Newmachar Golf Club

What Newmachar Golf Club does

Newmachar Golf Club is a privately held, dual 36-hole golf club located in Newmachar, Aberdeenshire, less than 10 miles from Aberdeen city centre and under 5 miles from Aberdeen Airport. Its core product is two 18-hole courses — the heathland Hawkshill Championship Course (par 72, 6,573 yards, opened 1990) and the parkland Swailend Course (par 72, 6,323 yards, opened 1997) — both designed by the architect Dave Thomas. The club operates as a direct-to-consumer golf destination, serving individual members, corporate clients, junior golfers, social members, and visiting golfers from across Scotland, the wider UK, and international tourism markets.

The facility is differentiated by a technology-led practice and fitting stack built around Trackman: a floodlit 10-bay driving range with Trackman ball-tracing in every bay, two Trackman simulator studios running year-round virtual course play, and a Trackman 4 custom-fitting studio for woods, irons, wedges, putters and balls. Supporting assets include a 9-hole putting green, a short-game area with two greens and bunkers, a fully stocked Pro Shop carrying premium brands, and PGA-led coaching. F&B is delivered through The Alba restaurant, a joint venture with Aberdeen operator The Atrium.

The business model blends recurring membership subscriptions (Full £1,320/yr; intermediate, junior, corporate, country and social tiers; 5-year terms; flexible £495 PlayMoreGolf membership), usage-based green fees on dynamic seasonal pricing (Hawkshill £50-£110, Swailend £35-£70), corporate packages (£1,725-£5,000+), simulator and range sessions, equipment hire and retail, meeting/function hire, sponsorship inventory, and stay-and-play packages with Village Hotel, Hilton at P&J Live, and Murcar Links. Distribution combines the club's own Hub.ClubV1.com booking portal, direct phone and email sales, the PlayMoreGolf network for flexible members, and corporate account management.

Name

Newmachar Golf Club

Legal name

Newmachar Golf Club

Website

https://newmachargolfclub.co.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Newmachar Golf Club operates two Dave Thomas-designed 18-hole courses near Aberdeen, Scotland, with Trackman-equipped driving range, simulators and custom fitting, serving members, corporate clients, juniors and golf tourists via memberships, green fees and F&B.

Ownership category

akta.pro rank

Product category

Golf Club Facilities

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf club facilities
• Golf course operations
• Golf membership subscriptions
• Golf coaching services
• Corporate golf events

Headquarters

HQ city

Ellon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Individual Membership Subscriptions: Annual membership packages ranging from Full Membership at £1,320 to Social membership at £22, with intermediate rates for ages 18-28 and 5-year term options offering discounts. Includes corporate and junior tiers.
2. Visitor Green Fees: Dynamic pricing for two 18-hole courses. Hawkshill Championship Course ranges from £50pp (winter) to £110pp (summer). Swailend Course ranges from £35pp (winter) to £70pp (summer).
3. Corporate Golf Days & Events: Custom-built golf outings at reduced rates based on party size, with packages including pre- and post-golf food and drinks. Corporate membership packages from £1,725 to £5,000+ per year.
4. Driving Range Revenue: Pay-as-you-go range balls (£7.25 for 50 balls, £10.95 for 100 balls for visitors; £6/£9 for members) and range memberships (1-month to 12-month options from £53 to £525).
5. Simulator Golf Sessions: Hourly simulator booking at £27.50 per hour for members and £49.50 per hour for non-members. Maximum 4 players per booking.
6. Pro Shop Sales & Equipment Hire: Retail sales of clubs, clothing, and accessories from premium brands. Equipment hire including golf buggies (£30), electric trolleys (£15), pull trolleys (£5), and golf clubs (£25).
7. Food & Beverage (The Alba Restaurant): In-house catering operated by The Alba team (joint venture with The Atrium restaurant, Aberdeen). Open to public with discount for members. Bar and restaurant services with Scottish cuisine.
8. Private Hire & Meeting Room Rental: Meeting room hire at £30/hour or £150/day for up to 20 people. Function room at £35/hour or £175/day for 20+ capacity. Catering available.
9. Sponsorship & Advertising: Hole sponsorship and putting green sponsorship packages at £550+VAT per 12 months, including 4 green fee passes. Premium Hawkshill hole sponsorship at £600+VAT.
10. PlayMoreGolf Flexible Membership: Flexible membership offering 132 points (105 at home club, 27 at partner clubs) for £495/year through PlayMoreGolf network of 200+ UK courses.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Newmachar Golf Club operates two 18-hole golf courses (the Hawkshill Championship heathland course and the Swailend parkland course), both designed by Dave Thomas, located near Aberdeen in North-East Scotland. The club sells visitor green fees, individual/corporate/junior/flexible memberships, Trackman-equipped driving range and simulator sessions, golf lessons, custom club fitting, Pro Shop retail, food and beverage through The Alba restaurant, private event hire, open competitions, corporate golf days, and stay-and-play packages.

Product overview

Newmachar Golf Club is a dual-course golf club offering two 18-hole courses: the Hawkshill Championship Course (heathland, par 72) and the Swailend Course (parkland, par 72), both designed by Dave Thomas. The club provides comprehensive practice facilities including a Trackman-equipped 10-bay driving range, two Trackman simulator golf studios, a 9-hole putting green, and a short game area with two greens and bunkers. Supporting services include a fully stocked professional shop, custom club fitting using Trackman 4 technology, golf lessons from PGA professionals, and the 'Alba' restaurant. The club offers various membership tiers (individual, corporate, junior, flexible/point-based) and operates open competitions, group bookings, and corporate golf packages. Additional offerings include private event hire, reciprocal golf club partnerships, and sponsorship opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Hawkshill Championship Course An 18-hole heathland championship golf course spanning 6,573 yards with a par of 72, designed by Dave Thomas, featuring challenging water hazards, mature silver birch and Scots pine trees, and strategically placed bunkers. Sold via visitor green fees and membership access.
• Swailend Course An 18-hole parkland golf course measuring 6,323 yards with a par of 72, designed by Dave Thomas, featuring wider and more forgiving fairways, accessible for all skill levels. Sold via visitor green fees and membership access.
• Trackman Driving Range A floodlit 10-bay driving range equipped with Trackman ball-tracing technology for analyzing and tracking practice sessions, open to members and the public with pay-as-you-go and range membership options.
• Trackman Simulator Golf Studios Two heated, state-of-the-art simulator rooms powered by Trackman software, allowing year-round play on virtual courses including Pebble Beach and The Old Course, priced per hour for members and non-members.
• Professional Shop Fully stocked pro shop offering clubs, clothing, and accessories from premium brands including Titleist, Taylormade, Ping, Callaway, Nike, and more, plus equipment hire of buggies, electric trolleys, pull trolleys, and golf clubs.
• Golf Lessons Professional coaching services provided by PGA professionals Ronnie McDonald and Lee Vannet, offering lessons for golfers of all skill levels.
• Custom Fitting Studio Club fitting service utilizing TrackMan 4 launch monitor technology for Ping, Titleist, Taylormade and Callaway clubs, covering full bag customization of woods, irons, wedges, putter and ball.
• 'Alba' Restaurant On-site restaurant operated by the team behind award-winning Atrium in Aberdeen, specializing in Scottish cuisine with locally sourced ingredients. Open to both members and the public with member discounts.
• Private Hire & Meetings Event spaces including a board room (up to 20 people with projector) and function room (20+ capacity) available for hire with catering options, priced per hour or per day.
• Individual Membership Packages Annual membership options including Full (£1,320), Intermediate 18-28, 5-Day, Hawkshill Only, Swailend Only, Off-Peak, Country, and Social (£22) tiers, with 5-year term discounts and monthly payment options.
• Corporate Membership Packages Tiered business memberships (Platinum £5,000+VAT, Gold £4,000+VAT, Silver £2,750+VAT, Individual £1,725+VAT) offering 4-ball booking rights, individual accounts, golf outings, and sponsorship locations for corporate clients.
• Junior Membership Age-based junior memberships (8-11 at £53, 12-15 at £94, 16-17 at £140 per year) offering access to both courses 7 days a week with pathway programs for beginners and competition opportunities.
• Flexible Membership (PlayMoreGolf)

Quantifiable outcome

• No joining fees in place, saving members up to £200 depending on membership category
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PlayMoreGolfcoreChannel Partner/ Reseller/ DistributorPlayMoreGolf is a flexible membership network enabling Newmachar members to use points at over 200 partner courses throughout the UK. Newmachar's flexible membership offers 132 points (105 at home, 27 at partner clubs) for £495/year. Members can book online through the PlayMoreGolf App with advanced booking windows.
• The Alba (The Atrium)coreStrategic or Co-development PartnerThe Alba is a joint venture with The Atrium, an award-winning family-owned restaurant in Aberdeen city centre. The Alba operates all catering, bar, and restaurant services at Newmachar Golf Club's clubhouse, specialising in Scottish cuisine with fresh, locally sourced ingredients. The restaurant is open to the public with member discounts.
• Village Hotel and Hilton Hotel at P&J LiveminorStrategic or Co-development PartnerPartner hotels included in 36-hole stay-and-play golf packages. Village Hotel and Hilton Hotel at P&J Live (both with leisure facilities) offer accommodation as part of golf getaway packages priced at £260 per person, including B&B, bacon roll and coffee on arrival, and dinner at the golf club.
• Murcar Golf ClubminorStrategic or Co-development PartnerMurcar Golf Club is a partner in the Hawkshill and Murcar 36-Hole Stay & Play Package. Package includes 18 holes at Murcar Links and 18 holes at Newmachar Hawkshill Course, one night's B&B at Hilton Hotel, bacon rolls and coffee on arrival, and dinner at the club. Priced at £360 per person weekends, £315 midweek.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• St Andrews Links Trust: Operator of the world's most famous golf destination; competes with Newmachar for international visitors and stay-and-play packages in Scotland.
• Trump International Golf Links (Scotland): Premium-branded Scottish links destination; targets high-spend visiting golfers and corporate events and competes for premium share of the same Scotland golf tourism market.
• Gleneagles: Luxury Scottish golf resort with multiple courses, hotel, and leisure facilities; competes at the higher end of Scotland golf breaks and corporate hospitality where Newmachar's packages also compete.
• Carnoustie Golf Links: Iconic Open Championship venue in Scotland with a much larger public profile; competes for destination golf tourism, corporate hospitality, and prestige positioning across Scotland.

Direct peers

• Montrose Golf Links: Reciprocal partner and historic links club near Aberdeen; comparable dual membership/visitor model competing in the same regional market.
• Royal Aberdeen Golf Club: Historic championship links club in the Aberdeen area; directly competes for visiting golfers, corporate hospitality, and members in the same North-East Scotland catchment.
• Bovey Castle Golf Club: UK resort-style golf club with championship course, practice facilities, hotel, and F&B; broadly comparable operating model (course + practice + hospitality + membership) and serves a similar UK golf break customer.
• Cruden Bay Golf Club: Another Aberdeenshire club offering championship links golf and visitor play; competes for the same regional visitor and corporate demand pool as Newmachar.
• Fraserburgh Golf Club: Reciprocal partner club of Newmachar; a 7th-oldest club in the world offering links golf in the same North-East Scotland corridor with overlapping membership and visitor markets.
• Murcar Golf Club: Aberdeenshire links club and explicit commercial partner via the Hawkshill & Murcar 36-Hole Stay & Play Package. Operates a comparable membership/visitor model in the same catchment and competes for the same regional golfer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/@newmachargc
• Facebookfacebook.com/newmachargolfclub
• Instagraminstagram.com/newmachargolfclub
• LinkedInlinkedin.com/company/newmachar-golf-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Newmachar Golf Club