Australian Golf Services Appoints Ben Sellenger as Chief Commercial Officer

Australian Golf Services has announced the appointment of experienced sports executive Ben Sellenger as Chief Commercial Officer, working collaboratively across both Golf Australia and the PGA of Australia.

Sellenger brings more than 20 years of senior leadership experience spanning sport, major agencies, governing bodies, and rights holders, most recently serving as CEO of Ciaron Maher Racing. In his new position, Sellenger will lead the overarching commercial growth agenda for Australian Golf Services, focusing heavily on partnerships, revenue development, and creating sustainable value for the sport and its key commercial stakeholders.

Australian Golf Services was jointly established by Golf Australia and the PGA of Australia to foster structural integration across the sport’s national governing bodies.

Sellenger highlighted his longstanding belief in this unified operational model, reflecting on his return to the code two decades after beginning his post-legal professional career within the industry.

“Twenty years ago I started my (post-legal) career in this sport. Today I’m back in it.

“I believed then, as I believe now, that Australian golf’s greatest potential could only be unlocked through real structural integration between its governing bodies.

“AGS, jointly established by Golf Australia and the PGA of Australia, is that integration, made real,” he said.

Highlighting the solid commercial health and market penetration of the sport, Sellenger pointed to recent growth metrics underlining golf’s status as a major economic contributor.

“I’m joining as Chief Commercial Officer at a genuinely exciting time: golf is now Australia’s biggest adult participation sport, with more than 4 million playing in some form and a $10 billion economy still growing.” 

“Off-course venues up 17% a year, junior memberships doubled in five years, and a new generation of golfers coming through younger and more diverse than ever,” he further noted.

Looking toward future expansion and partnership opportunities, Sellenger concluded: “More people playing, in more ways, than ever before. But plenty still to build, with the right partners.”

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