GBR Friday | East Lothian Golf Tourism: Scotland’s £300M Coastal Powerhouse
Every Tuesday and Friday Morning, We Bring You the Latest Summary of What's Happening in the Golf Industry While you Were Golfing.
Good morning, GBR community,
Another week is nearly at an end, and it’s time to take a look at the remaining major stories in the golf industry.
The big news this week was Brian Rolapp’s confirmation as the new CEO of the PGA Tour. It was predictable that he would be asked at the first opportunity about the possibilities of a breakthrough in negotiations with PIF and bring an end to what is now three years of disruption in golf since LIV Golf was formed in 2022.
Like his counterpart at LIV Golf, Scott O’Neill, who is still only six months into his role, it’ll take time for Rolapp to get his bearings, and we'll see how he wants to move forward.
Today, we take a closer look at East Lothian in Scotland. East Lothian isn’t as famous as its distant neighbor, St Andrews, but East Lothian is home to some of the oldest and best links courses in the United Kingdom, as well as some modern gems.
We’ll cover our usual mix of:
Industry News
Circuits
Equipment
People To Watch
Paid Content: Inside East Lothian’s Golf Boom: Courses, Costs, and Global Reach
Enjoy your weekend!
1. INDUSTRY NEWS
GOLF LIVE AND FLIGHTSCOPE UNVEIL GROUNDBREAKING REMOTE COACHING INTEGRATION
Golf Live and FlightScope have announced a pioneering integration that enables real-time remote coaching by combining Golf Live’s patented video capture platform with FlightScope’s Mevo+ launch monitor technology. This collaboration allows players to connect with coaches worldwide via live video calls, capturing swing footage and shot data simultaneously. Coaches can customize which performance metrics to prioritize, while all data and video are automatically stored for future review and analysis. The partnership marks the first time that live swing analysis and launch data have been synchronised in a remote setting. Golf Live founder Keith Scioli and FlightScope CEO Henri Johnson hailed the initiative as a transformative step for global golf instruction, offering a powerful tool for players and coaches seeking efficient, data-driven feedback beyond traditional in-person sessions. More details of the new setup can be found here.
TAGMARSHAL EXPANDS ACROSS EUROPE WITH MAJOR COURSE PARTNERSHIPS AND TECH INVESTMENT
Golf technology firm Tagmarshal has reported a 146% growth rate across Europe and the UK over the past year, driven by a surge in new partnerships with elite venues, including St Andrews, Royal Portrush, Muirfield, Adare Manor, and Carnoustie. Known for its AI-powered pace-of-play and on-course optimization tools, Tagmarshal now supports operations at dozens of major-championship and Ryder Cup venues across the continent. Backed by data from over 75 million rounds, the platform enables clubs to enhance player experience, streamline operations, and increase revenue. With new offices in Spain and expanded facilities in Ireland, the company has also introduced multilingual training tools to facilitate rapid adoption. Tagmarshal’s influence is also growing in tournament play, having supported the 2024 AIG Women’s Open and DP World Tour events with customized pace-tracking solutions. “This is one of the smartest technological investments we have made,” said DP World Tour CTO Michael Cole, underscoring the brand’s strategic value in the evolving golf landscape. More details on Tagmarshal’s expansion in Europe can be found here.
DRYVEBOX LAUNCHES IN UK, MARKING FIRST INTERNATIONAL EXPANSION
Dryvebox, the mobile golf simulator company, has officially launched operations in the UK—its first market outside North America. Backed by DP World Tour player Laurie Canter and led by Stephen White, Rob Dargue, and PGA pro Pedro Lemos, Dryvebox UK is already serving clients including the English Premier League. It is partnering with the Kate and Justin Rose Foundation to deliver free PGA-qualified lessons to schools and community groups. Built locally and offering the same patented, climate-controlled, solar-powered experience seen across the U.S. and Canada, Dryvebox aims to engage new audiences through pro tournaments, corporate events, and grassroots initiatives. The launch comes amid rising interest in non-traditional golf experiences, with CEO Adeel Yang calling the UK “an incredible opportunity” to expand Dryvebox’s footprint in the sport’s historic home. More information on Dryvebox’s first venture outside of the U.S. can be found here.
GOLFMANAGER AND GOLFNOW STRIKE GLOBAL DEAL TO BOOST CLUB REVENUE
Golfmanager, the digital platform streamlining golf club operations, has announced a global integration with GolfNow, the world’s largest online tee-time marketplace, in a move set to help clubs worldwide increase revenue and reduce administrative workload. The partnership enables Golfmanager’s users—now active in over 25 countries, including Spain, Portugal, Mexico, and the UK—to automatically publish available visitor tee times on GolfNow via secure API, connecting them to millions of golfers globally. With prestigious clients such as Costa Navarino, La Reserva Club, and Praia D’El Rey already on board, the integration allows clubs to maximise occupancy, attract more international players, and simplify tee-time management. Both companies hailed the deal as a strategic milestone aimed at delivering growth and efficiency to golf operations across Europe and beyond. The press release announcing the partnership between Golfmanager and GolfNow can be found here.
CALLAWAY AND LEADERBOARD LAUNCH INTERACTIVE LOYALTY CHALLENGE FOR GOLFERS
Callaway Golf has partnered with golf app Leaderboard to debut the Callaway Leaderboard Challenge, a season-long, interactive loyalty campaign running from June 18 to September 14. Designed to reward golfers for on-course play and app engagement, the initiative transforms routine rounds into opportunities to win Callaway gear, including weekly prizes such as Chrome Tour balls, limited-edition bags, and a grand prize of a full club fitting. Players earn points by posting scores, inviting friends, and completing themed stat challenges—such as birdie percentage or fairways hit—integrated with Callaway’s product line. The campaign signals a growing trend toward gamified, digitally native brand engagement in golf, with Leaderboard CEO Riley Pratt calling it “a new kind of loyalty loop that starts with your Saturday tee time.” The Leaderboard app can be downloaded here.
NOVAWORLD PHAN THIET GOLF CLUB JOINS FORCES WITH 54 TO ELEVATE VIETNAM’S GOLF TOURISM
NovaWorld Phan Thiet Golf Club has entered a strategic partnership with global golf management firm 54, marking a major step in its mission to become a premier international golf destination. Featuring two acclaimed Greg Norman-designed courses—the Ocean and Garden layouts—the club is now under the stewardship of 54, which brings extensive global expertise, including involvement in LIV Golf and the International Series. With seasoned executive Ben Styles leading operations, the collaboration aims to raise service standards and enhance Vietnam’s growing reputation as a golf tourism hub. The move also supports NovaWorld’s broader ambition to anchor Vietnam’s sports industry, with the resort set to host the inaugural Festival of Sports in August 2025. This alliance signifies a commitment to integrating world-class hospitality, developing local talent, and creating long-term value in one of Asia’s fastest-growing golf markets. 54 has provided more details on the strategic partnership with NovaWorld Phan Thiet here.
2. CIRCUITS
AT&T EXTENDS HISTORIC TITLE SPONSORSHIP OF PEBBLE BEACH PRO-AM THROUGH 2026
The PGA TOUR, AT&T, Monterey Peninsula Foundation, and Pebble Beach Company have confirmed the extension of AT&T’s title sponsorship of the AT&T Pebble Beach Pro-Am, marking a remarkable 40-year partnership—the longest continuous title sponsorship on the tour. Set to return February 12, 2026, the 80th playing of the storied event will continue to showcase the game’s top talent at Pebble Beach Golf Links and Spyglass Hill. As a Signature Event, the tournament will be broadcast globally and remains a pillar of charitable giving, with more than $250 million donated to local nonprofits to date. AT&T’s ongoing support also includes initiatives such as Birdies for Students, reinforcing its commitment to digital access and education. PGA Tour Commissioner Jay Monahan hailed the renewed partnership as a testament to the enduring legacy and community impact of one of golf’s most iconic tournaments. Further details of the renewed sponsorship deal can be found here.
U.S. OPEN TV RATINGS DIP 8% AMID WEATHER DELAY AND UNDERDOG FINISH
It seems that TV audiences aren’t that much in favor of seeing an underdog triumph. The 2025 U.S. Open at Oakmont Country Club saw a modest decline in television ratings, with final-round coverage on NBC and Peacock averaging 5.4 million viewers, down just over 8% from last year’s 5.9 million. A 90-minute rain delay and the absence of marquee names atop the leaderboard, as 150-to-1 underdog J.J. Spaun secured his first major title, contributed to the drop. Despite the setback, peak viewership hit 9 million just after 8 p.m. ET, and streaming numbers surged, making it the most-streamed golf event in NBC Sports history. Total four-day linear coverage averaged 2.9 million viewers, slightly below 2024’s 3.1 million, yet still the second-highest for an East Coast-hosted U.S. Open since 2013. NBC, in the final stretch of its USGA media-rights deal, is now in talks to extend its coverage beyond 2026. David Rumsey covered the viewing figures for Front Office Sports. His full article is available to read here.
2025 KPMG WOMEN’S PGA CHAMPIONSHIP EQUALS RECORD $12M PURSE IN LANDMARK MOVE
As the second round of the third ladies' major championship gets underway today, participants will know they are playing for serious money. The 2025 KPMG Women’s PGA Championship will offer a record $12 million purse, matching the U.S. Women’s Open as the most lucrative event on the LPGA Tour, with $1.8 million awarded to the winner. The increase from last year’s $10.4 million underscores KPMG’s ongoing commitment to elevating women’s golf, part of a broader prize money surge across the LPGA, which will total a record $132.6 million in 2025. For the first time, the championship will be held at Fields Ranch East in Frisco, Texas—home of the PGA of America’s new headquarters—further enhancing its prestige. With over 100 hours of live coverage across NBC, Golf Channel, and Peacock, and the integration of AI-powered analytics, the event aims to set a new standard in both competition and fan engagement. Beth Ann Nichols’ article for Golfweek is available to read in full here.
3. EQUIPMENT
COBRA UNVEILS DS-ADAPT LS LONG DRIVE HEAD FOR EXTREME SWING SPEEDS
Fancy teeing it up with the likes of Kyle Berkshire and Martin Borgmeier in the World Long Drive Championships? Cobra can help you after launching its most aggressive driver head to date, the DS-Adapt LS Long Drive, designed in collaboration with World Long Drive champion Kyle Berkshire. Engineered for elite players with swing speeds exceeding 140 mph, the club features a starting loft of just 6 degrees—adjustable to 8 via Cobra’s FutureFitt33 hosel—and a deeper face profile paired with a shortened head length for enhanced aerodynamics and reduced spin. The head-only release, priced at $599 (£445, €520), caters to high-speed golfers seeking maximum distance and precision, though its design firmly places it outside the realm of conventional consumer drivers. While niche, the innovations may influence future mainstream Cobra LS offerings. More details of the new DS-Adapt LS Long Drive can be found at Cobra Golf.
4. PEOPLE TO WATCH
JARED SOLOMON NAMED EY ENTREPRENEUR OF THE YEAR® 2025 NEW YORK AWARD WINNER. The Co-Founder and CEO of Five Iron Golf was honored for his innovative work in transforming the golf experience through technology, entertainment, and inclusivity. Selected by an independent panel of business leaders and past winners, Solomon stood out among high-growth company founders for his impact on the industry and community. The award underscores Solomon’s role in shaping the future of golf by making it more accessible and engaging for players of all skill levels. To read more about Solomon’s award, EY has a full rundown of the event here.
MIGUEL ÁNGEL JIMÉNEZ SIGNS WITH NEWTON GOLF AND WINS ON DEBUT WITH NEW SHAFT TECHNOLOGY. The PGA Tour Champions standout has partnered with Newton Golf and will now play with the company’s cutting-edge shaft technology. Jiménez made an immediate impact by winning the Principal Charity Classic, using the Newton Fast Motion shaft, which was launched in April 2025. The full press release announcing Jimenez’s partnership with Newton Golf can be found here.
5. For Paid Subscribers: Inside East Lothian’s Golf Boom: Courses, Costs, and Global Reach
The drive from Aberlady to North Berwick is 11 miles (18 km). Within that distance, you will encounter 13 golf courses.
These are no ordinary golf courses, looking through the roll call of some of them, you’ll find:
A 16-time venue for the Open Championship - Muirfield Golf Club
A Ryder Cup venue - Muirfield Golf Club
Host course for the Scottish Open since 2019 - Renaissance Golf Club
13th oldest golf club in the world - North Berwick West, founded 1832
The redan hole - one of the most copied architectural designs in world golf. - North Berwick West
Add to the mix Gullane Number 1, which was twice a venue for the Scottish Open, Luffness New and Craigielaw, which have hosted final and regional qualifying for the Open Championship, and it’s hard to imagine any other place in the world that can boast so many championship or historic golf courses in such a small area.
If you want to extend the area further, Musselburgh Links is arguably the oldest golf club in the world, tracing its roots back to 1672. There is speculation that Mary Queen of Scots (1542-1587) was sometimes found having a quick nine on the land that Musselburgh Links is situated on.
Royal Musselburgh Golf Club is considered the sixth-oldest golf club in the world, having been founded in 1774.
East Lothian has a strong pedigree to attract golfers from all over the world, but like any other area of Scotland, it sits in the shadow of St Andrews.
Getting To East Lothian
East Lothian lies to the east of Edinburgh on the banks of the Firth of Forth. East Lothian’s status as prime land for golf courses lies in the fact that it has shallow shorelines, which prevented heavy ships from being able to dock anywhere on the coastline, ships would have to carry on further up the Forth to Edinburgh or sail to the other side of the Forth and dock at one of the deeper bays found in Fife.
East Lothian is easily accessible from Edinburgh Airport, which offers numerous taxi services to cover the 50-minute journey from the airport to the heart of East Lothian.
Edinburgh Airport taxis will charge £100 ($135, €120); private hire rates can vary.
There are also many private operators who can provide transport for golf groups. Prices will depend on the group size and itinerary.
If travelling by car, East Lothian has good connections with highways from the west and south (East Lothian’s boundaries are within a 90-minute drive to the border with England).
Accommodation
The Marine Hotel in North Berwick is the biggest in the region. There are many smaller establishments, such as bed and breakfasts, rental properties, and Airbnb accommodations, as well as numerous pubs and restaurants that also offer lodging.
Larger golf groups may find that they are scattered across several locations if the Marine Hotel can’t accommodate them.
Alternatively, Edinburgh is an option to consider, especially if looking to take in some of the golf courses in Fife. St Andrews is reachable from the center of Edinburgh, but allow up to two hours travel time.
Edinburgh’s abundant tourist and shopping opportunities are ideal if non-golfing partners are travelling in the group.
Average Prices For Accommodation in East Lothian
East Lothian's accommodation scene caters to a wide range of visitor budgets, with prices in 2025 reflecting rising demand and quality.
Hotels and guesthouses typically range from £90 to £200 ($120 - $270) per night, with mid-range properties averaging between £100 and £150 ($135 - $205). Boutique or seafront rooms can exceed £180 ($245).
Bed and breakfasts average £178 ($240) in areas like East Linton, with many falling within the £150–£200 ($205-$270) range. Budget-friendly options still exist at £80–£120 ($110-$162).
Airbnb and self-catering rentals vary widely: shared rooms and studios start at £25–£50 ($34-$68) per night, while entire homes and golf-side cottages range from £100 to £350+ ($135-$472) per night.
A standout example is the Marine Hotel in North Berwick, where rooms typically cost £235–£270 per night ($317-$365), with premium sea-view suites rising above £300 ($405). Guests enjoy access to spa facilities, in-house dining, and proximity to the West Links, making it a top choice for golf tourists seeking a premium experience.
Extended stays or off-peak travel can reduce costs, with monthly self-catering rentals bringing nightly averages down to £40–£70 ($54-$95).
Green Fees In East Lothian
East Lothian has been marketed as “Scotland’s Golf Coast,” and the area is becoming increasingly popular with tourists from the UK and overseas.
The increased tourism has resulted in steep rises in green fees in the region, making it one of the more expensive areas in the country to play golf.
At the elite end of the spectrum:
Muirfield commands £365 per round, aligning with the UK's most prestigious Open Championship venues.
North Berwick West Links and Gullane No. 1 charge between £260 and £285, in line with Scotland's top 25 courses.
An article in March’s edition of Bunkered highlighted the steep rise in rates. North Berwick’s West Links’ fees have risen by 185% in a ten-year period from 2015 to 2025.
By comparison, Muirfield’s rates have increased by 74% over the same period.
Both courses aim to justify their rates by consistently being voted among the top 10 courses in the UK and Ireland.