Aspley Guise and Woburn Sands Golf Club

What Aspley Guise and Woburn Sands Golf Club does

Aspley Guise and Woburn Sands Golf Club is a private, member-owned golf club founded in 1914 and located on a 120+ acre site between the villages of Aspley Guise and Woburn Sands on the Bedfordshire/Buckinghamshire border, two miles from M1 Junction 13. The club operates a mature 18-hole heathland/parkland course (6,042 yards, par 71) originally designed by Sandy Herd and constructed by Charles Willmott, supported by a modern clubhouse with a wrap-around balcony, a halfway house, function rooms, and a Pro Shop. Core offerings include capped 7-Day membership (590 full members), tiered intermediate/junior/social/associate memberships, weekday visitor green fees (£55-£75), society and corporate bookings on Wednesdays and Fridays, an Indoor Performance Studio with GC2 launch monitor, and a Ping custom-fit centre. Additional revenue is generated from lessons with PGA Head Professional Richard Lally, room hire for weddings and corporate events, retail, equipment hire, and an e-commerce Pro Shop.

The technology stack is conventional operational tooling rather than a differentiated platform. Intelligent Golf handles member login and visitor tee-time booking; Pogo Turf Pro distributes pin positions to golfers; C-Swing video and GC2 instrumentation support coaching; and a weather station with POGO moisture meter informs agronomy decisions. Distribution is community-led and direct-to-consumer: organic social (Facebook, Twitter, Instagram), an SEO-optimised website with online booking, email newsletter, reciprocal playing arrangements with five regional clubs, and a ten-partner hole sponsorship programme with local SMEs.

The business model is a hybrid of recurring subscription (memberships: £85 Social to £1,650 7-Day) and transactional fees (green fees, society days, lessons, function hire, retail). Membership is deliberately supply-constrained at 590 to preserve playing quality, generating a waiting list managed via £485 Associate Membership. Targeted programmes — the 2026 Ladies Academy and the three-stage Journey Into Golf pathway (£320 package, £765 GiG membership) — are designed to convert beginners into long-term members. The club is affiliated with England Golf, holds SafeGolf accreditation, and is governed by a committee with elected officers; it has no parent company, no subsidiaries, and no external investment.

Name

Aspley Guise and Woburn Sands Golf Club

Legal name

Aspley Guise & Woburn Sands Golf Club

Website

https://aspleyguisegolfclub.co.uk

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

Aspley Guise and Woburn Sands Golf Club is a private, member-owned 18-hole golf club founded in 1914 in Bedfordshire, UK, serving 590 capped full members plus visitors, societies, and event clients through memberships, green fees, coaching, function hire, and a Pro Shop.

Ownership category

akta.pro rank

Product category

Private Members' Golf Club

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)

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)

SECONDARYMPAKABAE

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Professional Sports Teams & Clubs

Keywords

• Private golf club
• Golf course access
• Golf coaching services
• Clubhouse event hire
• Society golf bookings

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Annual membership fees providing access to the golf course and clubhouse facilities. Membership tiers include 7-Day Members, Intermediate Members (18-29), Junior Members, and Social Members. The club caps full membership at 590 to maintain course quality.
2. Green Fees and Visitor Play: Revenue from visiting golfers playing the course. Weekday visitor rates range from £55-£75 depending on season. County Card holders receive discounted rates. Member guest rates provide additional revenue at reduced prices.
3. Society and Corporate Bookings: Dedicated society days on Wednesdays and Fridays with group pricing. Corporate events and business days generate revenue through green fees, catering, and function room hire.
4. Pro Shop Sales and Services: Retail sales of golf equipment and apparel. Services include club repairs, re-spiking, equipment hire (pull trolleys, electric trolleys, buggies), and custom fitting sessions.
5. Golf Lessons and Coaching: PGA professional instruction services including individual lessons, group coaching, and playing lessons. The Ladies Academy programme at £100 provides introduction to golf for beginners.
6. Function and Event Hire: Room hire for private functions including weddings, birthday parties, corporate events, funerals, and wakes. Catering services provided for all events with menus ranging from light bites to three-course meals.
7. Associate Membership: Waiting list membership at £485 providing course access at reduced guest rates and social clubhouse access. Acts as pathway to full membership with credit of £285 applied upon upgrade.
8. New to Golf Programme: Three-stage entry programme: coaching, New to Golf Package at £320, and Get into Golf Membership at £765. Provides structured pathway from beginner to full membership.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Aspley Guise and Woburn Sands Golf Club is a private members' golf club established in 1914 in Bedfordshire, England, operating an 18-hole heathland/parkland course (6,042 yards, par 71) on more than 120 acres. The club sells tiered memberships capped at 590 full members, pay-as-you-go visitor green fees, society and group bookings, open competitions, PGA-led golf lessons and custom fitting through an Indoor Performance Studio, a pro shop, and a clubhouse with balcony views available for private function hire.

Product overview

Aspley Guise & Woburn Sands Golf Club is a traditional private members' golf club offering a comprehensive range of golfing services centered around its 18-hole heathland/parkland course established in 1914. The core offering comprises the golf course itself (6,042 yards, par 71), supported by a well-equipped Pro Shop, PGA-led coaching services through an Indoor Performance Studio, and custom fitting facilities (official Ping custom fit centre). The club operates a tiered membership system with caps on full members, plus visitor green fees and society bookings. Targeted programs include the Ladies Academy for women beginners and the Journey Into Golf Programme for new golfers, both designed to convert participants into full members. The clubhouse provides functions and events hosting, with catering services and a halfway house refreshment facility. Digital services include an online shop, tee time booking via IntelligentGolf, and pin position tracking through PogoTurfPro.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Golf Course Access An 18-hole heathland/parkland golf course (6,042 yards, par 71) on more than 120 acres, available to full members, visiting golfers, and society groups.
• Private Membership Programs Tiered private membership categories including Full (capped at 590), Intermediate (ages 18-30), Junior (under 18), Associate, and Social memberships, providing access to the course, clubhouse, and member events.
• Visitor Green Fees Pay-as-you-go green fee access for non-member visiting golfers, with weekday and weekend rates, twilight pricing, and seasonal high/low season pricing.
• Society and Group Golf Packages Bundled packages for societies and groups including coffee, golf, and food options such as the £25pp weekday package; tailored packages available on request.
• PGA Golf Lessons and Coaching Individual and group golf lessons delivered by the club's PGA Head Professional Richard Lally and the coaching team, for members, visitors, juniors, and women golfers.
• Custom Club Fitting Service Custom club fitting using launch-monitor data, with free custom fitting offered alongside lesson purchases.
• Indoor Performance Studio An indoor facility equipped with a GC2 launch monitor and C-Swing video analysis, supporting coaching, custom fitting, and year-round practice.
• Ladies Academy A structured coaching programme for women golfers, providing an entry and development pathway into the club and the game of golf.
• Journey Into Golf Programme A structured beginner-friendly pathway introducing new players to golf, with structured lessons and progression.
• Open Competitions A calendar of open golf competitions hosted by the club and open to non-members, providing competitive playing opportunities.
• Clubhouse Functions and Events Private hire of the clubhouse function suite with panoramic balcony views over the course, hosting weddings, christenings, parties, wakes, corporate meetings, and Christmas parties, with tailored packages available.
• Pro Shop An on-site retail shop offering golf equipment, apparel, and accessories, plus a halfway house providing food and beverage service to golfers during their round.

Quantifiable outcome

• 15% discount on bar drinks and daily club menu for members
• +4 more outcomes

Named customers2 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

18 partnerships are on record, tiered minor and core.

• FleetmechminorOthersHole 1 sponsor. Specialists in supply of professional forestry and grounds maintenance machinery. Provides equipment support for course maintenance operations.
• S & P Auto LtdminorOthersHole 2 sponsor. Located in Milton Keynes, specialises in car repairs and servicing for customers throughout Buckinghamshire and surrounding areas.
• Radical Resin & FlooringminorOthersHole 4 sponsor. High-quality resin flooring and surfacing solutions for residential and commercial clients across Home Counties including Hertfordshire, Bedfordshire, Buckinghamshire.
• Lion EstatesminorOthersHole 5 sponsor. Property services company in Milton Keynes, Leighton Buzzard and Bedford offering premium home selling experiences.
• Lion PrestigeminorOthersHole 10 sponsor. Luxury property expert providing world-class marketing strategy for high-value residential properties.
• Rose RoofingminorOthersHole 12 sponsor. Expert roofing contractors building, maintaining and repairing roofs across Bedfordshire, Milton Keynes, and Luton. Trading Standards Approved and DBS Checked.
• Stable Payment Solutions LtdminorOthersHole 13 sponsor. Independent, relationship-driven financial guidance for UK SMEs offering finance coverage, cost comparisons, and business growth products.
• Aspley Financial Planning LtdminorOthersHole 15 sponsor. Financial planning services helping clients create financial life plans for peace of mind and lifestyle goals.
• BMW Sytner LutonminorOthersHole 16 sponsor. Premium BMW and MINI dealership offering exclusive member benefits including preferential servicing rates, complimentary vehicle health checks, priority booking, and seasonal offers.
• At Home Dining ThymeminorOthersHole 18 sponsor. Family-run private dining venture led by Phil Thompson, former Michelin-starred chef with 30 years experience. Provides catering and dining services.
• Wellingborough Golf ClubcoreOthersReciprocal golf arrangement partner. Members of Aspley Guise & Woburn Sands can play at Wellingborough using club reciprocal privileges.
• Knebworth Golf ClubcoreOthersReciprocal golf arrangement partner allowing members to access another prestigious local course.
• Verulam Golf ClubcoreOthersReciprocal golf arrangement partner providing members with expanded access to quality golf courses in the region.
• Brickendon Grange Golf ClubcoreOthersReciprocal golf arrangement partner enhancing member value through access to additional championship-quality courses.
• Oxford Golf ClubcoreOthersReciprocal golf arrangement partner extending playing opportunities to Oxfordshire region.
• England GolfcoreStrategic or Co-development PartnerGoverning body affiliation providing SafeGolf accreditation, R&A Agronomy guidelines, and support for club development. Club operates under England Golf safeguarding policies.
• Bedfordshire Ladies County Golf AssociationcoreStrategic or Co-development PartnerCounty-level governing body for ladies golf. Club participates in County competitions, has committee representation, and competes in County Shield and Scratch Leagues.
• Ping (Official Custom Fit Centre)coreTechnology or IntegrationOfficial Ping custom fit centre offering club fitting services. As an authorised fitting location, provides members and visitors with professional equipment fitting.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oxford Golf Club: Reciprocal-partner club in Oxfordshire offering a parkland course with modern clubhouse and function facilities. Comparable as a premium members' club serving a regional city catchment.
• Verulam Golf Club: Reciprocal-partner members' club in St Albans offering a parkland course with capped membership and an active society/corporate programme. Same operational archetype as Aspley Guise with overlapping catchment.
• Knebworth Golf Club: Existing reciprocal partner; established Hertfordshire members' club with mature parkland course, capped membership, society programme, and event hire. Functionally analogous operating model and pricing structure.
• Wellingborough Golf Club: Reciprocal-partner members' club in Northamptonshire serving a comparable Home Counties market with traditional 18-hole parkland/heathland course, society bookings, function hire, and pro shop. Closest geographic comparitor in size and member-offering mix.
• Brickendon Grange Golf Club: Reciprocal partner; Hertfordshire-based private members' golf club with similar 18-hole course, capped membership model, society days, and event facilities. Closely comparable in scale and operational structure.

Broad incumbents

• Woburn Golf Club: Multi-course premium members' and visitor destination located nearby in Bedfordshire, also founded on heathland and offering corporate/society golf. Directly comparable in geography and revenue mix but materially larger scale and brand reach.

Regional players

• Aylesbury Vale Golf Club: Buckinghamshire members' club offering 27 holes, society bookings, and hospitality. Comparable regional peer in the same south-east catchment.
• John O'Gaunt Golf Club: Established Bedfordshire members' club with 36 holes of golf, capped membership, and event hire. Comparable in operating model but located further north and at a larger scale.
• Buckingham Golf Club: Nearby Buckinghamshire members' club with traditional 18-hole course and society/corporate offering. Closely parallels Aspley Guise in scale, heritage, and target member.

Others

• Ping (Karsten Manufacturing): Official custom-fitting partner of Aspley Guise; comparable relevance as an equipment/technology ecosystem participant rather than a direct competitor. Listed for strategic context only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AspleyGuiseGolf
• Facebookfacebook.com/AspleyGuiseGolfClub
• Instagraminstagram.com/AspleyGuiseGolf
• LinkedInlinkedin.com/company/aspley-guise-and-woburn-sands-golf-club

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Aspley Guise and Woburn Sands Golf Club