Case Study - Golf Sherpa

Golf Sherpa was built to modernise the golf trip experience by bringing booking, planning, live event management, and on-the-day app functionality into one joined-up platform. My role within the business has spanned product ownership, platform strategy, website development, commercial design, operational setup, and the shaping of the customer journey from first enquiry through to travel and event delivery.

The core challenge was clear: golf travel is often fragmented. Customers typically deal with multiple suppliers, unclear package structures, slow communication, and disconnected event tools.

Golf Sherpa was created to solve that by offering a more premium, managed experience that feels modern from the first touchpoint. I led the development of the business and digital proposition by defining how Golf Sherpa should work both as a customer-facing travel brand and as a scalable platform.

That included structuring tour packages, mapping booking journeys, shaping the web experience, and helping define the connected app functionality around scoring, live leaderboards, itinerary support, and venue-based event management. On the website and platform side, I worked on the full presentation of the offer — making sure tours, packages, and service tiers were commercially clear and easy to engage with.

This included how destinations and venues were positioned, how enquiries and bookings should flow, and how added-value services such as concierge support, live scoring, branded event experiences, and future upsells could be naturally embedded into the journey. A major part of my role was also translating the wider vision into something commercially viable.

I helped shape Golf Sherpa as more than just a golf trip website by building out its revenue opportunities across direct bookings, managed events, venue partnerships, app-based features, upgrades, referral routes, and long-term B2B software opportunities for golf venues looking to manage their own events through the platform. Alongside that, I developed key operational and strategic foundations for the business, including package structures, terms positioning, partner-facing proposals, customer communications, and the overall framework needed to run bookings and events professionally.

That meant balancing brand, product, process, and commercial thinking all at once. The end result is a business and platform proposition that feels far more complete than a standard golf travel site.

Golf Sherpa combines golf tour discovery, trip planning, event delivery, scoring technology, and premium experience management into a single offer designed for both leisure groups and corporate golf events. This project reflects the way I work best: taking an idea with strong potential, defining the product properly, creating structure around it, and turning it into something that is commercially credible, user-focused, and ready to scale.