What Silvermere Golf does

Silvermere Golf is a UK-based specialty golf retailer and custom-fitting operator founded in 1983 and headquartered at Silvermere Golf Complex in Cobham, Surrey. It operates an 8,500 sq.ft. flagship store carrying over £2 million of inventory and a complementary e-commerce site at silvermeregolfstore.com, recognised as the busiest retail outlet on any golf complex in Europe. The business is the trading style of Doug McClelland Golf Stores Limited, a private limited company subsidiary of Dwellcourt Limited, and wholly owns Left Handed Golf LTD (acquired March 2004), the UK's only exclusive left-handed golf store.

The core product mix spans golf clubs, shoes, bags, balls, accessories, trolleys, and rangefinders, alongside apparel for men, women, and juniors, organised into named sub-stores: Planet FJ Shoe Studio (largest FootJoy collection in Europe), Elevated at Silvermere (luxury/lifestyle brands including Vessel, Malbon, Greyson, Peter Millar), Ladies Golf Store, Junior Golf Store, and a Clearance Outlet offering 40–60% discounts. Four dedicated custom fitting studios are equipped with Foresight Sports GCQuad launch monitors, Quintic Ball Roll putting analysis (45+ metrics), and TrackMan 4 radar, staffed by eight PGA-qualified fitters with over 120 years of combined experience; Foresight Sports reports 92% of launch-monitor-fit golfers see immediate improvements. Fitting fees (£40–£150 by club type) are refundable against qualifying hardware purchases.

Revenue is generated through hardware sales (one-time, range of price points), professional fitting services, commission from 0% finance brokered via Omni Capital Retail Finance on orders over £225, trade-in trade-up credits, and gift/lesson vouchers. Customer segments include men, women, junior, left-handed, and serious/performance golfers. Marketing combines the Privilege loyalty app (15% off new-season clothing, 10% off waterproofs), email, custom fitting appointments, and on-complex events. Strategic OEM partnerships include McLaren Golf (Dealer Locator, Series 1/3 fitting) and FootJoy, with recent 2024–2025 launches spanning McLaren Series 1 irons, McLaren Series 3 irons, the Garmin Approach Z10 rangefinder, and FootJoy Premiere Harris Tweed shoes.

Name

Silvermere Golf

Legal name

Doug McClelland Golf Stores Limited

Website

https://silvermeregolfstore.com

Company type

Private

Founded year

1983

Operating status

Operating

Short description

Silvermere Golf operates a flagship 8,500 sq.ft. specialty golf retail store and e-commerce platform at Silvermere Golf Complex in Cobham, Surrey, UK, serving men, women, junior, left-handed, and performance golfers with clubs, apparel, shoes, and custom fitting.

Ownership category

akta.pro rank

Product category

Golf Retail

NAICS

Shoe Retailers (4582)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf Clubs & Club Fitting Retail (CRAMAGAA), Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Golf Footwear Retail (CRAMAGAE)

Keywords

• Golf retail store
• Custom club fitting
• Golf equipment sales
• Golf apparel accessories
• Golf rangefinder retail

Headquarters

HQ city

Cobham

HQ country

United Kingdom

HQ region

Europe

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. Retail Golf Products: Sale of golf equipment including clubs, balls, bags, shoes, apparel, and accessories through physical retail store and e-commerce website. One-time purchase model with various price points.
2. Custom Fitting Services: Professional club fitting services with fitting fee refund upon purchase. Fitting sessions for woods, irons, wedges, putters, and full bag. Fee ranges from £40-150 depending on club type.
3. Finance Services: 0% finance offered on orders over £225 with 10% deposit through Omni Capital Retail Finance. Company acts as credit broker receiving commission from finance provider.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Silvermere Golf operates an 8,500 sq.ft. flagship golf retail store at Silvermere Golf Complex in Cobham, Surrey and an accompanying e-commerce site, selling golf clubs, shoes, bags, balls, trolleys, rangefinders, apparel and accessories from leading brands. The business complements retail with professional custom club fitting in four studios equipped with Foresight Sports GCQuad, Quintic Ball Roll and TrackMan 4 technology, and supplementary services such as trade-in, vouchers, golf events and 0% finance through Omni Capital Retail Finance.

Product overview

Silvermere Golf is a comprehensive golf retail operation at Silvermere Golf Complex in Cobham, Surrey, established in 1983. The 8,500 sq.ft. store holds over £2 million worth of products and is officially recognized as the busiest retail outlet on any golf complex in Europe. The core offering centers on golf equipment retail (clubs, shoes, bags, accessories, trolleys, rangefinders) alongside professional services including custom club fitting using Foresight Sports GCQuad technology and Quintic Ball Roll putting analysis. The business operates through multiple sub-brands: Planet FJ Shoe Studio (Europe's largest FootJoy stockist), Elevated at Silvermere (premium/luxury brands), Ladies Golf Store, Junior Golf Store, Clearance Outlet (discounted items), and the Left Handed Golf Store (UK's largest left-handed exclusive retailer). Complementary services include custom fitting with fitting-fee-refund guarantees, trade-in trade-up programs, lesson and voucher packages, and 0% finance options.

Differentiator

Problem solved

Functional benefit

Brands

• Left Handed Golf: Exclusive left-handed golf store offering clubs, equipment and accessories for left-handed golfers.
• Planet FootJoy Shoe Studio
• Elevated at Silvermere

Products and services

• Golf Clubs Full range of golf clubs for men, women and juniors, including drivers, fairways, hybrids, irons, wedges, putters, limited edition putters, chippers and package sets from major golf brands.
• Golf Shoes Men's, women's and junior golf footwear from FootJoy, adidas, Ecco, Puma, Skechers, Under Armour, Duca and G/FORE, anchored by Planet FJ Shoe Studio as Europe's largest FootJoy stockist with over 250 styles across 11 brands.
• Golf Bags Golf bags including carry bags, cart bags and travel bags from multiple premium brands, with specialty offerings such as the Vessel Sunday IV Carry Bags.
• Balls & Accessories Golf balls, gloves, umbrellas, headcovers, towels, clothing accessories and general accessories from multiple golf brands.
• Golf Trolleys Electric golf trolleys, push trolleys and trolley accessories from brands including Motocaddy, PowaKaddy and Big Max.
• Rangefinders and Golf GPS Watches Golf laser rangefinders and GPS watches from Garmin and other brands offering distance measurement, PlaysLike Distance calculations and tournament mode features.
• Golf Clothing Extensive golf apparel for men, women and juniors from brands including adidas, Callaway, Nike, Puma, Under Armour, FootJoy, Galvin Green, Peter Millar and J.Lindeberg.
• Custom Club Fitting Service Professional club fitting in four indoor/outdoor studios using Foresight Sports GCQuad launch monitor technology with FSX data analysis software, covering woods, irons, wedges, putters and full bag fittings, with fitting fee refundable against qualifying hardware purchase.
• Advanced Putter Fitting Service Putter fitting in the Indoor Putter Studio using the Quintic Ball Roll System to capture over 45 key putting metrics including face angle, launch direction, ball speed, skid, roll efficiency and impact consistency for L.A.B. Golf and other putter brands.
• Trade-In Trade Up Trade-in service accepting old drivers, fairways, hybrids, irons, wedges and putters aged 1-8 years in exchange for credit toward new hardware purchases.
• Gift Cards and Vouchers Gift cards, custom fit vouchers and lesson vouchers available for purchase, including custom fitting vouchers allowing booking of professional club fitting sessions.
• 0% Interest Finance (Omni Finance) 0% interest-free finance on orders over £225 with a 10% deposit, with 6, 9 or 10-month payment plans available through Omni Capital Retail Finance.
• Planet FJ Shoe Studio Specialist in-store shoe studio offering the largest FootJoy collection in Europe with over 250 footwear styles across 11 brands and MyJoys custom shoe design with millions of combinations.
• Elevated at Silvermere (Luxury Golf Retail) Premium in-store retail section offering curated luxury golf brands including G/FORE, Malbon, Greyson, adidas Originals, Peter Millar, Hugo Boss, Vessel and Oakley with limited-edition and limited-quantity products.
• Ladies Golf Store Dedicated ladies golf retail store, one of the largest in the UK, offering women's clothing, shoes, clubs and accessories from adidas, Calvin Klein, Chervo, Green Lamb, Nike, Puma and PING.
• Junior Shop Dedicated junior golf retail store supplying children's clothing, shoes and equipment from adidas, FootJoy, Lyle & Scott, Puma and Under Armour, alongside junior lessons through the Robert Rock Junior Golf Academy.
• Clearance Outlet In-store discount outlet offering 40-60% off top golf brands across men's, women's and junior clothing and equipment, with over 10,000 ladies' clothing items and select lines up to 50% off.
• Left Handed Golf Store (LeftHandedGolf.co.uk) UK's largest exclusive left-handed golf store offering clubs, equipment and accessories from leading manufacturers, operating from Silvermere Golf Complex since March 2004 via LeftHandedGolf.co.uk.
• McLaren Golf Irons and Custom Fitting McLaren Golf's Series 1 and Series 3 iron ranges, with Silvermere as an official Dealer Locator partner offering exclusive custom fitting sessions at a £50 fitting fee for the McLaren iron range.

Quantifiable outcome

• 92% of golfers custom fitted with a launch monitor see immediate improvements

Named customers2 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• McLaren GolfcoreStrategic or Co-development PartnerSilvermere selected as official Dealer Locator partner for McLaren Golf. One of limited number of approved locations offering easier access to latest McLaren Golf collections. Offers exclusive custom fitting sessions for McLaren iron range (Series 1 and Series 3) at £50 fitting fee.
• Left Handed Golf LTDcoreChannel Partner/ Reseller/ DistributorUK's largest and only exclusive Left Handed Golf Store operating from Silvermere Golf Complex since March 2004. Provides left-handed golfers same level of service and choice previously reserved for right-handed golfers.
• Foresight SportscoreTechnology or IntegrationProvides GCQuad launch monitors for custom fitting studios. World's most advanced quadrascopic launch monitor delivering unmatched accuracy in measuring ball flight, spin, launch angle, club path, face angle.
• QuinticcoreTechnology or IntegrationQuintic Ball Roll System used in putter fittings. High-speed camera capturing over 45 key putting metrics including face angle, launch direction, ball speed, skid, roll efficiency.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Scottsdale Golf: UK multi-channel golf retailer carrying premium brands (Titleist, Callaway, TaylorMade) and offering custom fitting alongside e-commerce. Comparable to Silvermere on product breadth, brand focus, and custom fitting service layer.
• Direct Golf: Major UK online-first golf retailer with broad assortment across clubs, balls, apparel, and accessories. Comparable to Silvermere on product range and UK target customer, but competes primarily through digital channels and aggressive pricing rather than fitting experiences.
• American Golf: UK's largest multi-channel golf retailer operating physical stores and e-commerce across clubs, apparel, and accessories. Directly comparable to Silvermere as a UK specialist golf retailer with national reach versus Silvermere's single-complex footprint.
• Online Golf: Established UK online golf retailer covering equipment, apparel, shoes, and accessories. Directly competes for the same UK consumer golf purchase occasion, particularly standardized items where Silvermere's flagship overhead is a disadvantage.
• True Spec Golf: US-based custom fitting specialist operating studios using Foresight/TrackMan technology with a club-only, fitting-first business model. Most directly comparable peer to Silvermere's fitting-led hardware proposition, although geographically separate.
• Clubhouse Golf: UK online golf retailer with strong custom fitting heritage and broad equipment/apparel offering. Comparable to Silvermere as a UK specialist competing for the same customer cohorts but with a primarily digital footprint.
• Club Champion: US premium custom fitting chain using TrackMan and Foresight launch monitors, charging fitting fees and converting to club sales. Highly comparable to Silvermere's fitting-as-conversion model, with a multi-studio rollout approach.

Emerging players

• Cool Clubs: Boutique custom fitting retailer operating multiple studios using launch monitor technology. Comparable to Silvermere on the custom fitting differentiator but with a smaller physical footprint and tighter brand focus.

Broad incumbents

• Frasers Group (Sports Direct): UK-listed multi-category sporting goods retailer offering golf equipment and apparel as part of a broad portfolio (including golf via USC and Sports Direct Golf lines). Comparable on golf product range but competes through scale and discount positioning rather than specialist fitting.
• Decathlon UK: French-headquartered sporting goods superstore chain with a golf category and own-brand equipment. Adjacent competitor in UK golf retail through multi-category scale, but does not specialize in custom fitting or premium brand depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/silvermere-golf-store

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Silvermere Golf