Built by operators. Run like one.
SmartGolfHub exists because golf is cash rich, content poor and slow to adopt modern growth practice. We bring the commercial discipline of high growth industries to the game.
Golf is the most undermonetised premium industry in the world. The audiences are affluent and loyal. The assets are iconic. Yet most golf businesses still run on word of mouth, a full tee sheet and a sponsorship deck that hasn't changed in a decade.
SmartGolfHub is a commercial growth partner for the golf industry. We work with brands, clubs, resorts, tours and creators to turn attention into revenue through strategy, content, distribution and partnerships. We don't hand over a plan and leave. We build the system and stay accountable for the number.
Five beliefs behind every piece of work.
They shape what we recommend, what we build and what we refuse to waste your budget on.
Content is distribution.
For golf brands, content is the cheapest route to the customer, not a cost line.
Entertainment sells.
Content that entertains moves commercial numbers. Product shots don't.
Distribution beats production.
Where content lands matters more than how polished it looks.
Digital revenue is wide open.
Golf has barely started monetising its digital audiences.
Modern marketing is the growth lever.
The biggest opportunity in golf is commercial modernisation, not more courses.
David Mullins
David is an entrepreneur and growth strategist with more than 20 years of commercial leadership across fintech, regulated consumer finance, performance marketing, AI, media and sport. He builds and scales businesses hands on, and founded SmartGolfHub to bring that same discipline to an industry he loves and sees as chronically undermonetised.
His background is in acquisition and revenue: programmes that brought in more than 100,000 customers a month, acquisition budgets above £20m a year, and businesses scaled from a handful of people to hundreds. Golf is both his industry and his passion.
- 2025 to now
SmartGolfHub · Founder and Commercial Director
Commercial growth consultancy for golf, sport, hospitality and technology. Opened commercial relationships with Troon, Arcis Golf and Invited, three of the largest golf course ownership and management groups in the world.
- 2024 to 2025
Golf.ai · General Manager Europe
Reframed the European model toward a B2B resort booking and concierge platform, and secured La Cala Resort as flagship launch partner.
- 2021 to 2025
Affilitech Group · Chief Executive Officer
Led a portfolio of performance marketing, regulated finance and claims businesses, acquiring more than 100,000 customers a month.
- 2015 to 2021
Hotpond Media · Commercial Director
Led acquisition and partnerships across finance, legal and consumer markets, managing budgets above £10m a year.
- 2013 to 2015
Lead Gen UK · Co Founder and Commercial Director
Scaled the business from 4 to around 35 people and grew monthly revenue from around £150k to £1.6m within 12 months.
- 2010 to 2013
Quintessential Finance Group · Commercial Director
Part of the founding commercial team that scaled the business past £40m annual revenue and 300 people.
UK roots. Gulf reach.
Based in the UK with a growing presence in Dubai, we work across the UK, Europe and the Gulf, where golf, tourism and real estate are converging fast.
Tell us what you're building. We'll tell you where the growth is.
A 30 minute call. No deck, no sales theatre. Bring a specific problem and leave with a specific next step.