Fred Done strikes a deal for Golf Holidays Direct

A golf holiday business has been bought by a travel agency owned by Betfred chairman Fred Done.

Stevenage-based Golf Holidays Direct offers holidays to more than 2,500 destinations in 21 countries throughout the UK, Ireland, Europe and the rest of the world. This includes trips to some of the world's most iconic courses such as St Andrews and major events including The Masters and Ryder Cup. Over 50,000 golfers travel with the company every year.

Golf Holidays Direct, established in 2017, has experienced explosive growth during and since the pandemic as more people either worked from home or saw it as a safe leisure activity with regard to social distancing. It is now Europe's third-largest golf travel operator.

Its acquirer, Sports Tours International, was founded in 1973, and is fully owned by Betfred chairman Fred Done. The business, which has more than doubled in size since 2021, has purchased Golf Holidays Direct with the aim of creating the UK's largest sports travel group.

Sports Tours International's chief executive Tim Przybysz said: "I couldn't be prouder to partner with the team at Golf Holidays Direct. They are a natural fit, possessing an entrepreneurial spirit and passion for their sport that mirrors our own. Both companies share common values of excellence, delivering first-class customer experience, and innovation."

The Golf Holidays Direct brand will remain unchanged and continue to operate from Stevenage, led by founder Lewis Remington as managing director.

He said: "Joining the Sports Tours family represents a landmark moment for Golf Holidays Direct as we seek to redefine the golf travel industry. This acquisition will enable the combined team to leverage each other's strengths and unlock further growth opportunities."

The corporate finance team from Dow Schofield Watts in the Midlands, led by Ryan Shields and Fahim Kassam, worked with the shareholders and lawyers from Howes Percival, led by Tom Redman, to advise Golf Holidays Direct on the sale.

Shields said: "We worked closely with the shareholders to prepare the business for sale and ran a full sale process with UK and International parties. Sports Tours International were the standout strategic partner, delivering a strong outcome for the shareholders with an innovative structure and commercial approach throughout."

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