1.45pm 17th January 2025 - <a href="https://golfbusinessnews.com/news/interviews/">Interviews</a> <br>With over 60 years’ combined service in the golf industry, and experience in varying sectors such as marketing, PR, sales, creative and content, the quartet of Mike Harris, Paul O’Hagan, Alex Narey and Chris Barrett are looking to bring a new energy to the world of client representation after launching <a href="https://theloopgc.com">The Loop</a>. <br>Harris, formerly editor at Golf Monthly; Narey, who arrives from Azalea; and O’Hagan and Barrett from FootJoy, have joined forces to start the new agency with a focus on representing equipment and apparel brands, as well as UK and global travel. The Loop will also support a myriad of content creators with a remit on partnership building, strategy and mentoring. <br>Here, the four founding partners explain their vision for their new company, and why golf has never been in such a healthy place.<br><strong>GBN:</strong> <strong>Tell us about the thinking behind The Loop?</strong><br><strong>Mike Harris:</strong> At various points in my career, I had wanted to do my own thing. I was excited at Golf Monthly and was enthused by the Future takeover just before Covid. The journey was exciting, transforming from a print product into a digital-first brand, and targeting the US market. But once I had handed over the editorship to Neil Tappin in 2023, I was always looking for new avenues and ideas, then I got talking to Paul O’Hagan and the concept looked great.<br><strong>Paul O’Hagan:</strong> We both had a burning desire to take the many great things happening in golf at the moment and bring them together in a place with like-minded people who love the game as much as we do. Once we added Alex and Chris into the mix to give us that 360-degree experience in the market, things developed at an incredibly exciting pace. <br><strong>Can you tell us a little about the name, The Loop?</strong><br><strong>Mike:</strong> I had the name, ‘The Loop’, in my mind for some time because of St Andrews’ Old Course and it is my favourite spot on the layout: those holes around the turn – 7-11 – that criss-cross with the Eden Estuary behind you. It is one of the most iconic places in the game, where golfers come together, walking some of the most sacred land in golf. The name just feels natural and the right fit for us.<br><strong>Why now? All leaving established and senior roles in the industry…</strong><br><strong>Paul: </strong>I’ve been incredibly lucky in my 18 years in the golf industry in that I’ve loved every role I’ve done. That said, I’ve always known when the time was right for a new adventure and if there’s ever been a right time for an agency looking to do things differently and help brands bring their stories to life, that time is now.<br><strong>Chris Barret:</strong> Throughout my creative journey, I’ve had the opportunity to work on a variety of projects, each offering its own unique rewards. Now feels like the right time to channel that knowledge and passion for creating engaging visuals into something new.<br><strong>Alex Narey:</strong> There is always going to be some apprehension and an element of risk-taking, but you just have to go with it and follow your heart. Once we had all got together and looked at the business plan there was no going back – and there was no doubt in our minds that this was the right time!<br><strong>What typical services will you be offering?</strong><br><strong>Alex:</strong> Between us we’ve got years of experience in media, PR, content, marketing, advertising and design. As a result, we’ll look to offer a service that combines all of those things. One common theme throughout our work will be cutting through the noise by creating stories that capture the imagination of golfers. Key sectors of the golf industry will, of course, be equipment and apparel – areas we have great experience in – but working and representing in the creator space is huge, as well as travel and more niche products within the industry. Not much will be off the table!<br><strong>What will set The Loop apart from other agencies?</strong><br><strong>Paul:</strong> I don’t know another agency that is able to tap into the experience we have between brand, media and agency. We’ve had the pleasure of working together in various capacities but equally have taken very different paths to get here. The creative arm of the business will also be a unique element. It will allow us to celebrate creators ranging from videographers to incredible writers, as well as allowing us to inject our own passion into the media we create. <br><strong>Chris:</strong> Our approach. We have a deep understanding of creators, photographers, writers, brands, media, and marketers, all driven by prior experience, knowledge and passion. This unique combination allows us to tap into the moments and emotions that truly resonate with audiences.<br><strong>The Loop has a strong background in traditional media – so why is the creator/influencer space so important in golf right now?</strong><br><strong>Mike: </strong>I have always been aware of the power of creators, from the early days of people like Rick Shiels and Pete Finch. Working in traditional media I realised these guys were undoubtedly a threat, but I felt like there were opportunities to collaborate. Both Rick and Pete were keen to talk and find out more and they became fixtures on the Golf Monthly Top 25 Coaches list, and we worked closely with them for many years. But a real lightbulb moment for me was attending the adidas ZG23 global launch in Los Angeles in 2023. The adidas golf team had assembled their US and UK creators to help bring the launch to life. I loved the attitude and relentless innovation and sense of fun that all the creators had, and I saw first-hand how creators could help brands activate a product launch and tell a compelling story.<br><strong>Chris:</strong> We firmly believe that creators can deliver personality-led content, and we think there are some exciting opportunities for creators to work with forward-thinking media to give brands a unique, two-pronged approach to engage with audiences.<br><strong>Are there any creators you are already working with and representing?</strong><br><strong>Mike:</strong> We have a roster of over 20 content creators, from household names like Dan Grieve and James Robinson, to up-and-coming creators such as Chris Lynch – who hosts the ‘Golf Yourself Healthy’ podcast – and Ray Nyabola and ‘Black British Golfers’, who are doing an incredible job of taking golf to communities that have had little exposure before and helping to create the next generation of players, particularly from under-represented groups.<br><strong>But there is also a traditional print element to your business?</strong><br><strong>Alex:</strong> I, Mike and Paul have foundations in print, and we still see a targeted market there. It remains a wonderful way to tell stories and I believe the golf industry is blessed with some of sport’s finest writers. It is such a skill that we don’t want to see it neglected. So we are looking to produce an in-house, high-quality quarterly journal that gets to the heart of the game with more off-beat stories about golf and travel. We plan to launch our first edition before the Open Championship at Royal Portrush.<br><strong>Any inspirations in the industry and who do you admire from the representation side?</strong><br><strong>Mike:</strong> When I started working at IPC Media with Total Golf, even before Golf Monthly, I realised what critical roles agencies played in bridging the gap between brands, media and retail. There were and still are so many people I looked up to in this regard. People like David Silvers – now managing director at TaylorMade-adidas – who was heading up Professional Sports Group back then. Jed Moore from 54, Steve Martin from MSQ Sport + Entertainment, Phil Craghill and Neil Gray at GMS, David Wells and Bob Smith, and, of course, the great John Collard at Sports Impact, who we sadly lost last year. They were and are exceptional operators who lived and breathed the brands they represented and excited the media and retailers about the new products they were releasing into the market.<br><strong>Alex: </strong>When I started in the golf industry with Golf Monthly back in 2008, I was at the very core a journalist and was very consumer focused – so the idea of someone from an agency signing off my copy from a commercial standpoint was all a bit alien and, at first, I didn’t like it. But I quickly learnt how important a role agencies played and I built up some great relationships, and realised that if you worked with them, the results could be far more fruitful. Having worked on the agency side in recent years, I think my understanding of both lanes has no doubt helped in terms of relationship building – which is so key to what we are doing.<br><strong>You are being backed by PRG – the golf accessories company. How did that come about?</strong><br><strong>Mike:</strong> I had known Stephen Riley, PRG CEO, for a long time as we had worked on a number of projects. He is the epitome of a relationship person. I went to see Steve and Darren Phillips – formerly of Pure Sports Marketing and now COO of PRG – in October to talk about something completely different, but over a round of golf Steve let me know that he was keen and wanted to see the business plan, and after a hastily arranged video call with the team in the UK we had a deal in principle, and a few days later we had shaken hands. It was all a bit of a whirlwind.<br><strong>Paul:</strong> Steve and Darren very quickly got on board with our vision for what The Loop can be and we immediately saw the benefits of their investment, knowledge and connections. We were thrilled with their decision to invest and their support has been incredible from day one. <br><strong>What clients and businesses would benefit from working with The Loop?</strong><br><strong>Alex: </strong>Whether it’s brands, resorts or creators, we are looking for clients who want to bring their identity in ways that resonate with golfers. Whether that identity is currently clear or not, as long as the sentiment is authentic, we know we’ll be able to bring the brand to life.<br><strong>Chris: </strong>We excel in partnering with businesses and individuals who are ready to elevate their brand and share their story. Our focus is on creating emotional connections, developing cohesive marketing strategies, and launching dynamic social media campaigns that foster loyal communities. We value creativity and innovation, and we’re dedicated to helping our clients stand out in a crowded market, engage their audience, and drive meaningful growth.<br><strong>What is the vision for the first year?</strong><br><strong>Mike:</strong> Building up our roster of creators will be a key area for growth in 2025 as we get things moving. We also want to target events and see a lot of opportunity here, especially utilising the audiences of the creators we represent.<br><strong>Alex:</strong> As we grow, the travel market will be key; I think we are always looking to represent courses and resorts down the line, but we would like to work with destinations also from a creator standpoint. I am not sure travel is being done brilliantly when it comes to the creator space and it is undoubtedly a great opportunity. We want to collaborate with other agencies to build lasting relationships between creators and brands.<br><strong>How excited are you about golf’s growth and where do you think it is heading?</strong><br><strong>Paul: </strong>Golf is in a good place, and benefitted off the back of the Covid period and we want to play a part in helping it maintain that positive momentum, taking it to more people. It is an overused phrase but until someone comes up with a better one, then ‘grow the game’ is the perfect one to use.<br><strong>Mike:</strong> What gets me up every day is playing a small role in getting people into golf. And whatever way that looks, whether you are a traditional member playing a Top 100 course, indoors on a range, or simulator, or VR technology, or even Esports, you are playing golf. It used to be that growing the game was ‘how many members were there at golf clubs?’, but that’s not the case anymore. Golf is different things to different people; there is not just one way to engage with the game.<br><strong>For more details, visit <a href="https://theloopgc.com">theloopgc.com</a>.</strong><br><br>Women’s Golf Day and the PGA of America have renewed their partnership for a fourth consecutive year. Under the agreement, PGA of America Professionals can participate in career development opportunities while supporting WGD. <br>The Challenge Tour and HotelPlanner have announced a multi-year partnership, with the travel technology company becoming the Tour’s title partner from the start of the 2025 season.<br>This collaboration will focus on delivering a comprehensive agronomy programme to further enhance the globally celebrated Hotchkin and Bracken Courses at one of the UK’s most iconic golf clubs.<br><a href="https://twitter.com/home?status=https://golfbusinessnews.com/news/interviews/the-gbn-interview-the-loop/" rel="noopener" data-via="eGolfBusiness" data-hashtags="GolfBusinessNews">Share on Twitter</a> <br><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://golfbusinessnews.com/news/interviews/the-gbn-interview-the-loop/&title=THE+GBN+INTERVIEW%3A+The+Loop&source=GolfBusinessNews.com" rel="noopener">Share on LinkedIn</a><br>GolfBusinessNews.com (GBN) is for the many thousands of people who work in the golf business all around the world.<br>We cover the full range of topics both on and off the course. We aim to supply essential information both quickly and accurately in a format which is easy to use. We are independent of all special interest groups.<br><a style="font-weight: 600;" href="https://eepurl.com/bpOC9">Click here to sign up</a> for our free twice weekly golf industry news summary<br>View the <a class="gbn-latest-email" href="https://golfbusinessnews.com/weekly-emails/the-latest-news-from-gbn-38/">latest newsletter</a> here<br>5/7 High Street<br>Dorchester-on-Thames<br>Oxfordshire OX10 7HH<br>United Kingdom<br><a href="mailto:publisher@golfbusinessnews.com">publisher@golfbusinessnews.com</a><br>© 1999-2025 <a href="https://golfbusinessnews.com">e.GolfBusiness.com Limited</a> | All Rights Reserved. | <a href="/privacy-policy/">GBN Privacy Policy</a> <br><br><a href="https://news.google.com/rss/articles/CBMifEFVX3lxTFBhUFhUQkhQSVZjZmh1SlFOU2FXTTdTaE83bjZITm9aZDRNVWRGX090MmctaWs2MmE0V2ZtXzBnbEdXTWdCWjNWQlJ6bEJRUUlfRlRLMzBzMXF4dlBUd2dqbkxVbXNIRDIxelR1eXJjdFNxOWxSTVREamVsZDY?oc=5">source</a>
