Murrayfield Golf Club

What Murrayfield Golf Club does

Murrayfield Golf Club is a private members golf club founded in 1896 and headquartered at 43 Murrayfield Road, Edinburgh, 1.5 miles from the city centre adjacent to Murrayfield Stadium and Edinburgh Zoo. The club operates a single 18-hole parkland/heathland course of under 6,000 yards with fast greens (10–11 on the STIMP meter) and a 1912-built Arts & Crafts listed clubhouse most recently renovated in 2016. Facilities include a six-bay covered driving range, pitching and putting greens, an all-weather chipping area, a clubhouse with bar, dining, and private function space, and a pro shop.

The core technology stack is the Intelligentgolf platform, which powers online tee-time booking, competition sign-up, the member portal, and dedicated iOS and Android apps. The pro shop and Murrayfield Golf Academy deploy Trackman Radar for coaching and custom fitting, enabling quantitative performance measurement. The Academy also runs a Young Masters Golf (YMG) junior coaching scheme. A communications layer including targeted email, a course webcam, and dedicated Twitter accounts (general and greens updates) supports operations and member engagement.

The club operates a direct-to-consumer, multi-stream revenue model combining recurring membership subscriptions (Full Adult, Young Adult, Junior, Country, Social), visitor green fees (off-peak £65, peak £140), pro shop retail and Trackman-led custom fitting, on-site catering and bar with member discounts, and pay-as-you-go open competition entry fees. Customer segments span individual golfers of all abilities, families, social members, visiting golfers, and corporate/society groups booking group rounds and private functions. The club is privately held, member-controlled, and not listed on any public exchange.

Name

Murrayfield Golf Club

Legal name

Murrayfield Golf Club

Website

https://murrayfieldgolfclub.co.uk

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

11–50 employees

Short description

Murrayfield Golf Club is a private 18-hole members golf club founded in 1896 in Edinburgh, offering membership, visitor green fees, coaching, a pro shop, and clubhouse dining to golfers of all abilities and corporate groups.

Ownership category

akta.pro rank

Product category

Private Golf Club Services

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKAEAD

Golf Courses & Golf Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Private golf club
• Golf memberships
• Golf coaching services
• Visitor green fees
• Clubhouse catering

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Annual and monthly membership subscriptions across multiple categories including Full Adult, Young Adult, Junior, Country, and Social memberships with tiered pricing by age.
2. Green Fees: Visitor green fees ranging from £65 per person (off-peak) to £140 per person during peak season (April-October).
3. Pro Shop Sales: Golf equipment sales, custom fitting services, and golf accessories through the professional shop with price match guarantee.
4. Catering & Bar: On-site bar and catering services including meals, snacks, and beverages with discounted prices for members.
5. Competition Entry Fees: Entry fees for open competitions ranging from £22-£51 per team or per person for various tournament formats.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Murrayfield Golf Club operates an 18-hole heathland and parkland golf course 1.5 miles from Edinburgh city centre, offering tiered memberships, visitor green fees, a PGA-staffed Pro Shop with Trackman custom fitting, the Murrayfield Golf Academy for coaching, junior development through Young Masters Golf, and clubhouse bar and catering services. The club runs an open competition programme and provides mobile-app-enabled tee time booking via the intelligentgolf platform.

Product overview

Murrayfield Golf Club operates as a traditional private golf club offering a single 18-hole golf course (heathland/parkland style) as its core product. The club's digital presence is built on the intelligentgolf platform for membership management and tee time bookings. Additional offerings include a Pro Shop with custom fitting services powered by Trackman technology, the Murrayfield Golf Academy for coaching (offering private lessons and the Young Masters Golf junior program), a mobile app for competition sign-ups, and clubhouse facilities with full catering services. The club also hosts open competitions for visitors and members throughout the year.

Differentiator

Problem solved

Functional benefit

Brands

• Murrayfield Golf Academy: Golf coaching facility operated by the club's PGA Professionals offering individual and group coaching packages for golfers of all abilities from juniors to adults.

Products and services

• Golf Memberships (Full Adult, Young Adult, Junior, Mini Junior, Country, Social) Tiered annual/monthly membership subscriptions granting access to the 18-hole course, practice facilities, clubhouse, competitions, and discounted bar/catering; categories differentiated by age and residence.
• Visitor Green Fees Pay-as-you-go tee time access for non-members at £65 per person off-peak (Jan-Mar, Nov-Dec) and £140 per person peak (Apr-Oct); online pre-booking required with full payment at booking; groups of 9+ handled by phone.
• Pro Shop — Equipment Sales and Custom Fitting On-site professional shop selling golf equipment and accessories with price match guarantee, offering Trackman Radar-powered custom club fitting and equipment advice.
• Murrayfield Golf Academy (Coaching Lessons) Individual and group golf lessons for all abilities (juniors aged 5+ to tournament professionals) delivered by four PGA Professionals using Trackman Radar technology.
• Clubhouse Bar and Catering / Private Functions Refurbished clubhouse (Arts & Crafts listed building, 1912) with bar, lounge, dining room overlooking the course, Sky Sports, full catering seven days a week by in-house chefs, and private function hire.
• Open Competitions Open tournament programme (e.g., Senior Gents Open Stableford, Gents Open Greensomes Strokeplay, Gents Open Strokeplay, Ladies Open Tri-am, Mixed Foursomes) with entry fees £22–£51 per team or person, open to members and visitors from clubs across Scotland and beyond.
• Young Masters Golf (YMG) Junior Programme Junior golf coaching scheme within the Murrayfield Golf Academy aimed at young golfers.

Quantifiable outcome

• Greens running between 10 and 11 on the STIMP testing
• +1 more outcomes

Named customers4 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

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• IntelligentgolfcoreTechnology or IntegrationWebsite and booking management system provider powering the club's tee time booking, competition management, member portal, and online membership functionality.
• Foremost GolfcoreChannel Partner/ Reseller/ DistributorThe largest on-course buying group in Britain, providing competitive pricing on golf equipment and supporting the pro shop's price match guarantee policy.
• Scottish Golf LimitedcoreOthersGoverning body for golf in Scotland. Mandatory annual payment of around £17.50 required for all members. Manages WHS (World Handicap System) course handicap charts.
• TrackmancoreTechnology or IntegrationRadar technology provider used for coaching and custom fitting services in the pro shop and golf academy, enabling scientifically measured golf improvement.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Topgolf: Tech-enabled golf entertainment operator targeting casual and younger participants with social, food-and-beverage-led golf experiences. Adjacent disruptor competing for beginner and family share of wallet that Murrayfield courts through its academy and social memberships.

Direct peers

• Duddingston Golf Club: Edinburgh parkland private members club offering 18-hole golf, clubhouse catering, and similar member/visitor pricing structure. Direct competitor for Edinburgh golfers and society trade.
• Baberton Golf Club: Established Lothians parkland private members club serving a comparable member and visitor segment, including society outings and clubhouse hospitality. Strong regional peer for pricing and amenity benchmarking.
• Craigmillar Park Golf Club: Edinburgh parkland private members club in the same south-side corridor; competes for the same members, visitors, and society/group bookings. Highly comparable on course type and operating model.
• Royal Burgess Golfing Society: Prestigious Edinburgh private members golf club with a parkland course and comparable membership and visitor offerings. Closely overlaps with Murrayfield on target demographic, location prestige, and member-services model.
• Lothianburn Golf Club: Lothians private parkland members club with member subscriptions, visitor green fees, and clubhouse hospitality. Comparable in scale and customer profile to Murrayfield.
• Bruntsfield Links Golfing Society: Edinburgh's oldest golf club, an urban parkland private members club serving a similar member and visitor base in the same city. Directly comparable on product (single 18-hole private course), customer profile, and pricing tiers.

Broad incumbents

• Gleneagles: Premier Scottish golf and leisure resort with multiple courses, hotel, F&B, and coaching. Comparable on golf coaching, clubhouse hospitality, and event hire, but at much larger scale and with lodging integrated.
• The Honourable Company of Edinburgh Golfers (Muirfield): Elite Scottish private members golf club operating on a similar membership and visitor model but at a higher prestige and price tier. Useful benchmark for premium positioning and member economics in the same Scottish market.

Others

• Intelligentgolf: UK golf club management software provider powering Murrayfield's tee-time booking, competition management, member portal, and mobile apps. Ecosystem/technology peer rather than direct competitor, but central to the club's digital member experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MurrayfieldGC
• Facebookfacebook.com/murrayfieldgolfclub
• LinkedInlinkedin.com/company/murrayfield-golf-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Murrayfield Golf Club