf Resorts (THAGACAH), Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE), Golf & Leisure Full-Service Hotels (THAGAAAH)

Keywords

• Golf club operations
• Championship golf courses
• Golf memberships
• Sports hospitality venues
• Recreational sports facilities

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership subscriptions: Recurring annual/monthly membership fees across multiple tiers at Emirates Golf Club (Full Golf, Weekday, Young Professional, Junior, Corporate, Viya Premium, Viya Premium Corporate, Viya Leisure, Viya Platinum, Overseas), Jumeirah Golf Estates and Dubai Creek Golf & Yacht Club. Access to reciprocal clubs, IMG Prestige, European Tour Destinations and Dubai Golf Premium/Leisure tiers.
2. Green fees and tee-time bookings: Pay-per-round and visitor green fees on five championship/standard courses (Majlis, Faldo, Par 3 at EGC; Earth and Fire at Jumeirah Golf Estates; Championship and Par 3 at Dubai Creek), bookable online via dubaigolf.com, Viya app or in-person.
3. Food and beverage operations: Multi-venue F&B revenue from on-site restaurants and bars including carine (French Mediterranean), Jones the Grocer, Spike Bar, BŌTA Cafe, BŌTA Express, Roseleaf Café, 1988, Boardwalk, Lakeview, QD's, Crafty Fox, Tap & Grill, Bussola, Kasturi. Includes à la carte dining, brunches, set menus, masterclasses and beverage sales.
4. Academy coaching and golf lessons: Revenue from individual lessons, group programmes, summer packages, junior development, ladies' programmes, men's development, putting/playing lessons, and elite performance packages at Peter Cowen Academy Dubai, Tommy Fleetwood Academy, Topgolf Dubai Academy, and Dubai Creek Academy.
5. Padel and fitness operations: Revenue from Viya Padel (pay-and-play court hire, coaching, memberships, group programmes, socials) across 26+ padel courts at multiple UAE locations, plus Viya Fit memberships, fitness classes, personal training, spa (SensAsia Urban Spa), tennis (ZATA) and rehabilitation (UPANDRUNNING) services.
6. Corporate events, weddings and bespoke events: Revenue from corporate golf days, branded experiences, partnership activations, wedding receptions, meetings and conferences, and bespoke private events held at club venues; supported by a dedicated Corporate Events & Partnerships team.
7. Real estate and holiday homes: Revenue from Emirates Golf Club Villas, Dubai Creek Villas (residences), and Holiday Homes under the Living/Real Estate portfolio.
8. Tournament sponsorships and hospitality: Revenue from title and co-sponsors of flagship tournaments (Hero Dubai Desert Classic, DP World Tour Championship, Dubai Invitational, Omega Dubai Moonlight Classic), hospitality packages, and prize/prize-fund partnerships with sponsors such as OMEGA, Slync.io, RAKBANK and wasl.
9. Golf holiday packages: Revenue from Viya Golf Holidays, offering bundled visitor and golf-holiday packages bookable through viyagolfholidays.com.
10. Advertising and brand partnerships: Revenue from banner-ad delivery partners, brand activations (e.g., Ford Mustang Mach-E activation), and partner-driven marketing/promotional collaborations.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels10 records

Core offering

Dubai Golf operates a multi-venue portfolio of championship golf courses (Majlis, Faldo, Par 3 at Emirates Golf Club; Earth and Fire at Jumeirah Golf Estates; Championship and Par 3 at Dubai Creek), supported by golf academies (Peter Cowen Academy Dubai, Tommy Fleetwood Academy, Topgolf Dubai Academy), padel courts (Viya Padel), fitness centres (Viya Fit), on-site restaurants and bars, corporate and wedding events, villa/real-estate residences, and a unified Viya mobile booking and loyalty platform spanning its clubs in Dubai and Abu Dhabi.

Product overview

Dubai Golf operates as a multi-venue golf, leisure and hospitality platform rather than a single product. Its portfolio is anchored by three core golf venues — Emirates Golf Club (with the Majlis, Faldo and Par 3 courses), Dubai Creek Golf & Yacht Club, and Jumeirah Golf Estates — which are extended by a layer of licensed entertainment concepts (Topgolf Dubai, WIKIT, Tiger Strikes), racquet and wellness brands (Viya Padel, Viya Fit), two branded golf academies (Peter Cowen Academy and Tommy Fleetwood Academy), a stable of hospitality venues (carine, Jones the Grocer, Spike Bar, QD's 2.0, BOTA Cafe), and the unifying Viya App digital platform for booking, membership and payments across the network.

Differentiator

Problem solved

Functional benefit

Brands

• Viya Padel: Padel tennis operator with 26+ courts across multiple UAE locations, offering coaching, memberships, group programmes, padel socials and junior programmes.
• Viya Fit
• Viya Golf Holidays
• Topgolf Dubai
• WIKIT
• Tiger Strikes

Quantifiable outcome

• 1,000,000 rounds played on Dubai Creek Championship Course by January 2020
• +9 more outcomes

Named customers9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

37 partnerships are on record, tiered flagship, core and minor.

• wasl Asset Management GroupflagshipStrategic or Co-development PartnerDubai Golf is a leisure subsidiary owned by wasl Asset Management Group. wasl took over stewardship of Emirates Golf Club in 2009 with a seamless transition, and continues to back Dubai Golf's portfolio expansion. Christopher May, CEO of Dubai Golf, reports through the wasl structure. Listed as co-sponsor of the Dubai Desert Classic.
• Peter Cowen / Peter Cowen Academy DubaiflagshipStrategic or Co-development PartnerPeter Cowen, one of the world's elite golf coaches (coached Henrik Stenson, Danny Willett and other Major champions), runs a named academy at Emirates Golf Club - Peter Cowen Academy Dubai. The academy reopened in 2024 with cutting-edge facilities and offers Group Programmes, Junior Development, Winter Packages, Ladies' Group Programme, Men's Development Programme, Putting/Playing Lesson Packages, and Elite Performance Packages. The Dubai Golf Academy is 'run in association with Peter Cowen'.
• Tommy Fleetwood Academy DubaicoreStrategic or Co-development PartnerA named academy under the Dubai Golf umbrella offering junior development and coaching programmes (Junior Summer Camps referenced). Listed in the Viya Golf Holidays and Women's Golf Month activations.
• Topgolf DubaicoreStrategic or Co-development PartnerTopgolf Dubai is part of the Dubai Golf portfolio (linked from dubaigolf.com navigation and offered as a property). Topgolf Dubai hosts events, entertainment, and the Topgolf Dubai Academy.
• OMEGAflagshipStrategic or Co-development PartnerOMEGA is the title sponsor of the Omega Dubai Desert Classic (long-running) and of the Omega Dubai Moonlight Classic (first professional day-night golf tournament, Faldo Course, 1-3 May 2019). Sponsorship and brand association span multiple years.
• Slync.ioflagshipStrategic or Co-development PartnerSlync.io became title sponsor of the Dubai Desert Classic in 2022, with the event joining the European Tour's Rolex Series and a USD 8 million prize fund. Slync.io also has its own #TeamSlync Brand Ambassador roster (Justin Rose, Viktor Hovland, Jennifer Kupcho, etc.).
• Emirates Global Aluminium PJSCminorStrategic or Co-development PartnerListed as sponsor of the Omega Dubai Desert Classic alongside OMEGA as title sponsor.
• Mercedes-BenzminorStrategic or Co-development PartnerListed as co-sponsor of the Omega Dubai Desert Classic.
• CNNminorGTM or Marketing PartnerListed as co-sponsor of the Omega Dubai Desert Classic (broadcast/earned media exposure).
• Drydocks WorldminorGTM or Marketing PartnerListed as co-sponsor of the Omega Dubai Desert Classic.
• Emirates NBDminorGTM or Marketing PartnerListed as co-sponsor of the Omega Dubai Desert Classic.
• Gulf NewsminorGTM or Marketing PartnerListed as co-sponsor of the Omega Dubai Desert Classic.
• JA Resorts & HotelsminorStrategic or Co-development PartnerListed as co-sponsor of the Omega Dubai Desert Classic.
• Dubai Duty FreeminorGTM or Marketing PartnerListed as Patron in the Dubai Desert Classic sponsors line-up.
• Neocasa InteriorsminorGTM or Marketing PartnerListed as Patron in the Dubai Desert Classic sponsors line-up.
• Motivate PublishingminorGTM or Marketing PartnerListed as Patron in the Dubai Desert Classic sponsors line-up.
• RAKBANKcoreStrategic or Co-development PartnerRAKBANK is the title/presenting sponsor of multiple Dubai Golf tournaments - Emirates Christmas Mixed powered by RAKBANK, RAKBANK Jumeirah Open, RAKBANK Creek Ramadan Open and RAKBANK Tour Finals.
• Ford Mustang Mach-EminorGTM or Marketing PartnerFord Mustang Mach-E activation referenced on the Dubai Golf Corporate site (branded experience partnership).
• National GeographiccoreStrategic or Co-development PartnerNational Geographic partnered with Emirates Golf Club in 2018 for the 'greener courses' movement, leading to the complete elimination of single-use plastic water bottles and the first-ever 'National Geographic Planet or Plastic Golf Tournament' held 15 December 2018. Players received refillable water flasks.
• Etihad Energy Service Company (Etihad ESCO)coreStrategic or Co-development PartnerEtihad ESCO, a wholly-owned subsidiary of DEWA, partnered with Abacus Lighting to retrofit Emirates Golf Club's 18-hole Faldo Course to LED lighting, replacing metal halide. The result: 60% energy savings, reduced CO2 emissions and improved playing conditions - the first golf club in the region to do so. Aligned with the UAE's 30% energy reduction by 2030 goal.
• DulscominorStrategic or Co-development PartnerRecycling partner since 2011 - Dubai Golf implemented recycling across both Emirates Golf Club and Dubai Creek Golf & Yacht Club in partnership with Dulsco.
• Al Jalila FoundationcoreStrategic or Co-development PartnerAl Jalila Foundation is the official charity partner for the annual Pink Ball Golf Tournament at Emirates Golf Club (breast cancer awareness month). In 2019, members raised over AED 100,000 for Al Jalila Foundation and the partnership extended to Nasdaq turning New York's Times Square pink. carine restaurant also runs dedicated Al Jalila Foundation dining initiatives each year.
• NasdaqminorGTM or Marketing PartnerNasdaq partnered with Emirates Golf Club and Dubai Golf to turn New York's Times Square pink in support of breast cancer awareness (Pink Ball 2019).
• Mini Cooper AGMCminorGTM or Marketing PartnerListed as a key supporter of the 2019 Pink Ball Golf Tournament at Emirates Golf Club alongside Nasdaq, Indigo and HSBC.
• IndigominorGTM or Marketing PartnerListed as a key supporter of the 2019 Pink Ball Golf Tournament at Emirates Golf Club.
• HSBCminorGTM or Marketing PartnerListed as a key supporter of the 2019 Pink Ball Golf Tournament at Emirates Golf Club.
• Jones the GrocerflagshipStrategic or Co-development PartnerJoint venture partnership - Jones the Grocer opened at Emirates Golf Club in late October 2017, replacing Spike Bar's original location on the ground floor. Operated as a fully-licensed Australian food emporium with café, charcuterie, cheese room, retail and grab-and-go offerings. Described by Chef Max Grenard (Corporate F&B Director, Dubai Golf) as 'an exciting joint venture' with shared vision.
• Chef Izu AniflagshipStrategic or Co-development PartnerCelebrity chef Izu Ani curates carine, the French Mediterranean flagship restaurant at Emirates Golf Club, opened in March 2018. He contributes to menu design, signature mixology and brand identity (referenced in Time Out, Condé Nast Traveller, What's On Dubai, Arabian Gazette).
• Chef Hari GhotraminorStrategic or Co-development PartnerUK-based Indian cuisine specialist chef (formerly of Michelin-star Tamarind) partnered with Emirates Golf Club to create the new Spike Bar menu for the 2017/2018 relaunch, contributing signature Indian dishes (Bondas, Squid Pakora, Paneer Pakora, Indian Scampi, Lamb Pitta Toasties, Chicken Korma, Dhal Makhani, etc.).
• Karl LittenflagshipStrategic or Co-development PartnerKarl Litten is the architect of the original Majlis Course (late 1980s) at Emirates Golf Club. In 2020-2021, the Majlis greens were rebuilt to recreate Litten's original sizing, with average green size increased by 33% and Hole 1 by 67%.
• Sir Nick Faldo / Nick Faldo DesignflagshipStrategic or Co-development PartnerSir Nick Faldo designed the Faldo Course (opened 1996) and the floodlit Par 3 course at Emirates Golf Club through his company Nick Faldo Design. Floodlighting was made an integral part of the Faldo design - used in the 2019 Omega Dubai Moonlight Classic.
• Thomas BjørncoreStrategic or Co-development Partner2018 Ryder Cup-winning captain Thomas Bjørn enhanced the Dubai Creek Championship Course in 2004. He also won the 2001 Dubai Desert Classic and has long been associated with Dubai Golf's events.
• Park Hyatt DubaicoreStrategic or Co-development PartnerUpscale hotel partner adjacent to Dubai Creek Golf & Yacht Club providing synergies, package experiences, and reciprocal marketing to the club's leisure offering.
• Dusit Thani DubaiminorStrategic or Co-development PartnerHotel venue partner for a Viya Padel location (Dusit Thani Dubai).
• Yas Acres Golf & Country ClubminorStrategic or Co-development PartnerPart of Dubai Golf's broader Abu Dhabi portfolio, with Yas Acres hosting a Viya Padel location and Viya Fit membership integrations.
• Saadiyat Beach Golf ClubminorStrategic or Co-development PartnerPart of the broader Dubai Golf / Viya network in Abu Dhabi, included in the Timeless Traditions festive campaign and other cross-property activations.
• Yas Links Abu DhabiminorStrategic or Co-development PartnerPart of the wider Dubai Golf / Viya network in Abu Dhabi; hosts Villa Sélène restaurant and participates in cross-property Timeless Traditions campaign.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pinehurst Resort: Multi-course championship golf resort in North Carolina with hotels, spa, F&B and major tournament pedigree (including US Opens). Comparable on multi-course resort model, championship hosting and integrated leisure/spa/dining monetisation.
• Jumeirah Group: Dubai-based luxury hotel and resort operator (Burj Al Arab, Madinat Jumeirah) owned by Dubai Holding. Comparable as a UAE-headquartered luxury hospitality group that bundles accommodation, dining, beach/leisure and branded residences — overlapping with Dubai Golf's F&B, events and villa/holiday-home strategy.
• Troon Golf: Global golf and club management company operating 850+ courses worldwide, including Saadiyat Beach Golf Club in Abu Dhabi. Comparable on multi-venue golf operations, agronomy standards, tournament hosting and member management — the closest broad incumbent to Dubai Golf's operating model.
• Pebble Beach Company: Iconic US golf resort (Pebble Beach Golf Links, Spyglass Hill, Spanish Bay) with integrated hotels, F&B and real estate. Comparable as a multi-course championship golf destination monetising hospitality, residential and tourism in a single integrated operator.
• St Andrews Links Trust: Operator of the Home of Golf in Scotland (Old Course plus five other courses). Comparable as a long-standing, multi-course championship venue with global brand, major tournament hosting and heritage positioning analogous to Emirates Golf Club's 1988 first-mover status in the Middle East.
• Topgolf Callaway Brands: Parent of the Topgolf brand licensed to Dubai Golf's Topgolf Dubai venue. Comparable as the global golf entertainment leader, providing both a competitive entertainment-golf benchmark and the brand/IP partner whose performance affects Dubai Golf's entertainment-golf economics.

Direct peers

• Abu Dhabi Golf Club: Championship 27-hole venue in Abu Dhabi (host of the HSBC Abu Dhabi Championship on the DP World Tour) and the home of the region's other major grass course. Directly comparable to Dubai Golf's championship venues on customer (premium UAE tourist, members), tournament hosting model, and F&B/event monetisation.
• Yas Links Abu Dhabi: Premium links-style championship course on Yas Island operated as part of Dubai Golf's own Viya Abu Dhabi portfolio but competes directly with Majlis/Faldo for international golf tourists, hospitality packages and tournament positioning. Comparable on premium positioning and DP World Tour adjacency.
• Saadiyat Beach Golf Club: Troon-managed championship course on Saadiyat Island, Abu Dhabi, with resort partnerships (St. Regis, Park Hyatt). Comparable on championship golf, resort-hotel cross-sell and UAE-based international tourist catchment — overlapping directly with Dubai Creek Golf & Yacht Club.
• IMG Prestige (Endeavor): Reciprocal private club network that Dubai Golf already lists as a membership partner. Comparable on premium member benefits, reciprocal access economics and the global luxury-golf-network model that underpins Dubai Golf's membership tiering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/emiratesgc
• Facebookfacebook.com/EmiratesGolfClub
• LinkedInlinkedin.com/company/101184/admin/dashboard
• Instagraminstagram.com/emiratesgc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries10 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 Dubai Golf