59club USA

What 59club USA does

59club USA is the North American operating subsidiary of UK-based 59club Ltd, founded in 2008 by PGA Master Manager Simon Wordsworth. The company provides mystery shopping audits, AI-powered customer satisfaction surveys, and staff training programs to golf clubs, resorts, country clubs, and adjacent leisure and hospitality venues. Its product portfolio sits under the my59 suite: my59 Mystery Shopping for independent audits, my59 Surveys (re-platformed in March 2026 as 'Excellence Evolved'), my59 Mentor for white-labelled online training, and my59 Metrics for performance dashboards, with supporting tools including the Club Study benchmarking community and the myTell member-communication app. The Excellence Evolved platform, developed with Studio Graphene, adds AI-driven summarization of long-form survey responses, attribute-based benchmarking filters for like-for-like competitor comparisons, and multi-language survey creation and analysis.

Revenue is generated through recurring mystery shopping audit subscriptions, an annual subscription fee for the Excellence Evolved survey platform (unlimited surveys and responses under one transparent fee), and professional services revenue from on-site training and the white-labelled my59 Mentor platform. Go-to-market is enterprise field sales led by regional managers, targeting single-property clubs as well as multi-property golf management companies; named enterprise accounts include TPC Network (covering 14+ properties), KemperSports, Kohler, Landscapes Golf Management (20 properties across 13 states), Western Golf Properties (10 California and Nevada properties), Bobby Jones Links, VICI Properties, Yocha Dehe Golf Club, and the proprietary 15-year partnership with The PGA covering PGA Branded Properties.

Marketing and channel leverage is concentrated in industry events (the annual Service Excellence Awards in Orlando), the PGA partnership, and an ecosystem of brand and technology partners. The Service Excellence Awards (Gold/Silver/Bronze Flag Designations) and the Eminent Collection (5+ years of sustained excellence) function as both retention vehicles and industry-marketing assets. The company is privately held with no disclosed external institutional funding and operates with a small US team (approximately 5-10 people) headquartered in Watkinsville, Georgia, while the parent 59club Ltd maintains regional divisions across the UK, USA, Asia, Middle East & Africa, and Nordic Europe, claiming 1,200+ venues worldwide.

Name

59club USA

Legal name

59club Ltd

Website

https://59clubusa.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

59club USA provides mystery shopping audits, AI-powered customer satisfaction surveys, and staff training services to golf clubs, resorts, and hospitality venues, with anchor enterprise relationships across multi-property management companies like TPC Network, KemperSports, Kohler, and Landscapes Golf Management.

Ownership category

akta.pro rank

Product category

Hospitality Performance Analytics

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Point-of-Sale (POS) & On-Property Commerce (THALACAI)

akta.pro secondary industry

Travel, Hospitality & Local Discovery Recommendations (HDAAAGAG)

Keywords

• Mystery shopping services
• Customer satisfaction surveys
• Golf club benchmarking
• Hospitality performance measurement
• Staff training programs

Headquarters

HQ city

Watkinsville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Mystery Shopping Services: Recurring mystery shopper audit services measuring the entire customer journey across golf, social, spa, and hospitality operations. Includes recorded inquiry calls and on-site visits with detailed feedback.
2. Satisfaction Survey Platform: Survey intelligence platform providing unlimited surveys and responses for one transparent fee with no caps or hidden costs. Includes AI-powered analytics and benchmarking.
3. Training & Education Services: On-site staff training and virtual education (my59 Mentor) covering customer service and sales training modules for golf, spa, F&B operations. Can be tailored to individual venue needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

59club USA provides independent mystery shopping audits, AI-powered customer satisfaction surveys, and employee training programs tailored for golf clubs, resorts, country clubs, and hospitality venues. The company delivers industry-specific performance measurement through the Excellence Evolved AI-powered survey platform, mystery shopper audits covering the entire customer journey (inquiry, visit, follow-up), and training solutions including on-site workshops and the my59 Mentor online learning platform. Services are sold via direct enterprise sales and managed regionally across North America.

Product overview

59club USA offers a unified performance management platform comprising mystery shopping audits, AI-powered customer satisfaction surveys (Excellence Evolved), and staff training solutions. The core my59 suite includes my59 Mentor for virtual education, my59 Surveys for satisfaction measurement, and my59 Mystery Shopping for independent audits. Supporting offerings encompass the Club Study benchmarking platform, myTell member communication app, and annual Service Excellence Awards with Flag Designations (Gold/Silver/Bronze). The Eminent Collection recognizes sustained excellence over 5+ years. Services are delivered to Golf, Leisure, Spa, Hospitality, Retail, and F&B industries, with over 1,200 clubs supported globally.

Differentiator

Problem solved

Functional benefit

Brands

• my59 Mentor: A white-labelled online training platform featuring 59club's sales and service training programs, white papers, videography, and contributor content for golf and hospitality professional development.
• my59 Mystery Shopping
• my59 Surveys
• my59 Metrics
• Club Study
• GolfTell
• myTell App

Products and services

• Mystery Shopping
• Satisfaction Surveys (my59 Surveys)
• On-site Staff Training
• my59 Mentor (Virtual Education)
• Service Excellence Awards
• Eminent Collection
• myTell App
• Club Study

Quantifiable outcome

• A 59club venue handles inquiries twice as well as non-member venues and is 4 times more likely to stay in contact with clients after inquiry
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

26 partnerships are on record, tiered minor and core.

• Yocha Dehe Golf ClubminorStrategic or Co-development Partner · 19 June 2026Owned and operated by Yocha Dehe Wintun Nation in Brooks, CA. Partnership includes mystery shopping program to measure customer journey and bespoke training for golf operations team.
• Western Golf PropertiescoreStrategic or Co-development Partner · 5 June 2026Multi-property partnership implementing Golf Visitor Experience mystery shopping audits across 10 California and Nevada properties including Alta Vista Country Club, Ashwood Golf Course, Birch Hills Golf Course, Brea Creek Golf Course, Camarillo Springs Golf Course, Cottonwood Golf Club, San Ramon Golf Club, The Legacy Golf Club, The Revere Golf Club, and Yucaipa Valley Golf Club.
• The PGAcoreStrategic or Co-development Partner · 8 May 202615-year partnership renewed in 2026 marking continued collaboration since 2010. 59club provides mystery shop visits, tailored analysis, staff training, and access to 59club Mentor for PGA Branded Properties. PGA Members receive educational opportunities, insight, benchmarking data, and recognition through Annual Service Excellence Awards. Exclusive offer provides complimentary mystery shopper audits to limited PGA Members.
• Studio GraphenecoreTechnology or Integration · 18 March 2026Digital product studio collaborated with 59club to develop the Excellence Evolved AI-powered survey platform, combining human-centric design, scalable AI architecture, and enterprise-grade technology.
• Galvin GreenminorGTM or Marketing Partner · 11 November 2025Premium golf apparel brand partnership expanded to United States, first major appearance at 3rd annual 59club USA Service Excellence Awards in Orlando.
• Caddy ClubhouseminorStrategic or Co-development Partner · 2 October 2025Partnership combines training, measurement, and mystery testing to enhance caddie experience and support clubs worldwide.
• Montgomery County Revenue Authority (MCRA)minorStrategic or Co-development Partner · 20 August 2025Strategic alliance bringing customer experience benchmarking and sales performance tools to 9 Maryland golf venues: Falls Road, Golf at The Crossvines, Hampshire Greens, Laytonsville, Little Bennett, Needwood, Northwest, Rattlewood, and Sligo Creek.
• Power TeeminorStrategic or Co-development Partner · 7 July 2025Strategic partnership with premier automated teeing system provider to elevate practice facilities at golf clubs.
• Global Talent SolutionsminorStrategic or Co-development Partner · 12 June 2025Partnership focused on development of future talent within golf and hospitality industries.
• TurtlesonminorGTM or Marketing Partner · 26 September 2024Partnership with leading sportswear brand as they head into 2025, supporting 59club events and awards.
• Club CarcoreGTM or Marketing Partner · 28 November 2023Signature partner for Eminent Collection extending commitment to honor customer service excellence. Club Car has supported 59club events and ceremonies.
• Reesink TorominorGTM or Marketing Partner · 28 November 2023Partner aligning brand with prestigious Eminent Collection of industry professionals.
• Golf GeniusminorGTM or Marketing Partner · 28 November 2023Partner aligning brand with Eminent Collection celebrating industry champions.
• KemperSportscoreStrategic or Co-development PartnerGolf management company with multiple properties receiving 59club awards including Desert Willow Golf Resort Gold Flag designation and multiple individual awards.
• KohlercoreStrategic or Co-development PartnerGolf management company with Whistling Straits and Blackwolf Run both receiving Gold Flag designations. Whistling Straits also received Superintendent of the Year award.
• TPC NetworkcoreStrategic or Co-development Partner30 high-end golf properties owned, operated, and licensed by PGA TOUR. 59club provides services to 14+ TPC properties including TPC Sawgrass (Gold Flag), TPC River Highlands, TPC Twin Cities, TPC Summerlin, and TPC Summerlin.
• Cabot Managed PropertiesminorStrategic or Co-development PartnerPortfolio including Chariot Run, Cascata Golf Club, and Serket receiving 59club awards including Silver Flag designations and Food & Beverage Experience award.
• TrooncoreStrategic or Co-development PartnerMajor golf management company in 59club network providing customer experience management solutions.
• Founders Group International (FGI)minorStrategic or Co-development PartnerGolf management company with Myrtle Beach National receiving Bronze Flag designation.
• Omni Hotels & ResortsminorStrategic or Co-development PartnerOmni Barton Creek Resort & Spa received Most Improved Golf Visit Experience award.
• Evergreen PartnersminorStrategic or Co-development PartnerGolf management company in 59club network.
• Landscapes Golf ManagementcoreStrategic or Co-development Partner20 LGM golf properties in 13 states receiving mystery shopping services for golf experience, membership sales, event sales, and group-outing sales. Two of world's largest golf management companies.
• Bobby Jones LinkscoreStrategic or Co-development PartnerGolf management company managing diverse portfolio on behalf of developers, private investors, municipal entities, associations. Renewed relationship for survey tools, mystery shopping, and virtual training services.
• VICI PropertiesminorStrategic or Co-development PartnerExperiential REIT owning four golf courses: Rio Secco (Las Vegas), Grand Bear Golf Club (Biloxi), Chariot Run Golf Club (Laconia, IN), and Cascata Golf Club (Boulder City, NV).
• Escalante GolfminorStrategic or Co-development PartnerManagement company for The River Club where Golf Operations Team of the Year and Club Manager of the Year awards were earned.
• Storied DevelopmentminorStrategic or Co-development PartnerPrivate golf community developer with The Grove (Nashville), Boot Ranch (Fredericksburg, TX), and Talisker Club (Park City, UT) receiving 59club services.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• BestMark: BestMark is a US-based mystery shopping company delivering in-person audits, phone evaluations, and competitive intelligence across multiple verticals. It is comparable to 59club's core mystery shopping offering, particularly for hospitality and leisure accounts.
• Second To None: Second To None is a CX research and mystery shopping provider serving retail, hospitality, restaurant, and automotive brands. It overlaps with 59club on mystery shopping audits and customer satisfaction surveys but does not focus specifically on golf clubs.
• IntelliShop: IntelliShop is a mystery shopping company providing customer experience measurement, competitive intelligence, and CX analytics to enterprise clients. It is a direct peer to 59club in mystery shopping methodology and customer satisfaction measurement, though without 59club's golf specialization.
• Reality Check Group: Reality Check Group provides mystery shopping, customer experience measurement, and brand compliance auditing services. It is a direct peer to 59club in CX measurement methodology with hospitality and leisure clients, differing primarily by industry vertical specialization.
• Service Performance Group (SPG): SPG delivers mystery shopping, customer satisfaction surveys, and operational consulting for restaurants, retail, and hospitality chains. Comparable to 59club in combining mystery shopping with CX benchmarking, though focused on chain operators rather than private clubs.
• Coyle Hospitality Group: Coyle Hospitality is a leading mystery shopping and brand standards auditing firm specializing in hotels, restaurants, spas, and private clubs. It is a direct peer to 59club in mystery shopping audits for the hospitality and club industry, with comparable service offerings and customer overlap.

Broad incumbents

• Medallia: Medallia is an enterprise customer experience and voice-of-customer platform with AI-powered analytics, widely deployed across hospitality and leisure. It competes with 59club's Excellence Evolved survey platform at the high end, though it does not offer mystery shopping or golf-specific benchmarking.
• Qualtrics: Qualtrics is a leading experience management platform offering survey tools, analytics, and benchmarking across industries including hospitality. It overlaps with 59club's satisfaction survey product but operates at far greater scale without the golf/leisure specialization.
• InMoment (formerly MaritzCX): InMoment is a large customer experience management platform combining surveys, text analytics, and mystery shopping services across multiple industries including hospitality. Compared to 59club, it is far broader and serves enterprise CX programs but overlaps in mystery shopping and survey intelligence for clubs and resorts.
• J.D. Power: J.D. Power provides independent benchmarking, customer satisfaction studies, and industry awards across automotive, hospitality, and financial services. It is comparable to 59club in independent benchmarking methodology and recognition awards but serves broader industries without golf focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/results?search_query=59club
• Facebookfacebook.com/59club
• LinkedInlinkedin.com/company/59club
• Instagraminstagram.com/59club

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 59club USA