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Backing golf businesses with funding, judgement, and hands-on operating support.

Helping ambitious founders make every shot count.

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About

Operator first. Investor second. Golfer always.

I spent 20 years inside RELX PLC, the world's largest science publishing group, leading turnarounds, structuring acquisitions, and reshaping commercial models at scale. Strokes Gained Ventures brings that same operating discipline, strategic judgement, and deal experience into golf.

I back founders who are broadening who golf is for and improving how it is experienced. Sometimes that means product. Sometimes community, technology, media, or format. The common thread is a sharper read on where golf is going next.

I'm an active golfer, a trustee of Resuscitation Council UK, and I take a small number of investments and advisory mandates each year. Founders work directly with me, and I show up as a genuine partner rather than a name on the cap table.

Former RELX / Elsevier Senior Executive Trustee, Resuscitation Council UK Handicap Index 5.0 The Addington Golf Club Dulwich & Sydenham Hill Golf Club
Neil Appleton
Investment Thesis

SGV backs founders building durable golf businesses around changing behaviour.

New communities, new formats, smarter technology, distinctive brands, and better experiences. Businesses with a real point of view on the customer and the category.

🏌️

Golf Tech & Data

Platforms, analytics, coaching tools, performance technology

🏠

Golf Experiences

Venues, simulators, travel, events, indoor and alternative formats

🛍️

Golf Commerce & Community

Brands, products, memberships, content, collectibles

Typical ticket: £20K–£150K · Equity, SAFE notes and commercial loans · Hands-on involvement expected · UK, European and US deal flow
Portfolio

Companies SGV is backing.

NBNB Golf Club

NBNB Golf Club

Membership community redefining golf culture for a new generation, inviting all to never be alone on the first tee

Investor
Krave Golf

Krave Golf

Premium headcovers brand combining strong design point of view with direct customer loyalty

Investor & Advisor
Oh My Golf

Oh My Golf

Tech-enabled indoor golf venue serving locals and tourists in a seasonal resort market

Investor & Co-founder
Shaftd

Shaftd

Golf shaft wraps and clothing brand bringing personalisation and personality to club performance

Commercial Advisor
Marion Duvernay / YGP

Marion Duvernay / YourGolfProfile

LPGA coach and LET Tour player with unique profiling platform combining elite coaching insight with distinctive physical and neurological assessment.

Commercial Advisor
Golf Gear Giveaways

Golf Gear Giveaways

Media-commerce platform building audience, trust, and purchase intent inside a fast-growing golf community

Commercial Advisor
Advisory

Work with someone who's been in the room.

Neil takes on a small number of advisory mandates each year with golf businesses that want experienced commercial judgement, practical structure, and a true thinking partner. This is advisory grounded in operating reality: deals, P&Ls, boards, and growth decisions that have to work in practice, not just on paper.

M&A & Fundraising Advisory

Term sheets, cap tables, investor readiness, deal structure, and valuation judgement. Informed by deep M&A experience and active early-stage investing.

Commercial Strategy

Pricing, partnerships, go-to-market design, and revenue model clarity. For founders who need sharper commercial judgement and practical momentum.

Board & Governance

Board advisory, governance design, and senior strategic support. For businesses ready to put better structure around growth.

Discuss an advisory mandate
Contact

Building something ambitious in golf?

If you are raising, rethinking your commercial model, or building a business with real edge, I'd be glad to hear from you.

Or connect on LinkedIn

SGV takes on a small number of investments and advisory engagements each year. Every enquiry is reviewed personally.