NBC Sports Next for Golf

What NBC Sports Next for Golf does

NBC Sports Next for Golf operates as GolfNow for Business, a cloud-based golf course management and tee time marketplace business unit within NBC Sports Next (NBCUniversal/Comcast, with operational support from Versant Media). The company serves approximately 9,000 golf course partners globally and connects them to 3.9 million active bookers and GolfPass members, primarily in the United States and the United Kingdom. Core offerings include GN Pro (cloud-based course management software with tee sheet, POS, payments, and mobile check-in), GN Premier (membership, F&B, event, and billing for private clubs), and the Tee Time Marketplace that drives demand through companion consumer brands GolfNow, GolfPass, TeeOff, and BRS Golf (UK).

The platform is built on an a-la-carte architecture with modular add-ons including ATHENA (predictive and prescriptive tee time modeling), Data & Analytics, Payment Processing, Mobile Ordering, ClubBuy (group purchasing), Spotlight (premium marketplace placement), Connect (marketing services), and a Booking Engine embedded on course websites. Revenue is generated through SaaS subscriptions on annual contracts, marketplace commissions on tee time bookings, and transaction fees from integrated POS and payment processing. Pricing is quote-based and not publicly disclosed. The go-to-market is sales-led, targeting public/municipal courses and private clubs via direct enterprise sales and demo-led conversions, with 24/7 expert support to course operators.

Name

NBC Sports Next for Golf

Legal name

GolfNow for Business

Website

https://business.golfnow.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

GolfNow for Business, a business unit of NBC Sports Next, provides cloud-based golf course management software and a tee time marketplace serving 9,000 golf course partners and 3.9 million golfers across the US and UK.

Ownership category

akta.pro rank

Product category

Golf Course Management Software

NAICS

Golf Courses and Country Clubs (71391)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf course management software
• Tee time marketplace
• Golf POS systems
• Private club software
• Golf booking platform

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Cloud-based software solutions (GN Pro, GN Premier) provided to golf courses and private clubs on subscription basis with various tiers of functionality including tee sheet management, POS, payments, and analytics.
2. Marketplace Commission: Revenue generated from tee time marketplace bookings connecting golfers to golf courses, with GolfNow capturing a transaction fee or commission on bookings.
3. Point of Sale and Payment Processing: Transaction fees from integrated payment processing and POS services for golf course pro shops, restaurants, and facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

NBC Sports Next for Golf sells cloud-based golf course management software (GN Pro, GN Premier, ATHENA by GN) and related services to golf course operators, private clubs, and resorts. It also operates the GolfNow consumer tee-time marketplace and ancillary platforms (TeeOff, GolfPass, BRS Golf, ClubBuy) that distribute tee-time inventory and group-buying deals to golfers, generating booking-driven revenue for course operators.

Product overview

GolfNow for Business is an all-in-one golf course software platform built on an a-la-carte architecture. The core products include the Tee Time Marketplace for attracting new golfers, GN Pro for cloud-based course operations management, and GN Premier for private club membership solutions. These connect to additional modules including ATHENA (predictive tee time modeling), Data & Analytics, Payment Processing, Booking Engine, Mobile Ordering, Point of Sale, Tee Sheet Management, Spotlight, Connect marketing services, Website & App Development, ClubBuy group purchasing, and Off-Course Bookings. The platform provides access to 3.9 million golfers through affiliated brands GolfNow, GolfPass, and TeeOff, serving 9,000 golf course partners worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• GolfPass: Membership program for golfers with access to tee times and content
• TeeOff
• BRS (UK)
• GN Pro
• GN Premier
• ClubBuy
• ATHENA
• Golf365 Pro

Products and services

• GN Pro Cloud-based golf course management software for public, resort, and daily-fee golf course operators, providing tee-sheet management, point-of-sale, and integrated operations tools.
• GN Premier Premium golf course management software tier for private clubs and country clubs, offering member management, club communications, and club-specific operational features.
• ATHENA by GN Customer engagement and marketing automation platform for golf course operators, enabling email, SMS, and AI-driven segmentation to drive repeat play and customer lifetime value.
• ClubBuy Group-buying platform for golf course operators that aggregates golfer demand to drive incremental, discounted tee-time bookings.
• GolfNow (Tee Time Marketplace) Online marketplace distribution channel that allows golf course operators to reach golfers searching for tee times online, generating incremental bookings through consumer-facing websites and mobile apps.
• TeeOff Consumer-facing online tee-time booking platform that distributes course inventory and offers to golfers alongside GolfNow.
• BRS Golf Online booking platform for golf clubs, societies, and member events, providing tee-time and event management functionality.
• GolfPass Consumer membership program offering golfers access to discounted tee times, benefits, and content across the NBC Sports Next golf network.

Quantifiable outcome

• Access to 3.9 million golfers through marketplace
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• GolfNowcoreOthersPrimary consumer-facing tee time marketplace platform under the same parent company, driving golfer demand to golf course partners.
• GolfPasscoreOthersSubscription membership program connecting golfers with exclusive tee times and benefits, channeling members to partner golf courses.
• TeeOffcoreOthersTee time booking platform serving US golfers, part of the NBC Sports Next portfolio of golf booking platforms.
• BRS Golf (UK)coreOthersUK-based golf booking technology platform, extending GolfNow's reach into the European market under the BRS brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Toast: Toast is a leading restaurant POS that increasingly targets golf clubhouse F&B operations, competing with GolfNow's restaurant, mobile ordering, and POS functionality from a much larger horizontal platform.
• Mindbody: Mindbody provides booking, payments, and member-management software to fitness and recreation businesses; while not golf-specific, its booking engine and member-billing tooling overlap with GN Pro/Premier and represent a horizontal threat.
• Square / Block: Square provides payments and POS used by some golf courses and pro shops, competing with GolfNow's payment-processing and POS modules from a horizontal SMB position. Its scale and brand make it a persistent cross-sell competitor.

Others

• BRS Golf (NBC Sports Next): BRS Golf is operated under the same NBC Sports Next umbrella and provides online tee-time booking and membership systems to UK and Irish clubs. It is an internal comparable rather than an external competitor, but useful for triangulating international SaaS pricing and penetration.

Direct peers

• Jonas Club Software: Jonas offers club management software for private and semi-private golf and country clubs, including member billing, accounting, and POS. It directly overlaps with GN Premier in the private-club segment GolfNow cites as a primary vertical.
• foreUP (formerly Clubessential): foreUP provides cloud-based golf course management software including tee sheets, POS, and online booking. It is the most direct US competitor to GN Pro in the daily-fee and public-course segment, competing head-to-head for similar operator customers.
• Lightspeed Golf (formerly Teesnap): Lightspeed Golf delivers integrated tee-sheet, POS, and payments for golf operators, frequently going head-to-head with GN Pro for mid-size public courses and ranges. The product overlap and customer profile make it a core direct peer.
• ClubSoft (Cobalt Software / Club Prophet): Club Prophet/ClubSoft is a long-standing golf and club management platform serving private clubs with tee sheet, billing, and POS — a direct rival to GN Premier, particularly for established clubs considering platform replacement.

Emerging players

• AboutGolf: AboutGolf provides simulator and swing-analytics technology for golf facilities and academies, overlapping with GolfNow's off-course bookings and pro-shop modules targeting ranges and indoor facilities.
• Golf Genius Software: Golf Genius focuses on tournament management and event software for clubs and associations, an adjacent niche that overlaps with GolfNow's event-management and club-tournament functionality in GN Premier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nbcsportsnextforgolf

Revenue estimate

Valuation estimate

Number of profiles

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 NBC Sports Next for Golf