By Golfers. For Golfers. Since 2012.
Why We Exist
We make it easier for players to enjoy every part of a golf venue - and easier for venues to run a smarter, more profitable operation.
Our systems help players use venue resources better: check in faster, rent equipment on their own terms, and access facilities around the clock. For venues, that means better utilization of courses, buggies, simulators, and driving ranges - with less manual work and more revenue.
That's it. No complicated vision statement. Just better golf experiences, powered by technology built by people who actually play the game.
How It Started
Peter Semler started his first company at 19. By his early 30s, he'd grown it into a graphic house with 65 employees - and sold it in 2008. Then came a few years of figuring out what was next.
The answer came on the golf course.
Peter had fallen in love with the game in his mid-30s - not just the sport itself, but the whole world around it. The social side, the travel, the community. But one thing kept bugging him: the way golf venues handled check-in, payments, and self-service was painfully manual. Paper-based. Outdated.
As someone who loved both technology and golf, the opportunity was obvious.
In 2012, the first prototype was installed at Silkeborg Golf Club. The company was called ProBox24 - because everything the club pro did behind the counter was now packed into a box that could run 24 hours a day.
The name changed over the years. The mission never did.
The Name Changed. The Mission Didn't.
In 2018, when we built our app for voucher management, we needed a name that could grow beyond hardware. ProBox24 became GolfMore - a brand that reflected our expanding platform.
By 2021, GolfMore was what everyone knew us as. Our driving range system had become our largest product, and we were serving venues across Europe.
Then came an unexpected twist. A respected partner in the golf industry had - coincidentally - chosen a very similar name. The confusion was real: support calls went to the wrong company, and emails landed in the wrong inboxes. After good conversations, we agreed it was best for everyone if we evolved our name again.
The new name came to our founder in the shower one morning. What do our products actually do? They get players ready for what's next - the next tee time, the next round, the next season. And what does our company do? We push the industry toward what's next - the next technology, the next integration, the next innovation.
GolfNext. It took about five minutes to know it was right.
On March 16th, 2026, we officially became GolfNext. New name. Same team. Same commitment. Same passion for the game.
The People Behind GolfNext
We're a small, dedicated team with HQ based in Denmark. Everyone here shares two things: a love for technology and a love for the game.
Leadership
Peter Selmer
Founder & Chief Product OfficerPeter founded GolfNext (then ProBox24) in 2012 after selling his 65-person graphic house and discovering his two passions were a perfect match: technology and golf. He's the one who sees the product opportunities before anyone asks for them - and the one who still gets excited about every new integration.
Lives in Ry, Denmark, with his wife. Father of two grown-up children, Oscar (26) and Clara (22). Current handicap: mid-20s (it's been lower, but building a company takes time). Also a dedicated padel player.
Carsten Boe Jensen
CEOCarsten joined GolfNext as CEO in January 2026, bringing more than 35 years of international leadership experience from the Stibo Group, including 12 years building and leading its North and South American operations from the United States. He enjoys scaling technology businesses, building strong partnerships, and helping teams succeed across borders.
Carsten lives in Højbjerg, Aarhus, with his wife, who also works in the Danish golf industry — which is how Peter and Carsten first connected. Father of two grown-up children. Current handicap: around 16 and working on it.
Your Usual Points of Contact
Daniel Steen
Head of Sales
Mats Åkesson
Sales, Nordic
Torben Larsen
Onboarding & Support Manager
Hjalte Kofoed
Onboarding & Support
Frederik Cilliborg
Customer Success
Thomas Herskind
Product ManagerBacked for Growth - Rooted in the Nordics
In 2025, VaekstPartner Kapital joined GolfNext as a strategic co-owner. Their role is clear: help us bring our platform to golf venues across Europe and beyond.
But international growth never means forgetting where we come from. Denmark and the Nordics are our home market - the most digitally advanced golf market in the world. Our Nordic customers are the foundation on which everything else is built. That will never change.
We grow outward. We stay rooted.
