About Players 1st
Golf runs on opinion. We've spent a decade replacing it with evidence.
We started as customer experience management for golf courses, asking golfers what they actually think, at scale. Today that decade of survey data is joined by booking, member and financial data, benchmarked across an industry that never had a common standard. The goal hasn't changed: give every course the evidence to run itself better.
10+
Years benchmark
3,000+
Golf courses
30+
Associations
20+
Countries
Where we're going
One direction, three chapters.
Listen to every golfer
Customer experience management for golf: surveys for members, guests and events, benchmarked across thousands of courses. The industry's largest record of what golfers actually think.
Standardise the industry's data
With national federations and associations, we're building the common benchmark golf never had: rounds played, utilisation, RevPATT and satisfaction, so every course can see where it stands and why. Chat-first intelligence turns that data into answers.
Do the work, not just the analysis
Automation that drafts the pricing proposal, writes the board report and reaches the right member at the right moment, reviewed and approved by you. Built with the courses already on the platform.
Who and where
One ambition since 2013: grow the game.
The game grows one golfer at a time: the beginner who comes back, the guest who joins, the member who renews. Jacob Buksted Poulsen and Morten Bisgaard, both experts in customer experience management, built Players 1st so that happens by design, not by luck.
National federations saw the same opportunity and joined us. Today three offices serve courses wherever the game is played.
2013
Aarhus
Founded with the Danish Golf Union
Then
Europe and the UK
National federations join
2017
United States
Across the Atlantic
Today
Aarhus, London, Scottsdale
One team, three time zones
How we work
Cited, not guessed
Every answer the platform gives names its sources. Every claim we make in a boardroom can be traced to data.
Your data stays yours
Benchmarks are anonymised and aggregated. No course's numbers are ever visible to another.
Advanced, not difficult
The modelling is heavy; using it isn't. If a GM needs a manual, we've failed.
Company details
The companies behind Players 1st.
Players 1st ApS
CVR 34694222
Players 1st Limited
Company no. 11709715, registered in England and Wales
Players 1st, Inc.
Arizona corporation
Run your course on evidence.
3,000+ golf courses · 20+ countries · trusted by the industry