About Golf Europe

What About Golf Europe does

aboutGOLF Europe is the European sales and marketing division of aboutGOLF Global, Inc., a privately held US corporation founded in 2000 and headquartered in Kirkland, Washington. The company sells premium indoor golf simulators and a connected software platform to three primary customer segments: residential homeowners, commercial venues (golf clubs, country clubs, restaurants, entertainment bars), and golf instructors and fitters. Its European operations are anchored by a London contact office serving the UK market.

The company's core product is the aboutGOLF simulator line, available in Flatscreen, Curve, and Trainer configurations, built on proprietary 3Trak machine vision technology that uses multiple high-speed cameras to capture ball flight and club data (speed, spin, attack angle, distance) with what the company describes as physics models refined over five years of development. The simulator hardware is paired with a cloud-connected software stack: aG Links (the platform), aG Locker (an iOS/Android mobile app for data and community), aG Content (a library of 50+ standard and 28+ premium courses), aG Flix (multi-camera video swing recording), aG Control (multi-simulator facility management), and a Balance Pro swing analysis feature.

Revenue is generated through three streams: hardware sales with custom installation services (including AV integration), recurring annual software subscriptions (Range and Golfer tiers plus an entertainment add-on), and professional services for custom design and build of simulator environments. The go-to-market relies on direct enterprise field sales for high-value installations, a channel partner referral program with indoor golf centers and technology integrators, and the aG Locker app as a self-serve touchpoint. Pricing is quote-based and not publicly disclosed. Strategic partnerships include Ryder Cup (Official Simulator Partner), HTSA (preferred vendor), Microsoft, and equipment makers Golf Pride and Henry-Griffitts.

Name

About Golf Europe

Legal name

aboutGOLF Global, Inc.

Website

https://aboutgolfeurope.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

aboutGOLF Europe is the European division of aboutGOLF, a US-based golf simulator company. It sells premium indoor simulator hardware (Flatscreen, Curve, Trainer) with proprietary 3Trak machine vision tracking and a cloud-connected software platform (aG Links, aG Locker, aG Content) to residential, commercial, and instructional customers.

Ownership category

akta.pro rank

Product category

Indoor Golf Simulators

NAICS

Sporting and Athletic Goods Manufacturing (33992), Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512)

SIC

Sporting & Athletic Goods, Nec (3949), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI)

akta.pro secondary industries

Golf Training Aids & Swing Analytics Retail (CRAMAGAG), Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Equipment & Accessories Distribution (CRAOAJAK)

Keywords

• Indoor golf simulators
• Golf simulation software
• Ball tracking technology
• Virtual golf courses
• Golf entertainment systems

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Golf Simulator Hardware Sales: Sale of golf simulators including Flatscreen, Curve, and Trainer models. Custom installation services including design, build, and setup of simulator environments with audio-visual equipment.
2. Software Subscriptions: Annual subscription model for aG Links platform with Range and Golfer subscription tiers. Billing cycles set on annual basis. Includes access to courses, games, and content updates.
3. Professional Services: Custom design, installation, and setup services for simulator environments. Works with architects, construction and AV teams for builds.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

aboutGOLF Europe designs, sells, and installs indoor golf simulators (Flatscreen, Curve, Trainer models) powered by proprietary 3Trak machine vision ball tracking technology. The simulators run on the cloud-connected aG Links software platform and are complemented by the aG Locker mobile app, aG Content library of 50+ standard and 28+ premium courses, aG Flix multi-camera video recording, and aG Control facility management software. Revenue is generated through hardware sales, custom installation services, and recurring annual software subscriptions (Range and Golfer tiers).

Product overview

aboutGOLF is a golf simulator platform-plus-modules architecture consisting of hardware simulators (Flatscreen, Curve, Trainer models) running on proprietary 3Trak machine vision technology, the cloud-connected aG Links software platform, mobile app (aG Locker), content hub (aG Content), video analysis (aG Flix), and facility management software (aG Control). The platform is designed for home, business, and instruction use, offering subscription tiers (Range and Golfer) with courses, games, and training features. The ecosystem connects simulators worldwide through cloud services for competition, community, and data tracking.

Differentiator

Problem solved

Functional benefit

Brands

• aG Locker: Cloud-powered golf app providing access to game data and the aG Community anytime and anywhere
• aG Links
• aG Content
• aG Flix
• 3Trak
• aG Control

Products and services

• Flatscreen Golf Simulator Entry-level golf simulator configuration with flat-screen projection, offering authentic ball flight physics and data tracking in a compact format suitable for smaller spaces. Targeted at residential and smaller commercial customers.
• Curve Golf Simulator Premium golf simulator with a curved screen for enhanced immersion and peripheral vision experience. Offers realistic graphics, accurate ball tracking, and is recognized as a premium offering in the simulator market.
• Trainer Golf Simulator Training-oriented simulator delivering detailed shot data and core aboutGOLF tracking capabilities at a price point designed for serious practice and golf instruction.
• aG Links Software Platform Cloud-connected golf software platform that powers the multiplayer and competition aspects across all simulator models, with access to virtual courses, skill-building games, performance tracking, and online community features.
• aG Locker Mobile App Cloud-powered mobile golf app (iOS and Android) providing access to game data, performance tracking, indoor golf center locator, remote instructor access, and the aG Community from any mobile device.
• aG Content Library Centralized content hub offering virtual courses, games, training aids, and video content. Includes over 50 standard and 28 premium courses across collections (Pebble Beach, St Andrews, Kohler, etc.), ranges, and club fitting features.
• aG Control Management Software Multi-simulator facility management software providing single-pane monitoring and control of players, rounds, and simulators. Includes player management, round creation, monitoring, messaging, usage analytics, and scorecard viewing.
• Custom Simulator Installation Services Custom design, build, and installation services for simulator environments including audio-visual equipment. The seasoned installation crew works with architects, construction, and AV teams to transform spaces such as garages or dedicated rooms into simulator environments.
• Tailored Business Strategy (TBS) Customized business partnership program for commercial operators including custom simulator facilities, tailored subscription terms, direct access to the development team for integration, quarterly partnership reviews, marketing support, and priority technical support.

Quantifiable outcome

• Customers reported half a million in annual winter revenue after installing aG simulators
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ryder CupcoreStrategic or Co-development Partner · 1 January 2020Multi-year partnership making aboutGOLF an Official Simulator Partner and Worldwide Ryder Cup Supplier. Provides exclusive access to Ryder Cup venues on the platform including Whistling Straits and other championship courses. Enables global tournaments and competitions for golf fans.
• Home Technology Specialists of America (HTSA)coreChannel Partner/ Reseller/ DistributorHTSA selected aboutGOLF as their preferred golf simulator vendor. Home technology specialists integrate aboutGOLF simulators with premium audiovisual equipment for seamless home installations.
• Golf PrideminorStrategic or Co-development PartnerGolf simulator data used for innovative grip fitting and product technology research. aboutGOLF provides accurate shot data for club fitting research.
• Henry-GriffittsminorStrategic or Co-development PartnerUses aboutGOLF simulators for golf instruction and equipment fitting research.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SkyTrak: SkyTrak is a popular consumer-priced launch monitor and simulator solution. Competes with aboutGOLF's Trainer and Flatscreen configurations in the residential and small-commercial market with a more accessible price point.
• Uneekor: Uneekor builds overhead launch monitor and simulator systems aimed at the commercial and teaching professional market. Direct peer in the high-accuracy tracking segment, particularly for golf academy and commercial indoor golf center deployments.
• Full Swing Golf: Full Swing Golf produces indoor simulators used by professional athletes and in commercial venues, including flagship partnerships with Tiger Woods. Competes with aboutGOLF in premium residential and sports-ambassador-driven commercial segments.
• OptiShot Golf: OptiShot makes infrared-based, value-tier golf simulators targeted at home users. Competes with aboutGOLF's Trainer and Flatscreen offerings in the entry-level residential price segment.
• Trackman: Trackman is the leading premium golf simulator and launch monitor company, offering dual-rail tracking technology and a content library. Direct competitor to aboutGOLF in both residential and commercial simulator installations with comparable enterprise positioning.
• Foresight Sports: Foresight Sports makes GCQuad and other premium launch monitors used in simulators for fitting, instruction, and home use. Direct competitor to aboutGOLF's 3Trak system in the premium accuracy-driven segment of the market.

Broad incumbents

• Toptracer (Topgolf Callaway Brands): Toptracer pioneered ball-tracing technology used at driving ranges and Topgolf venues worldwide. Overlapping technology approach (camera-based ball tracking) and presence in the commercial golf entertainment segment that aboutGOLF addresses with commercial simulator installations.
• Bushnell Golf: Bushnell is a leading manufacturer of golf rangefinders and GPS devices sold through pro shops and retail. Adjacent consumer golf technology incumbent whose customers overlap with aboutGOLF's residential buyer segment.
• Garmin (Golf division): Garmin produces golf watches, rangefinders, and the Approach handheld GPS family used for on-course play. Broad incumbent in consumer golf technology with overlapping customer base of serious golfers who buy simulators.

Emerging players

• Ernest Sports: Ernest Sports produces launch monitors and simulator accessories for the practice and fitting market. Smaller emerging peer that competes in the data-driven training use case adjacent to aboutGOLF's instruction segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/aboutgolfeurope
• YouTubevimeo.com/aboutgolf
• Instagraminstagram.com/aboutgolfeurope
• LinkedInlinkedin.com/company/about-golf-europe-ltd.

Compliance1 record

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 About Golf Europe