In a significant development for the golf industry, Bottle Inc., a startup based in Pangyo, South Korea, is leading the charge in digitizing the traditionally analog golf market. The company’s flagship service, Tee Mart, is an automated platform that streamlines the entire golfing process, from booking and payment to check-in and F&B purchases.
CEO Seungsoo Han emphasizes the timeliness of this digital transformation, stating, ‘The golf market is bound to grow alongside rising national incomes. Now is the time to transform golf courses into more efficient and reasonable environments digitally.’ This initiative comes as golf’s popularity has surged, particularly since the COVID-19 pandemic, making it an opportune moment for innovation in the industry.
Tee Mart’s time-deal commerce model allows customers to access golfing services at lower prices while helping golf courses reduce vacancy rates and maximize revenue. This approach is reminiscent of prepayment systems used in the lodging industry, contributing to making golf more accessible through reasonable pricing.
Targeting price-sensitive Millennials and Gen Z (ages 20–39), Bottle aims to democratize golf by making it more affordable. ‘Our goal is to allow college students and young professionals entering the golf market to enjoy the sport at a reasonable cost,’ Han explains. ‘Lower prices lead to a rapid increase in potential customers, which fuels the growth of our service.’
Since its full launch in August 2023, Tee Mart has already made significant inroads, operating in approximately 30 golf courses, which represents about 10% of all courses in South Korea. The service boasts a repurchase rate of 25%, indicating strong customer satisfaction and loyalty.
One of Tee Mart’s key features is its use of AI technology to determine optimal real-time pricing dynamically. This not only boosts golf course revenues but also enhances customer satisfaction. The adaptability of this technology positions Bottle for potential expansion into markets like Japan and Southeast Asia, where digital transformation in golf remains slow.
Bottle’s location in Pangyo, a hub for IT talent and government-backed startup initiatives, has been instrumental in its growth. The company has leveraged this environment to build efficient services and drive innovation in the golf industry.
By replacing the inefficient post-payment system in golf courses with a prepayment model, Bottle is fundamentally changing how the market operates. Han draws parallels to the lodging and airline industries, suggesting that the introduction of data-driven IT solutions will make golf a widely accessible sport for everyone.
The impact of Bottle’s innovation extends beyond just making golf more affordable. It has the potential to reshape the entire industry, making it more efficient, accessible, and appealing to a broader demographic. As the company continues to grow and potentially expand internationally, it could set new standards for how golf courses operate and how people engage with the sport.
While Bottle’s journey toward ‘digital innovation in golf’ is still in its early stages, the company’s progress and vision suggest a promising future for both the startup and the golf industry as a whole. As more golf courses adopt digital solutions like Tee Mart, the sport may see increased participation, improved operational efficiency, and a shift in perception from an exclusive pastime to a more inclusive recreational activity.
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