ILG

What ILG does

ILG (International Leisure Group Limited), formed in 2018 by private equity firm Endless, is the parent entity of American Golf, the UK's largest golf retailer with approximately one-third of UK golf retail market share. The group operates 85 retail stores across the UK, an e-commerce platform (American Golf Online), a wholesale business distributing owned brands (Golfino, Stromberg, Benross, Rife, Fazer) through physical and online retailers, and a leisure division comprising golf courses, driving ranges, Golf Kingdom family-oriented venues, and five TopTracer Experience Hubs. Customers range from beginners (entry-level Fazer products) through to professionals, with deliberate expansion into women, juniors, and family segments.

The technology stack centres on data-driven retail: Foresight fitting technology in all 85 stores, TopTracer ball-tracking at five hubs, a mobile-first e-commerce platform, and a CRM in which 85% of transactions are linked to a known customer, enabling personalisation (notably the My American Golf service launched in 2024) and targeted marketing campaigns. Retail technology is supported by an exclusive five-year R&A licensing partnership for The Open-branded merchandise and a custom fit service that delivered 44,000 appointments in 2023.

ILG's revenue model is multi-stream: physical retail sales, e-commerce, wholesale distribution of owned brands, paid leisure and experience venues, and subscription-style Club Card membership (now bundled with golf insurance). The business is in a clear turnaround: FY 2023/24 EBITDA reached £4.3M, a £5.7M improvement year-on-year, with management targeting £8M+ EBITDA within three years. Under CEO Nigel Oddy (appointed 2023), the strategy emphasises high-margin growth, omni-channel integration, in-house brand expansion, and broadening the sport's appeal to historically underserved segments.

Name

ILG

Legal name

International Leisure Group Limited

Website

https://ilgroup.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ILG (International Leisure Group), parent of American Golf, is the UK's largest golf retailer operating 85 omni-channel stores, e-commerce, wholesale of owned brands, and leisure venues. It serves golfers of all skill levels across the UK and Europe, holding roughly one-third of UK golf retail market share.

Ownership category

akta.pro rank

Product category

Golf Retail and Leisure

NAICS

Sporting Goods Retailers (45911), Golf Courses and Country Clubs (713910), Shoe Retailers (4582), Fitness and Recreational Sports Centers (713940)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Golf Bags, Carts & Travel Gear Retail (CRAMAGAC), Golf Footwear Retail (CRAMAGAE), Golf Equipment & Accessories Distribution (CRAOAJAK)

Keywords

• Golf retail
• Golf equipment
• Golf apparel
• Custom fit services
• Golf leisure venues

Headquarters

HQ city

Warrington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical retail through 85 American Golf stores across the UK offering immersive technology-driven shopping experience with custom fit services
2. E-commerce: Online sales through American Golf Online and brand-specific B2C websites serving UK and European customers
3. Wholesale: Growing portfolio of owned brands (Golfino, Stromberg, Benross, Rife, Fazer) distributed through physical and online third-party retailers
4. Leisure and Experience: Golf courses, driving ranges, experience-based retail and hospitality venues under American Golf Leisure division
5. Membership Services: American Golf Club Card membership offering exclusive benefits including golf insurance options
6. Personalisation Services: My American Golf service for corporates, societies and clubs to create personalised branded merchandise

Go-to-market motion4 records

Distribution channels7 records

Marketing channels6 records

Core offering

ILG (International Leisure Group) is Europe's leading golf retailer operating 85 American Golf stores across the UK, an e-commerce platform, and a portfolio of owned apparel and equipment brands (Golfino, Stromberg, Benross, Rife, Fazer). The company also runs leisure and experience hubs including TopTracer venues, driving ranges, golf courses, and family-oriented Golf Kingdom centres, complemented by custom fit services, a personalisation platform (My American Golf), and a Club Card membership programme.

Product overview

ILG operates a diversified multi-channel golf business portfolio built around four main divisions: American Golf retail stores (85 locations offering immersive technology-driven in-store experience with custom fit services), American Golf Online (e-commerce platform serving UK and Europe), International Leisure Brands (owned brands including Golfino, Stromberg, Benross, Rife, and Fazer covering apparel and equipment), and American Golf Leisure & Experience Hubs (golf courses, driving ranges, TopTracer Experience Hubs, and hospitality venues). Additional services include My American Golf personalisation platform and Golf Holidays Direct. The portfolio is structured to serve all golfer segments from beginners (Fazer) to professionals, with own-brand products across equipment, apparel and accessories, complemented by third-party brands.

Differentiator

Problem solved

Functional benefit

Brands

• American Golf: Europe's largest golf retailer with 85 stores across the UK, offering immersive retail experience and cutting-edge technology including Foresight and training technologies.
• American Golf Online
• My American Golf
• Golf Kingdom
• Golf Holidays Direct

Products and services

• American Golf Retail Europe's largest golf retailer operating 85 retail stores across the UK, offering an immersive retail experience with cutting-edge Foresight fitting technology, training technologies, custom fit services and an omni-channel shopping experience for golfers of all skill levels.
• American Golf Online Pure-play e-commerce division serving customers across the UK and Europe with an extensive range of golf equipment and apparel, featuring engaging content and mobile-first technology.
• Golfino Europe's popular golf wear label owned by ILG, offering stylish men's and women's apparel collections with focus on fashion and functionality.
• Stromberg ILG-owned golf apparel brand offering specialised clothing designed by golfers for golfers, combining style, functionality and comfort with enhanced pocket sizing for practicality on the course.
• Benross Golf equipment brand known for exceptional quality and affordability, offering top-tier golf clubs, equipment and accessories that make advanced golf technology accessible to all skill levels.
• Rife ILG-owned brand covering the entire gamut of golfing needs, recognised for a value-for-money reputation spanning shoes, clubs, putting mats and rangefinders.
• Fazer Entry-level golf equipment brand targeting newcomers to the sport with affordable, high-quality golf equipment designed to make it easier for beginners to enter and enjoy the game.
• My American Golf Personalisation Service Personalisation service enabling corporates, societies, clubs and customers to turn branded golf wear and accessories into bespoke personalised products and gifts.
• American Golf Leisure & Experience Hubs Family-oriented golf centres including driving ranges, golf courses, experience-based retail and hospitality venues designed for inclusivity and accessibility to golfers of all ages and skill levels.
• TopTracer Experience Hubs Five experience hubs offering cutting-edge TopTracer golf technology for training and entertainment, enhancing the golfing experience for visitors.
• American Golf Club Card Membership Membership programme offering American Golf customers exclusive benefits including golf insurance options and access to personalisation services.
• The R&A Official Licensed Product Range Officially licensed range of products inspired by The Open, including men's, women's and children's apparel (co-designed with Stromberg), accessories and equipment, retailed exclusively through American Golf under a five-year partnership with The R&A.

Quantifiable outcome

• 44,000 custom fit appointments delivered in 2023
• +6 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• The R&AflagshipStrategic or Co-development Partner · 29 July 2021Five-year partnership with The R&A to design and exclusively retail officially licensed range of products inspired by The Open. Product range includes apparel for men, women and children, accessories and equipment. Core range designed in collaboration with Stromberg.
• OceanteecoreStrategic or Co-development PartnerILG's official sustainability partner sharing vision for golf summarised as 'More Drive, Less Plastic'. High performing golf gear made using environmentally friendly materials such as bamboo and recycled ocean waste.
• Golf Holidays DirectminorGTM or Marketing PartnerPartnership programme offering customers access to golfing holidays through Golf Holidays Direct.
• TSBA GroupminorOthersThe R&A's licensing agent that brokered the five-year partnership between American Golf and The R&A.

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Direct Golf: UK golf retailer originally founded as a mail-order business and now operating online and through physical stores. Directly competes with American Golf on price, custom fit, and range of golf equipment and apparel for the UK consumer.
• Scottsdale Golf: UK-based golf retailer operating multiple physical stores and a well-established e-commerce platform. Direct competitor to American Golf in the UK golf equipment and apparel retail market, with overlapping custom fit and online delivery capabilities.

Broad incumbents

• Decathlon: Global sporting goods retailer with a significant golf category offering own-brand equipment and apparel at value price points. Comparable to ILG as a multi-channel sporting goods operator with proprietary brands and a focus on beginners and accessibility.
• Dick's Sporting Goods: Large US sporting goods retailer with golf as a meaningful category across stores and online. Comparable to ILG as a multi-channel sporting goods retailer with omnichannel presence and in-store services, though serving a different geography.
• Frasers Group (Sports Direct): UK-headquartered sports retail conglomerate that operates Sports Direct and a portfolio of sport-focused brands. Overlaps with ILG on multi-brand sporting goods retail and wholesale distribution, though golf is one of many categories.

Others

• TaylorMade Golf: One of the world's largest golf equipment and apparel brands, sold through both DTC and third-party retailers including American Golf. Comparable as a brand manufacturer whose products ILG retails, and as a reference point for ILG's owned-brand strategy (Benross, Fazer).
• Callaway Golf (Topgolf): Golf equipment manufacturer and Topgolf owner, combining product brands with tech-enabled experience venues. Comparable to ILG's combination of equipment retail with TopTracer Experience Hubs and golf leisure venues.
• Acushnet Holdings (Titleist/FootJoy): Manufacturer of Titleist, FootJoy and other golf brands, operating a hybrid model of branded wholesale and DTC retail. Comparable to ILG's owned-brand portfolio and the strategic mix of branded and own-brand golf merchandise.

Regional players

• Euro Golf Center: European golf retailer operating across Belgium, Netherlands, France and Germany with physical stores and e-commerce. Comparable to ILG's European expansion ambitions and multi-country golf retail model.
• American Golf (US): US-based golf retailer of the same name, operating superstores across the United States. Comparable as a multi-store golf retailer focused on equipment, apparel, and custom fit services, though serving a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/international-leisure-group-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries9 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 ILG