Unipeg AB

What Unipeg AB does

GolfStar Sverige AB operates Northern Europe's largest commercial golf course network, running 30 facilities across Sweden (Stockholm, Gothenburg, Malmö/Skåne), Finland (Helsinki area), and Spain (Cambrils). Founded in 1998 around Kista Golfcenter and now owned by Caddies Europe AB (publ), the company runs a non-club, multi-location operating model that treats golf as a subscription product rather than a traditional club membership. Core products are tiered "Play All Year" subscriptions (X-Small through X-Large, from 4,800 to 14,400 SEK/year plus junior/knatte packages), bundled with indoor simulator access, range facilities, and partner benefits.

The technology stack centers on third-party hardware and integrations rather than proprietary AI: Toptracer range technology at Lindö, Hässelby, and Kista; TrackMan simulators at GolfStar Indoor in Vallentuna; the Sweetspot booking platform; Seve contactless range-payment system; Svea Bank subscription billing; and integration with the Swedish Golf Federation's Min Golf system for Golf-ID authentication and handicap management. A strategic partnership with Indoor Golf Group (25 facilities nationwide) extends indoor access, and a Holistal integration adds health and wellness content. Range infrastructure spans 449 mats and 320,000 balls, with 5 TrackMan simulators offering access to 343 virtual courses.

GolfStar's revenue model blends recurring subscription revenue (5 monthly tiers plus annual junior/knatte packages, with 12-month commitments) with transaction revenue (green fees, GolfStar Travel Stay & Play packages in Spain, range balls), supplemented by corporate memberships and Cobra PUMA retail at Kista Golfcenter. Distribution is direct-to-consumer via golfstar.se and the Sweetspot app, with Epassi and Wellnet fringe-benefit portals adding payroll-deduction channels. Geographic expansion has accelerated: GoGolf Finland acquisitions in 2024, Hinton Golf (Skåne) in 2025, and the Indoor Golf Group and Holistal partnerships in 2025. Roger Hofflander was appointed CEO in January 2026 to lead the next phase of integration and growth.

Name

Unipeg AB

Legal name

GolfStar Sverige AB

Website

https://unipeg.se

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

GolfStar Sverige AB operates Northern Europe's largest commercial golf network, running 30 courses across Sweden, Finland, and Spain under a tiered "Play All Year" subscription membership serving individual golfers, corporates, and juniors.

Ownership category

akta.pro rank

Product category

Golf Course Operations and Memberships

NAICS

Golf Courses and Country Clubs (71391), Golf Courses and Country Clubs (713910), Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industry

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI)

Keywords

• Golf course operations
• Golf membership subscriptions
• Driving range facilities
• Indoor golf simulators
• Golf travel packages

Headquarters

HQ city

Vallentuna

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Memberships: Annual and monthly subscription packages (Play All Year) providing access to all 30 golf courses across Sweden, Finland, and Spain, plus indoor simulator facilities. Revenue from recurring membership fees with 12-month contract periods.
2. Green Fee Revenue: Revenue from green fee players visiting golf courses. Day tickets and play packages available for non-members.
3. Golf Travel Packages: Stay & Play packages in Spain through GolfStar Travel partnership, offering golf vacations with accommodation and course access.
4. Corporate Memberships and Events: Corporate membership packages and golf event organization for business clients

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Unipeg AB operates through the GolfStar brand a multi-tiered golf membership subscription platform offering access to 30 golf courses across Sweden, Finland, and Spain, plus indoor simulator facilities, driving ranges, and training centers. The core offering is the 'Play All Year' subscription program with five adult tiers (X-Small to X-Large) and junior/child packages, providing unlimited play, prime time allocations, indoor simulator hours, and partner-network access (including 25 Indoor Golf Group facilities). The company also operates driving ranges with Toptracer technology, indoor simulation facilities with TrackMan, corporate memberships, golf travel packages, and junior development programs.

Product overview

GolfStar operates a multi-tiered golf membership platform offering access to 30 golf courses across Sweden (Stockholm, Gothenburg, Skåne), Finland (Helsinki area), and Spain (Cambrils). The core offering is the Play All Year subscription program with five tiers (X-Small through X-Large) plus junior and children's packages, all providing access to courses, indoor simulators, and partner facilities. The company also operates dedicated training facilities (Kista Golf Center with Toptracer, GolfStar Indoor with TrackMan simulators), provides GolfStar Travel packages for Spanish golf tourism, and integrates health services through Holistal partnerships. Additional services include corporate memberships, junior development programs, and retail partnerships. The platform differentiates through unlimited course access, varied membership tiers based on playing patterns, and partnerships with Indoor Golf Group for year-round indoor play.

Differentiator

Problem solved

Functional benefit

Brands

• Play All Year: GolfStar's main subscription membership package offering access to all golf courses with various tiers (X-Small to X-Large).
• GolfStar Travel
• Cloud Golf
• Play All Spain

Products and services

• Play All Year Membership Primary subscription membership offering access to all 30 golf courses across Sweden, Finland, and Spain, plus indoor simulator facilities. Available in tiered packages from X-Small to X-Large with varying prime time bookings, simultaneous tee time allocations, and Indoor Golf Group hours. For individual golfers and households seeking full year-round access.
• GolfStar Indoor Vallentuna Indoor golf simulation facility in Vallentuna featuring 5 TrackMan simulators with access to 343 virtual golf courses. Open year-round for members with unlimited play included in 2026 packages. For members seeking indoor golf training and play during off-season.
• GolfStar Driving Range Facilities Driving range facilities with 449 range mats and 320,000 balls across GolfStar locations. Features Toptracer technology at Lindö, Hässelby, and Kista, plus automated payment systems (Seve). For golfers practicing and training at all levels.
• Kista Golf Center Dedicated training facility in Kista (Stockholm) featuring Toptracer technology, making it Stockholm's largest driving range and test center. For golfers seeking dedicated practice and equipment fitting.
• GolfStar Travel Travel service offering Stay & Play packages in Costa Daurada, Spain with partner courses including GolfStar Cambrils, Gaudí Golf, Panorámica Golf, and Infinitum Golf. Includes tournament events and luxury accommodations. For GolfStar members seeking golf vacations.
• GolfStar Corporate Membership Corporate membership packages and golf event organization services for business customers seeking employee golf benefits or client entertainment. For businesses arranging corporate golf events, team building, and client entertainment.
• Junior Summer Series Junior tournament series with four ranking events held at Kyssinge, offering ranking points and Order of Merit placement opportunities for junior golfers. For young golfers (ages 0-21) developing competitive skills.
• Indoor Golf Group Access Partnership Partnership product providing GolfStar members free access to 25 Indoor Golf Group facilities nationwide with 1-8 monthly hours depending on membership tier, plus 25% discount on additional bookings. For GolfStar members seeking year-round indoor play, especially in Gothenburg.
• GolfStar Cobra PUMA Concept Store Equipment retail partnership at Kista Golf Center offering equipment sales, custom fitting services, and golf equipment shopping experience. For golfers seeking equipment purchases and custom fitting.

Quantifiable outcome

• Golfers live on average 5 years longer than non-golfers according to R&A research
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

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

• Hinton GolfcoreStrategic or Co-development Partner · 20 October 2025Acquisition of Hinton Golf outside Malmö, expanding into Skåne region. Covers 3 facilities: Rönnebäck, Kvarnby, and Sofiedal.
• Indoor Golf GroupcoreStrategic or Co-development Partner · 8 October 2025Strategic partnership giving GolfStar members free access to Indoor Golf Group's 25 simulator facilities across Sweden. Members receive monthly hours based on their package tier (1-8 hours/month). 25% discount on additional bookings. Key for year-round golf coverage, especially in Gothenburg where GolfStar lacks indoor facilities.
• HolistalcoreStrategic or Co-development Partner · 15 May 2025Health partnership integrating wellness coaching into GolfStar memberships. Includes digital health coaching, injury prevention training, warm-up programs, micro-habits, nutrition, sleep, stress management, and tailored insurance for golfers.
• Costa Daurada Golf AssociationflagshipGTM or Marketing Partner · 29 April 2024Long-term partnership to attract Swedish and Finnish golfers to Costa Daurada region in Spain. Includes 7 tournaments for GolfStar members in 2024, with final event in Costa Daurada. Access to multiple partner courses including GolfStar Cambrils, Gaudí Golf, Panorámica Golf, and Infinitum Golf.
• GoGolf (Finland acquisitions)coreStrategic or Co-development Partner · 15 March 2024Acquisition of 4 golf facilities in Finland from GoGolf bankruptcy estate. Includes Hirvensalon Golf in Turku, Leppävaara Range, Megarange, and 27-hole Kurk Golf near Helsinki.
• Cobra PUMA GolfminorGTM or Marketing PartnerStrategic partnership including concept store at Kista Golfcenter. Major equipment, custom fitting, and retail experience investment aimed at lowering barriers to golf while raising quality for existing players.
• Cloud GolfcoreOthersCloud Golf is part of the same corporate group (Caddies Europe AB). Members can utilize potential overcapacity in GolfStar against the Golf-ID ceiling. Combined capacity of 53,760 Golf-IDs shared between GolfStar and Cloud Golf.
• Svea BankminorOthersGolfStar has assigned the right to collect monthly fees to Svea Bank. Payment handling is managed through Svea Bank's payment solutions.
• SweetspotcoreTechnology or IntegrationBooking system used by GolfStar for tee time management and member check-in. App-based with Golf-ID integration.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Drive Shack: Owner/operator of golf entertainment venues with subscriptions and indoor simulators; comparable as a publicly-traded multi-site golf operator building recurring-membership and indoor/simulator strategies.
• Topgolf: Global golf entertainment and tech-enabled range operator; comparable in combining driving-range facilities, simulator/Toptracer-style technology, and tiered consumer memberships, though more entertainment-led.
• American Golf: UK-based multi-site golf club operator and retailer with subscription membership programmes; comparable in operating a large network of golf facilities under a single commercial membership brand across multiple regions.

Emerging players

• X-Golf: Specialist indoor golf simulator franchise/operator with membership programmes; comparable in delivering year-round simulator access and corporate/league events to recreational golfers.

Others

• GolfNow / NBC Sports Next: Leading online tee-time booking and course-marketing marketplace; adjacent enabler and partial competitor to GolfStar's Sweetspot/Seve booking and payment stack for greenfee distribution.
• Greensboro Golf (Svenska Golfforbundet club network): Indirect peer via the Swedish Golf Federation ecosystem whose Golf-ID ceiling binds GolfStar's growth; the federation is the relevant counterparty for regulatory and member-ID issues facing GolfStar.

Regional players

• Celtic Manor Resort (Golf): Multi-course golf resort operator with subscription/membership programmes and on-site academy, simulator, and event facilities; comparable in integrated golf-course + indoor + corporate-event offer outside GolfStar's core Nordic geography.
• Golf Kingdom: Multi-course operator (notably in Spain) with broad geographic coverage and member access models; comparable in offering cross-region golf access to subscribers, particularly relevant to GolfStar's Spanish operations.

Direct peers

• Indoor Golf Group: Swedish indoor-simulator chain and GolfStar strategic partner offering 25 facilities; directly comparable in providing year-round simulator-based golf experiences to subscribing golfers in Sweden.
• Cloud Golf: Sister brand under parent Caddies Europe AB; operates Sweden's second-largest greenfee/brevlådeklubb membership model. Directly comparable subscription-economics and target customer as GolfStar, including shared Golf-ID allocations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/unipeg-ab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Unipeg AB