GMS was founded in 2001 by three former employees of Golf Monthly – then the UK’s best-read golf magazine. Current Co-CEO Phil Craghill joined forces with Neil Gray and Colin Callander to form the first golf-specific marketing agency in Europe.

Both Neil and Phil consecutively led the commercial team at IPC, publishers at Golf Monthly, while Colin was editor of the famed magazine for more than 10 years. Being central to the European media landscape of the late nineties, the trio identified inefficiencies and a lack of effectiveness in the way brands communicated and utilised media. This gap in the market led to the formation of Golf Marketing Services Ltd (GMS) in November of 2001, with a vision to help major golf brands leverage both earned and paid multi-channel media.

Mission Statement

At GMS, we are focused on continually delivering for our partners through innovation and creativity, an unwavering passion for the game, and a commitment to disrupting the status quo to cut through the noise. Our mission is to drive the success of golf-related businesses by leveraging the power of creative storytelling, best- in-class content, and strategic partnerships.

We aspire to be the catalyst for growth for our clients in the golf business, redefining the way brands connect with their audience and fostering a vibrant community of enthusiasts and brand advocates across each communication channel. Our agency is driven by a relentless pursuit of excellence, combining a deep understanding of the sport with forward-thinking marketing approaches to elevate brands to new heights.

As stewards and scholars of the game of golf, we aim to inspire and engage audiences, creating meaningful connections between golfers and our clients’ brands and products, and bring progressive and dynamic marketing into the sport. We strive to be more than a marketing agency; we aim to be an extension of our clients’ in-house team. We are advocates for the spirit of golf, promoting inclusivity, sustainability, and a love for the game.

Guided by integrity, creativity, and a commitment to results, GMS is the trusted partner for some of the world’s most renowned and revered golf businesses, who trust us to unlock and realise their full potential. Join us on this journey as we drive innovation, foster growth, and shape the future of golf marketing.