Bottle Inc. Revolutionizes Golf Industry with Digital Prepayment Platform Targeting Younger Demographics

Bottle Inc., operating as Golf People, is leading the digital transformation of the golf industry by introducing innovative IT solutions that address inefficiencies in the traditional market. The company's CEO, Seungsoo Han, emphasized that the golf market is poised for growth alongside rising national incomes, creating an opportunity to digitally transform golf courses into more efficient environments. This shift is particularly relevant as golf has become increasingly popular since the COVID-19 pandemic, moving beyond its historical perception as an exclusive sport for the affluent.

The flagship service, Tee Mart, is an automated platform that streamlines the entire golfing process, including booking, payment, check-in, and food and beverage purchases. By implementing a time-deal commerce model similar to prepayment systems used in the lodging industry by companies like Yanolja and Yeogi Eottae, Bottle enables customers to access services at lower prices while helping golf courses reduce vacancy rates and maximize revenue. This approach significantly enhances the sport's accessibility through reasonable pricing strategies.

Bottle specifically targets price-sensitive Millennials and Gen Z consumers aged 20-39, aiming to make golf affordable for college students and young professionals entering the market. Han explained that lower prices lead to a rapid increase in potential customers, which in turn fuels service growth. Since fully launching its time-deal commerce model in August 2023, the service now operates in approximately 30 golf courses, representing about 10% of all courses in South Korea, and has achieved a 25% repurchase rate.

The company leverages AI technology to dynamically determine optimal real-time pricing, which boosts both golf course revenues and customer satisfaction. This technological approach is adaptable to regions like Japan and Southeast Asia, where digital transformation in golf remains underdeveloped, providing a pathway for Bottle's global expansion. Han identified these markets as having significant potential for overseas growth of their successful model.

Based in Pangyo, a hub for IT talent and government-backed startup initiatives, Bottle benefits from an environment conducive to startup growth. The company has utilized these advantages to build efficient services that replace the traditional inefficient post-payment system in golf courses with a modern prepayment model. Similar to transformations in the lodging and airline industries, Han believes that introducing data-driven IT solutions will make golf a widely accessible sport for everyone, fundamentally reshaping the industry's future through digital innovation.