The acquisition of Bluegreen by Ugolf enhances and develops the golf market – Golf Planète

Information circulated for a few days, and on the morning of Monday, February 14, the Duval Group, which already owns Ugolf, confirmed its acquisition of Bluegreen to become the world’s sixth golf operator.

The two networks, which are geographically complementary, have 93 golf courses in France and generate an estimated revenue of around €115 million. The group employs 1,500 people and advertises over 60,000 licensees.

Meet Golf Planet Pierre Andre Olinthe general manager of Ugolf who answered our questions.

Pauline Duval: Opening up golf to a wide audience in France and abroad

for Pauline Duvalthe general manager of the group that purchased Bluegreen, has told us her feelings at the time of this important operation that marks the history of golf in France:

“We are delighted to incorporate the BlueGreen teams into our family group. We will provide them with the means to continue their development, while remaining true to the human values ​​we share and the entrepreneurial spirit that drives us.

Our ambition? Continuing to open up the game of golf to a wide audience in France and internationally. »

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Pierre-Andre Ulin: The action plan does not stop at this merger

On Monday, February 14, the Duval Group, which already owns OGulf, announced its acquisition of Bluegreen, a subsidiary of the Sauer Group which will also be up for sale. Your turnover is approximately 56 million euros. What drove the Duval Group toward this unexpected merger, even if some actually put it in the direction of history?

In 2007, the Duval Group bought Nouveaux Golfs de France (now UGOLF) which would later work on ten golf courses. Since then, UGOLF has continued its development to manage today’s 59 golf courses in France and abroad. When SAUR began selling Blue Green in mid-2021, it made sense to position itself. This merger, she says, is the meaning of history: it allows us to unite the market with two main goals: developing the market through the arrival of new players and retaining them through more services.

Did the post-pandemic improvement in golf in the USA, Great Britain or Europe play a role in your decision?

UGOLF is a company that has continued to grow, including during the years when the market has remained stagnant. Academy, network strength, quality of service are examples of levers we work on a lot with teams. The Ryder Cup in France in 2018 accelerated interest in golf in our country and the pandemic was an additional factor in accelerating golf even if, let’s remember, golf courses remained closed for 3 months in 2020. We believe in developing the game of golf because we believe the sport transmits the values ​​we share such as High standards, concern for others, course and performance for those who are most drawn to competition. Finally, golf is the sport of a lifetime with a retention rate of over 80% each year.

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If your geographical integration is a key point in this process, what about your differences in cultures and management styles? More centered for one, more active in the field for the other… How do you reconcile the two stories, the realities: will you bring them together in one structure?

We’ll think about branding strategy later. At first, we’ll get the two entities to live together, get to know each other, and then find a job that gets the best of both.

Ugolf . site

Bluegreen . layout

What will be the consequence of tomorrow for the employees of the two companies? And for golfers who are members of your networks?

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We want to enhance team training and engagement together so that the business project does not stop at this convergence. We want to continue our development, especially internationally. All of these development projects are opportunities for employees who want to grow and are also an opportunity to provide our players with a broader golfing experience than ever before in our network.

Finally, it was the Duval Group, not the O’Gulf, that acquired Bluegreen: How should this strategic choice be interpreted?

It is a business choice aimed at successfully integrating Blue Green. Once again, we have to figure out how it works and determine the best strategy for tomorrow.

Golf at Domaine de Bethemont

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