In terms of sustainability, the golf sector never has been a frontrunner, rather the opposite: a true laggard. The entire industry is jam-packed with tradition. An amazing challenge and opportunity to change such a back marker, is what Finch & Beak thought. Why not make the game of golf more sustainable? It was obvious that the only realistic solution to start, was to trace the sustainability pain-points in the value proposition of golf courses and their stakeholders, and to create value from it for those same stakeholders. With the help of our process tool GLOBE-US in combination with the Business Model Canvas, Finch & Beak could uncover the relevant sustainability touch points of the industry, and could develop a suitable value proposition.