Shot Scope

Market position

Positions itself as a leading golf GPS, rangefinder and shot-tracking brand, describing itself as UK market leader at the time of its 2022 Series A, with more than 220,000 golfers using its platform and products sold in 160 countries during 2023. Differentiates on subscription-free analytics against a market where tracking platforms often charge recurring fees.

No subscription fees and lifetime free updates for the app and dashboard; company-owned global course-mapping database; a wide device range covering watches, handhelds, rangefinders, launch monitors and phone-based tags; multi-function products such as the PRO LX+ combining rangefinder, GPS and shot tracking; and stated average improvement of 4.1 strokes over 30 rounds for tracking users.

Technology

Patented wearable, laser and performance-tracking devices combined with an in-house course-mapping database covering about 42,000 courses worldwide, which the company owns and can edit on user request (mapping of an unmapped course within 48 hours). Shot tracking uses club-mounted tags read by GPS watches, handhelds, the PRO LX+ rangefinder or a smartphone via CONNEX. Analytics include strokes gained, handicap benchmarking and MyStrategy. Founder David Hunter's background is in electronics design and embedded software development.

Go-to-market

Direct-to-consumer e-commerce through regional storefronts (including US and rest-of-world sites) alongside retail distribution. US retail partners include Dick's Sporting Goods and PGA Tour Superstore, plus green-grass retailers and pro shops; European, Australian and New Zealand retailers include Dormy, Golfbox, Golf Warehouse and PGC Group. The company also works with UK buying groups and has partnered with PGA of America's Golf Retirement Plus program and the TROON Golf Network. Marketing leans on golf media coverage and creator reviews (Bunkered, Golf Monthly, Golficity, Peter Finch, Eric Cogorno) and a company blog ("Clubhouse").

Amateur golfers of all ages and ability levels seeking on-course distance information and post-round performance data; the company frames its addressable market as 60 million golfers worldwide.

Geography

Headquartered in Edinburgh, Scotland, with customer care and technical support staff based in Scotland. Products were sold in 160 countries in 2023 (162 countries cited in 2022), with established retail presence in the UK, Europe, the US, Australia and New Zealand, and a 2026 rollout into Southeast Asia. A new headquarters on the outskirts of Edinburgh was announced alongside the 2024 Series B, along with planned investment in North American infrastructure.

History

Shot Scope Technologies was founded in 2014 and is headquartered in Edinburgh. By December 2022, when it raised a £2.7m Series A led by Guinness Ventures, it had more than 100,000 users across 162 countries and a team of 25, with 36,000 courses mapped. In July 2024 it announced an $8.5m Series B, again led by Guinness Ventures, to fund global expansion, North American distribution infrastructure, product development and brand marketing, and said it was relocating to a new Edinburgh-area headquarters. Its product line has since expanded to include the H50 GPS handheld and the LM1 portable launch monitor, an Apple Watch app released in August 2026, and a Southeast Asia rollout announced in August 2026. Course mapping coverage has grown to about 42,000 courses and the user base to more than 220,000 golfers.