Salem Golf Club

What Salem Golf Club does

Salems Golfklubb is a member-owned golf club founded in 1988 and located in Södertälje, within Sweden's Stockholm region. The club operates a 27-hole facility consisting of an 18-hole Par 71 course (5,681m from tee 57) and a full-length 9-hole Par 36 course (2,753m from tee 27), supported by a 5-tee (hectometer) system, practice areas, and a 1,000 sqm clubhouse converted from a 150-year-old sheep barn. The club owns 84 hectares of land at Högantorp and a range of ancillary facilities including a driving range open 365 days/year, a Golfstore-affiliated pro shop, a restaurant open to the public, conference rooms, and locker rooms with sauna. The 9-hole course operates year-round, and the 18-hole course is seasonal (typically late April through autumn).

Salems Golfklubb serves approximately 1,900 members and ~7,000 annual greenfee guests. Core products include tiered annual memberships (full 27-hole shareholder at 6,100 SEK, full non-shareholder at 8,500 SEK, weekday 4,800 SEK, 9-hole 3,300-4,500 SEK, greenfee membership 1,800 SEK, plus age-based junior and free junior categories), dynamic-pricing greenfee, golf cart and locker rentals, corporate sponsorship (60+ sponsors), and corporate event hosting. The Bäckbom Golf Academy sub-brand — operating on-site since the early 1990s and connected to the Golfstore chain — provides private lessons, group training, custom fitting via Trackman simulators, junior and senior programs, and golf travel packages. Technology is conventional for the sector: the MGBokning/mingolf.se booking system, the Swedish Golf Federation's GIT integration for membership and handicap, GPS-enabled golf carts, SMHI weather data, live webcam feeds, and an automated irrigation control system (replaced 2019).

The club makes money through nine distinct revenue streams: annual membership fees (subscription/recurring), guest greenfee (usage-based), pro shop retail and custom fitting (hardware sales), restaurant and catering (professional services), corporate sponsorship and events (subscription/recurring), cart and locker rental (usage-based), academy instruction (professional services), and a fill-material arrangement with BST that converts course-development activity into income. The Salem365 brand, launched in 2019, represents the year-round golf positioning. Member ownership is structured through shares in Salems Golf AB; owning 16+ shares grants a play certificate (spelrättsbevis) with reduced annual fees. Leadership comprises Jonny Petersson (Chairman), Joakim Bäckbom (Club Manager/VD), and Fredrik Eriksson (Course Manager, named Superintendent of the Year 2017).

Name

Salem Golf Club

Legal name

Salems Golfklubb

Website

https://salemsgk.se

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Salems Golfklubb is a member-owned 27-hole golf club in Södertälje, Sweden, serving ~1,900 members and ~7,000 annual guests with memberships, greenfee, academy instruction, retail, restaurant, and corporate events.

Ownership category

akta.pro rank

Product category

Golf Club & Recreation Facilities

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industry

Golf Clubs & Club Fitting Retail (CRAMAGAA)

Keywords

• Golf club memberships
• Golf course access
• Golf instruction services
• Corporate golf events
• Golf academy training

Headquarters

HQ city

Södertälje

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Membership Fees: Annual membership fees in multiple tiers (full 27-hole, weekday 27-hole, 9-hole, greenfee memberships) ranging from approximately 1,300 SEK to 8,500 SEK per year. Includes base membership fee of 600 SEK plus play/annual fees. Members can also purchase/share shares in Salems Golf AB to gain play rights and reduced annual fees.
2. Greenfee Revenue: Guest greenfee for both the 18-hole and 9-hole courses, with differentiated pricing by weekday/weekend, time of day, and season. Junior discounts (50%) and guest discounts (100 kr for member referrals). 30% discount on second round of 9-hole.
3. Golf Shop Sales (Bäckbom Golf Academy): Retail golf equipment, clothing, balls, and custom fitting services through the Bäckbom Golf Academy shop connected to Golfstore. Golf club custom fitting and equipment sales generate revenue.
4. Restaurant and Catering: On-site restaurant open to members and guests. Daily lunch, à la carte menu, beverages, and take-away food. Catering for tournaments and corporate events. Managed by Stefan and Martin.
5. Corporate Sponsorship and Events: Corporate sponsorship packages with logo placement on website homepage, tee signs, sponsor board, and golf cart branding. Corporate golf tournament hosting with custom packages including greenfee checks and catering. Exposure to ~1,900 members and 7,000 annual guests.
6. Golf Cart and Equipment Rental: Golf cart rental at 550-600 SEK for members, 450-600 SEK for guests (with medical certificate discount). Locker/bag storage rental at 800-1,500 SEK depending on size and membership type.
7. Golf Academy Instruction: Golf lessons, beginner courses (2,495 SEK), group training, and custom fitting sessions offered through Bäckbom Golf Academy. Golf travel packages also organized.
8. Fill Material Land Collaboration: The club receives fill material from BST (via a framework agreement) for course development projects, generating income that supports course improvements including new hills and mounds.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Salem Golf Club (Salems Golfklubb) operates a 27-hole golf facility in Södertälje, Sweden, comprising an 18-hole Par 71 course and a year-round 9-hole Par 36 course. The club sells annual memberships across multiple tiers, daily greenfee access, professional golf instruction through Bäckbom Golf Academy, retail golf equipment via a Golfstore-affiliated shop, on-site restaurant and catering, and corporate sponsorship and event packages.

Product overview

Salems Golfklubb is a 27-hole golf facility (18-hole + 9-hole courses) operating under the Salem365 brand for year-round golf. The core offerings consist of the 18-hole course (Par 71) and 9-hole course (Par 36), complemented by Bäckbom Golf Academy for instruction, a Golfstore-affiliated shop for retail, and an on-site restaurant. Additional services include golf cart rental, locker storage, custom fitting, and golf travel packages. The club serves members through various membership tiers and attracts guests through green fee play. Junior and senior programs provide structured training for different age groups, while corporate packages offer business golf solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Bäckbom Golf Academy: Golf academy operated by Peter Bäckbom, offering private lessons, group training, custom fitting, corporate training, and golf trips. Partnered with the club since early 1990s.

Products and services

• 18-Hole Course An 18-hole Par 71 championship course (5,681m from tee 57 / 5,097m from tee 52) known for fast greens, high maintenance standards, and a structured Max 4 Timmar pace-of-play policy. Open seasonally from late April, available to members and paying greenfee guests.
• 9-Hole Course (Högantorpsbanan) A full-length 9-hole Par 36 course (2,753m from tee 27 / 2,339m from tee 21) that is open year-round with summer greens. Open to all handicap levels and serves as the winter course for the senior program.
• Bäckbom Golf Academy
• Golf Shop (Golfstore Salem)
• On-site Restaurant Restaurant seating approximately 150 guests, offering daily lunch specials, à la carte menu, junior menu, take-away food, and catering for tournaments and corporate events. Open to members, guests, and the general public. Managed by Stefan and Martin.
• Golf Cart Rental Rental of GPS-equipped golf carts for members (550 SEK / 450 SEK with medical certificate) and guests (600 SEK / 450 SEK with medical certificate). Bulk discounts available on inquiry.
• Golf Bag Locker Rental Seasonal storage lockers (April 1 – October 31) for golf bags in two sizes. Small lockers (shareholder) 800 SEK; large lockers 1,000-1,500 SEK depending on membership type.
• Corporate Golf Packages Customizable corporate offerings including sponsorship packages with logo placement on website homepage, tee signs, sponsor board, and golf cart branding; corporate tournament hosting from small groups to full-course cannon-start events with greenfee allocations and catering. Exposes sponsors to approximately 1,900 members and 7,000 annual guests.
• Custom Club Fitting Professional club fitting service that adapts equipment to each golfer's unique technique, physique, and functional needs. Available for all handicap levels, genders, and ages.
• Golf Travel Packages Organized golf trips run by Bäckbom Golf Academy, with at least one trip in spring and one in autumn. Destinations vary and trips may include non-golf activities.
• Junior Training Programs Structured youth golf training for ages 4-25, including knatte groups (4-7 years), junior groups (7-15 years), and a diamond group for competitive players. All training groups capped at 9 participants.
• Senior Golf Programs Senior golf programs including Seniortouren on the 18-hole course (May-October) and Seniorvintertouren on the 9-hole course (year-round). Open to members aged 55+ (men) and 50+ (women).
• Beginner Golf Course 2-day beginner course priced at 2,495 SEK per participant (Saturdays 09:00-15:00 and Sundays 09:00-13:00). Includes Greenfee membership with 5 free 9-hole rounds, plus a follow-up lesson with Helena. Group size 4-10 participants.

Quantifiable outcome

• 18-hole course typically played in under 4 hours including weekend four-balls
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Players Indoor GolfcoreStrategic or Co-development PartnerBäckbom Golf Academy operates indoor golf training at Players Indoor Golf in Västberga during the winter season (November–April). Salem GK members receive 50% discount on up to 2 hours per visit. Bookings made through Sweetspot platform with home club verification. Trackman simulators and 500+ courses available.
• Kallfors GolfminorGTM or Marketing PartnerReciprocal greenfee partnership for full members. Seniors (55+) play for 650 SEK, juniors 50% discount, Monday–Thursday only (excluding public holidays).
• Vidbynäs Golf (North & South)minorGTM or Marketing PartnerReciprocal greenfee partnership for full members. Vidbynäs North: Seniors 550 SEK; Vidbynäs South: Seniors 650 SEK; both with junior 50% discount, Monday–Thursday only.
• Troxhammar & Mälarö GolfminorGTM or Marketing PartnerReciprocal greenfee partnership for full members. Seniors 550 SEK, juniors 250 SEK, Monday–Thursday only (excluding public holidays).
• Caparol Färg (Caparol)minorGTM or Marketing Partner30% discount on outdoor paint for Salem GK members, May–October. Available at Caparol Färg locations in Västberga, Upplands Väsby, Bromma, and Ringvägen. Member status verified via Min Golf app.
• Bäckbom Golf AcademycoreStrategic or Co-development PartnerBäckbom Golf Academy has operated the on-site pro shop and golf academy at Salem GK since the early 1990s. Operates the Golfstore-connected shop, private lessons, group training, custom fitting, and golf trips. PGA professionals Peter Bäckbom (Head Pro), Helena Rhodin, Oskar Lantz, and seasonal Malin Landehag provide instruction.
• GolfstorecoreChannel Partner/ Reseller/ DistributorThe on-site shop is connected to Golfstore chain, enabling access to a wide range of golf equipment, apparel, and custom fitting services. Academy bookings and shop at salem.golfstore.se.
• PingminorGTM or Marketing PartnerBäckbom Golf Academy is a Ping Ambassador, conducting periodic demo days (e.g., Demodag Ping May 29). Peter Bäckbom serves as Ping Ambassador for the academy.
• TitleistminorGTM or Marketing PartnerDemo day events hosted at the club (e.g., Titleist demo day April 20). Fitting sessions promoted via the club.
• CallawayminorGTM or Marketing PartnerOskar Lantz is a Callaway Ambassador; demo day hosted April 22. Academy page integrates with Callaway's performance fitting signup.
• FootJoyminorGTM or Marketing PartnerOskar Lantz is a FootJoy Ambassador, supporting golf shoe and apparel promotion at the academy.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Troxhammar & Mälarö Golf Club: Troxhammar & Mälarö is another reciprocal greenfee partner of Salem in the greater Stockholm area. Both operate as member-owned clubs with similar service offerings (golf shop, restaurant, academy-style instruction) targeting the same mid-tier Stockholm demographic.
• Vidbynäs Golf Club: Vidbynäs operates two courses (North and South) in the greater Stockholm region and is one of Salem's reciprocal greenfee partners. Both clubs target a similar Stockholm-area member base with comparable mid-market positioning, dual-course layouts, and member/greenfee revenue mixes.
• Österåkers Golfklubb: Österåkers GK is another Stockholm-area member club with a similar mixed 18/9-hole course configuration and member/greenfee revenue mix, competing in the same regional golf district rankings.
• Haninge Golfklubb: Haninge GK operates in southern Stockholm County, serving a similar commuter-belt member profile and competing in the same Stockholms Golfdistrikt ranking that Salem uses to differentiate itself (#2 of 33 clubs).
• Sollentuna Golfklubb: Sollentuna GK is a member-owned golf club in Stockholm County competing for the same regional member and greenfee demand as Salem, with a multi-course layout and similar local-market positioning.
• Kallfors Golf Club: Kallfors is a Stockholm-region golf club participating in Salem's reciprocal greenfee partnership. Both clubs serve a similar commuter-belt Stockholm member profile with comparable greenfee pricing and member-service offerings.
• Vallentuna Golfklubb: Vallentuna GK is a Stockholm-region golf club competing in the same Stockholms Golfdistrikt rankings as Salem, targeting an overlapping member base with comparable membership-tiered and greenfee-driven revenue models.
• Täby Golfklubb: Täby GK is another Stockholm-area member-owned golf club directly competing with Salem for individual members, corporate sponsorship, and tournament hosting business in the same district ranking (Stockholms Golfdistrikt).

Broad incumbents

• Ullna Golf Club: Ullna is an established upscale Stockholm-area golf club referenced alongside Bro Hof as a quality benchmark for Salem's bunker sand and overall course investment program. It competes for the same premium end of Stockholm golf demand.
• Bro Hof Slott Golf Club: Bro Hof Slott is a high-end 36-hole facility south of Stockholm with a premium positioning. Salem's 2025 investment in white marble bunker sand was made specifically to match Bro Hof's course standard, demonstrating that Bro Hof sits at the premium tier just above Salem in the regional competitive set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@salem365golf
• Facebookfacebook.com/salem365golf
• Instagraminstagram.com/salem365golf
• LinkedInlinkedin.com/company/salems-gk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Salem Golf Club