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About Premium Golf


Our aim is to put enjoyment of the game at the forefront of everything we do. We recognise that golfers play for a variety of reasons and through our coaching, custom club fitting and shop and online-based retail services we aim to help our customers get the most from their leisure time.

Our products and services

In reaction to the bewildering and often sub-standard array of golf products out there, the aim of Premium Golf is not necessarily to offer the cheapest or the most popular option, but the best in quality and value. We present our ranges in a clean, uncluttered and informative way, allowing our customers to make better decisions about what to buy. We are authorised suppliers of every product we sell on our website and thus able to offer complete after-sales support. Every product is backed by at least a one year manufacturer's warranty and our response to any problem is quick and effective.


We are able to give informed and friendly help by phone (+44) 01483 487 674 or by e-mail and as a result have a large number of good customer relationships around the world. There is someone available to help you seven days a week between 8am and 6pm GMT. If the right person is not available when you call, leave a message and we will get back to you as soon as possible.

Why we're different

We have a refreshingly different perspective on golf. Instead of asking “how can we help you play better?” we ask, “How can we help you enjoy your golf more?” Subtly, but powerfully, this question produces different answers. From this point we can help increase enjoyment and performance.

Since few golfers have as much time as they’d like to play or practice we have developed a range of strategies to enhance your enjoyment of the game that are either “Inspiration” and “Perspiration”. Unsurprisingly, it is the latter which are getting the most interest. After all, it is your leisure time…Find out more by reading our philosophy.

Where it started

Since 2007, the Worplesdon Professional Shop business has been run by Premium Golf, founded by Alex Nicolson who has a 30 year association with the club. We have overall responsibility for the pro shop, retail and professional services to members and visitors.

Premium Golf came about because Alex saw that the ability of the traditional Club Professional to run a profitable business whilst fulfilling the primary purpose of serving his members, was coming under increasing pressure. Seasonal trade had always been a difficulty, but the challenging financial climate and retail competitors with greater space, buying power and customer bases were making it even more challenging.

To be able to look after members and visitors to a level befitting the club such as Worplesdon Alex recognised the need to adapt and create a business that was sustainable and of real value to its customers. Influenced by his love of high quality courses like Worplesdon, he saw the opportunity to create a business that both fitted under the skin of a traditional club, and also met the needs of the discerning golfer - where the quality of service and information was as important as the products offered. In the main, this was, and is under-represented in golf - particularly in retail.

Developing a website as a second "shop" allowed us to offer our customers a greater choice of products and to off-set the seasonal dip in trade. To counter the competiton of "mass market" retailers we evolved to offer high quality, specialised products and services alongside our expanding range of essentials. Hence our local and overseas customers can get a range of equipment from the essentials to something "a bit special”.  Through the combination of coaching, club-fitting and retail that we are able to look after our golfers in a more complete sense.

Meet the team

Alex Nicolson PGA golf coach

Alex Nicolson PGA – Founder of Premium Golf

I have been attached to Worplesdon for thirty years, firstly as a member then as a professional (so I know the greens quite well by now!). I am responsible for the pro shop retail and services to members and visitors. I am passionate about coaching and specialise in maximising golfers’ enjoyment of the game.

Lisa Benham

Lisa Benham MA (Oxon) – Web/Systems

Lisa has worked at Worplesdon since 2005 developing and maintaining our Premium Golf website, and systems.  She also built The Vault, a valuable online coaching tool for our pupils. Lisa is a 6 handicap and current ladies’ club champion at Cumberwell Park GC.

Jack Clegg - Senior Assistant

Jack is nearing the end of his three years of training to become a fully qualified PGA coach. He is a skilled club fitter and builder as well as an accomplished player, having won the prestigious Crow’s Nest tournament at Carnoustie as an amateur, and playing regularly in regional and national PGA events. You are likely to find Jack helping you in the Proshop, or down on the range coaching the juniors.

Stuart Waugh - Retail Assistant

Stuart is recent graduate who is helping us out over the summer before setting off travelling. He is a keen golfer and is using the opportunity of working with us to have some intensive coaching and improve his game. You are likely to find Stuart helping in the shop or taking your calls, if not out on the practice ground!

Copyright ©Premium Golf Ltd, 2007 - 2017. All rights reserved
Premium Golf, Ltd, The Professional Shop, Worplesdon Golf Club, Heath House Road, Woking, Surrey, GU22 0RA
Company Registration number: 4997037. VAT Number: 826395700.

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