59club

What 59club does

59club is a UK-headquartered customer experience (CX) benchmarking and performance management company serving the global golf, leisure, hospitality, spa, retail, and food & beverage industries. The company's core offering integrates three service lines: independent mystery shopping audits that measure service performance across all guest touchpoints, a guest satisfaction survey platform, and a training & education program that combines on-site coaching with a white-label virtual learning management system. 59club has accumulated over 12 years of non-subjective performance data across 700+ partner venues in 22+ countries, which underpins its proprietary "Podium" benchmarking methodology that quantifies performance gaps between best-in-class venues and industry averages.

The company operates a subscription-based, quote-priced enterprise sales model delivered through seven regional direct sales teams (Europe, UK & Ireland, USA, Canada, Middle East & Africa, Asia, Australia & New Zealand), supported by a layered ecosystem of products and programs: the annual Global and Regional Service Excellence Awards, the Eminent Collection (an elite recognition for 5+ years of sustained excellence), the 59club Insights Magazine (a B2B publication), the Global Internship Initiative (multi-year talent development program), and an integrated partner network including The PGA, Pacesetter Technology, Zen, Agilysys, Entegra, and Global Talent Solutions. Founded by Simon Wordsworth, 59club is privately held with no disclosed institutional investment and generates revenue from annual partnership contracts combining mystery shopping, survey platform access, and training engagements.

Name

59club

Legal name

59club

Website

https://59club.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

59club is a UK-headquartered customer experience benchmarking company that provides mystery shopping audits, guest surveys, and training to 700+ golf, leisure, hospitality, spa, retail, and F&B venues across 22+ countries, underpinned by 12+ years of proprietary performance data.

Ownership category

akta.pro rank

Product category

Customer Experience Benchmarking for Hospitality

NAICS

Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

akta.pro secondary industry

Customer Experience (CX) & Service Excellence (EDABACAB)

Keywords

• Mystery shopping services
• Customer experience benchmarking
• Hospitality performance analytics
• Guest satisfaction surveys
• Staff training platforms

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Mystery Shopping Services: 59club provides mystery shopping audits to golf, leisure, hospitality, spa, retail, and hotel venues on a subscription or per-engagement basis. Fees are typically charged per audit visit or as part of an annual service contract.
2. Guest Satisfaction Surveys: Venues subscribe to survey tools and reporting dashboards to capture and act on guest/member feedback. Revenue is generated through platform access and reporting fees.
3. Training & Education: On-site training workshops and virtual learning platform access provided to partner venues. Revenue is generated through training engagement fees and platform licensing (including white-label hosting of venue-specific SOPs and training content).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

59club provides an integrated customer experience (CX) benchmarking and performance management platform for golf, leisure, hospitality, spa, food & beverage, retail, and hotel venues. The core offering combines three pillars: (1) independent Mystery Shopping audits of real-world venue operations, (2) Guest Satisfaction Surveys capturing and reporting on visitor feedback, and (3) Training & Education delivered through on-site coaching and a white-label virtual learning platform. These are reinforced by a global Service Excellence Awards program and the Eminent Collection recognition framework, all powered by 12+ years of proprietary non-subjective performance data.

Product overview

59club is a customer experience benchmarking and performance management company serving the golf, leisure, hospitality, retail, spa, and food & beverage industries. The core offering consists of Mystery Shopping audits (providing objective, independent performance measurement), Customer Surveys, and Training & Education programs (on-site coaching plus a virtual learning platform). These are supplemented by the Service Excellence Awards (global and regional recognition programs), the Eminent Collection (elite benchmark for sustained excellence), the 59club Insights Magazine (B2B publication), and the Global Internship Initiative (talent development). The company operates globally through regional offices covering Europe, Asia, Australia & New Zealand, Canada, Middle East & Africa, UK & Ireland, and USA.

Differentiator

Problem solved

Functional benefit

Products and services

• Mystery Shopping Independent mystery audit program providing objective, comparative benchmarking of customer service performance across all touchpoints (arrival, check-in, service delivery, retail, F&B, golf operations) in real-world conditions for golf, leisure, spa, food & beverage, retail, and hotel venues.
• Surveys Customer experience survey platform enabling venues to collect, analyze, and act on guest and member feedback to measure satisfaction and identify improvement opportunities. Accessible via the Surveys Login portal (login.59club.com).
• Training & Education On-site coaching and virtual learning platform providing customized training programs for golf, leisure, hospitality, retail, and food & beverage sectors. Includes hands-on workshops, leadership coaching, and a branded e-learning platform with progress tracking and certifications.

Quantifiable outcome

• Venues that work on first impressions (eye contact, smile, acknowledgement, welcome, engaging conversation) deliver a better experience over 13% more often than those that do not. Best-in-class venues deliver a nearly faultless first impression over 89% of the time.
• +5 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

15 partnerships are on record, tiered minor and core.

• Caddy ClubhouseminorStrategic or Co-development Partner · 1 October 202559club and Caddy Clubhouse joined forces to elevate caddie standards globally. The partnership focuses on improving the caddying experience at golf venues, a key touchpoint in the overall customer journey.
• Global Talent SolutionscoreStrategic or Co-development Partner · 10 June 202559club announced a global strategic partnership with Global Talent Solutions to develop future talent within the golf and hospitality industries. The partnership supports recruitment across multiple regions and is central to 59club's new Global Internship Initiative, a 3-4 year program designed to give aspiring professionals experience across multiple 59club venues and cultures.
• TurtlesonminorGTM or Marketing PartnerTurtleson, a leading sportswear brand, is a Global Partner of 59club. The partnership aligns premium golf apparel with 59club's customer experience benchmarking services, serving mutual clients in the golf retail space.
• Pacesetter TechnologycoreTechnology or IntegrationPacesetter Technology is a Global Partner providing club management and member experience technology. The partnership enables integration between Pacesetter's club management platform and 59club's benchmarking services to elevate the overall club member experience.
• ZencoreStrategic or Co-development Partner59club and Zen (creator of the world's most advanced moving coaching platforms, including the Green Stage with Adaptive Terrain Technology) partnered to gamify golf practice and instruction. The partnership combines 59club's performance insights with Zen's immersive game-based technology to attract new participants and re-energize existing players. The collaboration debuted at the 2025 Global Service Excellence Awards.
• Banbury Litho / Caddy ClubhouseminorGTM or Marketing PartnerBanbury Litho (Caddy Clubhouse) is a Global Partner of 59club, contributing to the golf ecosystem and caddie-related services.
• The PGAcoreStrategic or Co-development Partner59club renewed its 15-year partnership with The PGA, the Professional Golfers' Association. The partnership spans industry education, customer experience benchmarking, and talent development across the global golf industry.
• Club CarminorGTM or Marketing PartnerClub Car, a leading manufacturer of golf and utility vehicles, supported the 59club Eminent Collection by providing the EC Badge and co-branding recognition for inductees, highlighting the shared values of customer experience and quality.
• Golf Industry CentralminorGTM or Marketing Partner59club Australia/New Zealand announced a strategic partnership with Golf Industry Central, the region's leading B2B golf news, jobs, and event marketing platform. The partnership extends 59club ANZ's reach within the Australian and New Zealand golf market through content and event co-marketing.
• Joe GatesminorOthersJoe Gates joined 59club as General Manager for the Middle East & Africa region, driving service excellence and strategic growth across MEA. This is a key leadership appointment supporting 59club's regional expansion.
• Golf Industry CentralminorGTM or Marketing Partner59club ANZ partnered with Golf Industry Central (Australia/New Zealand's leading B2B golf news, jobs, and event platform) for content and event co-marketing.
• EntegraminorStrategic or Co-development PartnerEntegra, with 30 years of experience in the hospitality sector, partners with 59club to provide procurement advisory services to golf club F&B operations. Entegra's Iain Shaw contributes to 59club's F&B excellence content.
• Lora CavenminorStrategic or Co-development PartnerLora Caven, a high-performance coach with a background in golf and hospitality, is a longstanding partner of 59club. She hosts round-table conversations on leadership mindset at 59club Global Awards and contributes coaching content to 59club's publications.
• Pacesetter TechnologycoreTechnology or IntegrationPacesetter Technology announced a strategic partnership with 59club to elevate club member experience through integrated technology solutions for club management and performance measurement.
• ION 54minorStrategic or Co-development PartnerION 54 is a strategic partner contributing marketing strategy expertise. Mike Orloff and Sam Czornyj (ION 54) contribute content to 59club's blog on topics including golf audience segmentation, marketing strategy, and member acquisition.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Medallia: Enterprise CX platform covering surveys, analytics, and experience management across industries. Comparable to 59club's survey and CX benchmarking offerings but as a broader, technology-led platform.
• Qualtrics: Enterprise experience management platform for surveys, CX, and analytics. Competes with 59club's survey and benchmarking capabilities at the technology layer, though 59club is more niche and service-led.
• J.D. Power: Long-established CX benchmarking and customer satisfaction research firm. While primarily known for automotive, it extends CX measurement frameworks into adjacent service industries comparable to 59club's benchmarking model.
• IPSOS (Mystery Shopping division): Global market research powerhouse with a dedicated mystery shopping and CX practice. Directly competes in mystery shopping but offers a much broader portfolio beyond CX benchmarking.

Direct peers

• Market Force Information: Major global mystery shopping and CX measurement company serving retail, hospitality, and restaurant chains. Comparable to 59club in scale, recurring revenue model, and multi-vertical CX focus.
• Coyle Hospitality Group: One of the largest dedicated hospitality mystery shopping firms globally, serving hotels, restaurants, spas, and clubs. Directly comparable to 59club's core mystery shopping and benchmarking service for hospitality venues.
• Customer Perception Ltd: UK-headquartered mystery shopping and CX benchmarking firm focused on hospitality, leisure, and retail. Highly comparable to 59club's UK & Ireland and European operations.
• BVA Group: Global mystery shopping and customer experience research firm with a strong European footprint. Competes with 59club in mystery shopping audits and CX benchmarking across multiple verticals.

Regional players

• HG Group (Hospitality Group): International hospitality consultancy and mystery shopping firm with strong European and Middle East presence. Comparable to 59club's regional service delivery model in EMEA.

Emerging players

• Service Quality Institute: Global training and customer service excellence organization. Comparable to 59club's training and education pillar, with overlap in CX training content and certification programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/59-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 59club