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Alba is a Norwegian SaaS company that develops and operates a booking and venue management platform built exclusively for indoor golf simulator venues. The company was founded in 2021 by Erik Holm and is headquartered in Oslo, Norway.

Alba provides an all-in-one platform for indoor golf venue operators, consolidating booking, payments, memberships, session management, and access control into a single system. The platform is designed specifically for the operational needs of simulator-based golf venues, and is offered on a subscription basis with a per-simulator pricing model and a transaction fee on bookings.^[1]

A proprietary feature called SimLock™ automatically locks unbooked bays, sends automated reminders to guests, and allows players to extend their session directly from their device. Alba also integrates with a range of access control systems — including Kisi and others — enabling venues to send guests a mobile access key ahead of their booking.^[2]

Alba was founded in 2023, initially focusing on the Norwegian market. Within approximately one year of launch, the company reported capturing over 80 percent of the Norwegian golf simulator venue market, with zero customer churn.^[3]

The company raised a pre-seed funding round of over NOK 5 million from a group of prominent Norwegian angel investors (see Investors). The board of directors includes Anders Skar (former CEO of Nordnet) as chair, Julie Wium Lie (CCO of Tripletex), and Philip R. Gundersen (CEO of Plyo).^[4]

In August 2025, the company appointed Mike Pennick as Chief Commercial Officer as part of a structured international expansion effort, with active partnerships established across the United Kingdom, France, Canada, and the United States.^[5]

As of early 2026, the platform is active in 12 countries, serving over 160 venues and 600 simulators, with more than 64,000 registered users.^[6]

The Alba platform is a multi-tenant cloud-based system covering the full operational workflow of an indoor golf venue. Core modules include:

• Booking — a mobile-first booking interface, white-labeled to the venue's brand
• Payments — integrated payment processing with a per-transaction fee model
• Memberships — recurring and one-time subscription memberships with associated discount groups
• SimLock™ — a proprietary bay-locking system for Windows-based simulator hardware that blocks unpaid sessions, sends reminders, and enables in-session extensions
• Access control — integrations with third-party access systems including Kisi, Kulku, Avigilon Alta, and others, delivering automated mobile access keys to guests
• Pro booking — a dedicated booking flow for golf instructors with calendar sync and availability pages
• Events — event management with integrated payments and shareable event pages
• Gift cards and vouchers — digital gift cards and prepaid credit (value cards) with optional expiry dates

The platform is priced per simulator resource per month, with all features and payment infrastructure included at no additional setup cost.^[7]

Alba has attracted a notable group of Norwegian angel investors. The pre-seed funding round of over NOK 5 million included:^[8]

• Jan Petter Sissener, founder of Sissener AS and one of Norway's best-known fund managers
• Suzann Pettersen, Norwegian professional golfer and Olympic gold medalist
• Håkon Wium Lie, inventor of CSS and former CTO of Opera Software
• Magnus Jepson, co-founder of WooCommerce, acquired by Automattic in 2015
• Thomas «Fingern» Gullestad, Norwegian actor and musician known for Den 12. mann and Klovner i kamp
• Kevin André Wright, Norwegian entrepreneur and investor
• Markus Nørstrud Reitan, investor

The company is also backed by early-stage venture funds Founders & Fools and TheFactory.^[9]

The global indoor golf and simulator market has grown significantly in recent years. According to Fortune Business Insights, the global indoor golf market was valued at approximately USD 1.74 billion in 2024 and is projected to reach nearly USD 4 billion by the early 2030s, representing a compound annual growth rate of around 10.9 percent.^[10] In the United States, the number of commercial golf simulator venues grew from approximately 200 in 2016 to over 1,800 in 2022.^[11]

Off-course golf participation in the U.S. — encompassing driving ranges, simulators, and entertainment venues — reached 36.2 million participants in 2024, a 55 percent increase since 2019, surpassing on-course participation of 28.1 million that year.^[12] In Norway, over 30,000 people play exclusively simulator golf according to the Norwegian Golf Federation.^[13]

CEO and founder Erik Holm was featured on the Norwegian podcast Visjonærene, discussing the company's growth strategy and international ambitions.^[14] The company has also been covered in trade publications including Golf Business Technology and Golf Business Monitor.^[15][16]

• Alba – official website
• Golf Business Technology: Alba Eyes Global Growth
• Golf Business Monitor: Alba's new CCO
• Visjonærene podcast: Erik Holm on Alba (Norwegian)

Category:Technology companies of Norway Category:Companies established in 2021 Category:Companies based in Oslo Category:Privately held companies