What Tsuruya Golf does

Tsuruya Golf Co., Ltd. (つるや株式会社) is a privately held Japanese golf specialty retailer and original equipment manufacturer founded on February 10, 1966, and headquartered in Osaka. The company operates approximately 100 directly owned retail stores across Japan (93 as of March 2024), complemented by two e-commerce platforms (TSURUYA ONLINE and Lieto), 5 outdoor practice ranges, 8 indoor golf schools plus 14 store-based schools, and an additional 26 indoor schools via the 2023-acquired subsidiary Golf Performance. It also operates the Tsuruya Country Club Nishinomiya Kita 18-hole course and a Shanghai retail subsidiary. The firm sells both third-party brands (Titleist, TaylorMade, PING, Callaway, Dunlop/XXIO/Srixon, Bridgestone, Cobra) and its own proprietary original brands — AXEL (launched 1985, including the 40th-anniversary A40 and rule-non-compliant GOLD Premium line), GOLDEN PRIX, ONESIDER, and Newing balls — manufactured in-house at the Hikone Factory in Shiga Prefecture, which also handles custom fitting, reshafting, head repainting, and high-repulsion加工 services. Certified fitting studios for Titleist (opened September 2023 at the Osaka main store) and TaylorMade (opened January 2026 at the main store, first in Kansai), plus PING certified fitters, anchor a high-touch service model.

The business model combines hardware sales (third-party and original-brand clubs, apparel, accessories), recurring service revenue from golf school subscriptions (e.g., Regular Membership A at 10,780 yen/month, Junior at 7,040 yen/month), practice range fees, B2B corporate tournament prizes (コンペ景品), and facility-based memberships. Pricing is unit-based for equipment, subscription-based for instruction, with a proprietary Tsuruya Points loyalty program offering up to 7% return. Distribution is omnichannel: dense physical retail, two owned e-commerce sites, and facility-based sales (ranges, schools, country club). Customer segments are dominated by individual amateur golfers of all skill levels, with secondary segments in corporate/business golf customers (B2B prize ordering) and youth golfers (special pricing for players 30 and under). Marketing spans in-store trial events, certified vendor fitting days, and broad social presence (YouTube, Instagram, X, LINE, TikTok, Facebook, official app). Revenue for FY2025 (June period) was 25.6 billion JPY, up from 23.9 billion JPY in FY2023, supporting a moderate growth trajectory.

The company is led by Representative Director Nishimura Risa (西村 理作), who assumed the role in 2017 as part of a generational leadership transition. Strategic priorities evident from recent activity include deepening the original-brand moat (AXEL A40, GOLD Premium 60th-anniversary edition), expanding certified fitting partnerships with global OEMs, consolidating the indoor-school segment via M&A (Golf Performance), and leveraging the Hikone factory for component-level R&D (patent-pending Fujikura-co-developed variable-thickness shaft). The firm has no disclosed external funding rounds and operates as an independent private corporation, with a 60th-anniversary milestone in 2026 underscoring its long operating history in the Japanese golf market.

Name

Tsuruya Golf

Legal name

つるや株式会社

Website

https://tsuruyagolf.co.jp

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tsuruya Golf is a privately held Japanese golf specialty retailer and original equipment manufacturer operating approximately 100 directly owned stores nationwide, selling proprietary brands (AXEL, GOLDEN PRIX, ONESIDER) manufactured at its Hikone Factory alongside third-party brands, supported by e-commerce, practice ranges, golf schools, and fitting studios for individual amateur golfers.

Ownership category

akta.pro rank

Product category

Golf Equipment Retail

NAICS

Golf Courses and Country Clubs (713910), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Golf equipment retail
• Custom club fitting
• Golf instruction services
• Golf club manufacturing
• Golf practice facilities

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Equipment Retail: Direct operation of approximately 93 retail stores nationwide selling golf equipment, apparel, and accessories. Primary revenue driver with 256 billion yen in sales (FY2025).
2. E-commerce Sales: Online shopping through TSURUYA ONLINE (ec.tsuruyagolf.co.jp) and Lieto (lieto-tsuruya.com) platforms for direct-to-consumer digital sales.
3. Golf Practice Ranges & Schools: Operation of 5 golf practice ranges and 8 indoor golf schools across Japan, providing recurring facility usage revenue and driving customer acquisition for equipment sales.
4. Original Brand Manufacturing: Research, development, and manufacturing of proprietary golf club brands (AXEL, GOLDEN PRIX, ONESIDER) at Hikone factory, providing higher margins than third-party brand sales.
5. Club Fitting & Repair Services: Professional club fitting services and repair/rebuilding services including reshafting, head repainting, high-rebound加工, and spin加工 at company-owned factory.
6. Corporate Sales: B2B services including tournament prizes (コンペ景品) ordering platform and corporate golf merchandise.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Tsuruya Golf operates approximately 100 directly operated retail stores across Japan selling golf equipment, apparel, and accessories from third-party brands and its own proprietary brands (AXEL, GOLDEN PRIX, ONESIDER, Newing). The company manufactures its original club brands at the Hikone Factory in Shiga Prefecture, offers certified club fitting services (TaylorMade, PING, Titleist) using TrackMan technology, and operates 5 golf practice ranges, 8 indoor golf schools, and the Tsuruya Country Club. Online sales are conducted through TSURUYA ONLINE and Lieto e-commerce platforms, complemented by a loyalty program (Tsuruya Points) offering up to 7% return.

Product overview

Tsuruya Golf operates as a comprehensive golf retail and service company with approximately 100 directly operated stores nationwide, positioning itself as a total golf life support provider. The core offering consists of three proprietary original brands: AXEL (launched 1985, featuring the A40 40th anniversary model and the rule-non-compliant GOLD Premium line), GOLDEN PRIX, and ONESIDER, supplemented by the Newing golf ball line. The company provides vertical integration through its Hikone factory for in-house manufacturing and customization. Services include 14 golf schools, 5 practice ranges, professional fitting studios (TaylorMade, PING, Titleist certified), and the Tsuruya Country Club. E-commerce operations span two online platforms (TSURUYA ONLINE and Lieto), supported by a proprietary loyalty program (Tsuruya Points) offering up to 7% returns. The subsidiary Golf Performance (acquired 2023) operates 26 additional indoor schools. The company also distributes third-party brands including Titleist, TaylorMade, Callaway, PING, Cobra, Bridgestone, and distance measurement devices from Shot Navi and GARMIN.

Differentiator

Problem solved

Functional benefit

Brands

• AXEL: Proprietary golf club brand launched in 1985, flagship private label. Includes AXEL A40 (40th anniversary model), AXEL GOLD Premium (rule-non-conforming high-performance line), and AXEL GF (first domestic carbon face).
• GOLDEN PRIX
• ONESIDER
• Newing
• Lieto

Products and services

• AXEL Golf Equipment and Apparel Flagship original brand of golf clubs, apparel, and accessories developed and manufactured in-house at Tsuruya's Hikone Factory. Includes drivers, fairway woods, utilities, irons, golf shoes, cooling vests, and underwear. Targeted at all levels of golfers seeking premium Japanese-made golf equipment with proprietary performance technologies.
• GOLDEN PRIX Golf Equipment

Quantifiable outcome

• Revenue of 256 billion yen (FY2025 June)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Golf Performance (株式会社尔夫パフォーマンス)coreStrategic or Co-development Partner · 4 September 2023Tsuruya Golf acquired Golf Performance as a subsidiary in September 2023. Golf Performance operates 26 indoor golf schools specializing in one-on-one instruction and club fitting services. Founded May 2015, headquartered in Tokyo. Golf Performance maintains independent operations while sharing expertise with Tsuruya's 14 own golf schools.
• Mitsui Sumitomo Banking CorporationminorOthersPrimary banking partner listed in company profile.
• Mitsubishi UFJ BankminorOthersMajor banking partner supporting company operations.
• Shoko Chukin Bank (商工組合中央金庫)minorOthersBanking partner in company profile.
• Resona Bank (りそな銀行)minorOthersBanking partner in company profile.
• Mizuho Bank (みずほ銀行)minorOthersBanking partner in company profile.
• Accel Japan (大成株式会社/ACCEL JAPAN)minorOthersAccel Japan is listed as a group company/strategic partner. The website footer includes '成長企業と新しい日本を作る。ACCEL JAPAN' linking to accel-japan.com, suggesting a strategic or investment relationship.
• Tsuruya Resort (つるやリゾート株式会社)coreOthersRelated company handling golf course operations. Operates Tsuruya Country Club Nishinomiya Kita Course.
• Ruyazhou Golf Trading (如雅高尓夫商貿易有限公司)minorOthersSubsidiary company in Shanghai, China. Handles business development in Chinese market.
• Titleist (タイトリスト)coreGTM or Marketing PartnerStrategic brand partnership. Tsuruya Golf operates dedicated Titleist Fitting Studio & Store on 6th floor of main store in Osaka (opened September 2023), first in Western Japan. Offers full Titleist fitting program with certified specialists and state-of-the-art fitting tools.
• TaylorMade (テーラーメイド)coreGTM or Marketing PartnerCertified fitting partner with dedicated TaylorMade fitting booth at main store 2nd floor (opened January 2026). First in Kansai region. TaylorMade certified fitters on staff.
• PING (ピン)coreGTM or Marketing PartnerPING certified fitter stores. Yaesu location features PING certified fitter on staff.
• Fujikura (フジクラ)coreTechnology or IntegrationJoint development partnership for AXEL GOLD Premium shaft technology. Fujikura handles production of the proprietary variable-thickness shaft (patent pending). Collaboration combines Tsuruya's club design with Fujikura's shaft manufacturing expertise.
• Pro Golfers (Kitamura Yuna, Hanada Kairi)minorGTM or Marketing PartnerSponsorship contracts with professional golfers Kitamura Yuna and Hanada Kairi announced April 2024. Brand ambassadors promoting Tsuruya Golf products.
• Dunlop Sports (ダンロップ)coreGTM or Marketing PartnerPartnership for XXIO and Srixon products. Regular promotional campaigns including point-up promotions tied to professional golfer Miyu Yamashita's major wins.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tsuruyagolf
• YouTubeyoutube.com/channel/UCcqi_RfIfLlsyg86mT0JtfA
• Facebookfacebook.com/tsuruyagolf/?locale=ja_JP
• Instagraminstagram.com/tsuruya_golf_official
• TikToktiktok.com/@tsuruya_golf_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Tsuruya Golf