GMS Agency Appointed Global PR Agency for the Experience Golf

(London, UK) – GMS Agency has been appointed as the global PR and communications agency for luxury golf travel specialist The Experience Golf, following a competitive pitch process.

The appointment will see GMS lead a highly targeted international communications programme designed to strengthen The Experience Golf’s position within the premium golf travel sector and reach high-net-worth and ultra-high-net-worth golfers in key international markets.

Founded over 30 years ago, The Experience Golf has established itself as a specialist in creating exceptional golf travel experiences, combining access to some of the world’s most sought-after golf with highly personalised services. The business has particular strength in St Andrews and access to the Old Course, alongside a growing international portfolio of premium golf experiences. 

GMS will deliver the brief through its employed teams across the UK, Europe, North America, Middle East and Asia, with an initial focus on building The Experience’s profile and routes to market across North America, the UK and Europe, Japan and Korea.

The programme will encompass strategic counsel, international media relations, proactive storytelling, thought leadership, creator and media engagement, hosted media programmes, partnership introductions and market-specific communications. 

A key focus will be positioning The Experience Golf as the trusted gateway to the world’s most exceptional golf experiences, paired with exceptional accommodation, cultural experiences and five-star hospitality – highlighting the brand’s specialised access,expertise, heritage and personal service to differentiate the business within the premium golf travel sector. 

Sam Elder, Co-CEO of GMS Agency, said: “The Experience is exactly the type of ambitious, specialist golf business we want to work with. They have an exceptional product, nearly 30 years of expertise and access that is genuinely difficult to replicate. There is a huge opportunity to tell that story to the right audiences around the world.

“This was also a pitch where I think the investment we’ve made in becoming a genuinely global agency really mattered. We don’t simply claim international capability; we have GMS people employed and on the ground in the markets that matter, and we can point to proven results for golf brands and destinations across the US, Japan, Korea, Europe and the Middle East.

“The Experience has big ambitions internationally and so do we. We’re hugely excited to get started and to demonstrate what a truly joined-up global communications programme can deliver for the business.”

Richard Payne, Director of Commercial Strategy and Golf at Lyvera Group – owners of The Experience Golf – said: “We went through a competitive process because we wanted to find an agency that understood both the golf travel sector and the scale of the international opportunity ahead of The Experience Golf.

“GMS stood out through the combination of its specialist golf expertise, strategic thinking and genuine international infrastructure. Having teams on the ground in key markets including the US, Japan and Korea, with existing relationships and a proven track record in those territories, gives us the ability to approach international growth in a much more strategic and locally relevant way.

“We have an outstanding product and a very strong foundation to build from. The next step is ensuring more of the right golfers, media and partners around the world know about us, and we’re looking forward to working with GMS to achieve that.”

The appointment further strengthens GMS Agency’s growing portfolio of international golf destination and travel clients which includes BGL, Bernardus, Cabot, Chart Hills, Close House, Hagen54, Laguna Phuket, Laguna Bintan, Prince’s Golf Club, Royal Liverpool, Sotogrande SA, Viya (formerly Dubai Golf) and more.

About GMS Agency

GMS Agency is a global marketing and consultancy agency dedicated to the golf industry, with offices in London, Lisbon, Chicago, Dubai and Seoul. With a focus on innovative strategies and unparalleled expertise for the golf’s most revered brands, GMS partners with world-class destinations, brands, governing bodies, and events to elevate their presence and impact in the market.

About The Experience Golf

The Experience Golf, part of Lyvera Group, which in turn is a subsidiary of Compass UK & Ireland, is a provider of luxury golf tours.

With more than 30 years of heritage and the longest-standing partnership with the St Andrews Links Trust, The Experience Golf is an Authorised Provider of Old Course Tee Times, enabling it to offer guaranteed access to the iconic Old Course without the need to enter the daily ballot. This unique access underpins The Experience Golf’s range of premium St Andrews golf experiences, giving guests the opportunity to enjoy the Home of Golf with a level of certainty and service that is difficult to replicate.
While St Andrews remains at the heart of The Experience Golf’s offering, its expertise extends across Scotland and the wider United Kingdom, with bespoke golf experiences available at some of the world’s most renowned courses, including Royal County Down, Adare Manor and Royal Birkdale.