Alba Golf

What Alba Golf does

Alba Golf AB is a privately held Swedish indoor golf entertainment operator founded in 2021 and headquartered at Sturegatan 4 in central Stockholm's Sturegallerian shopping center. The company runs a 1,100 sqm venue equipped with 11 Trackman 4 radar-based golf simulators, complemented by 3 automatic-scoring dart boards (Alba Dart Corner), a restaurant and bar with delivery to simulator stations, a coaching academy (Alba Academy), and corporate event hosting for 4–150 people. Technology is anchored in the Trackman 4 platform, which delivers ball-flight, club-data, and swing analysis with access to over 200 virtual courses, while day-to-day bookings run through the SweetSpot self-serve tee-sheet platform.

The business operates a hybrid revenue model combining usage-based simulator rental (295–650 SEK/hour), club rental, F&B transactions, recurring annual memberships (Off-Peak and Spelpott tiers up to 60,000 SEK), subscription lesson packages (1, 5, and 10 lesson tiers), and tiered corporate partnership packages (up to 155,000 SEK annually). GTM is predominantly direct-to-consumer via the albagolf.se website, SweetSpot booking, Mailchimp newsletter, and the venue's location-driven foot traffic, with a separate corporate sales motion for enterprise accounts. Customers span individual golfers (experienced and beginner), corporate clients using the venue for events and team building, social/entertainment groups, and golf students receiving PGA-trained instruction.

Name

Alba Golf

Legal name

Alba Golf AB

Website

https://albagolf.se

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Alba Golf AB operates a 1,100 sqm indoor golf lounge in Stockholm's Sturegallerian, featuring 11 Trackman 4 simulators, dart lanes, restaurant, memberships, coaching academy, and corporate event packages for individual golfers and corporate clients.

Ownership category

akta.pro rank

Product category

Indoor Golf Entertainment

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mini Golf & Attractions Centers (Mini Golf, Go-Karts, Laser Tag Complexes) (THAJAEAK)

akta.pro secondary industry

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI)

Keywords

• Indoor golf simulators
• Golf simulator rentals
• Golf coaching services
• Corporate event venues
• Golf entertainment lounge

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Simulator Time Rental: Hourly rental of Trackman golf simulators ranging from 295-650 SEK/hour depending on day and time. Peak hours command higher rates while off-peak times offer reduced pricing.
2. Club Rental: Rental of golf clubs at 150 SEK/hour per set for customers without their own equipment.
3. Membership Subscriptions: Annual memberships including Off-Peak tiers (Small 1,195 SEK, Medium 4,995 SEK, Large 9,995 SEK) and Spelpott tiers (Small 5,000 SEK, Medium 15,000 SEK, Large 25,000 SEK, X-Large 60,000 SEK). Summer membership available at 1,495 SEK. Memberships provide discounted hourly rates and play credits.
4. Golf Lessons/Academy: Professional golf coaching services with pricing of 1,200 SEK per lesson, 5,500 SEK for 5 lessons (1,100 SEK/lesson), and 10,000 SEK for 10 lessons (1,000 SEK/lesson). Additional discounted practice time available for package purchasers.
5. Corporate Packages: Annual corporate partnership tiers including Small (10,000 SEK, 15 hours), Medium (14,000 SEK, 30 hours), Large (25,000 SEK, 60 hours), and X-large (60,000 SEK, 100 hours). Also includes Green Fee Partner (7,995 SEK/year), Hole Sponsor (75,000 SEK/year), and Major Partner (155,000 SEK/year) tiers.
6. Food & Beverage Sales: On-site restaurant and bar serving Italian flatbread pizzas, salads, grilled sandwiches, snacks, beer, wine, and cocktails. Orders can be placed directly to simulator stations.
7. Dart Rental: Hourly rental of dart facilities at 195 SEK/hour (introductory rate) with 3 dart boards available.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Alba Golf operates a 1,100 sqm indoor golf lounge in central Stockholm featuring 11 Trackman 4 golf simulators available for hourly rental. The venue combines golf simulation with three automatic-scoring dart lanes, an on-site restaurant and bar (deliverable to simulator bays), a coaching academy, tiered memberships, and corporate event and partnership packages. It functions as a year-round, weather-independent entertainment and training destination for individual players, social groups, and corporate clients.

Product overview

Alba Golf operates as an indoor golf entertainment venue in Stockholm's Sturegallerian, offering a unified experience combining golf simulators with supporting amenities. The core offering is golf simulation using 11 Trackman 4 simulators, complemented by Alba Academy for coaching, Alba Dart Corner for dart activities, and Food & Beverage service. The business model integrates membership subscriptions (Off-Peak and Spelpott tiers), corporate event hosting, and partnership packages, creating a comprehensive indoor golf and entertainment experience.

Differentiator

Problem solved

Functional benefit

Brands

• Alba Academy: Golf lessons and training programs offered in Stockholm using Trackman simulators with professional coaches Lucas de Francesca (Head Coach) and Donald Pearson.
• Alba Dart Corner
• Corporate Packages (Företagspaket)
• Alba Event

Quantifiable outcome

• Play 18 holes in approximately 45 minutes per person
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• SweetSpotcoreTechnology or IntegrationSweetSpot provides the online booking platform for Alba Golf's simulator and dart reservations. The platform handles tee sheet management and payment processing for time slots.
• TrackmancoreTechnology or IntegrationTrackman provides the golf simulation technology including Trackman 4 simulators. The partnership provides ball tracking, club data analysis, and access to virtual golf courses.
• TitleistminorChannel Partner/ Reseller/ DistributorTitleist is a golf equipment partner providing latest golf clubs for the simulators. Logo displayed on partners section of website.
• J-LindebergminorGTM or Marketing PartnerSwedish fashion brand J-Lindeberg featured as a partner with logo displayed on website and promotional materials.
• Cliff BarnesminorGTM or Marketing PartnerGolf apparel brand partner displayed on partners section of website.
• Happy GolferminorGTM or Marketing PartnerGolf-related partner brand featured in the partners section of Alba Golf's website.
• JagerminorOthersJager brand partner featured on website, likely related to alcoholic beverages or lifestyle products.
• Local RuleminorGTM or Marketing PartnerGolf brand partner displayed on the partners section of Alba Golf's website.
• LCD MediaminorGTM or Marketing PartnerLCD Media handles digital screen advertising inside Alba Golf facility in Sturegallerian. Contact: [email protected] for advertising and collaboration opportunities.
• SoderbergminorGTM or Marketing PartnerPartner brand displayed on Alba Golf's website partners section.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Others

• Trackman: Trackman is the Danish radar/simulator technology provider that powers Alba's 11 simulators and 200+ virtual course library. Although not a direct competitor, Trackman is the key enabling technology and ecosystem partner that defines Alba's product ceiling.
• SweetSpot: SweetSpot is the booking and tee-sheet platform integrated with Alba Golf's online reservation flow. As a technology/integration partner, it is a relevant ecosystem peer rather than a competitor but materially affects Alba's direct-to-consumer conversion.

Direct peers

• X-Golf: X-Golf runs a franchised chain of indoor golf simulator venues with leagues, lessons, F&B, and corporate events globally. Alba Golf shares the same TrackMan-style indoor-simulator + F&B + league/event business model and competes for the same urban indoor-golf customer.
• Five Iron Golf: Five Iron Golf operates urban indoor golf bars with multiple simulators, F&B, leagues, lessons, and event hosting in major US cities. The product mix (simulator bays + bar + lessons + events) maps almost 1:1 to Alba Golf's offering, making it a directly comparable peer.
• Swingers (Sister Group): Swingers operates indoor "crazy golf" entertainment venues with multiple bars, food vendors, and event hosting in London and New York. It is a direct competitor to the social-golf-entertainment-with-hospitality format Alba Golf runs, even though the gameplay tech differs.

Broad incumbents

• Topgolf: Topgolf is the global category leader in tech-enabled golf entertainment venues with on-site F&B and event hosting. Alba Golf operates the same core format (trackable golf + dining + events) at a far smaller urban scale, making Topgolf the closest broad incumbent benchmark for unit economics and brand positioning.

Regional players

• Golf Lounge Stockholm: Golf Lounge is a Stockholm indoor golf lounge offering simulators, lessons, and F&B. It competes head-to-head with Alba for Stockholm's urban indoor golf and corporate-event demand.
• PlaySome (Nordic Indoor Golf): PlaySome operates indoor golf simulator venues in the Nordics with F&B and corporate events, mirroring Alba's value proposition. It is a regional peer expanding into the same Scandinavian indoor golf entertainment segment.
• Urban Golf Stockholm: Urban Golf is a Stockholm-based indoor golf simulator venue with multiple locations in Sweden, directly competing with Alba for the same Stockholm golfers, corporate events, and simulator time. It is the most immediate local competitive benchmark.

Emerging players

• Inrange Golf: Inrange Golf supplies multi-ball tracking and simulator technology used by indoor golf entertainment venues worldwide. It is an emerging competitor to Trackman and a peer to consider when assessing Alba's long-term tech-stack risk.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AlbaGolf.Stureplan
• LinkedInlinkedin.com/company/alba-golf

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Alba Golf