Golf Australia Appoints Former Matildas Executive Sarah Walsh

Golf Australia has announced the appointment of former Matildas international and seasoned sports executive Sarah Walsh as General Manager, Golfer Growth and Engagement, tasked with leading participation expansion and improving retention strategies across the sport.

Walsh joins the governing body following more than ten years at Football Australia, where she spearheaded national game development initiatives, directed the whole-of-sport Legacy ’23 strategy for the FIFA Women’s World Cup 2023, and served as Chief Executive Officer of the Local Organising Committee for the AFC Women’s Asian Cup 2026.

Golf Australia CEO, James Sutherland, commended Walsh’s commercial track record in aligning sporting stakeholders and building sustainable participation pathways.

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

“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,” Sutherland said. 

Incoming GM, Walsh, highlighted the immense growth potential across the Australian sporting landscape.

“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.

Commencing in her executive role on Wednesday 4 November, Walsh will oversee the operational execution of the Belong pillar within Golf Australia’s national strategy. Her department, rebranded from Golf Participation to Golfer Growth and Engagement, manages primary entry-level participant pathways including MyGolf, Get Into Golf, Tee Mates, and targeted Women & Girls Engagement initiatives in close collaboration with State Associations, facility operators, delivery partners, and the PGA of Australia.

The division currently manages programs that reached over 190,000 participants across more than 560 venues nationwide in the past year, doubling participation numbers over a five-year period and generating direct revenue streams for local delivery clubs and PGA Professionals. With over four million Australians playing golf in various forms last year, Walsh’s core strategic objective will focus on converting casual participants into permanent club members and long-term participants.

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