Eric Sundberg new business developer at Caddies and GolfStar
Eric Sundberg new business developer at Caddies and GolfStar
Eric Sundberg is the new salesperson and business developer at Caddies Europe AB, which also owns GolfStar. Eric’s mission is to help selected golf course owners, regardless ifthey are private or club-owned, to increase their profitability.
Eric comes from the job as partner manager at Greenfee 365.
“The Caddies Group vision is to be at the forefront of the golf game market’s journey of change. With Eric on board, we don’t just get an experienced salesperson. We also get cutting-edge expertise in international relations and business thinking in how golf courses can increase golf game revenues and reduce their delivery costs, says Tony Trigell, founder and CEO of Golfstar and Caddies Europe.
“I have met Tony quite a few times over the years. I like the position Caddies is taking. The timing is right and meets the changing golf consumer behavior in the right way. Of course I want to be a part of that journey, says Eric Sundberg.
Substantial international network
As partner manager at Greenfee 365, Eric helped build a greenfee booking platform. The platform enables travel operators and hotel chains to have their customers book golf in real time abroad. Ving and Tui were some of the clients that Eric worked with.
Early this year, Caddies and GolfStar established business operations in Spain, where Eric Sundberg already has a large network of contacts. Building relationships and recruiting golf facilities in Spain and abroad will be one of Eric’s task in his new position.
In addition, Eric will also sell and develop all of Caddie’s services and products, which means the establishment of new GolfStar facilities in the Nordics and Spain, course maintenance via TopTee Greenkeeping and sale of tee times via Greenfee Outlet, where all of Sweden’s golf clubs have the opportunity to sell green fees at less desirable times to a price that the clubs set themselves.
“Last, but not least, I will also work to spread information about Caddies and our consulting services where we help golf courses to optimize their commercial operations,” says Eric.
Caddies consulting service
“With Eric, we increase the growth rate and advance our positions. An important part of our offer is our consultancy for golf course owners and how we can help them increase profitability, says Tony Trigell, Group CEO at Caddies and continues:
“For many years, the Swedish Golf Association has had an advisory services organization for the Swedish golf clubs. They have advised the golf clubs with operations in general and sports operations in particular. Our consulting service will provide concrete advices aimed at the commercial operation of the limited companies that most golf clubs own. We think we are both needed because golf as a sport and golf as a business are two sides of the same coin.”
Eric Sandberg begins his assignment immediately.
The Caddies Group consists of GolfStar, Cloud Golf Club, TopTee Greenkeeping, Greenfee Outlet, SmartGolfa and Golfresan on Tour. GolfStar is the Nordic region’s largest MCO “Multi Course Operator” and runs a total of 22 golf courses in 14 facilities around Greater Stockholm, one facility in Spain and 4 golf facilities in Finland. Caddies has a total of over 75,000 golfing customers and 50,000 members.
