BGF backs holiday parks IT specialist with £5m investment

1 February 2024: Elite Dynamics, a leading provider of software solutions to the holiday park and marina industry, has announced a £5 million investment from BGF – one of the largest and most experienced growth capital investors in the UK and Ireland.

BGF’s investment will support the continued development of Elite Dynamics’ proprietary software, which is built on the Microsoft Dynamics platform, as well as plans to invest in sales and marketing.

In the last three years, the business has grown revenues at more than 40% per annum, with plans to triple in size and double its headcount by 2026.

Founded in 2015 by Jamaine Campbell, Nicola Campbell and Jack Vernon, the North West-based business has developed a range of digital transformation solutions specifically designed for holiday parks, marinas, as well as holiday home manufacturers and dealers. These help to improve business functions from maintenance, memberships and marketing, to reservations, sales and finance. The range is currently used in more than 350 parks, both in the UK and internationally.

Commenting on the deal, Jamaine Campbell, CEO and co-founder of Elite Dynamics, said: “In the last eight years, we have built a highly successful, and profitable business through a balanced blend of strong industry experience and technical know-how.

“Our aim is to become the dominant provider of technology solutions to holiday and residential parks, manufacturers and marinas, expanding our reach both domestically and overseas. In order to achieve our growth ambitions, we needed an investment partner that recognised the potential of our business, as well as that of the sector, and was willing to take a long-term approach in helping us to seize the opportunities that lie ahead. In BGF we have found that investment partner.”

The deal was led by Harry Jones and Courtney Walker, investors in BGF’s North-West team. As part of the investment, Martin Moran has been appointed to the board as non-executive chair through BGF’s Talent Network – one of the largest groups of board-level non-executives in the UK and Ireland. Martin was a founder of Salesforce.com in EMEA and has more than 20 years’ experience in SaaS and cloud computing.

Harry Jones said: “Elite Dynamics has established itself as an innovative and respected player in the parks and marina industry – created to disrupt a market saturated by archaic technology and systems. By combining the team’s intimate knowledge of how the market works, with technical expertise, Elite Dynamics is helping park operators to simplify processes, while helping to boost their bottom line. It’s an extremely attractive proposition.”

He added: “BGF has considerable experience in the holiday parks sector through our investment in Coppergreen Leisure Resorts, which we successfully exited in 2021, as well as supporting dynamic and fast-growth technology companies looking to transform markets through business improvement processes. As such, we’re delighted to be joining the team, as they embark on the next stage of their growth journey.”

BGF has invested more than £400 million in over 70 technology companies, including Purple, Voicescape, and DriveWorks.

Advisors to BGF:

  • Lawyers: Mills and Reeves (Vicky Protano, Nina Latham and Jodi Oosthuizen)
  • Tax: Hurst (Adrian Young and Sam Ryan)
  • ESG: Apex
  • Financial Due Diligence: Mike Tebbutt.

Advisors to Elite Dynamics:

  • Lawyers: DTM Legal (Alison Brennan and Leanna Guy)
  • Tax: Big Hand Group (Mark Simpson)
  • Finance C.C Consulting (Catherine Holland and Edward Cobb).

About BGF: 

  • BGF was set up in 2011 and has invested £3 billion in nearly 500 companies, making it the most active investor in the UK.
  • BGF is a minority, non-controlling equity partner with a patient outlook on investments, based on shared long-term goals with the management teams it backs.
  • BGF invests in growing businesses in the UK and Ireland through its network of 16 offices.
  • In 2018, Canada launched its equivalent – the Canadian Business Growth Fund – and in 2020, Australia did the same, both based on BGF’s funding model.

About Elite Dynamics:

  • Elite Dynamics – a Microsoft Solutions Partner for Business Applications – was founded in November 2015 and provides market leading dynamic software solutions for the Holiday Home, Parks’, Resorts, and Marina’s industry. The flagship EliteParks product is the only Microsoft Dynamics based end-to-end business solution in the holiday and residential park industry that can run all business processes with fully integrated financial management.
  • https://www.elitedynamics.co.uk  / @elitedynamicsuk


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