Horseshoe Bend Country Club

What Horseshoe Bend Country Club does

Horseshoe Bend Country Club is a privately-owned, member-exclusive country club located at 2100 Steeplechase Lane in Roswell, Georgia, along a bend of the Chattahoochee River. Founded in 1974 by Womack Properties and currently owned by entrepreneur Ben Kenny since March 24, 2011, the club operates an 18-hole championship golf course (originally designed by Joe Lee, redesigned by Bob Cupp in 2011), a 13-court tennis complex (7 DecoTurf hard, 6 Har-Tru clay, plus 3 pickleball courts) recognized by the USTA in 2015, three resort-style swimming pools with a ~140-member Mustangs swim team, a $9M Athletic Center, and a 37,000-square-foot renovated clubhouse housing multiple dining outlets and banquet facilities.

The club generates revenue through recurring monthly membership dues across seven tiers (Full Golf, Intermediate Golf, Young Professional, Corporate, National, Tennis, and Social), supplemented by food and beverage operations (Grandstand Tavern & Terrace, Vantage Point Bar, Mustang Grill, The Far Turn halfway house), private event hosting for weddings and corporate functions, guest fees, cart fees, and ancillary programming including golf and tennis instruction, junior development academies, and youth summer camps. The post-acquisition 2011-2015 $35M+ revitalization cycle rebuilt the competitive position and the club currently operates with an active membership waitlist, indicating demand-driven scarcity rather than active growth.

The business is operated by a lean 49-employee team including a Director of Golf (Tim Crandall, PGA), Director of Racquet Sports (Arturo Nieto), Director of Agronomy & Maintenance (Blake Holland), Executive Chef (Justin Mason), Athletics & Youth Activities Manager (Marie Luna), and Membership Director (Rochelle Guthrie). Marketing is primarily word-of-mouth and referral-driven within the North Atlanta private club market, supported by a website powered by Northstar Technologies. The technology stack is limited to standard club management software with no proprietary AI or technology products disclosed.

Name

Horseshoe Bend Country Club

Legal name

Horseshoe Bend Country Club

Website

https://horseshoebendcc.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Horseshoe Bend Country Club is a privately-owned, member-exclusive country club in Roswell, Georgia, founded in 1974, serving affluent North Atlanta families and corporations with championship golf, tennis, swimming, dining, and private event amenities across seven membership tiers.

Ownership category

akta.pro rank

Product category

Private Country Club

NAICS

Golf Courses and Country Clubs (713910)

SIC

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

akta.pro industry

PRIMARYMPAKAEAD

Golf Courses & Golf Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

Keywords

• Private country club
• Championship golf course
• Tennis and racquet sports
• Club membership dues
• Private event banquets

Headquarters

HQ city

Roswell

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, Supply Chain, Others

Revenue model

1. Membership Dues: Recurring monthly membership dues from multiple membership tiers including Full Golf, Intermediate Golf, Young Professional, Corporate, National, Tennis, and Social memberships. Monthly dues include locker, bag storage, handicap and range fees. Additional cart and guest fees apply.
2. Food & Beverage: On-site dining services including the Grandstand Tavern & Terrace, Jockey Room, Mustang Grill poolside, and Vantage Point Bar. Members and guests pay for food and beverages during visits.
3. Private Events & Banquets: Revenue from hosting weddings, corporate functions, social gatherings, and meetings. Event services include venue rental, catering, and event planning.
4. Guest Fees & Cart Fees: Additional revenue from non-member guest play and cart rentals beyond what is included in membership dues.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Horseshoe Bend Country Club is a private member-owned country club operating an 18-hole championship golf course, a 13-court tennis and pickleball complex, three resort-style swimming pools, multiple dining venues, and event hosting facilities at its Roswell, Georgia location along the Chattahoochee River. The club sells tiered recurring memberships (Full Golf, Intermediate, Young Professional, Corporate, National, Tennis, Social), private event packages, and on-site food and beverage service. It is positioned as an exclusive family-oriented recreational and social club for affluent North Atlanta residents.

Product overview

Horseshoe Bend Country Club is a private country club offering a comprehensive portfolio of recreational and social products organized around five core pillars: Golf, Tennis, Swimming, Dining, and Membership. The flagship product is the 18-hole championship golf course (originally designed by Joe Lee in 1974, redesigned by Bob Cupp in 2011) supplemented by extensive practice facilities and golf instruction programs. The Athletic Center, a $9M facility, houses 13 tennis courts and 3 swimming pools alongside dining venues. The club offers six distinct membership tiers (Full Golf, Intermediate Golf, Young Professional Golf, Corporate, National, Tennis, and Social) providing tiered access to facilities. Additional products include private event hosting for weddings and corporate functions, multiple dining outlets (Grandstand Tavern & Terrace, Vantage Point Bar, Mustang Grill, The Far Turn), swim team programs, and youth summer camps. All products are integrated through a unified club experience focused on family-oriented recreation and social engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Championship Golf Course An 18-hole championship golf course originally designed by Joe Lee in 1974 and redesigned by Bob Cupp in 2011, playing 7,100 yards from the tips with five sets of tees, Champion bermudagrass greens, state-of-the-art irrigation, and Better Billy Bunker bunker construction. Available to members with golf privileges and their guests.
• Golf Practice Facilities A horseshoe-shaped putting green, an undulating putting green, a three-tier driving range with six target greens, and a short game area with two greens and multiple bunkers. Available to members with golf privileges.
• Golf Instruction Programs Golf instruction including ladies and junior clinics, multi-day schools, individual instruction, and junior golf programs using SNAG and U.S. Kids Golf programming. Provided by PGA and LPGA professionals.
• Tennis Complex 13 full-size outdoor tennis courts including 7 DecoTurf hard courts and 6 Har-Tru clay courts, plus 3 pickleball courts, awarded the USTA Outstanding Facility Award in 2015. Includes youth-sized courts for junior programs.
• Tennis Programs Tennis instruction and programs including adult clinics, leagues, junior programs across Red Ball, Orange Ball, Green Ball, Yellow Ball and High School levels, and ALTA/USTA team competition.
• Swim Facilities Three resort-style pools including an adult-only pool, a Junior Olympic pool with diving board, and a splash pool for children 8 and under with water features.
• Mustangs Swim Team Award-winning competitive swim team with approximately 140 swimmers ages 5-18 competing in the ASA Summer Swim League from mid-May through June.
• Private Events & Weddings Event hosting services for weddings, social gatherings, corporate functions, and meetings with customizable menus and expert planning services. Bookable by members and non-members through the Private Events Manager.
• Grandstand Tavern & Terrace On-site restaurant offering dining with varying hours Tuesday through Sunday, featuring American cuisine in an elegant setting with clubhouse views.
• Vantage Point Bar Indoor-outdoor bar and social space offering all-day dining with views of the pool and tennis facilities.
• Mustang Grill Poolside snack stand offering salads, sandwiches, grilled food, beverages, and ice cream during pool season.
• The Far Turn (Halfway House) Refreshment station on the golf course providing snacks and beverages for golfers mid-round.
• Full Golf Membership Full golf privilege membership for members 39 years and older, including access to the 18-hole championship course, practice facilities, 13 tennis courts, 3 pickleball courts, 3 swimming pools, locker rooms, dining, banquet facilities, and social events. Monthly dues include one locker, bag storage, handicap and range fees; additional cart and guest fees apply.
• Intermediate Golf Membership Golf privilege membership for members ages 28-38, with full access to the golf course, practice facilities, tennis courts, swimming pools, and club amenities.
• Young Professional Golf Membership Golf privilege membership for members up to 27 years of age, offering full access to all club amenities at a reduced rate.
• Corporate Membership Corporate membership with full club access for up to four designees, featuring transferability of designees with no additional fee for use in business entertainment and employee benefits.
• National Membership Membership for individuals residing more than 200 miles from Roswell, Georgia, with full access to club amenities and a maximum of 24 rounds of golf per year.
• Tennis Membership Membership providing full access to 13 tennis courts, 3 pickleball courts, 3 swimming pools, locker rooms, dining, and social events without golf privileges.
• Social Membership Membership providing access to dining and banquet facilities, social and holiday events, and restaurant dining options without golf or tennis privileges.
• Athletic Center A $9 million two-story state-of-the-art athletic facility housing tennis courts, swimming pools, and indoor-outdoor dining and social spaces for member use.
• Summer Camp Youth summer camp programs for children including activities around the pool and athletic facilities, organized by the Athletics & Youth Activities Manager.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• Bob CuppflagshipStrategic or Co-development Partner · 1 January 2011Hall of Fame golf course architect Bob Cupp was engaged in 2011 to redesign the championship golf course and restore the natural beauty of the property. The redesign reversed the nines and eliminated 100,000 square feet of bunkers while removing 1,000 overgrown trees to enhance playability and vistas.
• Cupp Academy at Golf Club of GeorgiaminorStrategic or Co-development PartnerPartnership with the prestigious Cupp Academy at Golf Club of Georgia provides members access to additional golf instruction and professional development opportunities.
• American Junior Golf Association (AJGA)coreStrategic or Co-development PartnerIn 1983, the AJGA built its first permanent headquarters at Horseshoe Bend Country Club. The club has hosted AJGA tournaments including the Tournament of Champions where Tiger Woods and Phil Mickelson competed.
• Traci Rhodes (Interior Designer)minorStrategic or Co-development PartnerAward-winning interior designer Traci Rhodes collaborated with the original architectural team to transform the 37,000-square foot clubhouse with warm, welcoming décor paying homage to equestrian roots.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cherokee Town & Country Club: Private country club in Atlanta with two 18-hole courses, extensive tennis, swimming, and dining—competing for the same corporate and family memberships in the North Atlanta market.
• The Standard Club: Atlanta-area private country club with golf, tennis, aquatics, and dining—competitor for family and corporate memberships in the same metro.
• East Lake Golf Club: Private golf club in Atlanta (home of The Tour Championship) with full club amenities and a strong junior/youth development mission—directly comparable operating model in the same metro.
• Peachtree Golf Club: Historic private golf club in Brookhaven serving affluent Atlanta families and corporate members with championship golf and club amenities comparable in positioning to Horseshoe Bend.
• Rivermont Golf and Country Club: Private member-owned club in Johns Creek with championship golf, tennis, and swimming facilities targeting the same affluent North Atlanta family demographic.
• Atlanta Athletic Club: Premier private country club in Johns Creek (North Atlanta) with championship golf, tennis, and aquatic amenities serving the same affluent family demographic in the identical submarket.
• Druid Hills Golf Club: Private member-owned golf and country club in Atlanta offering golf, tennis, swimming, dining, and social events to affluent families—same revenue mix and tiered membership model.
• Capital City Club: Long-established Atlanta private club with multiple locations offering golf, tennis, dining, and social programming—competes for the same affluent family and corporate member base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/horseshoebendcc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Horseshoe Bend Country Club