For the better part of a decade, premium sports hospitality has operated on a familiar formula: a marquee, a three-course lunch, a decent view, and a retired athlete answering questions about a game played years ago.
Hospitality Finder, the UK-based sports hospitality company founded by Mike Dunderdale, has spent the last several years trying to replace that formula with something it calls The Green Room — and now it is bringing that concept to golf for the first time.
The debut comes at the English Legends at Chart Hills in Kent, running from 28 to 30 August 2026 as part of the Staysure Legends Tour schedule.
It is a measured entry point: a tour with genuine personality, a venue with serious pedigree, and an audience that tends to be deeply, rather than casually, interested in the game.
For a company making its first move in golf, the fit looks deliberate.
What The Green Room actually is
The Green Room is Hospitality Finder‘s flagship experiential product, a live hospitality concept centered on sport, entertainment, and what Dunderdale calls “storytelling”.
The format combines premium food and drink with a structured program of guest appearances from major sporting personalities, designed to feel more like a curated live show than a corporate entertaining package.
It has already featured a notable roster of sporting figures in other events, drawing on names spanning several disciplines and generations of British sport.
The concept has been deployed at a deliberately varied set of events — the Monaco Grand Prix, international rugby at Allianz Stadium Twickenham, The Grand National, Cheltenham, and major live music experiences — giving it cross-sport credibility that few hospitality operators can claim.
“We created The Green Room to bring people closer to sport through unforgettable live experiences, combining world-class events with great stories, personalities and atmosphere.
After building the concept across Formula 1, rugby, horse racing, and live entertainment, bringing it into golf for the first time feels like a natural next step for us.”— Mike Dunderdale, Founder and Managing Director, Hospitality Finder
Why golf, and why now
The business logic Hospitality Finder is pursuing in golf is relatively straightforward, even if the execution will require some category-specific calibration.
Golf hospitality, particularly at the club and tour level in the UK, has historically skewed toward the traditional: elegant but reserved, premium in standard but often thin on the kind of live, personality-driven energy that The Green Room is built around.
The Legends Tour, which operates on the senior circuit across Scotland, Northern Ireland, the Republic of Ireland, and now England, offers a particular opportunity in that regard.
Its competitors, Colin Montgomerie, Paul Lawrie, and Michael Campbell, are expected at this year’s English Legends, carrying genuine name recognition and decades of European Tour history.
The atmosphere at Legends events tends to be warmer and more accessible than at elite tour level, which maps well onto The Green Room’s social model.
Hospitality Finder is not entering golf as a secondary consideration.
The company is treating the English Legends as a genuine debut, a proof of concept for what golf hospitality could look like when you apply a live-entertainment sensibility to a sport that has sometimes been slow to modernize its guest-experience offerings.
The venue: Chart Hills
Chart Hills is not a compromise venue. Designed by Sir Nick Faldo and ranked among England’s top 100 courses, it carries the kind of reputation that gives any associated event an immediate credibility boost.
The club has also invested meaningfully in its facilities in recent years, with the 2026 English Legends representing its debut as a Legends Tour host.
For Anthony Tarchetti, General Manager at Chart Hills, the arrival of The Green Room is part of a broader ambition for how the club wants to present itself around competitive golf.
“Bringing The Green Room to Chart Hills introduces a completely new hospitality dimension to the week.
Hospitality Finder has built an outstanding reputation across some of the world’s biggest sporting events, and we’re excited to see that energy and experience brought into golf.”— Anthony Tarchetti, General Manager, Chart Hills
The opportunity Hospitality Finder is building toward
The English Legends debut is, by Dunderdale’s own framing, a starting point rather than an end goal.
The company has taken its time entering the golf market.
The Green Room has been running across other sports for long enough to develop a recognizable format and a track record with sponsors, guests, and event organizers alike.
Coming to golf with that foundation means Hospitality Finder is not learning on the job; it is applying a tested model to a new category.
The Staysure Legends Tour itself is a growing circuit, with dates across multiple territories and an audience that combines serious golf fans with corporate entertaining budgets.
If The Green Room lands well at Chart Hills, the pathway to broader expansion across the Legends schedule, and potentially beyond it into other tiers of professional golf, is a straightforward one to map.
What Hospitality Finder is really selling in golf is not a hospitality package in the conventional sense.
It is an argument that the best way to experience live sport is not from a distance, behind glass, with a fixed view of the 18th green, but up close, in a room where the personalities of the sport are present and the stories are live.
That argument has worked at the Monaco Grand Prix and at Cheltenham. Chart Hills in August will be the first test of whether it translates to the fairway.