How the Automated Concierge Works

The process is designed for minimal user effort. A golfer inputs their desired parameters—preferred courses, a date range, a maximum budget, and how far they are willing to travel. Loop Golf’s software then continuously scans for openings. When a matching tee time becomes available, the platform automatically books it on the user’s behalf . This is particularly useful for high-demand courses where tee times vanish within seconds or for last-minute slots created by cancellations. Founder and CEO Matt Holder, drawing on his experience building marketplaces at Houzz and CarGurus, describes it less as a traditional booking site and more as a “concierge service” .

The startup, which emerged from Jason Calacanis’ Founder University program, is already showing strong early traction. Holder told TechCrunch that the company is growing its gross merchandise value 100% month over month and is on pace to generate millions in tee time demand over the next year . This growth is fueled by a user base that, according to Holder, is already booking two to three times per month, demonstrating a high level of engagement and loyalty .

Funding Backing and Strategic Focus

The $1 million seed round was led by Jason Calacanis’ LAUNCH fund, with participation from XST Capital Group, Friends and Family Capital, SparkOffer, and influential angel investors like Harry “The Rideshare Guy” Campbell, who was himself an early power user of the platform . Notably, Holder stated the company deliberately capped the round, opting not to raise more capital to avoid unnecessary dilution. He credits AI developer tools for keeping the team lean and preserving runway, allowing them to scale efficiently without a large headcount .

Currently, Loop Golf features more than 3,000 public courses in its network, including over half of Golf Digest’s top 100 public access courses, such as the renowned Torrey Pines and Bethpage State Park . Interestingly, many of these courses are initially unaware they are on the platform, as Loop aggregates publicly available data. However, the company is actively building direct partnerships by highlighting a mutual benefit: they help fill the estimated 20% of tee times that are typically lost to last-minute cancellations .

Comparing the Field: Tee Time Competition

Loop Golf is entering a competitive space but with a distinct approach. Several other platforms and apps are vying to solve the same problem, each with a different strategy.

Loop Golf

Loop Golf operates as an automated booking concierge. Users set their preferences and the system books a fitting tee time automatically when it becomes available. It is currently focused on the U.S. market with a network of over 3,000 courses. The service makes money by charging a 10% fee on each booking . Its key strengths lie in its hands-off, automated model and its seed funding from prominent investors like LAUNCH. Its primary weakness is its reliance on courses that may not be official partners, though it is actively working to change that . Key features include 24/7 course monitoring, waitlist automation for sold-out times, and a user interface designed for quick preference setting .

Key Features:

Fully automated tee time booking based on user preferences
24/7 monitoring of over 3,000 U.S. golf courses
Waitlist functionality for high-demand or sold-out tee times
Consolidated reservation management in a single dashboard
Founded by product veterans from Zillow and CarGurus

Where to buy: Available directly through the Loop Golf website .

Noteefy

Noteefy takes a business-to-business approach, selling its software directly to golf courses rather than consumers. It provides courses with tools to manage tee sheet inventory, optimize pricing dynamically based on demand, and facilitate their own direct booking. By integrating at the course level, Noteefy can offer features that help golf operators maximize revenue and fill gaps. It is a strong competitor for the institutional side of the market, but it does not offer a direct consumer-facing booking concierge service like Loop . Key features include dynamic pricing models, course management dashboards, revenue optimization tools, and direct integration with course systems.

Where to buy: The software is sold to golf course operators, not directly to consumers.

GolfNow

Owned by NBC Sports, GolfNow is the dominant incumbent in the online tee time space. It operates a massive, traditional marketplace where golfers search for and book available times themselves from a vast network of courses. It also offers a “Hot Deals” feature for discounted rounds. GolfNow’s primary advantage is its sheer scale and brand recognition. However, it lacks Loop’s proactive, automated booking feature; the user must still do the searching at the moment of booking. Its business model is heavily reliant on transaction fees and is sometimes viewed unfavorably by courses due to its pricing power . Key features include a large directory of courses, real-time availability search, user reviews, and rewards programs.

Where to buy: Available on the GolfNow website and mobile app.

ReadyGolf

ReadyGolf is perhaps the most direct competitor to Loop, offering a very similar value proposition. This mobile app allows users to log in with their course credentials and set preferences for date, time, and group size. Its system then continuously monitors for availability and automatically books a matching tee time. Like Loop, it aims to eliminate manual refreshing. Currently, ReadyGolf is a newer entrant and appears to be building its course integration list. Its key strengths are its automated model and user-friendly interface . Key features include automated booking based on user-defined criteria, integration with existing course accounts, and instant push notifications upon booking confirmation.

Where to buy: Available for free download on the Apple App Store .

GolfNorth App

GolfNorth’s app is a robust solution, but it is tied to a specific network of courses under the GolfNorth umbrella. It offers a seamless experience for booking within that ecosystem, featuring digital scorecards, mobile check-in, and a waitlist feature for specific times. It also includes membership management tools. However, its utility is confined to GolfNorth properties, making it a niche solution compared to Loop’s broader, aggregator model . Key features include easy booking within the GolfNorth network, digital membership cards, secure payment storage, and a course-specific waitlist.

Where to buy: Available for download through the GolfNorth website for use at their affiliated courses .

18Birdies

18Birdies is primarily a golf performance app with a comprehensive suite of tools, including a GPS rangefinder, digital scorecard, and shot tracking. It has recently expanded into social and booking features, allowing users to find and book tee times through its platform. Its main strength is its massive user base of golfers already using it for game improvement, giving it a large potential audience for its booking features. However, its booking functionality is not its core competency, and it lacks Loop’s automated concierge service, acting more as a traditional booking portal . Key features include GPS distances for 40,000+ courses, advanced stat tracking, social community features, and a traditional booking portal.

Where to buy: Free download on iOS and Android with in-app purchases available .

Pricing Comparison and Market Position

Loop Golf generates revenue by charging users a 10% transaction fee on each successful booking . This fee is disclosed at checkout. The greens fees themselves are paid directly to the course upon arrival, as Loop does not pre-pay for the rounds . This model is transparent, though the 10% fee could be a consideration for budget-conscious golfers versus booking directly with a course if that option were available. In contrast, GolfNow often negotiates rates with courses and may offer prices that are either discounts or markups, while competitors like 18Birdies offer booking as a free add-on to their freemium performance app model. ReadyGolf’s pricing model is not explicitly detailed, but as a direct competitor, it is likely similar to Loop’s. Noteefy’s pricing is invisible to consumers, as it is a B2B SaaS product for courses .

How to Choose a Tee Time Booking Platform

Selecting the right service depends entirely on your habits as a golfer and how much friction you’re willing to tolerate. For the player who values spontaneity and has flexibility, the traditional marketplace model may suffice. But for those who plan weekends around a tee time, a concierge service is transformative. The first consideration is the level of effort you want to expend. If you enjoy hunting for a deal or have a flexible schedule, a marketplace like GolfNow gives you control. If you have a rigid schedule and play the same few high-demand courses, Loop’s automated approach is superior. Second, evaluate the course network. Ensure the platform you choose has deep coverage in your specific area. Loop’s 3,000 courses is a strong start, but it may not have every local municipal track. Third, consider the pricing structure. A 10% booking fee might be a worthwhile trade-off for the time saved, but for expensive rounds, that fee adds up. Fourth, think about what other features you value. If you want to track your handicap and get GPS distances, an all-in-one app like 18Birdies might provide better overall value even if its booking engine is less sophisticated. Finally, consider the booking window. For popular courses that fill up instantly, the automated waitlist feature offered by Loop and ReadyGolf is the only way to secure a spot without manual intervention, making them the de facto choice for the most sought-after times.

Current Market Prices and Deals

As of early 2024, Loop Golf operates on a transparent fee structure. There is no cost to create an account or set up waitlist preferences. The 10% booking fee is only applied when a tee time is successfully secured . The greens fees themselves are the standard public rates set by the courses, which users pay at check-in. Loop does not currently offer dynamic discounts or “hot deals” in the way that GolfNow does. The company’s value proposition is based on access and convenience, not discounting. Notably, Loop shares 20% of its profit from each booking back with its partner courses, a move designed to foster positive relationships with golf operators and differentiate itself from platforms that are seen as extracting value from the courses .

Pro Tips for Maximizing Your Tee Time Bookings

To truly master the art of securing great tee times in this new landscape, golfers need to blend technology with a bit of old-fashioned strategy. The first tip is to leverage multiple platforms simultaneously. Set up a Loop or ReadyGolf agent to work in the background for that one elusive course, while still scanning GolfNow for last-minute deals at other tracks. This creates a safety net of options. Second, be incredibly specific with your waitlist parameters. The more flexible you are on the exact time (e.g., a two-hour window rather than a specific minute), the higher your chances of success. Third, understand the course’s cancellation policy before you book through any third-party service. Loop’s transaction fee is non-refundable even if you cancel the round within the course’s window, so you want to be sure of your plans . Fourth, for public courses that are not yet on any automated platform, old rules apply—check their websites precisely at the booking window opening, but now you can use browser extensions that auto-refresh the page for you. Fifth, build a relationship with your local pro shop. When you do get a time through a service like Loop, mention it at check-in. A friendly relationship can sometimes lead to future favors or flexibility that no app can match.

Frequently Asked Questions

Is Loop Golf free to use?

Yes, creating an account and setting up waitlists on Loop Golf is completely free. The company only charges a 10% transaction fee when it successfully books a tee time on your behalf . The actual cost of the round is paid directly to the golf course when you arrive to play .

How is Loop different from GolfNow?

The core difference is automation. GolfNow is a manual search engine where you must find and book an available time yourself at the moment of booking. Loop Golf is a concierge service; you set your preferences once, and it automatically books a time for you when it becomes available, even if that happens in the middle of the night .

What happens if I need to cancel a tee time booked through Loop?

You can cancel your tee time directly through your Loop Golf account. If you cancel within the course’s allowed cancellation window (typically 24-48 hours before play), you will not be charged the greens fee. However, the 10% transaction fee paid to Loop is non-refundable, as it covers the service cost of securing the booking .

Does Loop work at private golf clubs?

Currently, Loop focuses on public access golf courses. Its network includes over 3,000 public courses in the U.S., including high-profile public tracks like Torrey Pines. It does not book tee times at private clubs that are exclusive to members and their guests .

How many courses does Loop have access to?

As of its June 2024 funding announcement, Loop Golf’s platform includes more than 3,000 golf courses across the United States. This network includes over half of the top 100 public courses as ranked by Golf Digest .

What does Loop do if my desired tee time isn’t available?

If your preferred tee time is not currently open for booking, you can place a waitlist request. Loop’s system will then monitor the course’s tee sheet 24/7. If the time becomes available—either because the booking window opens or someone cancels—Loop will automatically book it for you and send a confirmation .

Who are the founders of Loop Golf?

Loop Golf was founded by Matt Holder and Pablo Kang. Matt serves as CEO and Head of Product, having previously led product teams at CarGurus, Autolist, Houzz, and Zillow. Pablo is the Head of Engineering, with a background that includes being a founding engineer at RidePanda and leading engineering at CarGurus and Autolist .

Is my payment information secure on Loop?

Loop Golf states that it takes data security seriously, utilizing technology and practices from major tech companies. All payments are processed through Stripe, a globally recognized and secure payment processor. The company also explicitly states it does not sell user data to third parties .

Conclusion: A Caddie for the Digital Age

The explosion in golf’s popularity has created a classic supply-and-demand bottleneck at public tee sheets, turning the simple act of booking a round into a source of genuine anxiety. Loop Golf’s innovative platform directly addresses this modern problem with an elegantly simple solution: automation. By leveraging the founders’ deep experience in building sophisticated digital marketplaces, Loop effectively acts as a personal caddie for the digital age—one that never sleeps and is tirelessly working to get you on the course you want.

While it faces stiff competition from incumbent giants like GolfNow and emerging rivals like ReadyGolf, its concierge model carves out a distinct and valuable niche. For the golfer who values their time and sanity more than the hunt for a bargain, the 10% fee is a small price to pay for the luxury of never having to smash the refresh button at midnight again. As its course network expands and its data on player preferences grows, Loop Golf is well-positioned to become an indispensable tool for the modern golfer, fundamentally changing the expectation of how a tee time should be secured.