Software for golf club operators to optimize key revenue drivers.

Exit Year	Multiple	IRR
2022	x 1.4	24.4%

Buyer
TA Associates, Name 2

Players 1st is a Danish software company providing a customer experience and business intelligence solution designed specifically for golf course operators.

Status	Founded	HQ
Active	2012	Denmark

Investment	Vertical	Theme
2023	Customer Experience	Future of Work

Co-Investors
Name 1 Name 2

Why did we invest in Players 1st?

We invested in Players 1st because it is a great combination of an experienced and charismatic team working in a blue ocean market niche with a strong product that adds a lot of value to customers. They have managed to build an impressive customer base of +3000 clients globally and created +10M surveys over time that have been used by +3.5M golfers. Players 1st has a unique position in the market and many opportunities to expand geographically and vertically.

“We worked with the team for many months before making the investment and spent a long time understanding the market dynamics, and have been very impressed with what they have achieved. We are excited to help the team scale their operations in the US in the near-term, and eventually replicate their success in golf into new markets and sports.”

Joachim Schelde
Senior Associate @ Scale Capital

What does Players 1st do?

Players 1st helps club operators to gain insights into players’ experiences, identify pain points, and optimize their operations to boost customer satisfaction, retention, and profitability. This will ultimately help club operators recruit and retain more golfers.

The tool features automated supplier onboarding, invoice management, cash flow management and is made in partnership with Mastercard in order to simplify B2B purchases, payments, and compliance through business cards. With Mazepays solution, corporates can simplify their payments via virtual cards and ensure transparency, compliance, and efficiency when it comes to long-tail spend.