Ambitious Team. Forward Thinking Clients. Bold Results.
Our Origin
Born from passion, built for impact
Gather didn’t start as an agency – it began as a rallying cry.
In 2020, a group of golf industry insiders and dreamers came together with a shared frustration: the industry we loved was struggling to evolve, even though its potential was limitless. We weren’t just observers; we were golf developers, marketers, golf professionals, data geeks, coaches, and storytellers who believed golf could be more – more inclusive, more innovative, more alive.
What started as a global network of likeminded people soon became something bigger. We didn’t just talk about change; we did it.
We partnered with forward-thinking brands to test ideas, challenge norms, and turn insights into action. Every project was a collaboration, every conversation a spark.
Gather positively disrupted the golf industry from the outset.
Today, as an insights agency, we’re still driven by that same disruptor spirit. We don’t just analyse the industry, we empower businesses to push it forward.
Because golf isn’t just a game; it’s a culture, an economy, and a community we’re committed to elevating one bold idea at a time.
Still gathering.
Still disrupting.
All in for golf.
Our Vision
Golf isn’t just a sport – it’s a $200 billion economic force that extends beyond the courses on which it’s played.
But is that its true potential? Who really plays? Who could? What do they crave, resist, or dream about?
We believe that golf businesses and brands should know the granular insights hidden beneath markets, consumer behaviors, and players’ unmet needs.
That’s where Gather sits. We’re obsessed with the data, stories, and strategies that will 10x this industry. Because better decisions lead to better products. Better products create deeper engagement. And engagement? That’s what fuels participation, loyalty, and commercial success on a scale golf hasn’t seen yet.
This isn’t just analysis, it’s about activation. We’re here to arm the industry with knowledge to not just compete, but transform.
The next 100 million golfers are ‘out there’ – they’re just waiting for the right invitation.
Let’s
10X
Golf.
Our Mission
The future of golf belongs to those who act – not guess.
At Gather, we exist to replace uncertainty with strategy, noise with clarity, and ideas with execution.
We don’t just deliver insights – we ignite action. Our intelligence is built for one purpose: to empower businesses to lead, not follow.
By relentlessly asking “So what?”, we cut through the clutter and spotlight what truly matters – so our clients can focus on building what’s next.
Because progress isn’t about commentary; it’s about courage, decisions, and results. We’re here to equip golf’s pioneers with knowledge to reshape the game, not just play it.
Stop guessing. Start growing.
Our Values
Unchanged since the beginning, they drive us every day.
Push the needle We believe in starting at good, and making it great
People drive change Putting good people in a room makes great things happen
Be vibrant Physical or digital, we create energetic environments
Disrupt with purpose Agitation can unearth new solutions
Collaborate We leverage collective genius
Egos at the door Everyone in the community is equal
Fully independent No agendas, and creative freedom
Our Leaders
Meet the people behind the insights.
In short, Gather doesn’t just keep up with the industry’s pace – they are now the people setting it. Daryl Evans, Founder, Rocket Yard Sports
Sue Shapcott, PhD
Head of Research & Insights, Partner
Sue is the research powerhouse behind Gather, a (humble) former touring golf professional – turned PGA Professional and golf instructor – turned researcher – turned successful business owner. With 25 years of golf industry and research experience, Sue helps businesses dial in and gain clarity on their most important question. From there she builds studies and translates the findings into actionable growth strategies.
Why am I on the Gather journey
Because it is the best job in golf! I get to work in a team that is committed to the same things as I am–addressing golf’s challenges empirically.
Biggest opportunity for the golf industry
To recognize that golfers come in all different shapes and sizes, ages and genders, and ability levels. When golf businesses understand who their customers are–or who they want them to be–they can market more effectively, connect to their customers, and build stronger brand loyalty.
Adam Keable
Co-Founder & Partner
Adam jointly leads strategic direction for Gather, bringing deep golf industry expertise and unmatched market connectivity. Through constant engagement with leaders across the golf world, he keeps a real-time pulse on governance, membership models, and participation trends. His strength lies in grounding research in real-world dynamics to ensure recommendations are relevant, practical, and aligned with the golf industry’s future.
Why am I on the Gather journey
The next century of golf won’t resemble the last – it demands fresh perspectives, bold adaptation, and a willingness to rethink the status quo.
Biggest opportunity for the golf industry
Golf’s greatest opportunity lies in embracing a multidimensional view of the modern consumer. For too long, the industry has relied on a narrow, one-dimensional approach. The future demands that we engage golfers where they are – and how they want to be met – across every facet of their lives.
Colin Bell
Co-Founder & Partner
Colin jointly leads strategic direction for Gather and leads the activation of insights, ensuring research translates into clear decisions and practical action. He has experience across leading golf bodies, including The R&A, and emerging sports tech innovators. His expertise sits at the intersection of strategy, strategic partnerships, innovation ecosystems, industry intelligence, community building, and commercial collaboration. A skilled facilitator, he drives alignment, identifies key perspectives, and ensures outputs are understood, adopted, and embedded within organizations.
Why am I on the Gather journey
I’ve never been more inspired working in golf than my time with Gather. It reminds me daily of how much I don’t know, and how many opportunities the industry still has.
Biggest opportunity for the golf industry
Take the shackles off. There are opportunities everywhere if we are open to collaboration, learning from others, and championing ambition.
Stay ahead of the curve
Join our newsletter for insights that matter