Sports agency 54 partners with Turfgrass to expand industry offerings
54, a global sports and entertainment agency, started a strategic investment in Turfgrass, an international golf course development company.
This collaboration aims to integrate 54’s experience in strategic planning, advisory services and operational solutions with Turfgrass’ proven track record in delivering end-to-end golf course development and agronomic consulting services to some of the best-known venues in the sport.
Founded in 1997, Turfgrass has established a global presence, with offices in Europe, the Middle East, the United States and soon in Asia. The company guides golf projects from the earliest planning stages through construction, agronomic grow-in, sustainable maintenance and ongoing operations.
Backed by a team of seasoned experts — including Brad Owen, former senior director of agronomy at Augusta National — Turfgrass has advised on more than 270 golf courses worldwide. Its clients include popular venues such as Adare Manor (host of the 2027 Ryder Cup), Wentworth Club (home of the BMW PGA Championship), Golf Club de Genève, Hoiana Shores and the Comporta Dunas course in Portugal, named 2024 World Golf Course of the Year.
54 has experienced growth in its advisory and operations divisions in the last 18 months and has now expanded its services to facilities and destinations across the world, as well as advising government bodies and investment funds in Europe, the Middle East, Africa and Asia on how sport can impact national development.
According to the compay, the collaboration aims to provide the industry with a more comprehensive offering than currently available in market, combining 54’s aptitude for strategic development and business planning with Turfgrass’ understanding of the construction, evolution and management of playing surfaces, creating a turn-key solution for investors and clubs seeking to elevate business performance and return on investment.
“54’s tremendous growth and success these last 18 months has been down in no small part to a widening of services we can offer to not just the world’s best golf courses, but to a range of leading sports clubs, rightsholders, investors, governments and governing bodies,” said Ed Edwards, 54’s CEO. “Our advisory and management services provide a turn-key solution, from initial feasibility and business planning, through to operations of a sustainable asset.
“Turfgrass is the out-and-out leader when it comes to course development and agronomy, and we see this investment as an important signal of our intent to be the market leader in best-in-class services throughout the value chain,” he continued. “Our goal is to be the partner of choice for destinations and facilities inside and outside of golf looking to reap the benefits that enhanced operations and standards across all assets will bring. Turfgrass will be a crucial component in this offering, and we could not be more excited in bringing them on board.”
“We are honored to embark on this exciting partnership with 54, whose leadership and global strategic vision genuinely complement our own,” said John Clarkin, founder of Turfgrass. “By uniting their business acumen and international reach with our depth of both development and agronomic expertise, we can now offer an end-to-end solution that not only guides the strategic direction of a venue but also delivers top-tier course conditioning, operational efficiency and environmental stewardship. This collaboration redefines what’s possible in the industry, enabling projects to reach their full potential and enrich the future of the game. 54 think outside the box, and that is what is needed with today’s golf industry.”
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