Posted on Sep 24, 2024
Helen Willsmer, Director of Golf Apparel EMEA at Perry Ellis International (Callaway Golf Apparel & Original Penguin Sports), is a leading figure in the golf industry. In addition to her role as an Executive Officer for the British Golf Industry Association (BGIA), she also sits on the Board of the Federation of Sports and Play Associations (FSPA). We spoke to Helen about her inspiring journey, the achievements of women in golf and her thoughts on the future for women in this industry.
Can you share some insights about your career in the golf industry
I’ve been in the golf industry for over 20 years and feel incredibly fortunate to have had such a rewarding career. I began in Customer Services at Ashworth, which was the first company to license Callaway Apparel. From there, I moved to Callaway Golf where I helped relaunch the Callaway Apparel brand in Europe. Now, I oversee Customer Services, Marketing and Sales. I love playing golf too, though I wish I had more time for it and was better at it. It’s a game that constantly challenges you to improve – and that challenge is something I enjoy, especially with my sports background. When I retire, I hope to focus more on sharpening my game!
What challenges do women face in the golf industry, both as players and professionals? How can these be addressed?
There’s no doubt that things have improved in recent years, particularly with initiatives like the R&A’s Women in Golf Leadership Development Programme and the R&A’s Women in Golf Charter, which have helped make the sport more accessible for women. However, golf remains a male-dominated space. For example, prize money on women’s tours is still not on par with men’s, although we are seeing gradual improvement. In the industry, it can be tough for women to get recognition, especially at higher levels. We need to encourage more young women to join and show them that this industry truly welcomes them.
How can the golf industry encourage more women to take on leadership roles?
The R&A is doing great work developing leadership roles for women, and brands are also increasingly recruiting women – on merit, not just to tick boxes. It’s important to communicate to young women that there are diverse career paths in the golf industry, from finance to marketing and sales. Women bring unique perspectives and skills that are essential to the industry’s success. I entered the wholesale business somewhat by chance, but once you’re in this field, it’s incredibly rewarding. We’re all part of promoting a sport that offers so much – physically, mentally and socially.
What advice would you give to women looking to break into the golf industry?
My biggest piece of advice is to be yourself. Every industry needs a variety of personalities and women bring fresh perspectives and energy. Be persistent, stay true to who you are and show your passion for the work. Employers are looking for enthusiasm, openness and a willingness to learn. I’m known for hiring young professionals with little experience but lots of potential, because nurturing new talent is so important for the future of any industry.
Golf is often seen as a male-dominated sport. What strategies can help break down these stereotypes?
The most effective way to dismantle these stereotypes is to celebrate the diverse roles women play in golf. Nicole Wheatley, for example, is doing fantastic work with the Women in Golf Awards, now in its third year. These awards shine a spotlight on women across the entire spectrum of the golf industry, from behind-the-scenes professionals to top players. We also need to start early by targeting schools and universities, introducing girls and young women to the vast opportunities available in golf.
How important is mentorship in developing women in golf, and how can we create more opportunities for mentorship and networking?
Mentorship is incredibly close to my heart. I was lucky enough to have Martin Wild, now the BGIA Chair, as my mentor. His guidance helped me realise that I wasn’t just a token female in the industry – I had valuable skills to offer. Women sometimes feel they have to work harder to prove themselves, so having a mentor who believes in your potential can make all the difference. Creating more opportunities for mentorship, along with networks where women can support and inspire each other, is crucial for the future of women in golf.
Which women in golf inspire you and what can others learn from them?
There are so many remarkable women in golf today. Adele McLean, Managing Director at TGI Partnership, is one of them. She started her career in her father’s golf shop and is now leading one of the largest buying groups in the UK and Ireland. Lisa Lovatt, Managing Director of PING Europe, is another outstanding leader who’s making waves in the golf industry.
As for players, Georgia Hall and Charley Hull are two top-tier athletes who serve as fantastic role models, not just for their performance but for their great friendship and love for the game. I’m also incredibly proud of the women on my own team who are pushing boundaries and redefining what’s possible in the industry.
I have to mention Nicole Wheatley again. Her work with the Women in Golf Awards is crucial in highlighting women from all sectors of the industry. I recently met Emma Whitlock, Country Secretary at Sussex County Golf, at the Women in Golf Awards. She’s an inspiring young woman, passionate about encouraging more women to join the industry. It was an encounter I wouldn’t have had if not for the Awards, and it reminded me of the incredible women driving change at every level of the industry.
