What MoreCorp does

MoreCorp (Pty) Ltd is a South African multi-channel sporting ecosystem operator headquartered in Woodmead, Johannesburg, controlled by Old Mutual Private Equity since 2015 and run by founder-CEO Darryl Egdes. Through four divisions (MoreGolf, MoreCycle, MoreXperience, MoreDigital) the group operates 45 specialised retail stores (The Pro Shop, Cycle Lab, Chris Willemse Cycles) across South Africa, 5 golf leisure parks including the flagship 18-hectare World of Golf, 22 bike parks accessible via MultiPark, and 6 e-commerce websites, with exclusive distribution rights for TaylorMade in Southern Africa under an evergreen agreement renewed in 2024.

Revenue is generated from a mix of one-time retail sales (golf and cycling equipment, apparel, accessories), recurring subscription memberships (playmoregolf access across 125+ clubs, MultiPark, Cycle Lab Active, Randgo loyalty programmes), transaction-fee leisure park revenue (driving ranges, coaching, HotShots virtual golf, venue hire), B2B services (corporate merchandise for clients including Volkswagen Group South Africa, sponsorship activation and stadium management via Stadium Management South Africa covering FNB Stadium and four other venues, events through Sail and Flooid), and media/advertising through MoreCorp Media's 3M+ annual consumer engagements. Pricing is not publicly disclosed but the model is anchored on long-tail consumer volume plus a B2B layer across 60+ Randgo loyalty programmes and 200+ Direct Sales retail accounts.

The technology backbone is proprietary and built in-house: MyGolfLife and MyCycleLife unify the golf and cycling communities (600k+ members combined); playmoregolf, LastMinuteGolf, GolfTeeTimes and GolfTimeSA form the tee-time/booking stack (180,000+ monthly tee times); ScoreCapture provides digital golf scoring across 60 clubs; Infomasters delivers POS/ERP into all MoreCorp retail stores; and Randgo powers loyalty programmes serving 750,000+ active members. Recent platform integration with Lightspeed (2025) and the MoreTime booking system (2025) further consolidate the stack, while the GOLFTEC coaching partnership (2023) and InRange ball tracking underpin leisure-park monetisation.

Name

MoreCorp

Legal name

MoreCorp (Pty) Ltd

Website

https://morecorp.co.za

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MoreCorp is a South African multi-channel sporting ecosystem operating 45 golf and cycling retail stores, 5 leisure parks, and proprietary digital platforms (MyGolfLife, playmoregolf, Randgo) serving 600k+ community members and B2B clients including Volkswagen Group SA, under Old Mutual Private Equity ownership.

Ownership category

akta.pro rank

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Retail: Sale of golf equipment, apparel, and accessories through The Pro Shop retail stores (37 stores), The Pro Shop Express on-course stores (30+ locations), franchise stores (4), and e-commerce platforms. Includes exclusive distribution of TaylorMade in Southern Africa.
2. Cycling Retail: Sale of cycling products across Cycle Lab (8 stores), Chris Willemse Cycles, and e-commerce platforms serving all customer segments from beginners to elite racers.
3. Golf Membership & Tee Times: Playmoregolf subscription-based membership offering access to 180,000+ tee times monthly across 125+ golf clubs. Also includes pay-as-you-go LastMinuteGolf and GolfTeeTimes platforms. GolfTimeSA provides booking platform services.
4. Cycling Membership: MultiPark membership providing access to 20+ bike parks; Cycle Lab Active membership with rides, events, and branded gear; subscriptions to Cycle Lab Bike Park facilities.
5. Corporate Merchandise: The Pro Shop Corporate provides branded golf apparel, personalised merchandise, and corporate gifting. Partners with major corporations including Volkswagen Group South Africa, managing end-to-end gifting supply chains, warehousing, and national distribution.
6. Events & Hospitality: Sail and Flooid provide event management, sponsorship activation, stadium management (4 stadiums including FNB Stadium), and hospitality solutions. MoreCorp Media generates advertising revenue through 3M+ annual consumer engagements across ecosystems.
7. Loyalty Platform Services: Randgo delivers loyalty and rewards programmes to external businesses, operating 60+ programmes with 750,000+ active members. Infomasters provides POS and ERP software services to retailers.
8. Golf Experiences & Coaching: World of Golf and Golf Villages leisure parks generate revenue from driving ranges, coaching (Gary Player Golf Experience, GOLFTEC), HotShots entertainment, and venue hire including birthdays, corporate events, and team-building.
9. Direct Sales: MoreCorp Direct Sales services over 200 active retail accounts across South Africa and neighbouring countries, acting as exclusive distributor for TaylorMade and managing brand portfolio distribution.

Go-to-market motion2 records

Distribution channels10 records

Marketing channels6 records

Core offering

MoreCorp operates a multi-channel sporting ecosystem across South Africa through four divisions (MoreGolf, MoreCycle, MoreXperience, MoreDigital). It sells golf and cycling equipment and apparel through 45 retail stores and 6 e-commerce websites, runs subscription-based tee-time and bike-park membership platforms, manages leisure parks and coaching academies, and operates proprietary digital platforms for loyalty, e-commerce, point-of-sale, and tournament scoring. It also provides B2B services including corporate merchandise, event management, and software/licensing to external businesses.

Product overview

MoreCorp is a multi-channel sporting ecosystem operator spanning golf and cycling retail, memberships, participation, events, experiences, technology, and rewards. The company operates four divisions: MoreGolf (golf retail and leisure parks), MoreCycle (cycling retail and bike parks), MoreXperience (sports media and events), and MoreDigital (loyalty, e-commerce, and software). The ecosystem is unified by proprietary technology platforms including MyGolfLife and MyCycleLife rewards/membership apps, playmoregolf/LastMinuteGolf/GolfTeeTimes tee time booking systems, GolfTimeSA tee sheet management, ScoreCapture tournament scoring, Infomasters POS/ERP retail systems, and Randgo loyalty solutions. Retail operations encompass 45 physical stores (The Pro Shop, Cycle Lab, Chris Willemse Cycles) and 6 e-commerce websites, supported by 5 golf leisure parks and 22 bike parks. The platform serves 600k+ community members and facilitates 200k+ tee times.

Differentiator

Problem solved

Functional benefit

Products and services

• The Pro Shop
• Cycle Lab
• Chris Willemse Cycles (CWC)
• The Pro Shop Corporate
• MoreCorp Direct Sales
• World of Golf
• Golf Villages
• playmoregolf
• LastMinuteGolf
• GolfTeeTimes
• HotShots
• Gary Player Golf Experience
• GOLFTEC
• Cycle Lab Bike Park
• MultiPark
• Cycle Lab Active
• Cycle Lab Schools Mountain Bike Series
• Sail
• Flooid
• Stadium Management South Africa (SMSA)

Quantifiable outcome

• 600k+ community members engaged across MyGolfLife and MyCycleLife platforms
• +5 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature8 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GolfTeccoreStrategic or Co-development Partner · 1 January 2023GolfTec, the world's leading provider of golf lessons and custom club fittings with 250+ performance centers globally, established a partnership with MoreGolf in 2023 to offer data-driven coaching at World of Golf using OptiMotion, launch monitors, and AI-driven video analysis.
• TaylorMadecoreChannel Partner/ Reseller/ Distributor · 1 January 2018Exclusive distribution rights for TaylorMade secured in the Southern African region in 2018, with renewal of evergreen exclusive distribution agreement in 2024.
• Gary PlayercoreStrategic or Co-development Partner · 1 January 2002Gary Player Golf Experience was established in 2002 through a partnership with golf legend Gary Player, offering coaching under Gary Player philosophies at World of Golf and Golf Village locations.
• Golf DigestminorChannel Partner/ Reseller/ DistributorMoreGolf secured exclusive distribution rights in South Africa for Golf Digest content, benefiting MyGolfLife community members with cutting-edge equipment reviews, expert coaching tips, and exclusive player features.
• Schools Cycling South AfricacoreStrategic or Co-development PartnerCycle Lab Schools Mountain Bike Series is sanctioned by Schools Cycling South Africa, the governing body for school cycling in South Africa.
• Stadium Management SAcoreStrategic or Co-development PartnerMoreXperience controls Stadium Management SA, which manages iconic Johannesburg venues including FNB Stadium, Goldrush Dome, Orlando Stadium, Dobsonville Stadium, and Rand Stadium.
• VodapayminorGTM or Marketing PartnerFlook partnership with Vodapay extended reach into B2B space, complementing the original B2C platform.
• LightspeedcoreTechnology or IntegrationAll golf play offerings (Lastminutegolf, GolfTeeTimes & Playmoregolf) integrated with Lightspeed, the world's leading Point of Sale and golf club management platform.
• DiscoveryminorGTM or Marketing PartnerDiscovery Miles accepted as payment option on MoreCorp websites, allowing Discovery Card holders to use accumulated miles for purchases.

Scale indicators26 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sportscene: South African mass-market sporting goods retailer owned by TFG; directly competes with The Pro Shop and Cycle Lab on multi-brand athletic apparel and footwear assortment. Comparable in distribution channel mix and SA consumer base, though it lacks a leisure/experiential layer.
• ASM Global: World's largest stadium and venue management company. Comparable to MoreCorp's Stadium Management South Africa (FNB Stadium, etc.) in operating model and revenue from venue commercialisation, sponsorship, and hospitality.
• Cape Union Mart: South African outdoor and adventure retailer with a strong multi-channel model. Comparable to MoreCorp in scale (~R2bn+ revenue), multi-brand specialty retail, and SA-focused footprint, especially for the cycling/outdoor crossover.
• Totalsports: Leading South African sporting goods retailer (TFG) with national mall-based footprint. Comparable to MoreCorp's The Pro Shop and Cycle Lab in target customer and category mix, though focused on general sport rather than golf/cycling specialists.

Broad incumbents

• Intersport: Global sporting goods retail cooperative with franchise/independent store model. Comparable to MoreCorp's The Pro Shop franchise and Direct Sales network in distribution and multi-brand specialty retailing.
• Decathlon: Global multi-sport goods retailer with growing South African presence. Comparable as a broad sporting goods retailer with proprietary brands and experiential in-store concepts, though significantly larger and not SA-domestic.
• Halfords: UK cycling and motoring retailer with a strong service-led model. Comparable to Cycle Lab in cycling specialty retail, fitting, and service orientation, though at much larger scale and broader category mix.
• PGA Tour Superstore: US golf specialty retailer with stores, coaching bays, and club fitting. Comparable to The Pro Shop and GOLFTEC partnership in combining retail, fitting, and instruction in a golf-vertical ecosystem.

Regional players

• SuperSport: South African sports broadcaster and content rights owner. Comparable to MoreXperience/Sail in monetising sports media rights, sponsorship activation, and content distribution in the South African market.

Emerging players

• Topgolf: Tech-enabled golf entertainment venue operator. Comparable to MoreCorp's World of Golf leisure parks and HotShots virtual golf in combining golf play with hospitality and entertainment-driven revenue per visit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries36 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 MoreCorp