Golf Australia Names Sarah Walsh as General Manager of Golfer Growth and Engagement

Golf Australia has appointed former Matildas international and sports executive Sarah Walsh as General Manager, Golfer Growth and Engagement. In this position, Walsh is tasked with expanding participation and improving retention strategies across the sport.

Walsh moves to the governing body following more than ten years at Football Australia. During her tenure, she spearheaded national game development initiatives, directed the whole-of-sport Legacy ’23 strategy for the FIFA Women’s World Cup 2023, and served as Chief Executive Officer of the Local Organising Committee for the AFC Women’s Asian Cup 2026.

Leadership Commentary on Growth Strategy

Golf Australia CEO James Sutherland cited Walsh’s commercial experience in aligning sporting stakeholders and constructing sustainable participation pathways.

“Sarah has a strong track record of growing participation and creating inclusive environments that encourage people to want to stay involved in sport,” Sutherland said. “Golf is in a strong position, with well over four million people playing in Australia in some form last year. “Our job now is to make sure the people coming through the door stay and bring others with them. “Sarah has done that in football, bringing clubs, government and partners together behind a plan, and her experience will be valuable as we work with the industry on the next stage of growth,” Sutherland said.

Incoming GM Walsh highlighted the opportunity to expand engagement across the sport.

“I’m excited by the challenge of joining a new sport. As a truly global sport, golf is already on an impressive growth trajectory, with so much more potential through creating better experiences for all communities,” Walsh said. “Golf is uniquely a game for life, and there’s a real opportunity to welcome more people in. I’ve seen what a sport can achieve when it unites around a clear ambition – golf is ready for that, and our aim will be to make sure that everyone who tries it has a reason to stay. “I’m looking forward to working with the already well-established Golf Australia team, and with all the stakeholders who bring the game to life on the ground,” Walsh said.

Role Scope and Departmental Operations

Commencing in her executive role on Wednesday, November 4, Walsh will oversee the operational execution of the Belong pillar within Golf Australia’s national strategy.

Her department, rebranded from Golf Participation to Golfer Growth and Engagement, manages primary entry-level participant pathways, including:

• MyGolf
• Get Into Golf
• Tee Mates
• Targeted Women & Girls Engagement initiatives

The department operates in collaboration with State Associations, facility operators, delivery partners, and the PGA of Australia.

Over the past year, the division managed programs reaching over 190,000 participants across more than 560 venues nationwide, doubling participation numbers over a five-year period and generating direct revenue streams for local delivery clubs and PGA Professionals. Following last year’s figure of over four million Australians playing golf in various forms, Walsh’s primary strategic objective centers on converting casual participants into permanent club members and long-term participants.