Norwegian golf tech startup Alba (www.albaplay.com) is going international after capturing over 80% of the golf simulator market in Norway in just 12 months – with 0% customer churn and surging demand from golf venues and professionals across Europe and North America.
Built specifically for indoor simulator venues, golf clubs and professionals, Alba’s intuitive platform helps operators save time, boost revenue, and deliver a better player experience through seamless booking, payments, memberships, and session management – all in one place.
“Golf is evolving rapidly, and simulator golf is a big driver in that transformation – making the game more accessible, more engaging, and available year-round”, said Erik Holm, CEO & Founder of Alba. “We’ve proven that purpose-built tools can transform the experience for players and operators alike – and now we’re ready to scale that success globally.”
To support this growth, Alba has appointed Mike Pennick as Chief Commercial Officer, effective September 1st. Pennick, originally from Holywood, Northern Ireland – the home of Rory McIlroy – brings a wealth of global experience to the role. With a career spanning senior sales and marketing positions at Google, Expedia, and AutoStore, he has led international go-to-market strategies and commercial teams at scale. Now, he’s bringing that expertise to the golf world.
“I’m thrilled to join Alba at such a pivotal time,” said Pennick. “This company has built something truly exceptional – a product that’s already transforming simulator golf in Norway and ready to scale globally. With the growth and demand for screen golf across the world, we’re here to help venues, clubs and professionals save time, drive revenue and elevate the player experience.”
Alba is now partnering with leading venues across the UK, France, Canada, USA, and beyond as it expands its international footprint.
For media inquiries or partnership opportunities, contact: erik@albagolf.no
