Golf Australia appoints former Matilda Sarah Walsh to lead engagement

Golf Australia has appointed Sarah Walsh as General Manager, Golfer Growth and Engagement, to lead its work in growing participation and improving engagement with golfers.

Walsh spent more than a decade at Football Australia, working across game development and women’s football growth. She led Legacy ‘23, the whole-of-sport leveraging strategy for the FIFA Women’s World Cup 2023, which delivered successful outcomes for all levels of football. 

Most recently, she led the AFC Women’s Asian Cup 2026 as Chief Executive of the Local Organising Committee.

Across these roles, Walsh, a former Matilda who has experienced sport at every level, from grassroots to elite, brings a player-centric mindset that has been shaped by her journey from athlete to executive. Her insight into the many touch points people have with a sport, and how each one influences their decision to join and continue playing, underpins her holistic approach to improving engagement and growing sport.

Walsh will be responsible for bringing to life the Belong pillar of the new national strategy for golf. 

Her Golfer Growth and Engagement team, formerly Golf Participation, will continue to lead key entry level participant programs MyGolf, Get Into Golf, Tee Mates and Women & Girls Engagement, working closely with State Associations, clubs, facilities, the PGA of Australia and delivery partners.

Walsh leads a team that has delivered sustained growth, with more than 190,000 Australians participating in Golf Australia programs in the past year, double the number from five years ago. Programs are now delivered across more than 560 clubs and venues nationally, generating millions in revenue that goes directly to the clubs and PGA Professionals delivering them.

“Sarah has a strong track record of growing participation and creating inclusive environments that encourage people to want to stay involved in sport,” Golf Australia CEO James 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.”

Walsh said she was excited to be taking on the unique challenge of golf.

“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.

“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.

Walsh starts with Golf Australia on Wednesday 4 November.