Posted on Oct 21, 2024
Charlotte Wild is Key Account Manager for Adidas Golf. With an impressive background as a professional golfer representing England and a flourishing career in the golf industry, Charlotte has a wealth of experience in the sport.
We caught up with her to discuss her journey, her thoughts on the game and the evolving role of women in the golf industry.
You started playing golf at a young age. What first drew you to the sport?
I picked up golf when I was 12 and fell in love with it. As I progressed, I started competing in national events and had the honour of winning the English Amateur championship and representing England. I turned pro and played for six years, but about a decade ago, I stepped away due to the limited funding available for the women’s game back then. Thankfully, things have really improved now.
You’ve transitioned from playing golf to working within the golf industry. How did that shift happen, and what has your journey been like?
My career started in events with International Sports Management (ISM), where I worked in a really dynamic environment. From there, I moved into sales at Glenbrae in Yorkshire. It was an incredibly supportive place and after 18 months, I landed an opportunity at Adidas, where I’ve been for the past seven years.
What do you enjoy most about your current role?
The people, for sure. I work with fantastic colleagues and customers and the culture within the golf industry is really special. Adidas has given me some amazing opportunities – I got to experience the Ryder Cup in Rome last year and have even taken customers to the Masters. I get to attend product launches in incredible locations and, as a lifelong golf fan, being part of the game in this way is so rewarding.
What do you see as the biggest challenges for women in the golf industry today?
It’s a fantastic industry to be part of, though I’d love to see more women in senior roles. Over the last five to 10 years, things have definitely been changing. Personally, I’ve been fortunate with great mentors and managers who have supported my development, but the industry remains male-dominated. It can feel tight-knit and breaking in might be harder if you’re not already part of that circle or a golf enthusiast.
How has the golf industry supported women’s careers, based on your experience?
There’s been a noticeable shift in the last few years. Women are increasingly encouraged to speak up and contribute, and I’ve found the female perspective is valued in the teams I’ve worked with. While I may have had to assert myself more than my male counterparts at times, overall I’ve felt supported and appreciated for my work.
Are there any programmes or initiatives that inspire young girls to take up golf or pursue a career in the industry?
Yes, absolutely. One example is the Pitch and Adidas Women’s Beginners Golf Academy, which is a fantastic initiative. It offers women new to the game five lessons with a PGA pro, practice hours and a graduation event. It’s reached hundreds of women who might have been hesitant about joining a golf club. I think more companies should offer similar programmes to make women feel more confident and included.
The sport itself has changed a lot since Covid – it’s now much more accessible and fashionable with younger people, including celebrities like Harry Styles, taking up the game. It’s no longer just an ‘old man’s game’; golf has become much cooler.
The Women in Golf Awards is another brilliant initiative recognising women with talent working in the industry. I am attending this year for the first time, so look forward to networking with the amazing women who will be in attendance.
What advice would you give to women looking to break into the golf industry?
Be open to exploring the many roles within the industry – there are so many avenues to pursue! If you’re passionate about sports there’s a place for you here. It’s a welcoming and friendly sector and I’ve found it to be a really rewarding career path.
What do you think are the best ways to challenge stereotypes and get more women involved in golf?
It’s important to understand that golf isn’t just about playing 18 holes on a Saturday afternoon. Today, it’s so much more versatile. It can be a fun trip to the driving range on a Friday night, a round of crazy golf with friends or even group lessons in a relaxed setting. This flexibility has made the game more appealing, especially for women who might not have the time for a long round of traditional golf.
Who are the women in golf that inspire you?
I’m constantly inspired by the women I work with at Adidas – they all bring something unique and together we create something powerful. In terms of players, I had the chance to play alongside Georgia Hall and Charley Hull back in 2009/10, and it’s incredible to see how they’ve shaped the game today.
I also admire leaders like Adele McLean, Managing Director at TGI Partnership and Lisa Lovatt, Managing Director of PING Europe, who are paving the way for women in the industry. On a personal level, two of my friends, Rachel Drummond and Kate Thorne, have also been influential in my journey – they’re both incredibly successful in the industry.
How has your Dad (BGIA Chair, Martin Wild) influenced your path and inspired you?
He’s been my mentor from day one, offering guidance from the moment I started playing and supporting me when I transitioned into business. He’s built amazing relationships within the industry and his work ethic and passion for the game are truly inspiring. If I can achieve even half of what he has, I’ll be happy. We’re definitely a sports family – my sister is another successful woman in the sports industry, working for Nike and now New Balance. It’s great to have that shared passion and insight.
