The Els Club (l.l.c)

What The Els Club (l.l.c) does

The Els Club (l.l.c) is a private Dubai-based operator of a premier integrated golf and lifestyle destination in Dubai Sports City (Victory Heights), anchored by an 18-hole, par-72 Ernie Els-designed championship course spanning 7,538 yards with four tee sets. The asset is managed under partnership with Troon Golf, embedding the venue in Troon's global network and Troon Rewards loyalty program.

The company's revenue model spans eight distinct streams: green fees (transactional), memberships (annual subscription: Individual 5-day/7-day, Family, Corporate), food and beverage across two venues (261 Bar & Restaurant sports bar and Big Easy Bar & Grill South African steakhouse), Holiday Rooms accommodation from AED 495/night, CH3 Performance Golf Academy instruction, padel court rentals via Playtomic (AED 30/session), wellness services through Nomad Wellness and Tee & Glo beauty salon, and bespoke corporate golf events. Distribution is direct-to-consumer across online tee-time booking (Back9Solutions/GolfNow Business), email and phone reservations, social channels (Facebook, X, Instagram, YouTube), and earned media (TripAdvisor, Google reviews).

The customer base spans golf enthusiasts, casual diners, corporate groups, and wellness/lifestyle members, served through a hybrid segmentation approach. Technology is primarily composed of third-party booking and management platforms rather than proprietary systems, and there is no evidence of in-house AI/ML capability. The company has received multiple industry awards since opening in 2008, including Best New International Course (Links Golf Magazine), Best Golf Course in Dubai (CNBC Arabian Property Awards 2009), Best Golf Course in the UAE and Dubai (World Golf Awards 2025), and Best Luxury Golfing Destination in the Middle East (Global 100 Awards 2025).

Name

The Els Club (l.l.c)

Legal name

The Els Club (l.l.c)

Website

https://elsclubdubai.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

The Els Club (l.l.c) operates a Troon Golf-managed, Ernie Els-designed 18-hole championship golf destination in Dubai Sports City, offering memberships, F&B, holiday rooms, the CH3 Performance Golf Academy, padel courts, and wellness services to golfers, corporate groups, and lifestyle members across the UAE.

Ownership category

akta.pro rank

Product category

Golf & Lifestyle Hospitality

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391), Fitness and Recreational Sports Centers (713940), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Luxury Golf Resorts (THAGACAH), Golf & Leisure Full-Service Hotels (THAGAAAH), Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Championship golf course
• Golf membership programs
• Corporate golf events
• Golf instruction academy
• Golf resort hospitality

Headquarters

HQ city

Dubayy

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Green Fee Revenue: Per-round golf fees for 18-hole and 9-hole play on the championship course with multiple tee options.
2. Membership Programs: Individual (5 or 7 day), Family, and Corporate membership options providing preferential rates, access to private lounge, and Troon Advantage Program benefits worldwide.
3. Food & Beverage: Revenue from Big Easy Bar & Grill and 261 Bar & Restaurant, including South African cuisine, specialty steaks, wines, sushi brunch, and weekly events.
4. Holiday Rooms: Premium accommodation with golf access, breakfast, and Country Club facilities starting from AED 495 per night.
5. Golf Instruction: CH3 Performance Golf Academy providing individual instruction, junior development, elite golf programs, and golf fitness coaching.
6. Padel Court Rentals: Hourly court rental at AED 30 per session, equipment rental, and ball sales through Playtomic booking platform.
7. Wellness Services: Nomad Wellness spa services and Tee & Glo beauty salon providing massages, facials, Moroccan baths, manicures, pedicures, and hair services.
8. Troon Rewards Loyalty Program: Points earned on golf fees, instruction, merchandise. Complimentary rounds and discounts on merchandise and golf fees at participating Troon facilities worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Els Club operates an 18-hole, par-72 championship golf course (7,538 yards) designed by Ernie Els in Dubai Sports City, offering year-round world-class playing conditions. The venue bundles golf with on-site hospitality, including two dining venues, a 5-star Country Club, the CH3 Performance Golf Academy, padel courts, spa and beauty services, holiday accommodation, and bespoke corporate event management.

Product overview

The Els Club is a premier golf and lifestyle destination in Dubai Sports City, designed by four-time Major champion Ernie Els. The core offering is an 18-hole, par-72 championship golf course spanning 7,538 yards, complemented by two distinct dining venues — 261 Bar & Restaurant (a sports bar with golf course views) and Big Easy Bar & Grill (a South African steakhouse) — and a 5-star Country Club with gym, pools, and swim-up bar. Golf development is served through the Claude Harmon III (CH3) Performance Golf Academy, while leisure amenities include two floodlit padel courts, Nomad Wellness (spa), and Tee & Glo (beauty salon). On-site Holiday Rooms provideStay & Play packages, and the Bespoke Golf Events service manages corporate and social tournaments. A dedicated loyalty program (Troon Rewards) and Golf Membership extend value to recurring visitors and members.

Differentiator

Problem solved

Functional benefit

Brands

• The Lion's Den: A challenging three-hole stretch (holes 9, 10, and 11) designed to test golfers, sponsored by Johnnie Walker.
• Holiday Rooms

Products and services

• 18-Hole Championship Golf Course An 18-hole, par-72 championship golf course spanning 7,538 yards, designed by four-time Major champion Ernie Els, offering year-round world-class playing conditions with four sets of tees, strategic bunkering, wide fairways, and sandy waste areas. Open to members, hotel guests, and public tee-time bookings.
• 261 Bar & Restaurant

Quantifiable outcome

• Best Golf Course in the UAE and Dubai - 2025 World Golf Awards
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Troon GolfcoreStrategic or Co-development PartnerWorld's leading golf and club management company. Troon manages The Els Club and provides global network access through the Troon Advantage Program. Offers Troon Rewards loyalty program enabling members to earn points and access preferential rates at affiliated clubs worldwide.
• Johnnie WalkerminorStrategic or Co-development PartnerPremium whisky brand sponsoring the Lion's Den challenge holes (9, 10, 11). Members have opportunity to win personal gifts from Johnnie Walker if they break par within this challenging three-hole stretch.
• Ernie Els WinesminorStrategic or Co-development PartnerExclusive Ernie Els Wines available at Big Easy Bar & Grill, directly sourced from Stellenbosch, South Africa. Features wines from Ernie Els's own wine collection.
• Nomad WellnessminorStrategic or Co-development PartnerLuxury spa partner located on the 1st floor of The Els Club. Offers massages, facials, Moroccan baths, and physiotherapy services.
• 261 Poolside MenuChannel Partner/ Reseller/ DistributorPoolside food and beverage service at the Country Club, serving drinks and cuisine from the 261 Poolside Menu at the swim-up bar.
• Claude Harmon III Performance Golf AcademycoreStrategic or Co-development PartnerPremier golf instruction academy offering technical, tactical, and physical training. Located at the driving range with state-of-the-art facilities. Programs include junior development, ladies programs, elite golf, and individual instruction.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Dubai Creek Golf & Yacht Club: Dubai Golf-operated venue combining a championship course with a full-service clubhouse, marina, and event spaces. Comparable as a multi-amenity Dubai golf venue serving corporate, member, and tourist segments.
• Yas Links Abu Dhabi: Championship links-style golf course on Yas Island, Abu Dhabi, with clubhouse dining and event facilities. Comparable as a UAE premium golf destination with strong tourism ties and corporate event hosting.
• Al Zorah Golf Club: Premium championship golf course in Ajman (UAE) with clubhouse, dining, and event facilities targeting residents and visitors. Comparable as a UAE premium golf destination operating at a slightly lower price point than Dubai flagship venues.
• Emirates Golf Club: Home of the Majlis course (host of the Dubai Desert Classic) and the Faldo course, with associated dining, fitness, and member facilities operated by Dubai Golf. Comparable as a championship golf destination in Dubai serving both members and tournament visitors.
• Saadiyat Beach Golf Club: Troon-managed championship golf course in Abu Dhabi with associated dining, events, and instruction. Highly comparable as a UAE championship course under the same management umbrella (Troon) with a similar mix of tourist, member, and corporate play.
• The Address Montgomerie Dubai: Boutique luxury golf resort in Dubai designed by Colin Montgomerie, with on-site hotel, dining, and spa. Comparable as a premium designer-branded Dubai golf venue combining course, lodging, and F&B under one property.
• Trump International Golf Club Dubai: Premium branded championship golf course in Dubai with associated clubhouse, dining, and member amenities. Comparable as a celebrity-designer-branded premium course targeting the same high-end resident, tourist, and corporate segments.
• Jumeirah Golf Estates: Dubai-based luxury golf community with multiple championship courses (Earth and Fire), residential real estate, and clubhouse amenities. Most directly comparable to The Els Club as a premium destination golf venue serving residents, tourists, and corporate clients in the same Dubai market.
• Arabian Ranches Golf Club: Community-anchored championship course in Dubai with clubhouse dining, academy, and family-friendly amenities. Comparable as a Dubai premium golf venue targeting residents, members, and tourists with an integrated lifestyle offering.

Broad incumbents

• Troon Golf: World's largest golf and club management company operating hundreds of courses and clubs globally, including The Els Club itself. Comparable not as a direct competitor but as the management platform providing operational expertise, the Troon Rewards loyalty network, and cross-property benefits central to The Els Club's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theelsclubdubai
• YouTubeyoutube.com/channel/UCljIXDmSflNl1J5fLjJtD1Q
• Facebookfacebook.com/TheElsClubDubai
• Instagraminstagram.com/the_els_club_dubai
• LinkedInlinkedin.com/company/the-els-club-dubai

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 The Els Club (l.l.c)