The Golf Club of Georgia

What The Golf Club of Georgia does

The Golf Club of Georgia (GCOG) is a private, member-owned golf and country club established in 1991 in Alpharetta, Georgia, in the North Atlanta metropolitan area. The club serves affluent individuals, families, and corporate entities through a tiered, subscription-based membership model comprising Full Golf (39+), Intermediate Golf (28–38), Young Professional Golf (up to 27), Corporate (up to eight designees, transferable), National (100+ miles from Alpharetta), and Social tiers; each membership includes reciprocal dining, social, swim, and tennis privileges at sister club Horseshoe Bend Country Club in Roswell. Distribution is exclusively direct-to-prospect through a website inquiry form and membership director outreach (Rochelle Guthrie), with no public tee times or green-fee sales.

The club's core asset is 36 holes of championship golf on the Arthur Hills-designed Lakeside (7,017 yards, opened 1991) and Creekside (7,039 yards, opened 1993) courses—each consistently ranked in Golf Digest's Top 20 Best Courses in Georgia. A $40 million revitalization completed in 2016 delivered a 56,000-square-foot clubhouse with six dining/event venues, complemented by a $1.2 million, 12-acre practice facility opened in 2017 and the Cupp Golf Academy (May 2018) featuring the RoboGolfPro teaching system (1 of 17 in the U.S.; the only one in Georgia). Course upgrades continued in 2021 with green reshaping, a waterfall feature on the 18th green of Lakeside, and visibility-improving tree removal.

Revenue is generated across three streams: recurring membership dues (the primary, subscription-based source), event hosting at multiple venues including The Lodge (350-guest capacity), Cellar 91, and various boardrooms/banquet spaces serving weddings, corporate outings, and meetings, and on-site golf shop retail of apparel and equipment under brands such as Peter Millar, Holderness & Bourne, Fairway & Greene, and Stitch. The club operates as a marketing channel in its own right, hosting the Georgia Cup (U.S. vs. British Amateur Champions, since 1998), the Collegiate Invitational (since 2006), and serving as the home course for Georgia Tech Men's Golf since 1996; it has hosted USGA sectional qualifying, the Georgia Amateur, and Senior PGA Tour events. Brandon Williams serves as General Manager & CFO.

Name

The Golf Club of Georgia

Legal name

Golf Club of Georgia

Website

https://golfclubofgeorgia.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

The Golf Club of Georgia is a private Alpharetta, GA country club (est. 1991) offering two championship 18-hole courses, a 56,000 sq ft clubhouse, dining/event venues, the Cupp Golf Academy, and reciprocal privileges at sister club Horseshoe Bend Country Club, serving affluent Atlanta individuals, families, and corporate members.

Ownership category

akta.pro rank

Product category

Private Golf Club

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 industry

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

Keywords

• Private golf club
• Championship golf courses
• Golf membership programs
• Golf event hosting
• Golf instruction academy

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Dues: Private golf club generating revenue through various membership tiers including Full Golf, Intermediate Golf, Young Professional Golf, Corporate Membership, National Membership, and Social Membership. All memberships include primary member, spouse, and dependent children through age 22. Monthly dues include locker, bag storage, handicap and range fees, plus reciprocal privileges at Horseshoe Bend Country Club.
2. Event Hosting: Revenue from hosting golf outings, banquets, weddings, corporate meetings, and tournaments. The Lodge accommodates up to 350 guests for gala events and weddings.
3. Golf Shop Sales: Pro shop sales of equipment, apparel, and accessories featuring brands including Peter Millar, Holderness & Bourne, Fairway & Greene, and Stitch.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Golf Club of Georgia is a private membership golf club operating 36 holes of championship golf across two distinct courses (Lakeside and Creekside) in Alpharetta, Georgia. It generates recurring revenue through tiered membership programs (Full Golf, Intermediate, Young Professional, Corporate, National, and Social), supplemented by hosted weddings, banquets, corporate outings, and golf shop sales of apparel and equipment.

Product overview

The Golf Club of Georgia is a private golf club offering a portfolio of golf, dining, and event services. The core offerings include two championship golf courses (Lakeside and Creekside), the Cupp Golf Academy with advanced instruction technology including RoboGolfPro, and an executive par-3 Cupp Course for practice. The club provides diverse dining venues including The Grill, Muirfield Porch, Cellar 91, Greenside Tavern & Patio, and the Fralic Grill Room. Event and meeting facilities include The Lodge (accommodating up to 350 guests), The Boardroom, The Dogwood Room, and The Meeting Room. The club also hosts two signature annual events: the Georgia Cup amateur championship and the Collegiate Invitational. Membership programs range from Full Golf Privilege to Social Membership, with all memberships including dining privileges at sister club Horseshoe Bend Country Club.

Differentiator

Problem solved

Functional benefit

Products and services

• Golf Membership Programs Private club membership tiers providing monthly subscription-based access to championship golf courses, practice facilities, dining venues, and reciprocal privileges at sister club Horseshoe Bend Country Club.
• Lakeside Course Championship 18-hole golf course spanning 7,017 yards with rolling terrain and undulating bentgrass greens alongside Lake Windward, accessible exclusively to members and event guests.
• Creekside Course Championship 18-hole golf course spanning 7,039 yards artfully carved through wetlands along Big Creek with mounded fairways and elevated greens, accessible to members and event guests.
• Cupp Golf Academy Golf instruction academy featuring RoboGolfPro teaching technology (one of only 17 in the U.S. and the only one in Georgia), offering advanced golf lessons to members and serious golfers.
• Driving Range & Practice Facility A $1.2 million, 12-acre dual driving range practice facility with 31 hitting areas, eight target greens, putting green, and short game area for chipping and bunker practice.
• Cupp Course (Executive Par-3) Executive par-3 course with yardages ranging from 42 to 120 yards, designed for short game improvement and family-friendly play.
• Golf Shop On-site pro shop selling golf equipment, apparel, and accessories from brands including Peter Millar, Holderness & Bourne, Fairway & Greene, and Stitch, serving club members and event guests.
• The Lodge Event Venue A 5,000 square-foot ballroom and event facility accommodating up to 350 guests, featuring soaring ceilings, private balcony views of the golf course, and Carolina Lodge atmosphere for weddings, galas, and corporate events.
• Wedding Venue Services Full-service wedding venue offering ceremonies, receptions, and celebrations accommodating up to 350 guests, with dedicated wedding specialists and customizable menus.
• Golf Outings & Banquets Corporate and social event services including charity golf tournaments, banquets, and post-game receptions with professional event staff for outside organizations and non-members.
• Georgia Cup Annual 18-hole charity match between the reigning U.S. Amateur Champion and British Amateur Champion, held each spring prior to the Masters Tournament and raising funds for Folds of Honor Foundation.
• Golf Club of Georgia Collegiate Invitational Annual collegiate golf tournament hosted by Georgia Tech featuring the nation's top college golf teams, held every fall at the club with complimentary public admission.

Quantifiable outcome

• Lakeside Course ranked No. 13 Best in State by Golf Digest (2017-18)
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Horseshoe Bend Country ClubcoreStrategic or Co-development PartnerSister private club in nearby Roswell, Georgia offering reciprocal membership privileges. GCOG members receive dining, social, swim, and tennis privileges at Horseshoe Bend CC. This unique combination provides members with two distinct lifestyle experiences in one membership.
• Georgia Tech Men's GolfcoreStrategic or Co-development PartnerGCOG serves as the official home course for Georgia Tech Yellow Jackets since 1996. The Jackets lead the ACC with 19 Conference Championships and have been NCAA National Champion runner-up five times. Coach Bruce Heppler has led the program for 29 years. Over 20 of his former players are on PGA TOUR or other professional tours.
• Folds of Honor FoundationflagshipGTM or Marketing PartnerCharity recipient of the Georgia Cup since 2007. Georgia Cup has raised $250,000 annually for Folds of Honor, which provides educational scholarships to spouses and children of America's fallen and disabled service-members. The 2022 Georgia Cup raised $250,000.
• PGA TOUR ChampionscoreStrategic or Co-development PartnerHosted the Senior PGA Tour's Nationwide Championship in 1995 (televised by ESPN), won by Hale Irwin in its final two years. The club has continued hosting professional golf events including U.S. Open Sectional Qualifying, Georgia Amateur Championship, and NCAA Regional Championships.
• United States Golf Association (USGA)coreStrategic or Co-development PartnerHost venue for U.S. Amateur Champion vs British Amateur Champion annual Georgia Cup match since 1998. The club has hosted U.S. Open Sectional Qualifying and other USGA-sanctioned events.

Scale indicators5 records

Recent moves10 records

Expansion highlights4 records

Direct peers

• Atlanta Athletic Club: Elite private athletic and golf club in Johns Creek, GA (near Alpharetta) with championship golf courses, dining, and event facilities. Direct competitor for the same affluent north Atlanta membership pool and corporate entertainment budget.
• Capital City Club: Historic Atlanta private club with Brookhaven and Crabapple locations, featuring golf, dining, and event spaces. Comparable in legacy positioning and corporate member base; one of GCOG's closest competitors for traditional Atlanta establishment members.
• East Lake Golf Club: Historic private golf club in Atlanta, home of the TOUR Championship and the East Lake Foundation. Comparable championship pedigree and Atlanta private-club positioning; the two anchor the elite Atlanta private golf market alongside GCOG.
• Peachtree Golf Club: Prestigious private golf club in Atlanta designed by Robert Trent Jones and Bobby Jones, host of major USGA events. Comparable in scale, exclusivity, and target affluent Atlanta demographic.
• Cherokee Town and Country Club: Private 36-hole family country club in Atlanta with golf, tennis, swim, dining, and event facilities. Direct peer in scale and amenity breadth, competing for north Atlanta families and corporate members.
• Druid Hills Golf Club: Long-established private golf club in Atlanta founded in 1912, with championship course, dining, and event facilities. Comparable in legacy positioning, private membership model, and Atlanta corporate member base.
• Horseshoe Bend Country Club: Sister private club in Roswell, GA offering reciprocal membership privileges to GCOG members. Operates a similar private club model with golf, tennis, swim, dining, and event facilities; comparable membership tiers and demographic.

Broad incumbents

• Augusta National Golf Club: Iconic private golf club in Augusta, GA and host of the Masters Tournament. Represents the apex of the U.S. private golf market; comparable in exclusivity and prestige but operates at a fundamentally larger scale and brand tier than GCOG.

Regional players

• Rivermont Golf and Country Club: Private family-oriented country club in Johns Creek, GA with golf, tennis, swim, and dining. Comparable in scale and family-focused amenity mix but competes in a slightly lower tier than GCOG.
• TPC Sugarloaf: Tournament Players Club in Duluth, GA (also north Atlanta) offering private and social memberships on a Greg Norman-designed course. Same affluent Atlanta demographic but positioned slightly lower-tier and more public-facing than GCOG.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thegcog
• Facebookfacebook.com/golfclubofgeorgia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Golf Club of Georgia