The National takes the next step towards becoming Sweden’s national golf arena

Featuring advanced ball-tracking technology, weather-protected playing areas, and lounge spaces, golf becomes a year-round activity around which people can meet, socialise, and connect.

As the new majority owner, Bjäre Invest continues to invest in The National and the surrounding area of Bara in southern Sweden. The new driving range will complement the resort’s existing offering, which includes 45 holes of championship golf, highlighted by the renowned Lakes Course and Links Course, a hotel with spacious suites, and a highly regarded restaurant. Together, these elements create a comprehensive destination experience that reflects the global trend of golf evolving into not only a sport, but also a social and business-focused meeting place.

“The National is already a premier destination, but with our new experience-driven driving range, we are adding a dimension that makes the facility even more attractive. It is an investment that strengthens both the golfing experience and the overall visitor offering, while also contributing to the attractiveness of the region,” says Per Gullstrand, CEO of Bjäre Invest and owner representative for The National.

Golf is growing – but the business model is changing

The Swedish Golf Federation reports historically high levels of active membership, while new consumer behaviours continue to emerge. An increasing share of golf participation now takes place at driving ranges, simulators, and social golf concepts such as Topgolf.

“Golf is no longer played exclusively on traditional courses. This investment enables The National to appeal to a new generation of golfers while creating revenue opportunities throughout the year. As majority owner, we are able to make decisions that drive development forward in line with changing market trends,” says Per Gullstrand.

Collaboration with world-leading partners

The project is being developed in close collaboration with some of the most influential names in golf, including Trackman, Titleist, The Bucket Pros, and the community builder Peab, which serves as the construction contractor. The combination of world-leading technology, a weather-protected design with both indoor and outdoor play opportunities, and integrated social spaces creates an experience that appeals to elite golfers, beginners, businesses, and families alike.

“Globally, we are seeing this type of facility generate new revenue streams and broaden the target audience for golf. Through this investment, The National has the opportunity to strengthen its international position while creating a stronger business model locally,” says Jonas Edberg, CEO of The National.

For more information

Per Gullstrand
CEO, Bjäre Invest
per.gullstrand@bjareinvest.se
+46 70 458 24 02

Jonas Edberg
CEO, The National
jonas.e@thenational.se
+46 70 866 57 25