- A single platform integrating fan communication, membership, and commerce, building a fandom ecosystem within the golf industry
- From rounds to fan-signing events: a multi-dimensional fan experience that blurs the lines between online and offline
- Collaboration with domestic and international partners to accelerate the popularization of golf and global market expansion
SEOUL, Korea — May 14, 2026 — b.stage, a global fandom platform, today officially launched "Grounding," a dedicated platform for the golf industry, marking its full-scale entry into the golf market. Grounding integrates fan communities, memberships, commerce, and real-time communication into a single platform purpose-built for the golf industry. Initiated through a memorandum of understanding with pro golfer Kim Hyung-sung, the project is positioned to become a core hub for the expansion of the golf fandom business going forward.
Grounding is designed to help golf professionals move beyond social media, turning their personal influence into a sustainable asset and enabling direct communication with fans to build long-term business models. Rather than relying on fragmented social media interactions, the platform provides dedicated infrastructure that allows professionals to operate their own sustainable fandom business with fans.
The platform's core services are membership and "POP" subscriptions. Membership subscribers gain access to a variety of events, including limited content and offline programs. Through POP, professionals and fans can engage in deeper one-on-one communication through chat and live streaming.
All services are integrated into the main space, the "Lounge." Within the Lounge, professionals can manage on- and off-course content alongside fan cafés in one place, building a player-centered fandom environment supported by tournament schedules, news alerts, and fan-activity data insights. In this space, fans can enjoy every form of communication with players, including behind-the-scenes and daily-life content, real-time live streaming, and one-on-one private chats.
To mark the launch, a showcase titled "THE FIRST GROUNDING: Beyond the Ropes" will be held this afternoon in Gangnam-gu, Seoul, with online events running in parallel. Subscribers can enter membership and POP subscription verification events, with a chance to win a golf ball autographed by the player, offering fans a uniquely personal connection with the player.
Expanding offline touchpoints is another key focus. Drawing on its accumulated expertise in fan experience design, b.stage will actively support offline activities tailored to the unique character of golf, including accompanied rounds with professionals, one-point lesson programs, and fan-signing events. A Pro-Am event for membership holders is also planned, offering fans the premium experience of rounding in the same group as a touring professional. The vision goes beyond a simple online community, aiming to shape an entirely new golf fandom culture.
Grounding is also rolling out its global expansion in earnest. The platform officially supports both Korean and Japanese, connecting directly with fans in Japan, a market with strong demand for golf fandom. b.stage plans to organically integrate content and commerce through partnerships with both domestic and international partners, continuously strengthening related brand partnerships and membership benefits to accelerate digital fan-experience innovation in the golf industry.
"Grounding represents a new dimension of golf business model where professionals and fans grow together," said Steve Seo, CEO of bemyfriends. "Building on b.stage's proven expertise in designing fandom businesses across K-POP and the broader entertainment industry, we aim to create a new wave in golf fandom culture."
Meanwhile, b.stage now serves more than 350 clients worldwide, strengthening its position as a global fandom business infrastructure across K-POP, esports, sports, and other industries under its "Fandom Business 360" strategy. Following its recent launch of the LIV Golf Korean Golf Club (KGC) fan community, the launch of the Grounding platform further expands b.stage's influence across the sports vertical in every direction.
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