Making hospitality tech work the way it should.

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What we do

Hospitality businesses bring us in when something isn't working: a system that never got properly embedded, a team that stopped using the tech, a guest experience that doesn't match the vision.

We come in, work out what's actually going on, and fix it. That might mean a full system implementation, a commercial strategy review, or cleaning up years of messy data so it can finally tell you something useful.

Clients come back because we're straight with them, discreet about their business, and we stay until the job is done.

Who we serve

Co-working Spaces

Hospitality Groups

Investors & Private Equity

Luxury, Lifestyle & Boutique Hotels

Mixed-Use Developments

Private Members' Clubs

SaaS & Tech Providers

Technology we work with

Book4Time

Deployteq

GoCardless

Hubspot

Jonas Club Software

Lightspeed

OpenTable

Peoplevine

Sevenrooms

Stripe

The Dots

What we solve

"We bought the technology but nobody's really using it"

CRM & Data Optimisation: We design CRM ecosystems that work, unifying your member data, processes and reporting so teams operate with confidence and clarity.

From audits to launch readiness, every build is structured for adoption from day one.

"Every team does things differently"

Operational Strategy: We systemise excellence: guest experience frameworks, SOPs and team playbooks that move operators from reactive to ready, with consistency across every touchpoint.

"We're leaving money on the table and can't see where"

Revenue & Sales Strategy: From membership pricing and yield management to sales structure and performance tracking, we turn commercial goals into clear, actionable plans grounded in data and operational reality.

"Members and guests love the space but the experience is inconsistent"

Customer Experience Transformation: We embed CX thinking across the culture, joining the dots between technology, people and process to elevate the experience for members, guests and teams alike.

"We're about to go live and I'm not confident"

Implementation & Project Delivery: We lead complex technology rollouts and membership launches end to end, translating strategy into tangible results without disruption to service.

Who we are

Tuba Gursoy has spent over two decades inside hospitality, from operations to SaaS leadership, working across private members clubs, hotels and mixed-use spaces in the UK, US and Middle East.

She founded Unit 5 for one reason: too many businesses invest in the right technology and never see the return. Tuba works with operators, investors and platforms to close that gap, whether that is pre-opening strategy, system implementation, or getting more out of the tools already in place.

Her clients have included Sterling's Club, Maison Estelle, KX Gym, The Pembroke, Home House Collective, The Groucho Club, The Gleneagles Townhouse, The Four Seasons, Mandala Club, Casa Cipriani, The Ivy Club and Zero Bond.

If your technology, data or commercial strategy is not working as hard as your business needs it to, that is what Unit 5 is here to solve.

It is rare to find a consultant with Tuba’s poise, wisdom, and range. Her expertise flows effortlessly from complex architectural strategy and high concept creativity through to strategic member journey design, establishing her as a leading authority in private club and luxury hospitality. As Marketing and Membership Director for a new private members’ club in its pre opening phase in Naples, Florida, I worked closely with Tuba to build our foundations from the ground up. She combines a deep understanding of club culture with technical rigour, ensuring that technology enhances the member experience rather than complicating it. Tuba is a pleasure to work with and an invaluable partner for any leadership team seeking excellence in sales, operations, and member experience strategy.

Kelly Katz, Marketing and Membership Director

Sterling's Club

We worked with Tuba for over four years through both the implementation and ongoing optimisation of our CRM platform. Her combination of deep technical knowledge and first-hand hospitality experience meant she understood our needs intuitively and applied solutions with precision. Tuba engages effortlessly across all levels of the business, which made a real difference in bringing teams together. I would recommend her without hesitation for any project requiring both expertise and impact.

Dionne Atkinson, IT & Po

Home House

I have had the pleasure of working with Tuba across several businesses over the years. Her passion for hospitality and wealth of experience translate seamlessly into every project she delivers. What sets her apart is the ability to turn complex technical, operational, and customer insights into clear, practical solutions that work across all levels of the operation. Her track record of success truly speaks for itself.

Suzanne Shaheen, General Manager

The Ivy Club