Growing The Game
Georgia Reynolds, England
‘This IS My Story’ is a series capturing how The International Series shapes the journeys of golfers across Asia and beyond. Professionals, caddies, and staff share their stories and show why The International Series is the most prized pathway in golf.
Georgia Reynolds is a sports media specialist whose journey into golf marketing has taken her from local coaching to a global role with The International Series.
My name is Georgia Reynolds, and I am 25 years old from the UK. Before I started working in sports social media, I had a background in sports and fitness coaching before moving into my first marketing role at a large global media agency.
I have always wanted to work with athletes, and when a role came up at 54, a sports and entertainment agency, I applied for a job in golf marketing. I knew absolutely nothing about golf, but I wanted to get my foot in the door in the sports industry.
When I started the job, I began learning how to play golf to build my knowledge and make sure I was not left out of golf days by my male colleagues. Since then, I have found a love and fascination for the sport that I never imagined I would develop.
As for the golf industry, I love how quickly it is evolving. With the breakthrough of LIV Golf, increased popularity of YouTube golf and content creators, and tours launching new initiatives, it is clear there are people like me working behind the scenes to give fans a fresh perspective. With all the changes and growth happening in the game at the moment, it is a genuinely exciting time to work in golf.
When I first joined 54, I worked primarily on Ladies European Tour tournaments, which was an amazing experience and allowed me to play a part in growing the women’s game. I then moved over to The International Series account for the 2024 season, where I was able to apply everything I had learned from helping the women’s game grow to marketing a still-young and upcoming men’s series.
One Big Family
As The International Series heads into its fifth season, it continues to focus on global growth. The Series aims to strengthen its presence in key existing markets while exploring opportunities in both established and emerging golf regions.
The Series blends the traditional with the new and innovative, offering rising stars opportunities to compete against elite fields while giving global fans access to some of the best golfers in the world. It is rich with storylines and player journeys, and a major part of my role is making sure those narratives reach fans worldwide.
The atmosphere at International Series events is unlike anything else I have experienced. It feels like one big family. Every event feels relaxed and friendly, creating an even playing field where everyone knows one another and openly shares their experiences.
Our team is relatively small compared to other tournaments, but every person pulls their weight and works incredibly hard to achieve an end result that other events accomplish with far larger teams. Even though the work is demanding, we manage to create a fun, positive environment that carries us through the long days.
Thinking Global, Acting Local
At most of our destinations, we create one main content piece focused on local culture. We take a couple of players into the host city to explore and showcase the sights.
For example, we filmed a temple tour in Japan, a Souk sweep of a traditional open-air market in Morocco, and a visit to a historic Spanish-influenced city in Manila. This type of content appeals strongly to local markets while also performing well globally from a tourism perspective.
We also highlight local players whenever possible, particularly when there is a strong contingent, while still producing content around internationally recognised players.
Extended travel is a major part of life on Tour, and staying motivated during the highs and lows can be challenging. Having an amazing group of colleagues around me makes a huge difference. We have great banter, which helps keep spirits high when we are far from home in intense environments for long stretches.
In the small windows of free time I get away from the course, I try to listen to my body. I am very into the gym and training, and staying disciplined with that helps my headspace. Good sleep and solo downtime, usually spent watching The Kardashians or Married at First Sight, are essential. I also make a point to explore the city I am in whenever possible. If I only travelled between the golf course and the hotel, the job and the travel would feel much less fulfilling.
Pride And Gratitude
Behind the scenes, fans may not realise that on Tour, there is a genuine family-like atmosphere. I try to show it as much as possible through our social media content, but the friendly dynamic between players, caddies, and staff is truly special.
One of the most rewarding feelings I get comes the moment I step off a plane in a new destination. Walking through the airport terminal and thinking to myself, “What is my life?” never gets old.
The opportunity for a woman in her early twenties to build a career and see the world at the same time is incredibly rare. Every so often, I feel completely overwhelmed with pride and gratitude, and those moments make everything worth it.
