Editor Emma Ballard speaks to Shreena Patel, PR & Activations Manager at adidas Golf about her experiences as part of The R&A Leadership programmes
Shreena Patel, PR & Activations Manager at adidas Golf, is building a career that reflects her commitment to broadening her impact in the sport. A recent graduate from The R&A Women in Golf Leadership Development programme, Shreena is one of only two women who has completed both the Foundation and Development programmes. An enviable position to be in but one that she does not take for granted as she looks to make her mark in the world of golf.
Recently Editor Emma spoke with Shreena, here she shares insights on her professional journey, the key lessons from the leadership programmes, and her advice for women looking to build careers in the golf industry.
Shreena’s path to golf
Shreena’s career in golf began almost by chance. She started working at the 54 agency in 2019, diving straight into golf communications. Though initially unfamiliar with the sport, Shreena's interest grew as she immersed herself in her role. “Golf was never the sport I had an interest in,” she admits. “I remember thinking, why do people play this game?” But her team at 54 encouraged her to learn and grow within the industry, and soon she was handling projects with governing bodies like The R&A and England Golf, managing influencer partnerships, and gaining exposure to international tournaments.
Shreena’s professional development took a pivotal turn when The R&A launched its ‘#FOREEVEYONE’ campaign. It was a campaign that she worked closely on with Jackie Davidson, Director – Golf Development at The R&A. Jackie recognised Shreena’s potential and encouraged her to apply for The R&A Women in Golf Leadership Foundation programme. This suggestion, Shreena reflects, was transformative. “Jackie knew this would help me find my voice. I was a bit of a mute when I started out because I didn’t know golf. I was always worried about sounding out of place.”
Gaining confidence and leadership skills
Joining the Foundation programme was a leap of faith, but Shreena quickly realised how it would shape her career. Working alongside a global cohort, she developed essential skills and learned how to grow into a leadership role. “The foundation course gave me confidence,” Shreena explains. “I began to understand what it meant to be a manager, how to lead effectively, and how to find my place in an industry where I was still a bit of an outsider.” Her experience in the programme eventually inspired her to apply for The R&A Leadership Development programme, a more advanced course designed to foster deep leadership capabilities.
Shreena found the Development programme especially beneficial, as she started her role at adidas Golf shortly before beginning the course. “The timing was perfect. I could immediately apply what I was learning to my new role.” She describes how her new manager noticed her increasing confidence and proactive approach in meetings. “It helped me realise that my perspective matters, even if I wasn’t a lifelong golfer.”
Building lifelong connections and supporting women in golf
Through these programmes, Shreena met a network of inspiring women, many of whom remain essential to her professional life. “The relationships I built have extended beyond the programme,” she notes. The programme encouraged collaboration, trust, and mutual support, creating a community that endures well after the courses ended.
One of the highlights of her post-programme journey is her upcoming mentoring opportunity with Vicky Cumming, a prominent figure in the golf industry whose career journey resonates with Shreena. “Vicky is someone I look up to, and I know she’ll help me streamline my goals and focus my drive. I’m hoping we can continue this mentorship beyond the formal sessions.”
Advice for aspiring women in golf
Shreena encourages women considering The R&A programmes to embrace the opportunity wholeheartedly. “The programmes require a genuine commitment, but the benefits are enormous. You have to be fully present in every session to truly reap the rewards.” She acknowledges that the programmes may seem daunting but reassures potential applicants that the skills, confidence, and connections gained make it worthwhile.
“To any woman considering this path: apply, but go in prepared to give it your all,” she says. “The course isn’t something you can approach half-heartedly. You’ll only get back what you’re willing to put in.”
Shreena’s vision for the future
Looking forward, Shreena sees herself continuing to elevate women’s roles in sports. Her experience in both The R&A Leadership Foundation and Development programmes has helped her solidify her path and fuelled her passion for making a difference. “I think for the first time in a long time, I actually know what direction I want to go in, and that's based from both of the programmes and the support I’ve received from 54 and adidas.
“I want to bring a fresh perspective to golf while respecting its traditions. I want to be a part of the change, inspiring others to see golf as an inclusive, evolving sport.”
Shreena’s experience underscores the impact of mentorship, personal development, and courage in an industry where women’s leadership is still emerging. Her accomplishments demonstrate how The R&A Leadership programmes are shaping a new generation of confident, skilled, and influential women in golf, prepared to guide the sport into the future.
Find out more about The R&A Women in Golf Leadership programmes via The R&A website here.
