Meet the changemakers driving innovation, inclusion, and growth in the game
Golf’s evolution isn’t only happening on the course. Across marketing, operations, development, and community outreach, women are increasingly stepping into key roles that are helping shape the future of the sport. In this new series, Women & Golf speaks with women working across the global golf industry to share their stories — and to highlight the diverse pathways, challenges, and opportunities within the game.
In this interview, we meet Alyssa Rush, Marketing Manager at Viya Golf in the UAE. From a background in digital marketing to leading multi-club campaigns in Abu Dhabi, Rush’s journey reflects how the sport is being redefined by fresh perspectives and a focus on accessibility — particularly for women and beginners.
Can you tell me a bit about your background and how you first got involved in golf/marketing?
My background is in digital marketing, specifically content and affiliate marketing. I built and ranked websites and managed remote content teams worldwide for about seven years. Golf marketing happened by complete chance. I’d been working remotely for years and felt disconnected, I wanted to be around people again. One day I saw a post from my now-manager looking for a marketing manager for golf clubs in Abu Dhabi. Honestly, I’d never thought about golf before. Growing up I was sporty, but I didn’t think golf was for me, apart from mini golf! A few months into the job, I tried golf for the first time and realised how addictive it is, especially on the rare occasion I got the ball in the air. Now I play several times a week and recently discovered how therapeutic it is to play alone. Every other sport I used to play has taken a back seat!
What led you to make the move from the UK to Abu Dhabi?
I’d lived abroad a few times before but was back in the UK pre-Covid and remained there throughout that period. Post-Covid, I craved sunshine again. My plan was to try Dubai for a while before moving back to Australia. That was four years ago. I spent two years in Dubai, and then relocated to Abu Dhabi, which I’m now proud to call home.
How has living and working in the UAE compared to your experiences in the UK?
In the UK I was working remotely, so my world was largely online. Here, I’m in an office and on-site, which means interacting with people daily and feeling part of society again! My role spans three golf clubs, so I have a constant change of scenery, on the courses, in the restaurants, and across leisure facilities, which keeps things dynamic. It’s very hands-on, from content creation to event coverage, and I love seeing the programmes we run, like Get Into Golf and ladies clinics, grow year-on-year.
What aspects of Abu Dhabi life have you embraced the most?
The sunshine, without question. I love that I can go to the beach every weekend and know it’ll be sunny. And of course, the golf. I was surprised to learn that many UK courses are walking-only, without golf carts, because everything I’ve learned about the sport has been here on Yas Island and Saadiyat.
Have you faced any cultural or professional challenges in adapting to a new environment?
I wish I’d learned Arabic long ago. I’m starting now, but it’s one of the hardest languages to learn. Being able to connect with the local audience in their language would be a huge advantage and honour. Professionally, moving from managing remote teams to having people in front of me was an adjustment, but I’ve been lucky to have such a talented team here.
Could you explain your current role at Viya Golf and the projects you’re most involved in?
I’m the Marketing Manager for Yas Links, Saadiyat Beach Golf Club, and Yas Acres Golf & Country Club. That covers the courses, leisure facilities, and restaurants – altogether that’s four golf courses (including Yas Links Par 3), six F&B outlets, three academies, two gyms, two swimming pools, and one kids’ club. I focus on both growth and engagement, particularly for juniors, women, and beginners through programmes like Get Into Golf, which has seen strong growth across all clubs this year.
How do you see Viya Golf’s role in growing the game across the region?
Viya Golf is making the sport more accessible. Beyond hosting world-class tournaments, we run grassroots initiatives, like Get Into Golf, junior academies, and women’s programmes that help break down barriers to entry. Across our clubs, juniors, women, and complete beginners are all seeing strong growth, for example, at Saadiyat, ladies’ participation has increased by 128% and junior participation has increased by 58.5%. Get Into Golf numbers grew by 70% at Yas Acres. The goal is to show that golf isn’t just for elite players, it’s for families, communities, and anyone curious to give it a try.
From your perspective, how is women’s golf evolving in the UAE and wider Middle East?
It’s growing faster than people might realise. More women are taking up the sport through beginner clinics, ladies-only events, and social formats, which is helping remove the intimidation factor. Seeing participation numbers rise so dramatically across all our clubs shows that the region is creating a real pathway for women in golf.
Are there any initiatives or moments you’re particularly proud of that highlight progress for women in the sport?
One of my proudest moments is seeing women-only activations succeed, especially at Yas Acres, where we recently hosted Stronger Together Run Club (Abu Dhabi’s biggest female-only run club) for a Get Into Golf clinic in September. The girls loved the experience, and a few natural/budding golfers in the group have since joined our Get Into Golf programme. Similar women’s golf clinics across the other clubs have also been incredibly rewarding.
How do you see the future of golf in the UAE, both for players and for the industry?
The future is bright, for sure. Juniors and women will continue to grow thanks to grassroots efforts like Get Into Golf and private and group lesson academy programmes. For the industry, the UAE already has world-class courses and events, with Yas Links ranked number one in the Middle East. The challenge and opportunity is to balance being a global golf tourism hub while building a strong local community of players.
What advice would you give to young professionals, especially women, who want to work in the international golf industry?
Don’t be put off if you’re not a golfer. Passion, creativity, and people skills are just as important. Be proactive, build your network, and don’t be afraid to put forward bold ideas. The golf industry is changing, and it needs fresh voices, especially women’s. Seeing the rise in ladies’ participation and beginner programmes proves there’s space for innovation and growth.
To find more about Viya Golf, please head to https://www.viyagolf.com/
