Altonwood Group

What Altonwood Group does

The Altonwood Group is a privately held UK golf and hospitality operator headquartered in Godstone, Surrey, owning and operating five golf courses clustered within a 25-mile radius of London and accessible from the M25: The Addington (Top 100 in England, 30th-ranked, designed by JF Abercromby in 1913), Godstone, Surrey National, Westerham, and Woldingham. The group serves individual golfers, wedding and event clients, corporate customers, and golf societies, offering membership tiers (Academy, Full, and Gold Card), pay-to-play green fees at all five courses, PGA-professional-led tuition (including custom fitting, golf psychology, and nutrition), and three licensed wedding and event venues — Surrey National (up to 350 guests), Westerham (up to 250), and Woldingham (up to 300 standing) — plus marquee capacity up to 1,000 guests at Godstone.

Revenue is generated through a hybrid of recurring subscription membership dues, one-time green fees, professional coaching fees, and event/hospitality bookings. Distribution is direct-to-consumer at the physical venues with website-driven enquiries channelled into specific club teams, supplemented by Instagram, Twitter, Facebook, and YouTube for brand awareness. The Full membership proposition — playing rights at all five clubs under one annual subscription, plus a discount booklet worth over £1,000 and 10% bar/restaurant discounts — is the core commercial differentiator versus standalone clubs. Weddings and corporate events are sold through dedicated enquiry forms and appointed event coordinators, with civil ceremony licences held at three venues.

Operationally the group operates 364 days per year with no temporary greens, has earned GolfMark/ClubMark accreditation at Godstone, Surrey National, and Westerham, and is led by Chairman Ron Noades (former owner of Crystal Palace FC). Recent strategic signals include a new 9-hole academy course opened at Westerham in 2016, the latest acquisition being The Addington, and secured planning permission to convert the Georgian mansion at Godstone into a hotel — indicating ongoing portfolio expansion and vertical integration into lodging.

Name

Altonwood Group

Legal name

The Altonwood Group

Website

https://altonwoodgroup.co.uk

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Altonwood Group is a privately held UK golf and hospitality operator running five courses in Surrey and Kent within 25 miles of London, offering membership, green fees, PGA tuition, and licensed wedding and corporate event venues.

Ownership category

akta.pro rank

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE), Golf & Leisure Full-Service Hotels (THAGAAAH), Athletic Field & Golf Course Groundskeeping (IMAIAIAH)

Keywords

• Golf club operations
• Wedding venues
• Corporate hospitality events
• Golf membership programs
• Golf coaching services

Headquarters

HQ city

Godstone

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Golf Membership Subscriptions: Annual subscriptions providing playing rights across multiple courses. Full members receive playing rights at all five clubs. Gold Card Membership offers 7-day playing rights at four clubs.
2. Venue Hire and Events: Wedding venues, corporate events, private dining, and special occasions at Surrey National, Westerham, and Woldingham clubs. Marquee events available at Godstone.
3. Green Fees: Pay-to-play golf available at all five courses for visitors and non-members.
4. Golf Tuition and Coaching: Individual and group tuition by PGA professionals, including custom fitting, golf nutrition advice, and golf psychology services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Altonwood Group owns and operates five golf courses (The Addington, Godstone, Surrey National, Westerham, and Woldingham) in Surrey and Kent, England, offering golf memberships, pay-to-play green fees, PGA professional tuition, and hospitality venue hire for weddings, corporate events, and private dining. Customers access multi-course playing rights through a single membership, year-round play (364 days a year), and dedicated event coordination across clubhouse venues.

Product overview

Altonwood Group operates as a unified golf and hospitality portfolio comprising five golf courses in Surrey and Kent (The Addington, Godstone, Surrey National, Westerham, and Woldingham), supplemented by dedicated wedding and event venues at Surrey National, Westerham, and Woldingham. The group offers golf membership tiers (Academy, Full, and Gold Card) with playing rights across the portfolio, PGA Professional-led tuition services including custom fitting and coaching, and comprehensive event hospitality including catering, private dining, and corporate entertainment. A new 9-hole academy course opened at Westerham in 2016, and the group maintains plans for ongoing investment and development across its facilities.

Differentiator

Problem solved

Functional benefit

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Foxhills Club & Resort: Surrey-based golf, leisure and hotel resort with multiple courses, weddings, corporate events and health club. Closely comparable to Altonwood on geographic catchment, multi-course model and integrated golf + hospitality + lodging mix.
• The Wisley Club: Premium private golf club in Surrey offering membership, events and hospitality. Comparable as a top-tier regional golf and event venue competing for the same affluent Greater London membership and wedding market.
• QHotels: UK hotel and golf resort collection with golf courses attached to each property, serving weddings, corporate events and leisure breaks. Comparable on the wedding/events + golf + lodging convergence that Altonwood is moving toward with its Godstone hotel plan.
• Macdonald Hotels & Resorts: UK hotel group with multiple golf-and-stay resorts offering courses, weddings and corporate hospitality. Comparable on the integrated golf + hotel + weddings + corporate events operating model.
• Burhill Group: UK multi-site golf and leisure operator owning and managing a portfolio of golf courses, clubs and hospitality venues. Closely comparable to Altonwood as a regional multi-course owner-operator with membership, event and F&B revenue streams.
• BGL Group (Bramall Hall Golf Club / Pure Leisure Group): One of the largest UK golf course operators, running multiple sites with membership, leisure and hospitality offerings. A direct competitor archetype as a multi-course consolidator targeting similar golfers and event customers.
• The Belfry Hotel & Resort: Iconic UK golf resort combining championship golf courses with hotel, spa, weddings and corporate events. Comparable as a UK golf-led hospitality operator with similar revenue diversification across play, stay, weddings and corporate clients.
• Wentworth Club: Premium Surrey private members' golf club with multiple championship courses and high-end hospitality. Comparable as a top-end Surrey-based multi-course private club targeting a similar affluent London/Surrey membership base.

Others

• American Golf (and related UK golf retailers): UK's largest golf retailer, adjacent to Altonwood's golf operations. Comparable as part of the UK golf ecosystem and customer base, but a retail model rather than venue operator.

Broad incumbents

• Marriott Golf: Hospitality major operating golf facilities across its hotel portfolio globally. Comparable as a broader-scale incumbent in golf + lodging, though it operates through franchise/hotel-tied courses rather than independent multi-site ownership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HighfieldPrep
• YouTubeyoutube.com/channel/UCmzZh5u6-Mf1ZsCzibF4cZw
• Facebookfacebook.com/HighfieldPrep
• Instagraminstagram.com/HighfieldPrep
• LinkedInlinkedin.com/company/altonwood-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Altonwood Group