Southern Golf Club

What Southern Golf Club does

Southern Golf Club is a private member-owned golf club founded in 1937 and located on a 130-acre site in Keysborough, Victoria, within Melbourne's prestigious sandbelt region adjacent to Braeside National Park. Its core asset is an 18-hole, Par 72 championship course of approximately 6,250 metres with Santa Ana couch fairways and poa/bent greens, complemented by a modern clubhouse, golf shop, practice facilities, and event/function spaces capable of hosting up to 320 guests. The club operates as a private membership model with closed-list status and a waiting list, and monetizes through five membership tiers (Full, Intermediate, Weekday, Younger, Corporate) priced from A$900 to A$9,500+, plus guest green fees, coaching (individual, packages, 30 Days to Better Golf program), retail (Under Armour, Footjoy, Glenmuir), corporate golf days, weddings, events and conferences.

The club's go-to-market is direct-to-consumer with a strong B2B/hospitality adjunct. Members constitute the recurring revenue base; secondary revenue comes from public tee-time bookings (A$130/18 holes), guest green fees, and event-driven bookings for weddings, school formals, corporate functions, and conferences. The club differentiates on location (sandbelt), heritage (Bob Shearer legacy, Cameron Percy scholarship ties), and prestige (hosting the Australian Master of the Amateurs 2023-2025 with Callaway as 2026 presenting sponsor). Underlying technology is conventional: the MiClub platform powers the website, member login and online tee-time booking, while Trackman Performance Centre supports elite coaching. Operations are led by General Manager Brad Robb, PGA Director of Golf Peter Manzie (2022 PGA Club Professional of the Year), supported by a small executive team across hospitality, course maintenance, golf operations, and finance.

Name

Southern Golf Club

Legal name

Southern Golf Club

Website

https://southerngolfclub.com.au

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

1–10 employees

Short description

Southern Golf Club is a private, member-owned championship golf club on a 130-acre site in Melbourne's sandbelt, operating an 18-hole course and generating revenue across memberships, coaching, retail, corporate events, weddings, and conferences.

Ownership category

akta.pro rank

Product category

Private Golf Club

NAICS

Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industry

Golf Clubs & Club Fitting Retail (CRAMAGAA)

Keywords

• Private golf club
• Golf memberships
• Golf coaching services
• Corporate golf events
• Wedding function venue

Headquarters

HQ city

Keysborough

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership Subscriptions: Annual subscriptions at multiple tiers including Full ($4,066, 7 days), Intermediate ($3,366, 6 days), Weekday ($2,701, 5 days), Younger Membership (from $900, age 35 and under), and Corporate Membership (from $9,500).
2. Green Fees: Guest green fees starting from $95. Tuesday special rate $70pp. Non-member 18-hole bookings at $130. Green fees are charged when members introduce guests.
3. Golf Shop Retail: Fully equipped golf shop offering clubs, ladies and men's clothing, accessories, footwear. Brands include Under Armour, Footjoy, Glenmuir. Comprehensive club fitting program.
4. Coaching Services: Private coaching ($65-120 per session), loyalty packages ($170-180), game improvement packages ($330-360), 3-month packages ($600). Group clinics starting at $35 per person. 30 Days to Better Golf program ($299).
5. Corporate Golf Days: Corporate golf days with options for gift packs, prizes, vouchers, cuisine and wine selections. Catered events with professional staff.
6. Events and Functions: Hosting of school formals, Christmas parties, sporting presentations, anniversaries, birthdays, engagements, charity events, product launches. Capacity up to 320 guests. Separate pricing for private events, school events, and funerals/wakes.
7. Weddings: Wedding receptions for 100-320 guests with full service including pre-dinner drinks, canapés, dinner, formalities and entertainment.
8. Meetings and Conferences: Conference facilities from small meetings of up to 16 people in Executive Boardroom to full-scale events of 300+ in flexible conference space. Includes catering and room setup.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels4 records

Core offering

Southern Golf Club operates a private 18-hole Par 72 championship golf course in Melbourne's sandbelt and sells membership subscriptions across five tiers (Full, Intermediate, Weekday, Younger, and Corporate). The club also offers public tee time bookings, PGA-led coaching, a fully equipped golf shop with club fitting, corporate golf days, weddings, private events, meetings/conferences, junior golf development programs, and hosts the Australian Master of the Amateurs tournament.

Product overview

Southern Golf Club operates as a private golf club offering a unified portfolio of products and services centered around its 18-hole, Par 72 championship golf course. The core offering includes the championship course, a fully stocked Golf Shop, and professional Coaching programs. The club provides tiered Membership Packages (Full, Intermediate, Weekday, Younger, and Corporate) alongside Public Tee Time Bookings for non-members. Hospitality services encompass Weddings (100-320 guests), Events and Functions (up to 300 guests), and Meetings and Conferences (16 to 300+ attendees). Junior development is supported through the Junior Golf Academy with pathway programs, the Cameron Percy Scholarship (funding up to $4,000 annually), and the Bob Shearer Foundation for elite amateur and trainee professionals. The club also hosts the Australian Master of the Amateurs tournament and maintains a Reciprocal Golf Program with partner clubs across Australia and internationally. Member services are delivered through the MiClub Member Portal for online bookings and management.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Championship Golf Course An 18-hole, Par 72 championship golf course situated in Melbourne's sandbelt region, featuring Santa Ana couch fairways, sculpted bunkers and poa/bent greens spanning approximately 6,250 metres (6,851 yards). Open to members and bookable by non-members via online tee times and member guests.
• Membership Subscriptions Annual membership tiers providing access to the championship golf course, clubhouse, member events, competitions and reciprocal club privileges. Tiers include Full 7-day, Intermediate 6-day, Weekday 5-day, Younger (under 35) and Corporate packages.
• Public Tee Time Bookings Online tee time booking system allowing non-members to register and book 18-hole rounds at $130, with member guest green fees from $95 (Tuesday special $70pp after 12pm).
• Coaching and Golf Lessons Private and group coaching programs including individual lessons (30/60 minute), lesson bundles (3x30-min, 6x30-min, 12-lesson 3-month), group clinics and the 30 Days to Better Golf program, led by PGA-rated professionals.
• Golf Shop Retail An on-site retail shop selling golf equipment, apparel, accessories and footwear from brands including Under Armour, Footjoy and Glenmuir, including a comprehensive club fitting program. Open 7 days from 6am-6pm.
• Corporate Golf Days Structured corporate golf events for businesses with customizable options including gift packs, prizes, vouchers, cuisine and wine selections, with staffed event management for client entertainment and team building.
• Wedding Packages Full-service wedding hosting for 100 to 320 guests including pre-dinner drinks, canapes, reception, dinner service, formalities and entertainment coordination in the modern clubhouse setting.
• Events and Functions Event hosting services for up to 320 guests covering school formals, Christmas parties, sporting presentations, anniversaries, birthdays, engagements, charity events, funerals/wakes, and product launches with separate pricing for private and school events.
• Meetings and Conferences Meeting and conference facilities ranging from the Executive Boardroom for up to 16 people to flexible conference space for 300+ attendees, including catering and room setup.
• Junior Golf Academy Junior development program with structured pathway including First Tee Program ($75/term for beginners on Sunday mornings), Fairway Finders (intermediate), and First Tee Cadet Members with competition access.
• Cameron Percy Scholarship Scholarship program for elite junior golfers providing up to $4,000 annually for private coaching, tournament entries, fitness programs, mental performance coaching, dieticians, course management sessions and Trackman access.
• Bob Shearer Foundation Foundation supporting elite amateur and trainee professional golfers in achieving professional careers, launched in 2023 in memory of Australian Open Champion Bob Shearer OAM, backed by funding from the Kelly family.
• Australian Master of the Amateurs Tournament Elite amateur golf tournament — the highest-ranking amateur event in Australia — hosted at Southern Golf Club, with 84 male and 84 female competitors representing the pinnacle of Australian amateur golf (2023-2025).
• Reciprocal Golf Program Reciprocal access program providing Southern members playing privileges at partner clubs internationally (e.g., Pakuranga Country Club in NZ, Links2Golf's 700+ global clubs) and domestically (Bay Golf Group, Riversdale, Castle Hill, St Michael's, Joondalup, Mount Lawley, Federal).

Quantifiable outcome

• Over 50 juniors participate in coaching clinics each term with over 40 junior members representing the club
• +2 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered flagship and core.

• CallawayflagshipGTM or Marketing Partner · 1 January 2023Callaway is presenting sponsor of the 2026 Australian Master of the Amateurs Championship, the highest-ranking amateur golf event in Australia.
• Links2GolfcoreChannel Partner/ Reseller/ DistributorOnline reciprocal network connecting Southern Golf Club members with over 700 clubs around the world. All bookings must be made online via the Links2Golf website.
• Pakuranga Country ClubcoreChannel Partner/ Reseller/ DistributorInternational reciprocal partner in Auckland, New Zealand. Members can play at this club with reciprocal arrangements.
• Bay Golf GroupcoreChannel Partner/ Reseller/ DistributorVictorian reciprocal group including Sandhurst, Settlers Run, Cranbourne, Keysborough, Patterson River, Flinders, and Ranfurlie clubs. 1 game per year per member with valid Bay Golf Group Card.
• Riversdale Golf ClubcoreChannel Partner/ Reseller/ DistributorVictorian reciprocal partner in Mt Waverley. Members receive 3 games per year, Monday and Friday only.
• Castle Hill Country ClubcoreChannel Partner/ Reseller/ DistributorNSW reciprocal partner located in Norwest. Provides Southern members access to golf in Sydney region.
• St Michael's Golf ClubcoreChannel Partner/ Reseller/ DistributorNSW reciprocal partner located in Little Bay, Sydney. Provides Southern members access to golf in Sydney region.
• Joondalup Country ClubcoreChannel Partner/ Reseller/ DistributorWestern Australian reciprocal partner located in Connolly, Perth. Provides Southern members access to golf in Western Australia.
• Mount Lawley Golf ClubcoreChannel Partner/ Reseller/ DistributorWestern Australian reciprocal partner located in Inglewood, Perth. Provides Southern members access to golf in WA.
• Federal Golf ClubcoreChannel Partner/ Reseller/ DistributorACT reciprocal partner located in Red Hill, Canberra. Provides Southern members access to golf in the national capital region.
• Cameron PercycoreStrategic or Co-development PartnerCameron Percy Scholarship program named after and associated with PGA Tour player Cameron Percy. The scholarship supports elite junior golfers at Southern Golf Club with funding up to $4,000 annually for coaching, tournament entries and other expenses.
• Kelly Family (Bob Shearer Foundation)coreStrategic or Co-development PartnerFollowing Bob Shearer's passing in 2022, the Kelly family pledged significant funding to establish the Bob Shearer Foundation supporting junior/elite amateur golfers and trainee professionals at Southern Golf Club.
• MiClubcoreTechnology or IntegrationMiClub provides the website platform, member login system, and online tee time booking system for Southern Golf Club.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kingston Heath Golf Club: One of Melbourne's premier sandbelt private golf clubs, located in Cheltenham. Directly comparable as a private membership club on a championship sandbelt course with elite tournament hosting and high-end member services.
• Metropolitan Golf Club: Oakleigh South sandbelt private club. Directly comparable in operating model, member pricing tiers, sandbelt location, and tournament hosting profile.
• Huntingdale Golf Club: Oakleigh South private club and regular host of the Victorian PGA. Comparable private membership model, event-hosting pedigree, and Melbourne metropolitan member base.
• Yarra Yarra Golf Club: Private members' club in Bentleigh East. Comparable in Melbourne sandbelt positioning, membership tiers, and event hosting capability.
• Woodlands Golf Club: Private club in Mordialloc. Comparable in Melbourne bayside / sandbelt positioning, private membership model, and event hosting offering.
• Commonwealth Golf Club: Oakleigh South sandbelt private club. Comparable private membership model, championship course quality, and proximity to Southern Golf Club; competes for similar member and event clients.
• Victoria Golf Club: Sandbelt private club in Cheltenham. Comparable private membership model, championship course, and Melbourne sandbelt location; competes directly for the same member and corporate client base.
• Peninsula Kingswood Country Club: Large private member club in Melbourne's south-east offering 36 holes plus extensive fitness and event facilities. Comparable in scale, multi-revenue model (membership, events, coaching, retail), and target market.
• Royal Melbourne Golf Club: Australia's most internationally renowned private golf club, located in Black Rock on the sandbelt. Closest comparable as a top-tier private members' club with championship course, elite tournament hosting, and corporate event capabilities.

Regional players

• Sanctuary Lakes Golf Club: Private club in Point Cook serving Melbourne's western growth corridor. Comparable as a private membership club with event hosting and coaching, but serves a different geographic catchment within Melbourne.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/southern-golf-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Southern Golf Club