This case describes the advent of Golftripz, a new company specialising in Golf tourism out of India. The first organised one to do so in India, it is co-founded by technocrats who fell in love with the game, and decided to start this venture. The case focuses on segmentation, new service launch, s beervice design, operations and customer satisfaction. CRM also could be discussed using the case. A video interview with two directors of the company is available from the author and supplements the case. It has been used in classrooms with good results.