Burhill Golf & Leisure, the UK's leading golf course owner and operator, has rebranded and will become known as BGL (Burhill Group Limited) in recognition of its important estate management and leisure divisions.
The company, which is owned by the Guinness Family and has previously featured in The Sunday Times Profit Track 100 (2010) which ranks Britain's 100 private companies with the fastest growing profits, owns 10 golf venues, including Burhill Golf Club in Surrey, as well as successful pay-and-play facilities throughout the UK.
Established in 1926 to manage the estates of the then Lord Iveagh, the new brand is designed to encompass BGL's diverse business interests, which include residential developments and yachting berths.
While the group will be known as BGL, the three divisions will be known as BGL Golf, BGL Estates and BGL Leisure.
"Changing our brand to BGL, and our trading name to Burhill Group Limited, enables us to reference Burhill while creating a new identity as an umbrella for the golf, estates and leisure divisions of the company," explained Chief Executive Colin Mayes.
"In golf, the new BGL brand will serve not only as a stamp of quality and value across our facilities, but will enable customers to enjoy the benefits of being part of a wider group, including our growing loyalty programme, central booking and new packages for different types of golfers. We also remain committed to growing our portfolio of courses through acquisition and management.
"As for BGL Estates, we are working to optimise the significant land holding we have in the South East of England, our two 1,000-acre mixed use estates - Burhill Park and the Pyrford Estate - our existing gated residential communities, the quay and moorings at Bosham, West Sussex, plus our commercial property portfolio.
"We are also enjoying success with our new adventure golf facility at Milton Keynes, which we plan to roll out to other venues, as well as our health and fitness clubs, and remain keen to develop our hotel and hospitality interests under the BGL Leisure division."
The new brand has been introduced with immediate effect.
The new website is: www.bglcompany.co.uk