Nicole Wheatley and the Women in Golf Awards: Growth, Vision, and Impact

Having had the opportunity to work with Nicole Wheatley at Medi8 for 13 years, I like to think I know her quite well. We’ve actually known each other for 20 years, as she was also my boss when I first ventured into the golf industry as a nervous undergraduate on a work placement in 2004.

The one thing that has always struck me about Nicole is that she has always gone about her business quite quietly. I mean that in a good way, an extremely talented linguist with a way with words, who could make a bog-standard polo shirt sound like the key to unlocking your golfing potential! An experienced marketeer, who has been behind a lot of brand campaigns and initiatives that you will have heard of but you may not have heard of her.

There are few women who are likely to have the passion and drive that she has, especially when many doors and opportunities have been closed to her, just for being a woman in the golf industry. Never one to be defeated, she finally took matters into her own hands and is now at the forefront of making sure women are always part of the agenda.

Founder of the Women in Golf Awards, Nicole has transformed the event into a cornerstone of the golf industry, championing inclusivity and talent in the sport. In just three years, the awards have grown exponentially, offering a platform for recognition, networking, and professional development.

A vision born from frustration

Nicole's journey began with personal frustration after returning to work following a short maternity leave nine years ago. “There was so much politics going on in the background within the golf industry, she explains. “There was nobody who was really going to lead the charge on making a real difference to the number of women who were playing golf and the number of women who worked in the industry. I thought perhaps those two things were linked. The crux of everything was to get more women working in the golf industry across all sectors, in order to make it more attractive to women. And if we did that, would that then have a knock-on effect on the number of women who would consider coming to try the sport and take it up.”

This insight shaped the foundation of the Women in Golf Awards.

Her “lightbulb moment” came during a conversation with a friend, the night before she spoke at one of our Women & Golf Business Networking events.

Inspired by her career working with players, brands, and governing bodies, Nicole recognised the untapped potential of women in golf. Despite perceptions of male dominance, she saw many women achieving remarkable success. A conversation with her friend led to securing a venue, enabling Nicole to organise the event and invite attendees for free. With just six weeks of planning, the inaugural awards in 2022 brought 80 women to the New Forest, creating a platform to celebrate and connect women in the industry and marking the start of a transformative initiative.

A catalyst for change

The first event uncovered an unexpected value: relationships. Attendees remarked on the diversity of roles women held in the golf industry – roles many weren’t aware existed. The connections forged that evening led to business opportunities, friendships, and new networks.

The overwhelming support drove Nicole to organise a second event. “When I approached brands and governing bodies, we sold 90% of sponsorships within three weeks,” she says. The response underscored a shared passion for fostering inclusivity in golf.

Beyond recognition: Expanding horizons

Now in its third year, the Women in Golf Awards has elevated every element, from prestigious venues like Walton Heath and Foxhills to introducing new initiatives. The event’s impact goes beyond recognising finalists and winners. “It’s about celebrating every single individual in that room,” Nicole emphasises.

The awards now foster professional development with programmes like the Education Day, scheduled for March 2025 at PING HQ. This day will provide leadership training, networking opportunities, and roundtable discussions on the challenges women face in golf. Nicole hopes the initiative will help reshape perceptions and foster growth in the industry.

The importance of inclusivity

An encouraging trend is the increasing presence of influential men at the awards. Nicole notes, “The only men who can attend are sponsors, guests of sponsors, and plus-ones of finalists.” Their participation bridges the gap between industry leaders and the women striving for greater representation.

This year, the president of the British and International Golf Greenkeepers Association (BIGGA) attended for the first time. “He said he had never met any of the women greenkeepers who were members before that night,” Nicole reflected, highlighting the event’s role in fostering connections.

Looking ahead

Nicole envisions a future where the Women in Golf Awards continues to inspire. While maintaining its intimate and supportive atmosphere, she is exploring possibilities of expanding the event to other regions or even internationally.

“The awards are like a warm hug,” she says. “It’s about creating a space where everyone feels uplifted and encouraged to keep pursuing their passions in the industry.”

As Nicole and her team prepare for year four, the focus remains on inclusion, education, and community – a testament to the incredible strides the Women in Golf Awards and Nicole have achieved in just three short years.

Find out more about the Women in Golf Awards here.