OMMAX advises Afinum on the Clubhouse Golf Ltd transaction to build the pan-European e-commerce powerhouse for golf equipment

Funds advised by Afinum acquired Clubhouse Golf Ltd from Clearwater International. With the deal Clubhouse Golf joins forces with another Afinum portfolio company, All4golf. The combined business is the clear, pan-European market leader for online golf equipment retail, based out of the two largest European golf markets.

Since the launch in 2003, Clubhouse Golf has established itself as the leading online golf retailer in the UK with a broad product assortment of top brands. All4golf had already been acquired in September 2019 with the goal to bring the successful German-speaking e-commerce platform to international markets on the European continent.

In preparation for the new acquisition, OMMAX executed the commercial due diligence for Afinum. The due diligence included analyses covering the search market and traffic sources, the supply chain and supplier relationships, competitive benchmarking, customer cohorts as well as all relevant digital KPIs.

The Afinum deal team comments: “We were positively surprised to see the outcome of OMMAX’ data-driven approach. Especially the in-depth analyses of the digital market, the competitors and the customers’ behavior gave us new insights on the company’s growth potential. We are looking forward to further projects with OMMAX in the future.”

Toni Stork, Founder and CEO of OMMAX, adds: “We are glad that we had the chance to work so effectively with the Afinum deal team on the successful transaction. We wish Afinum and their portfolio companies all the best and are happy to further support them – on future due diligence projects and value creation in newly acquired businesses.”

Do you want to learn more about our transaction advisory services? Get in touch with Toni Stork: t.stork (at)


About Afinum Management GmbH
Afinum Management GmbH is an independent financial investor wholly-owned by its management with offices in Munich, Zurich and Hongkong, specializing in the acquisition of shareholdings in financially sound and successful mid-market companies in the German speaking region as well as in neighboring countries in Europe.

About Clubhouse Golf Ltd.
Clubhouse Golf is the leading online retailer of golf equipment in the UK. It stocks the majority of leading golf brands and offers a direct-to-customer proposition centred around a bigger choice for better value with an industry leading service. Within the last three years Clubhouse Golf has more than doubled its revenue to almost £30m, with strong growth in the UK and a successful expansion into the European continent.

About OMMAX – Digital Solutions
OMMAX – Digital Solutions is a digital strategy consultancy based in Munich, Hamburg and Berlin, specializing in sustainable digital value creation while catering to an array of mid-sized companies, large enterprises and more than 30 private equity firms around the world. Composed of >120 international experts and with >600 realized digital projects in the fields of digital strategy, digital operational excellence, data science, and transaction advisory services, OMMAX is a forerunner concerning holistic data-driven strategy consulting and end-to-end execution of digital solutions. –

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