Linking up golfers

TEN years ago, Deemples founder David Wong faced a dilemma. He wanted to play golf more often, but his friends’ schedules rarely matched up with his. Frustrated by the lack of available partners, he searched online for a digital app that could help him connect with more golfers.

“There were platforms out there like Uber for helping people find drivers, Foodpanda for finding food, Tinder for finding dates, Airbnb for finding rental houses, and so on. I figured someone would have built a platform for finding golfers,” Wong recalls.

When his search came up empty, he decided to take it upon himself to create one. “Ultimately, it came from my desire to find golfers to play with anywhere in the world, the same way I would be able to use Uber globally if I need a ride.”

Launched in late 2016, Deemples facilitates connections between golfers by allowing users to join existing games or create their own, inviting others to participate. This way, groups can easily coordinate a convenient time and location for their rounds.

Within a few months, the app garnered 3,000 downloads. As the business expanded, so did its functions. “Deemples started off as a platform purely for matching golfers, but we always knew monetisation would come from bookings,” the founder says.

In 2019, the app adopted a monetisation model similar to platforms like Grab, Shopee and Agoda. Users can book tee times at golf courses and pay through Deemples, which takes a fee for each successful transaction.

The booking system, he adds, provides a more seamless offering for users. “Bookings help complete the golf-organising experience. Golfers that need to find people to golf with, usually also need to find a golf course and book a tee time.”

On an upswing

Beyond bookings and player matching, Deemples today boasts additional features to enhance users’ golfing experience. Golfers are able to utilise the platform to maintain their handicaps through its score submission system.

To ensure the legitimacy and authenticity of the handicaps, users cannot key in their own scores. Instead, the scores are submitted by their golf partners at the end of each game.

After at least five scores have been recorded on the app, a handicap index is calculated and subsequently revised each time a new score is submitted.

“There’s also a chat function for games as well as an automated scoring system, making the platform useful for organising competitions and larger games,” Wong explains.

For those planning out-of-town golf trips, Deemples also provides customisable “stay & play” packages that are inclusive of accommodation, green fees and transportation.

“Since the start of monetisation, we’ve been doubling in revenue every year for the last four years,” he states. “The fact that we’re helping more golfers to play more golf is something we’re proud of.”

Through its tech-driven approach, the platform has not only attracted a larger number of golfers but also a diverse range of players.

“We’ve seen a wide age range, as young as 14 and as old as 85,” he shares. “Our aim is to appeal to all golfers regardless of age, gender, or nationality.”

Above par

With relentless commitment to innovation, the business has set its sights on further growing its ecosystem regionally. In mid-2024, Deemples secured a US$2mil investment from Singapore-based corporate venture capital firm V Ventures.

According to Deemples chief technology officer Ahmad Daleen, the funds will be used to craft a scalable best-in-class product, with the aim of reaching untapped markets and offering an exceptional borderless golfing experience.

Prioritisation was key during the process of building Deemples, Wong reveals.

“There were too many ideas, and too many problems we wanted to solve, but only limited time and resources. So we had to choose what to solve first, and what could be held off.”

On the biggest obstacles faced by the business, he points out the niche scope of the golf industry.

“Only 1% of the world plays golf. The penetration percentage is similar in Malaysia, and when looking at South-East Asia as a whole, the figure drops to below 1%,” he says.

“However, this is also an advantage for us, as it narrows down our target audience, making it much easier to define and reach potential users.”

Another key factor, he adds, is maintaining a sufficient variety and quantity of supply for its users.

“Although there are golf courses that may be more favoured by golfers, having a wide selection available on the platform helps golfers know that they have options,” he says.

Looking ahead, Wong shares that Deemples is set to expand into more international markets in the coming years.

“We are looking to enter markets that can exist symbiotically with each other in the network. This would allow golfers to easily travel between them, and help position ourselves as a regional player in the industry,” he says. “The goal is the same as before: to connect golfers from all around the world.”