Sunbury Golf

What Sunbury Golf does

Sunbury Golf is a privately operated golf club located in Shepperton, Surrey, England, running a 9-hole course, an 18-hole parkland course, a Toptracer-equipped driving range, and a clubhouse with restaurant, bar, and function suites. The venue is operated under Crown Golf Limited, a private limited company registered in England that runs a portfolio of UK golf clubs; Sunbury members receive reciprocal 7-day open-play booking access across seven Crown Golf venues plus preferential rates at the group's St. Mellion Estate in Cornwall. The core technology stack is two third-party systems: Toptracer for computer-vision ball tracking on the range, and Intelligentgolf for member portal, competition scoring, and tee-time booking.

The business model combines recurring subscription revenue from tiered memberships (5-day, 7-day, age-banded intermediates, junior, and 9-hole variants priced £220–£1,496 annually with monthly direct-debit options) with usage-based revenue from green fees, Toptracer range balls, and food and beverage. Ancillary revenue comes from venue hire for private parties (up to 125 guests), corporate meetings and conferences (up to 80 delegates), golf days and society packages, and a newer Celebration of Life reception service. Distribution is direct-to-consumer through the club's own website and phone booking, supplemented by a member referral program offering £50 bar credit per recruited member.

The customer base spans individual golfers of all abilities, a primary segment of paying members seeking year-round playability, junior academy participants, corporate event buyers, and private party hosts. Go-to-market is digital-direct with no third-party resellers, supported by email newsletters and organic website content. The club has signed the England Golf Women in Golf Charter but has no disclosed revenue, funding events, M&A activity, or independent AI capability, operating as a steady-state asset within Crown Golf's multi-club portfolio.

Name

Sunbury Golf

Legal name

Crown Golf Limited

Website

https://sunburygolf.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunbury Golf is a privately operated UK golf club in Shepperton, Surrey, offering 9- and 18-hole courses, a Toptracer driving range, clubhouse F&B, and event hire, serving individual members, green-fee visitors, corporate clients, and private party hosts under the Crown Golf network.

Ownership category

akta.pro rank

Product category

Golf Club Operations

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf club membership
• Golf course operations
• Driving range facilities
• Golf coaching services
• Venue hire events

Headquarters

HQ city

Shepperton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Membership Subscriptions: Annual and monthly recurring membership fees providing access to 9 and 18-hole courses, practice facilities, member booking privileges, and reciprocal access to other Crown Golf clubs
2. Green Fees: Pay-per-round fees for visitors and non-members playing the golf course
3. Venue Hire and Events: Rental income from private parties, celebrations of life, meetings, conferences, and corporate events in clubhouse function spaces
4. Food and Beverage: Restaurant and bar sales within the clubhouse serving members, visitors, and event guests
5. Driving Range Usage: Revenue from Toptracer Range ball sales and practice facility usage

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sunbury Golf operates a golf club providing 9-hole and 18-hole parkland courses, a Toptracer-equipped driving range, golf coaching, clubhouse food and beverage, and event hosting including corporate meetings, private parties, golf days, and celebrations of life. Membership programs, visitor green fees, range usage, and venue hire generate recurring and usage-based revenue for the club.

Product overview

Sunbury Golf operates as a golf club offering both 18-hole and 9-hole golf courses, complemented by a Toptracer Range for practice and analysis. The club provides membership programs with tiered pricing (5-day, 7-day, intermediate, and junior options), along with golf coaching through the Sunbury Golf Academy. Beyond golf, the venue features a clubhouse with food and beverage service, private event hosting (up to 125 guests), meetings and conferences facilities (up to 80 delegates), and celebration of life events. The membership program includes reciprocal play access across Crown Golf venues and preferential rates at St. Mellion Estate in Cornwall.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Golf Course Parkland 18-hole golf course offering an enjoyable and rewarding challenge for players of all abilities, with exceptional year-round drainage and beautiful parkland surroundings.
• 9-Hole Golf Course
• Toptracer Range
• Golf Membership
• Golf Coaching
• Golf Days
• Meetings & Conferences
• Private Parties
• Celebration of Life (Wakes)
• Clubhouse (Food, Drinks & Events)

Quantifiable outcome

• Members receive 12-day advance booking priority
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Crown GolfcoreStrategic or Co-development PartnerCrown Golf is the parent company and operator of Sunbury Golf. Membership provides reciprocal access to all Crown Golf venues across the UK, with 7-day open play booking at 7 x Crown Golf Clubs. Members also receive preferential rates at St. Mellion Estate in Cornwall including free golf on the Kernow Resort Course and 20% discounts on accommodation and Nicklaus Signature Course green fees.
• England GolfminorStrategic or Co-development PartnerSunbury Golf is affiliated with England Golf, maintaining policies aligned with national governing body standards including safeguarding procedures and equality policies.
• St. Mellion EstateminorStrategic or Co-development PartnerRelated Crown Golf property in Cornwall offering preferential rates for Crown Golf members including free golf on the Kernow Resort Course and 20% discounts on accommodation, Nicklaus Signature Course green fees, and golf break packages.
• ToptracercoreTechnology or IntegrationToptracer Range technology installed at Sunbury Golf driving range, providing professional-grade ball tracking and shot data analysis similar to televised tournament coverage.
• IntelligentgolfcoreTechnology or IntegrationIntelligentgolf software platform powers the member portal, competition management, scoring system, and tee time booking functionality on golf.sunburygolf.co.uk.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pine Ridge Golf Club: Another Crown Golf-operated parkland club in Surrey offering similar membership tiers, society days, and event facilities. Comparable mid-market positioning, identical membership value proposition, and shared parent economics.
• Foxhills Club & Resort: Surrey-based golf and leisure club with multiple courses, hotel, spa, and extensive events business. Comparable as a multi-revenue-stream UK club combining golf, F&B, corporate events, and memberships in the same catchment.
• The Wisley Golf Club: Premium Surrey parkland club with 18-hole and 9-hole courses plus Toptracer driving range. Direct geographic and offering peer; competes for similar members and corporate events in the same Surrey market.
• Burhill Golf Club: Surrey parkland club with 36 holes, Toptracer range, and active events business. Closely comparable mid-to-upper market club competing for the same member and event customers within a short drive of Sunbury.
• St. Mellion Estate: Sister Crown Golf property in Cornwall offering 18-hole and resort courses with hotel accommodation and golf breaks. Directly comparable as a Crown Golf-operated club with reciprocal membership benefits and shared technology stack.
• Coombe Hill Golf Club: Surrey-based private members' club with 18-hole and 9-hole courses. Comparable mid-market parkland club serving overlapping member demographics in the same South West London catchment.

Broad incumbents

• Wentworth Club: Iconic Surrey private members' club with three championship courses and extensive corporate/events facilities. A broader incumbent in the same region serving overlapping premium and corporate customers, though at a significantly higher price point.
• American Golf: UK's largest golf retailer and operator of multiple golf clubs, driving ranges, and retail stores. Comparable as a multi-site operator with range, retail, and membership offerings, though retail-led rather than course-led.
• The Belfry Hotel & Resort: Large UK golf resort with multiple courses, hotel, and corporate event facilities. Comparable business model combining golf membership, green fees, events, and F&B, but at significantly larger scale and with on-site lodging.
• Queenwood Golf Club: Ultra-premium Surrey members-only club. Relevant incumbent in the Surrey golf market but operates at a significantly higher price point and with a much more exclusive positioning than Sunbury.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sunbury-golf

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 Sunbury Golf