02 September 2023
Future Golf, Australia’s largest golf club and community, is delighted to announce the appointment of Brenton Humphreys as its inaugural Chief Operating Officer (COO). This significant senior executive leadership appointment marks a major milestone in Future Golf’s journey, reinforcing its strong foundation and propelling the brand into its next phase of growth.
Future Golf has experienced remarkable growth, solidifying its position as Australia’s largest golf club, with over 25,000 golfers following the FG Pathway. The average age of a Future Golf member is 32, this includes the largest cohort of female golf club members in Australia, highlighting the brand’s commitment to growing diversity within a sport that is traditionally male dominated and with an industry average age of 56.
Since its inception as an innovative startup, GenYGolf, in 2014, and subsequent rebrand to Future Golf in 2018, the brand’s impact has been evident with more than 6,000 Future Golf members transitioning to traditional golf clubs, showcasing the organisation’s profound influence on the broader industry.
Brenton Humphreys expressed his enthusiasm for the new role, stating, “The challenge to build on this strong foundation and work with the team through the next phase of its rapid growth plan is an incredibly exciting opportunity. The role comes with great responsibility, and I look forward to working closely with the advisory board, staff, members, partners, and suppliers to further accelerate this growth trajectory into the future.”
With an impressive background in the sports industry, Brenton Humphreys brings a wealth of experience from his tenure at AFL Club Essendon FC, where he led numerous strategic initiatives that significantly impacted commercial growth and infrastructure enhancement. Notably, he negotiated some of the most significant major sponsorship deals in the AFL, as well as successfully delivering major capital projects, including the Club’s recent major upgrade of the NEC Hangar.
As Future Golf gears up for over 200 national events in 2023 and collaborates with more than 120 on-course and off-course partners, including simulators, driving ranges, equipment, retail, and mini-golf facilities, Humphreys’ experience will be invaluable in strengthening these relationships and achieving its ambitious growth plan, aiming to impact 1 million golfers.
Ali Terai, Founder and CEO of Future Golf, spoke highly of Humphreys: “We are thrilled to welcome Brenton to the Future Golf community as our inaugural COO. Brenton has established leadership credentials, is highly respected in the sports industry, and has a great understanding of what it takes to run a high-performing team. We were also impressed with his values and approach to people, which very much align with the Future Golf way.”
Terai added, “Future Golf has experienced significant growth in recent years, thanks to our dedicated team, growing portfolio of incredible partner courses, and our passionate and loyal members who are the heartbeat of the Future Golf community.”
“We are excited to have Brenton join the FG team at such a pivotal time in our strategic plan and play a vital new leadership role across the organisation with new skills that will give us every opportunity to be successful both on and off the course for many years ahead.”
With Future Golf’s remarkable 100+ million social impressions in 2022 and a database of over 75,000 engaged golfers, the brand eagerly anticipates the wealth of experience and commercial opportunities Humphreys will bring to the table, further driving Future Golf’s ambitions for sustained growth across Australia and beyond.
The future of golf is undoubtedly bright, and Future Golf remains committed to its vision of revolutionising the sport and providing exceptional experiences for all golfers.
END About Future Golf Future Golf is a vibrant, inclusive community for golf enthusiasts of all levels. It provides members with an avenue to play golf in a relaxed, supportive environment. Upholding values of freedom, diversity, growth and connection, Future Golf goes beyond the sport, fostering personal growth and building relationships. For more information, visit www.futuregolf.com.au
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