Upgame
Upgame is a golf performance analytics platform that delivers map-based strokes gained, dispersion analysis, and coach workflows to individual golfers, college teams, national federations, and professional tours such as the LPGA Symetra Tour and Ladies European Tour.
- Company typePrivate
- Founded2018
- HeadquartersGurgaon, India
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Upgame does
Upgame, operated by Bensaw Technologies Private Limited and headquartered in Gurgaon, India, is a golf performance analytics platform built around a map-based drag-and-drop data entry interface that produces tour-level strokes gained analysis, dispersion metrics, and shot outcome classification for individual golfers, coaches, professional tours, national federations, and golf academies. Its proprietary technology stack includes unique metrics such as dispersion vs. intended target, End Shot Result classification, a Diamonds aim-targeting tool, a Short Game Difficulty classifier, and a direct integration with Trackman launch monitors, augmented by an AI-driven round-insights feature. The company operates a two-tier SaaS subscription (Basic at $9.99/month and Pro at $29.99/month), team/academy rollouts, and official stats partnerships with the LPGA Symetra Tour (Epson Tour) and Ladies European Tour, supported by a self-serve mobile app on iOS and Android, a web reporting dashboard, and an embedded presence within the Trackman coaching ecosystem. Founded in 2018, Upgame has attracted undisclosed strategic backing from figures including James Milner, Adam Lallana, Dr. Pawan Munjal, and former Facebook executive Danny Conway, and serves users across more than 45 countries.
Upgame firmographics
Firmographics- Name
- Upgame
- Legal name
- Bensaw Technologies Private Limited
- Website
- https://upgame.app
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Upgame is a golf performance analytics platform that delivers map-based strokes gained, dispersion analysis, and coach workflows to individual golfers, college teams, national federations, and professional tours such as the LPGA Symetra Tour and Ladies European Tour.
- Ownership category
- akta.pro rank
Upgame industry classification
Industry- Product category
- Golf Performance Analytics Software
- NAICS
- Spectator Sports (7112), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Golf Training Aids & Swing Analytics Retail (CRAMAGAG)
- akta.pro secondary industry
- Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)
Keywords
Where Upgame is headquartered
LocationHeadquarters
- HQ city
- Gurgaon
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Upgame business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Basic & Pro): Two-tiered monthly/annual subscription model for individual golfers and coaches. Basic tier at $9.99/month provides essential map-based data entry and strokes gained analysis. Pro tier at $29.99/month adds advanced analysis, target-based data entry, Upgame-specific metrics, dispersion analysis, and Diamonds tool.
- Team/Academy Subscription: Bulk onboarding and team dashboard subscription for golf academies and college teams — enabling personalised benchmarks and progress tracking across entire rosters.
- Tournament/Stats Partner Fees: Revenue from official stats partnerships with professional golf tours (LPGA, Ladies European Tour, Epson Tour) — providing broadcast-ready data and tournament reporting tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Upgame Basic — essential strokes gained and map-based data entry |
| Subscription | Annual | Upgame Basic Yearly — annual billing discount |
| Subscription | Multi-year contract | Upgame Basic 6-Month — mid-term plan |
| Subscription | Monthly | Upgame Pro — tour-level advanced insights and exclusive Upgame metrics |
| Subscription | Annual | Upgame Pro Yearly — annual billing discount |
| Subscription | Multi-year contract | Upgame Pro 6-Month — mid-term plan |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Upgame product offering
Product offeringCore offering
Upgame sells a subscription-based golf performance analytics platform delivered through iOS, Android, and a web-based reporting dashboard. The product enables golfers to log shot-by-shot data via a drag-and-drop course map, receive instant strokes gained analysis, dispersion vs. intended target metrics, end shot result classification, and AI-generated round insights, with optional sync to Trackman launch monitors. Coaching, academy, and tour dashboards extend the same core engine into team management, personalised benchmarks, and broadcast-ready tournament leaderboards.
Product overview
Upgame is a golf performance analytics platform offering two subscription tiers (Basic and Pro) that provide map-based data entry and strokes gained analysis for players, coaches, tours, and academies. The core platform is supplemented by a web-based Reporting Dashboard, practice management tools, communication features, video analysis capabilities, and a Digital Locker for player data portability. The product integrates with Trackman launch monitors and serves as the official stats partner for various professional golf tours including LPGA Symetra Tour, Epson Tour, and Ladies European Tour.
Differentiator
Problem solved
Functional benefit
Products and services
- Upgame Basic Entry-level subscription tier offering map-based drag-and-drop shot logging, essential strokes gained analysis, hole scoring, tee/approach dispersions, and strokes gained putting analysis by distance for individual golfers.
- Upgame Pro Advanced subscription tier with tour-proven analysis including target-based data entry, Upgame-specific metrics, distance-based Strokes Gained analysis, dispersions vs intended targets, end shot results, Diamonds smart aim tool, and advanced filtering for serious players, coaches, and academies.
- Upgame Reporting Dashboard Cloud-based web dashboard for coaches, teams, academies, and tour operators to monitor player performance, view tournament statistics, and access strokes-gained breakdowns across their roster online.
Quantifiable outcome
- Users report 790% increase in data collection volume after adopting Upgame Pro features
- +3 more outcomes
Companies that use Upgame
Customer profileNamed customers25 records
Segments5 records
Ideal customer profiles3 records
Upgame technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature14 records
Upgame partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Future Champions Golf (FCG)corePartnership announced September 2025. Starting 2026, FCG's Big 3 events (National Championship, International Junior Golf Championship, Callaway World Championship) will provide junior golfers with Upgame's PGA Tour-level analytics for the first time. Aims to give junior golfers verified performance data for college recruiting opportunities.
- TrackmancoreLong-term strategic partnership announced November 2023. Trackman virtual golf rounds sync directly to Upgame for analysis. Trackman shot data enhances Upgame's Plan Round feature with shot pattern overlays on course maps. Upgame data becomes available within the Trackman coaching ecosystem for combined on-course and off-course performance review.
- LPGA Symetra Tour / Epson TourcoreOfficial stats partner for the LPGA Symetra Tour (Epson Tour) — the official qualifying tour for the LPGA. Upgame provides live tournament leaderboards, per-player strokes gained breakdowns, and field-adjusted insights broadcast-ready as rounds unfold.
- Ladies European Tour (LET)coreOfficial stats partner for the Ladies European Tour. Upgame provides LET strokes gained statistics across tournaments, supporting official tour coverage and player performance tracking for LET No. 1 Shannon Tan in 2025.
- Jungle Golf TourminorPartnership combining structured junior competition with Upgame performance data to create a clearer, fairer pathway for junior golfers worldwide seeking college golf recruiting opportunities.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Upgame competitors and assessment
Company assessmentDirect peers
- Blast Motion: Blast Motion produces swing and stroke sensors with analytics software for golf, baseball, and tennis. Its golf swing sensor product competes with Upgame in the swing/performance analytics space, particularly for coaches seeking objective swing metrics.
- 18Birdies: 18Birdies is a mobile golf app combining GPS rangefinder, score tracking, and social/competitive features. It competes with Upgame in the broader golf stats app market, with a stronger consumer social angle versus Upgame's professional analytics positioning.
- V1 Sports: V1 Sports provides video swing analysis software used by golf coaches worldwide. It competes with Upgame's Video Analysis feature for coach-led golf instruction, though V1 Sports is specialised in video whereas Upgame integrates video with strokes-gained data.
- SwingU: SwingU is a golf GPS rangefinder and stats app used by millions of golfers worldwide, providing distance data, score tracking, and basic performance insights. It directly overlaps with Upgame in the consumer golf stats app category, although Upgame targets the more advanced tour-analytics user.
- Decade Golf: Decade Golf is a video-based golf coaching and performance analysis platform used by coaches and players at the elite level. It overlaps with Upgame's coach and academy segment, particularly around video analysis and personalised practice assignment functionality.
- Shot Scope: Shot Scope offers GPS rangefinders and performance tracking tags that automatically capture shot data and generate strokes-gained insights. It competes directly with Upgame for performance-focused individual golfers and coaches, with a hardware-first model versus Upgame's app-first and Trackman-integrated approach.
- Arccos Golf: Arccos Golf is a leading consumer golf performance tracking platform that uses wearable sensors and AI to automatically capture shot data and provide strokes gained analytics. It directly competes with Upgame in the consumer/individual golfer segment with a sensor-based approach versus Upgame's manual entry and Trackman-synced model.
Emerging players
- TheGrint: TheGrint is a golf handicap tracker and stats app with a strong amateur community focus. It is comparable to Upgame in the consumer stats category but lacks tour-level analytics, federations, and elite pro positioning.
Broad incumbents
- Foresight Sports: Foresight Sports is a major launch monitor and simulator manufacturer competing with Trackman. As a broader incumbent in golf performance hardware and software, it serves overlapping customer bases with Upgame at academies, ranges, and coaching facilities.
- Trackman: Trackman is the dominant indoor launch monitor and golf simulator hardware vendor, and is now Upgame's parent company following the November 2023 partnership. It is a broad incumbent in golf performance technology whose analytics and coaching ecosystem increasingly overlaps with Upgame's product.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Upgame social profiles
Digital presenceUpgame financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upgame leadership team
Management profileNumber of profiles
Profiles3 records
Upgame funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upgame M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upgame
What does Upgame do?
Upgame sells a subscription-based golf performance analytics platform delivered through iOS, Android, and a web-based reporting dashboard. The product enables golfers to log shot-by-shot data via a drag-and-drop course map, receive instant strokes gained analysis, dispersion vs. intended target metrics, end shot result classification, and AI-generated round insights, with optional sync to Trackman launch monitors. Coaching, academy, and tour dashboards extend the same core engine into team management, personalised benchmarks, and broadcast-ready tournament leaderboards.
Is Upgame a public or private company?
Upgame is a private company. It is classified as corporate owned and is currently operating.
When was Upgame founded?
Upgame was founded in 2018. It employs 1 to 10 people.
Where is Upgame based?
Upgame is headquartered in Gurgaon, India, in the Asia region.
How does Upgame make money?
Three revenue lines are on record. SaaS Subscription (Basic & Pro) is the primary driver. The others are team/Academy Subscription and tournament/Stats Partner Fees.
Who are Upgame's main competitors?
Direct peers on record are Blast Motion, 18Birdies, V1 Sports, SwingU, Decade Golf, Shot Scope and Arccos Golf. TheGrint is listed as an emerging player. Broad incumbents are Foresight Sports and Trackman.
Does Upgame have an API?
No public API is recorded for Upgame.
What industry is Upgame in?
Upgame's product category is Golf Performance Analytics Software. Its primary akta.pro industry code is CRAMAGAG, Golf Training Aids & Swing Analytics Retail, with a secondary code of MPAKAOAH, Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds). Its NAICS code is 7112 and its SIC code is 7900.