Alba Hires Natalia Bachleda Curuś to drive Central & Eastern Europe Expansion

She has sold across 17 European markets for Expedia Group and run full sales cycles across EMEA. Now Natalia is turning her attention to golf simulator businesses, with a mission to grow Alba's presence across Central and Eastern Europe.

Alba's next chapter runs through Central and Eastern Europe, and the person leading that push started September 1. Natalia Bachleda Curuś joins as Account Executive, tasked with bringing Alba's golf simulator booking software to commercial golf simulator venues from Warsaw to Madrid.

Scaling a golf simulator business in new markets

Alba is already used by more than 1,000 operators across 17 markets, and the growth has only started. Central and Eastern Europe brings its own pace of indoor golf adoption, its own competitors, and operators who expect a partner that understands the category. Erik Holm has been clear that this growth shouldn't come at the cost of focus: speaking to Norwegian tech and startup publication Shifter earlier this year, he pointed to Alba's specialisation in indoor golf as a strength, rather than stretching into adjacent sports just because the opportunity is there. Scaling sales into new markets without diluting what makes Alba work is exactly the mandate Natalia is stepping into.

A sales career built across 17 markets

Natalia isn't new to scaling sales across a patchwork of markets. At Expedia Group, she led sales and business development across 17 European countries. Before that, she ran the full sales cycle as an account executive at NinjaOne across EMEA. We first connected with her back in 2025, and stayed in touch until the timing was right.

Relocating to Norway for Alba's Central & Eastern Europe push

Originally from Kraków, Natalia is fluent in Polish and English, can communicate efficiently in both German and Spanish, and is already picking up Norwegian. She's moving to Norway with her husband and their one-year-old son, joining the rest of the team to build out Alba's presence in new markets.

From kitesurfing to golf simulators

Outside of work, Natalia is a kitesurfer at heart. Which raises the obvious question: after years chasing wind and waves, can running a golf simulator business pull off the swap? New market. New challenge. New sport. Let's find out.