Upsala Golf Club

What Upsala Golf Club does

Upsala Golf Club is a member-owned Swedish golf club (ideell förening) founded in 1937 and operating from Håmö Gård in Uppsala across approximately 200 hectares. The club serves roughly 2,500 members and visiting golfers through three distinct 9- or 18-hole courses — Stora banan (championship 18-hole), Mellanbanan (9-hole technical), and Lilla banan (9-hole Pay & Play, no handicap required) — supported by a Toptracer-equipped driving range, Trackman-powered indoor simulators (260+ virtual courses), PGA-led instruction, a Trackman-based custom fitting service, an on-site golf shop, and the Matguilden-operated Restaurang Håmö Gård. Member offerings span beginner courses (Grönt kort), youth/elite development including a Riksidrottsgymnasium (RIG) partnership with 24 students training on-site, senior and ladies programs, and a corporate Business Club tier.

The club operates as a nonprofit sports association under Swedish law, governed by an elected board and managed by a small professional staff (1–10 employees) including club manager Marcus Eidelöf, two PGA professionals, and an office administrator. Revenue is generated through a diversified mix: recurring annual membership fees across multiple tiers, usage-based greenfees (color-coded by demand: 700–1,200 SEK on Stora banan, flat 300 SEK on Lilla banan), Pay & Play access, pro shop retail, restaurant and catering (including julbord and pizza evenings), private and group lessons, custom fitting, golf travel packages to Portugal and Spain, and tournament hosting (LETAS Capio Ögon Trophy, ANNIKA Invitational Europe 2026). Booking, training, and tournament operations run on the Swedish Golf Federation's Min Golf platform, PGA of Sweden's ProTime app, and Golf Gamebook. The club's GTM spans product-led (Pay & Play Lilla banan as a beginner funnel), sales-led (corporate/business club), and field-marketing (tournament hosting for elite brand elevation) motions, with reciprocal greenfee agreements extending its commercial reach across four neighboring clubs.

Strategically, the club has invested in year-round indoor capacity (simulator studio), practice-facility modernization (Toptracer, cart paths, Hole 4 rebuild, bunker upgrades), insourcing of reception and shop operations, and recognition milestones including the SM-guld 2021 club championship, Vision 50/50 gender-equality certification (Uppland's first), and environmental certification. Its competitive positioning rests on a 1937 heritage, Bob Ryan-designed terrain, Sweden's 36th-ranked course (Svenskgolf 2024), and a proven talent pipeline that produced 2024 DP World Tour winner Jesper Svensson and U.S. Open qualifier David Nyfjäll.

Name

Upsala Golf Club

Legal name

Upsala Golf Club

Website

https://upsalagk.se

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

1–10 employees

Short description

Upsala Golf Club is a member-owned Swedish golf club founded in 1937 in Uppsala, operating three courses (36 holes) plus Trackman simulators and Toptracer range, serving ~2,500 members and visitors through memberships, greenfees, lessons, retail, and restaurant operations.

Ownership category

akta.pro rank

Product category

Golf Club Services

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Golf course facilities
• Golf club memberships
• Golf instruction
• Custom club fitting
• Golf tournament hosting

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: Annual membership fees with various categories including full membership, limited playing rights, junior membership, and business club tiers. Multiple pricing tiers based on course access.
2. Greenfee Revenue: Pay-per-play greenfee for all three courses. Color-coded pricing (green/yellow/red times) on Stora banan, flat 300 SEK for Lilla banan. Junior 50% discount. Reciprocal agreements with nearby clubs.
3. Golf Shop: Retail sales of golf equipment, balls, gloves with member discounts. Partnership with major brands for equipment.
4. Restaurant & Catering: Restaurang Håmö Gård operated by Matguilden. Includes half-way house, clubhouse dining, catering for events and julbord (Christmas buffet). Pizza oven operations Thursday-Saturday.
5. Golf Lessons & Training: Private lessons, group training, beginner courses (Grönt kort bundled with membership), and specialized programs (Balance Golf, Ladies days, Superstart). Booked through ProTime app.
6. Golf Travel Packages: Organized golf trips with club trainers to destinations including Portugal (Dolce Campo Real, Morgado) and Spain (El Rompido, Valle del Este).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Upsala Golf Club operates three golf courses (Stora Banan 18-hole championship, Mellanbanan 9-hole technical, Lilla Banan 9-hole Pay & Play), a Toptracer driving range, two indoor Trackman simulators, PGA-certified instruction and club fitting, a pro shop, and the Håmö Gård restaurant. The club serves approximately 2,500 members and visiting golfers with year-round play, training programs across all skill levels, junior and elite development, and tournament hosting.

Product overview

Upsala Golf Club is a golf club in Uppsala, Sweden, founded in 1937, offering a multi-course portfolio centered around three distinct golf courses: Stora Banan (18-hole championship course ranked among Sweden's best), Mellanbanan (9-hole technical course), and Lilla Banan (9-hole beginner-friendly pay-and-play). Supporting services include practice facilities (driving range with Toptracer, golf studio with Trackman simulators), professional instruction (custom fitting, golf lessons via ProTime app), equipment sales (pro shop), dining (Restaurang Håmö Gård), golf travel packages, and comprehensive membership programs. The club also operates tournament and elite development programs including Riksidrottsgymnasiet partnership. All services integrate with SGF's Min Golf platform for booking and handicap management.

Differentiator

Problem solved

Functional benefit

Products and services

• Stora Banan (Championship Course)
• Mellanbanan (Technical Course)
• Lilla Banan (Pay & Play Course)
• Golfstudion (Indoor Simulators) Two Trackman-equipped indoor golf simulators branded as Golfstudion, bookable via Sweetspot for year-round practice and play.
• Driving Range Toptracer-equipped outdoor driving range offering ball-by-ball shot tracking and practice.
• Custom Club Fitting Custom club fitting service delivered by PGA professionals, including club specification and equipment recommendations.
• Nybörjarkurser (Beginner Courses) Group beginner courses designed to take new players from no experience to course-ready, including the Grönt Kort pathway.
• Golflektioner (Private and Group Lessons) Private and group golf lessons delivered by PGA-certified professionals, with dedicated time slots for adults, juniors, and teams.
• Short Game School Targeted short-game coaching program focused on scoring skills around the green.
• Junior & Elit Program Structured junior and elite player development program including coaching, fitness, and competitive play, serving as a talent pipeline to elite and tour levels.
• Tävlingsverksamhet (Tournament Hosting) Club tournament operations including the UGC Tour, club championships, and team competitions, with the club competing in Division 1, Småland.
• Memberships Tiered membership categories including full, junior, senior, and Business Club corporate memberships, providing access to courses, range, simulators, and reciprocal club benefits.
• Pro Shop (Shopen) On-site pro shop retailing golf equipment, apparel, and accessories to members and visitors.
• Restaurang Håmö Gård Clubhouse restaurant and event venue offering food and beverage service to members, visitors, and corporate/private event bookings.

Quantifiable outcome

• Ranked 36th in Swedish golf clubs by Svenskgolf 2024
• +5 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• TrackmancoreTechnology or IntegrationTrackman provides launch monitor technology for golf simulators and custom fitting services. UGK uses Trackman 4 for club fitting with brand partners Cobra, Titleist, Ping, and Srixon.
• Indoor Golf Group / SweetspotcoreTechnology or IntegrationPartnership for year-round indoor golf operations. Booking handled through Sweetspot platform. Members receive best pricing via Indoor Golf Group membership.
• Matguilden (Restaurang Håmö Gård)coreStrategic or Co-development PartnerRestaurant operator for Håmö Gård. Provides full dining service, catering for events and julbord (Christmas buffet), conference catering, and pizza oven operations Thursday-Saturday. Operates year-round including winter simulator season.
• Svenska Golfförbundet (Swedish Golf Federation)coreStrategic or Co-development PartnerNational governing body partnership for tournaments, handicap system (Min Golf), referee education, and club development programs including Vision 50/50 certification.
• Upplands Golfförbund (Uppland Golf Association)coreStrategic or Co-development PartnerRegional golf association providing tournament coordination, junior development support, and club networking in the Uppland district.
• Frösåker GK, Bro-Bålsta GK, Gävle GK, Öregrunds GKminorChannel Partner/ Reseller/ DistributorReciprocal greenfee agreements: Frösåker, Bro-Bålsta, Gävle offer 50% discount on weekdays. Öregrunds GK offers 100 SEK discount.
• Destination UppsalaminorGTM or Marketing PartnerPartnership established 2018 with Svenska Golfförbundet and Destination Uppsala for tournament hosting and destination marketing.
• PGA of Sweden (ProTime)coreTechnology or IntegrationDeveloped ProTime booking platform for golf lessons and training programs. UGK uses system for lesson booking and group training management.
• Uppsala Municipality / Celsiusskolan RiksidrottsgymnasiumcoreStrategic or Co-development PartnerHost venue for Riksidrottsgymnasium (National Sports High School) golf program. 24 students train at UGK 4 mornings per week on Lilla or Mellanbanan.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Others

• Swedish Golf Federation (Svenska Golfförbundet): National governing body operating the Min Golf booking platform, handicap system, and Vision 50/50 certification. Upsala GK's tournament hosting, certifications, and digital booking all depend on this ecosystem relationship.
• PGA of Sweden: Industry body that develops ProTime, the lesson/training booking platform Upsala GK relies on. Comparable as an ecosystem enabler for Swedish golf club training operations, though not a competing operator.
• Indoor Golf Group / Sweetspot: Strategic technology partner operating Upsala GK's simulator studio and Trackman-powered indoor golf. Comparable as the booking/infrastructure layer enabling year-round simulator revenue across Swedish clubs.

Direct peers

• Falsterbo Golf Club: Elite Swedish club known for Scandinavian Masters/European Tour hosting. Comparable in scale, tournament pedigree, and member-association structure to Upsala GK.
• Barsebäck Golf & Country Club: Top-ranked Swedish club that has hosted European Tour events. Comparable as a premium Swedish golf club with multiple courses, championship pedigree, and high-end membership profile.
• Halmstad Golf Club: One of Sweden's most prestigious golf clubs and multiple-time host of European Tour/Swedish championship events. Directly comparable as a full-service Swedish golf club with championship course, members, and tournament hosting heritage.
• Royal Drottningholm Golf Club: Historic Stockholm-area club and one of Sweden's oldest (founded 1959). Comparable as a tournament-hosting Swedish club with championship course and traditional membership base.

Regional players

• Frösåker Golf Club: Reciprocal partner club in the broader Stockholm/Uppland region. Comparable as a mid-size Swedish member-owned club with greenfee and membership offerings serving overlapping catchment.
• Gävle Golf Club: Reciprocal partner club north of Uppsala offering 50% weekday greenfee to Upsala GK members. Comparable as a multi-course Swedish club with traditional member association structure.
• Bro-Bålsta Golf Club: Regional Uppland-area club with reciprocal greenfee agreement with Upsala GK. Comparable as a nearby Swedish club offering championship and short-course formats to overlapping member geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UpsalaGolfklubb
• LinkedInlinkedin.com/company/upsala-golfklubb
• Instagraminstagram.com/upsalagolfklubb

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Upsala Golf Club