Surf In

What Surf In does

Surf In is a privately held German golf equipment retailer headquartered in Schonungen, operating a dual-channel model that combines a JTL-Shop-powered e-commerce storefront with multiple physical retail branches ('Filialen') across Germany. The company sells a comprehensive range of golf equipment and accessories — clubs (drivers, fairway woods, hybrids, irons, wedges, putters), golf balls, apparel, footwear, trolleys (electric and manual), bags, travel covers, and accessories — sourced from a broad portfolio of premium brands including Titleist, TaylorMade, Callaway, Ping, Wilson Staff, JuCad, JuStar, Flat Cat, TiCad, BIG MAX, Bag Boy, Srixon, XXIO, and Golf Pride.

Surf In monetizes exclusively through one-time retail sales at fixed prices with periodic promotional discounts of up to 50%; prices include German statutory VAT (19% standard, 7% on certain equipment), with free domestic shipping for orders over €99 and a €20 surcharge on oversized items. The technology stack is a conventional JTL-Shop storefront with standard third-party integrations (YouTube/Vimeo video embedding, Google ReCaptcha) and an AI-powered 'Caddie' chatbot for customer service. Beyond core retail, the company offers Fitting/Demo Day services, Indoor-Golf simulation facilities, a JuCad Konfigurator online trolley customization tool, and a B2B Logoartikel channel supplying custom-branded merchandise to regional golf clubs including GC Schweinfurt, GC Würzburg, GC Abenberg, and GC Maria Bildhausen. The primary customer base consists of amateur and recreational golfers across the DACH region, with a secondary B2B segment of golf clubs purchasing custom branded merchandise.

Name

Surf In

Legal name

Surf In

Website

https://surf-in.net

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Surf In is a privately held German golf equipment retailer operating a JTL-Shop e-commerce store and multiple physical branches in Germany, selling clubs, balls, apparel, trolleys, and accessories from leading brands (Titleist, TaylorMade, Callaway, Ping, JuCad, Flat Cat) to DACH-region golfers and select golf clubs.

Ownership category

akta.pro rank

Product category

Golf Equipment Retail

NAICS

Sporting Goods Retailers (459110)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industry

Golf Bags, Carts & Travel Gear Retail (CRAMAGAC)

Keywords

• Golf equipment retail
• Golf apparel
• Electric golf trolleys
• Club fitting services
• Golf accessories

Headquarters

HQ city

Schweinfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Golf Equipment & Accessories): Surf In generates revenue through the one-time sale of golf equipment including clubs (drivers, fairway woods, hybrids, irons, wedges, putters), golf balls, golf bags, trolleys (electric and manual), footwear, apparel, and accessories. Products are sold at fixed retail prices with periodic promotional discounts. No subscription or recurring revenue streams are evident.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Surf In is a German golf equipment retailer that sells golf clubs, golf balls, apparel, shoes, trolleys (electric and manual), bags, and accessories from leading brands such as Titleist, TaylorMade, Callaway, Ping, JuCad, Flat Cat, and TiCad. The company combines an online store (powered by JTL-Shop) with physical retail branches and adds value through on-site Fitting/Demo Days, Indoor-Golf practice facilities, and a digital Caddie chatbot for customer support. Pricing follows standard retail with periodic promotional discounts, and orders ship via DHL with free delivery over €99 within Germany.

Product overview

Surf In is a German golf equipment retailer operating as an e-commerce store (powered by JTL-Shop) with physical store locations. The company offers a comprehensive golf product portfolio organized into categories: Schläger (golf clubs including drivers, fairway woods, hybrids, irons, wedges, putters), Golfbälle (golf balls from Callaway, TaylorMade, Titleist, Wilson, Srixon, XXIO), Bekleidung (apparel for ladies, men, kids), Schuhe (golf shoes), Trolleys (electric and manual trolleys from JuCad, JuStar, Flat Cat, TiCad), Golfbags (cart, stand, travel), and Zubehör (accessories). The company carries major brands including Callaway, TaylorMade, Titleist, Wilson, Ping, Golf Pride, and Flat Cat. Services include professional Fitting/Demo Days, Indoor-Golf facilities, and a digital Caddie assistant for customer support.

Differentiator

Problem solved

Functional benefit

Products and services

• Schläger (Golf Clubs)

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered flagship and core.

• TitleistflagshipOthersTitleist is a core brand in Surf In's golf club and ball portfolio, with prominent featured products including Titleist GTS2 Driver, GTS3 Fairwayholz, GTS3 Fairwayholz, Titleist Vokey SM11 wedges, and Titleist golf balls. Surf In regularly features Titleist products in promotional banners and sale events.
• TaylorMadeflagshipOthersTaylorMade is a major brand partner, featured with products including Qi35 sale items, TaylorMade golf balls (Distance+, Soft Response, Speedsoft), golf bags, apparel, and accessories. Surf In stocks 180+ TaylorMade articles.
• CallawayflagshipOthersCallaway is a significant brand supplier for golf clubs, golf balls (Chrome Tour, Chrome Soft), gloves, and accessories. Multiple Callaway products are featured in sale sections.
• PingcoreOthersPing is a key equipment brand partner supplying golf clubs including Ping i540 Iron, Ping G440 K Driver, and Ping Traverse Cartbags. Products are listed with technical specifications and pricing.
• JuCad / JuStarcoreOthersJuCad and its subsidiary JuStar are important brand partners for premium electric and manual golf trolleys. Surf In is an authorised JuCad configurator and stocks JuCad trolleys, JuStar trolleys, and JuCad accessories including flight batteries. Prominent JuCad configurator page on the website.
• Flat CatcoreOthersFlat Cat is a key supplier of electric golf trolleys and accessories. Surf In stocks the full Flat Cat range including Gear 2.0, Gear Black Li-Fe, Go Plus 3.0, and Flat Cat accessories (bag holders, scorecard holders, umbrella holders, cup holders, magnetic straps, accessory pouches). The JuCad Konfigurator on the website also integrates Flat Cat products.
• TiCadcoreOthersTiCad is a brand partner for premium electric golf trolleys and golf bags. Surf In stocks TiCad Star 2-Rad Titan, TiCad Ten, TiCad Voyage, TiCad QO9 WP Premium Cartbag, and TiCad smartphone holders.
• Wilson StaffcoreOthersWilson Staff is a brand partner supplying golf balls (Duo Soft, STAFF MODEL, STAFF MODEL X, Triad) and golf bags. Surf In stocks 36+ Wilson Staff articles including logo balls with Surf In branding.
• BIG MAXcoreOthersBIG MAX is a key brand partner for golf bags (Dri Lite Silencio 3, Aqua series), rain gear, and accessories. Surf In stocks 35+ BIG MAX products.
• Bag BoycoreOthersBag Boy is a brand partner for golf travel covers, travel bags, and accessories. Surf In stocks Bag Boy Nitron, Slimfold Travel Bag, T10 and T750 travel covers, and accessories including the Backbone telescopic support pole and umbrella extension.
• Golf PridecoreOthersGolf Pride is a leading grip brand partner. Surf In stocks the full Golf Pride range including Tour Velvet, Tour Velvet 360, Tour Velvet Align, Tour Velvet Plus4, Tour Velvet Cord, Tour Wrap 2G, Tour Z Cord Align, MCC, MCC Plus4, MCC Teams, MCC Align Max, CP2 Pro, CP2 Wrap, CPX, and Reverse Taper Round putter grips.
• DHLcoreOthersDHL is the exclusive shipping partner for Surf In's e-commerce operations. All online orders are shipped via DHL.
• JTL-ShopcoreTechnology or IntegrationJTL-Shop is the e-commerce platform powering Surf In's online store. The platform provides the website infrastructure, product catalog management, shopping cart, customer accounts, and order processing functionality.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• American Golf (Europe): Pan-European golf retail chain with a large physical footprint and online presence, offering multi-brand golf equipment, apparel, and accessories. A broader incumbent with greater scale but a directly overlapping product assortment and target customer.
• Decathlon: Global sporting-goods retailer with an extensive own-brand golf range (Inesis) plus partner-brand equipment, sold through large-format stores and a strong e-commerce channel. Competes with Surf In across price points and benefits from significant scale, own-brand margin capture, and DACH store density.
• SportScheck: German multi-sport retailer (part of the Otto Group) operating stores plus a sizable online shop with golf, running, outdoor, and team-sport categories. Overlaps with Surf In's apparel, footwear, and accessories business but competes on a much broader sporting-goods assortment and scale-driven pricing.
• PGA Tour Superstore: US specialty golf retail chain (owned by Dick's Sporting Goods) combining large showrooms, fitting bays, and custom services with strong e-commerce. Closely aligned on the experiential-retail and fitting-service model, though at substantially larger scale and US-focused.
• Amazon: Dominant German e-commerce marketplace selling golf clubs, balls, apparel, and accessories from a wide range of brands and third-party sellers. Sets the price-discovery and convenience benchmark against which any DACH golf retailer, including Surf In, must compete.
• Intersport: Global sporting-goods buying group and retail network with a strong presence in Germany, carrying golf equipment, apparel, and accessories through member retailers and an online channel. Comparable on multi-channel sporting-goods retail, though not golf-specialist.

Direct peers

• Clubhouse Golf: UK-based online-first golf equipment retailer offering multi-brand clubs, apparel, and accessories with competitive pricing and frequent promotions. Directly comparable on e-commerce-led go-to-market and broad-assortment strategy, though UK-focused rather than DACH.
• Golf House: Germany's largest specialty golf retail chain, operating physical stores across the country combined with an online shop and fitting services. Highly comparable to Surf In's hybrid retail-plus-services model and multi-brand portfolio within the same DACH market.

Others

• Callaway (Direct): Major equipment brand that supplies Surf In and is simultaneously expanding its own direct-to-consumer online channel. Not a direct retail competitor today but the structural threat to authorised retailers like Surf In if DTC prioritisation accelerates.
• TaylorMade (Direct): Leading golf equipment brand and one of Surf In's flagship suppliers, with a growing owned DTC channel in Europe. Relevant peer in the sense that supplier-DTC dynamics directly shape the long-term economics of retailers like Surf In.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Surf In