HimmerLand
HimmerLand is a family-owned (Brunsborg / Lars Larsen Group) year-round Danish destination resort in Farsø, North Jutland, offering hotel accommodation, two 18-hole golf courses with DP World Tour status, spa, padel, bowling, dining, and conference/event facilities for leisure travelers, corporate clients, and golfers.
- Company typePrivate
- Founded1986
- HeadquartersFarsø, Denmark
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What HimmerLand does
HimmerLand (HimmerLand A/S, CVR 10467489) is a year-round Danish destination resort located at Lars Larsens Vej 1, Farsø, in North Jutland. The resort was originally founded in 1979 and has been family-owned since 1986, currently held within Lars Larsen Group, in which the Brunsborg family collectively owns 99%. The property operates continuously, 365 days a year, and integrates accommodation with two 18-hole golf courses (the New Course hosting the DP World Tour's Made in HimmerLand tournament and the Old Course) plus a 6-hole Pay & Play course, a full-service spa and wellness facility, 10 padel courts, 8 bowling lanes equipped with Hyperbowling technology, a 23-meter heated swimming pool with a 47-meter water slide, a fitness center, a tennis court, an 18-hole adventure mini-golf, outdoor recreation (SUP, canoe, barrel sauna, croquet), and a 12-room meeting and conference center capable of hosting up to 700 delegates. On-site food and beverage consists of three restaurants (HimmerRiget gourmet, Hul19 à la carte, Larsens Sportsbar & Bistro), a grocery (The Merchant), a spa café, and a take-away service, anchored by an executive Head Chef, Mads Kongsgaard.
HimmerLand's revenue model is hybrid and diversified across seven primary streams: hotel accommodation (nightly stay packages), golf operations (dynamic green-fee pricing on the three courses, cart and equipment rentals, driving range, lessons, and a pro shop), food and beverage, spa and wellness (3-hour day passes plus treatment menu), activities and recreation (bowling, padel, tennis, mini-golf, fitness subscriptions, swimming, outdoor activities), events and celebrations (corporate and private parties for 2-900 guests from 1,195 DKK per person, weddings, conferences), and gift cards (valid for 3 years across the resort). Pricing is denominated in Danish Kroner (DKK) and is predominantly usage-based or per-transaction, with a subscription model limited to the 249 DKK/month fitness offering; golf uses dynamic pricing with junior and affiliated-club-member discounts (33% off for members of 8 partner clubs). The 51-100 employee operation is asset-heavy, with a 432-space parking garage plus 62 EV charging stations, 2,300 m² of solar panels, and a 3.5 km walking trail adjoining 330+ surrounding holiday homes.
Distribution combines direct digital booking (BookYourStay for stays, GolfBox for golf, DinnerBooking for restaurants, HAL Booking for activities) with walk-in day guests, a dedicated corporate sales team ([email protected]) targeting Danish companies between Aalborg and Aarhus, and reciprocal green-fee agreements with 8 Danish golf clubs. The resort is marketed through a Danish/English website, organic social media (Instagram, LinkedIn, Facebook), a consent-based newsletter program, and event-driven seasonal programming. HimmerLand holds Nordic Swan Ecolabel certification for the hotel, conference center, and three restaurants, plus Green Key (2021), Organic Food Label Bronze (30-60% organic), DAKA ReFood, and DGNB-certified buildings; sustainability credentials are embedded into both operations and marketing positioning.
HimmerLand firmographics
Firmographics- Name
- HimmerLand
- Legal name
- HimmerLand A/S
- Website
- https://himmerlandresort.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- HimmerLand is a family-owned (Brunsborg / Lars Larsen Group) year-round Danish destination resort in Farsø, North Jutland, offering hotel accommodation, two 18-hole golf courses with DP World Tour status, spa, padel, bowling, dining, and conference/event facilities for leisure travelers, corporate clients, and golfers.
- Ownership category
- akta.pro rank
HimmerLand industry classification
Industry- Product category
- Resort Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Golf Courses and Country Clubs (71391)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Golf & Leisure Full-Service Hotels (THAGAAAH)
- akta.pro secondary industries
- Golf Courses & Golf Facilities (MPAKAEAD), Resort Convention Hotels (THAGALAC)
Keywords
Where HimmerLand is headquartered
LocationHeadquarters
- HQ city
- Farsø
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
HimmerLand business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Hotel Accommodations: Overnight stays in hotel rooms with breakfast buffet included. The resort offers various room types and stay packages including golf stays, spa getaways, and holiday packages.
- Golf Operations: Revenue from green fees on three courses (Old Course, New Course, Pay & Play), golf cart rentals, equipment rentals, driving range balls, golf lessons, and the HimmerLand Golfshop retail sales.
- Food & Beverage: Revenue from three restaurants (HimmerRiget gourmet, Hul19 à la carte, Larsens Sportsbar & Bistro), The Merchant grocery, spa café, and take-away service. Includes banquet/event catering for private celebrations and corporate events.
- Spa & Wellness: Revenue from spa day entry passes (3-hour sessions), spa treatments (massages, facials, body treatments), and retail spa products. Spa day with breakfast/lunch packages available.
- Activities & Recreation: Revenue from bowling lanes, padel courts, tennis, swimming pool entry, mini golf, fitness subscriptions, SUP/canoe rentals, barrel sauna bookings, outdoor activities, and football pitch rentals.
- Events & Celebrations: Revenue from corporate events, company parties, Christmas parties, weddings, confirmations, meeting room rentals, conference packages, and teambuilding activities. Private room rentals accommodate 2-900 guests.
- Gift Cards: Gift cards valid for 3 years from purchase, usable throughout the resort for stays, restaurants, spa, golf, activities. Cannot be converted to cash.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Golf green fees with dynamic pricing |
| Usage-based | Pay-as-you-go | Spa day passes |
| Usage-based | Pay-as-you-go | Bowling lane rental |
| Subscription | Monthly | Fitness center access |
| Usage-based | Pay-as-you-go | Padel court rental |
| Usage-based | Pay-as-you-go | Tennis court rental |
| Unit Pricing | Pay-as-you-go | Adventure Mini-Golf |
| Unit Pricing | Pay-as-you-go | Swimming pool entry |
| Other | Multi-year contract | Company party packages |
| Unit Pricing | Pay-as-you-go | Golf lessons and training |
| Hybrid | Pay-as-you-go | Weekday packages (Mon-Thu) |
| Unit Pricing | Pay-as-you-go | Outdoor activities |
| Transaction based/ take rate | Pay-as-you-go | Restaurant dining |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
HimmerLand product offering
Product offeringCore offering
HimmerLand is a year-round Danish resort in Farsø, North Jutland, selling hotel accommodation combined with golf (two 18-hole championship courses and a 6-hole Pay & Play), a full-service spa, three restaurants, and recreational activities including padel, bowling, fitness, swimming, tennis, and mini-golf. The resort also operates a conference and event business hosting corporate meetings, company parties, team-building, and weddings for 2-900 guests.
Product overview
HimmerLand Resort is a multi-faceted Danish resort offering a comprehensive portfolio of hospitality, leisure, and business services. The core offering centers on hotel accommodation combined with golf (two 18-hole championship courses and a 6-hole Pay & Play), full-service spa and wellness facilities, and diverse dining options including fine dining at HimmerRiget, casual à la carte at Hul19, and sports bar dining at Larsens. The resort provides extensive recreational activities including padel (10 courts), bowling (8 lanes with Hyperbowling), fitness, swimming, tennis, mini-golf, and football, plus outdoor pursuits such as SUP, canoeing, and hiking trails. Business services include 12+ meeting rooms accommodating up to 700 delegates, teambuilding programs, company days, and event hosting for up to 900 guests. Ancillary offerings include retail (golf shop, grocery store), take-away food service, gift cards, and spa shop products. The resort operates year-round with facilities spanning hotel rooms, conference halls, sports venues, and natural outdoor spaces.
Differentiator
Problem solved
Functional benefit
Products and services
- Hotel Stay
Quantifiable outcome
- Nordic Swan Ecolabel certified conference center, hotel, and three restaurants
- +5 more outcomes
Companies that use HimmerLand
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
HimmerLand technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
HimmerLand partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Code of Care (Vesthimmerland Municipality)coreHimmerLand is an ambassador for Vesthimmerland Municipality's Code of Care initiative, focusing on social responsibility by creating employment opportunities for citizens on the margins of the labor market. This has led to employment in several departments and long-term internships for people with mental, physical, or social challenges.
- Socially Responsible GrowthcoreCollaboration to help individuals with mental, physical, or social challenges find employment. Part of HimmerLand's social responsibility commitment to the local community.
- Aalborg Golf ClubminorGreen fee agreement providing 33% discount off prevailing prices for full members. Minimum price of 300 DKK per round applies.
- Stensballegaard Golf ClubminorGreen fee agreement providing 33% discount off prevailing prices for full members.
- Silkeborg Ry Golf ClubminorGreen fee agreement providing 33% discount off prevailing prices for full members.
- Odense Golf ClubminorGreen fee agreement providing 33% discount off prevailing prices for full members.
- Lübker Golf & Spa ResortminorGreen fee agreement providing 33% discount off prevailing prices for full members.
- Esbjerg Golf ClubminorGreen fee agreement providing 33% discount off prevailing prices for full members.
- Pimpong's Talent SchoolminorFootball school collaboration with former professional player Razak Pimpong for youth development. 3-day camp in Week 28 for U13, U14, U15 age groups (boys and girls).
- Lars Larsen GroupcoreParent company ownership. Jacob Brunsborg (chairman, son of founder Lars Larsen) and family collectively own 99% of Lars Larsen Group, which owns HimmerLand. Group operates businesses in furniture, car leasing, restaurants, hotels, and investments.
Scale indicators15 records
Recent moves6 records
Expansion highlights7 records
HimmerLand competitors and assessment
Company assessmentDirect peers
- Comwell Hotels: Danish hotel group specializing in conference and meeting facilities with spa and dining. Comparable in the Danish conference-and-events segment with similar mid-market corporate and event focus.
- First Hotels: Scandinavian hotel chain with properties combining accommodation, conference, and leisure amenities. Comparable in serving Nordic corporate and leisure demand with conference and activity adjacencies.
- Sinatur Hotel & Konference: Danish conference hotel chain with meeting, dining, and leisure offerings in regional locations. Comparable as a Danish operator combining conference facilities with leisure activities in non-urban settings.
- PGA Catalunya Resort: Spanish golf resort with two championship courses, hotel, and wellness facilities. Comparable in combining high-end golf tourism with on-site accommodation and event hosting at a destination location.
- Adare Manor: Irish luxury golf and leisure resort with championship course, hotel, spa, and event venues. Comparable as a premium family-owned resort combining prestige golf with multi-revenue-stream hospitality.
- Celtic Manor Resort: Welsh resort with three golf courses (former Ryder Cup venue), hotel, spa, and conference/event facilities. Directly comparable as a tournament-host golf resort with conference and leisure diversification.
- La Manga Club: Spanish sports and golf resort with three courses, hotel, spa, tennis, and conference facilities. Closely matches HimmerLand's multi-sport (padel, tennis, golf, football) resort model with integrated accommodation.
- Gleneagles: Scottish luxury resort combining championship golf, spa, and large-scale conference facilities. Comparable in combining DP World Tour-level golf with multi-revenue-stream resort operations and event hosting.
- Lübker Golf & Spa Resort: Danish golf and spa resort that is a direct green-fee partner of HimmerLand. Both target Danish and Nordic golf tourists with combined golf, spa, and accommodation offerings, making it the closest domestic comparable.
Broad incumbents
- Radisson Hotels (Denmark): Major international hotel group with several Danish properties offering meetings, dining, and leisure amenities. Operates broadly in the same Danish accommodation and conference market but as a multi-property chain rather than a destination resort.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
HimmerLand social profiles
Digital presenceHimmerLand financial estimates
Financial estimateRevenue estimate
Valuation estimate
HimmerLand leadership team
Management profileNumber of profiles
Profiles1 record
HimmerLand funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HimmerLand M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HimmerLand
What does HimmerLand do?
HimmerLand is a year-round Danish resort in Farsø, North Jutland, selling hotel accommodation combined with golf (two 18-hole championship courses and a 6-hole Pay & Play), a full-service spa, three restaurants, and recreational activities including padel, bowling, fitness, swimming, tennis, and mini-golf. The resort also operates a conference and event business hosting corporate meetings, company parties, team-building, and weddings for 2-900 guests.
Is HimmerLand a public or private company?
HimmerLand is a private company. It is classified as family owned and is currently operating.
When was HimmerLand founded?
HimmerLand was founded in 1986. It employs 51 to 100 people.
Where is HimmerLand based?
HimmerLand is headquartered in Farsø, Denmark, in the Europe region.
How does HimmerLand make money?
Seven revenue lines are on record. Hotel Accommodations are the primary driver. The others are golf Operations, food & Beverage, spa & Wellness, activities & Recreation, events & Celebrations and gift Cards.
Who are HimmerLand's main competitors?
Direct peers on record are Comwell Hotels, First Hotels, Sinatur Hotel & Konference, PGA Catalunya Resort, Adare Manor, Celtic Manor Resort, La Manga Club, Gleneagles and Lübker Golf & Spa Resort. Radisson Hotels (Denmark) is listed as a broad incumbent.
Does HimmerLand have an API?
No public API is recorded for HimmerLand.
What industry is HimmerLand in?
HimmerLand's product category is Resort Hospitality. Its primary akta.pro industry code is THAGAAAH, Golf & Leisure Full-Service Hotels, with a secondary code of MPAKAEAD, Golf Courses & Golf Facilities. Its NAICS code is 72111 and its SIC code is 7011.