PXG’s approach to diversity and inclusion is far from being a tick box exercise. It’s authentic and genuine. And it’s working.

I’ve written a lot about the slow but seismic shift that seems to be happening in golf – and women’s golf in particular – over the last few years. And whilst I know that real, cultural change in any setting takes time, in this game, the pace of change can feel deathly drawn-out.

But in the quiet suburb of Esher, Surrey, golf equipment manufacturer PXG has been quietly driving a revolution.

A few weeks ago, Rebecca, PGA Professional and Director of Sales at PXG, reached out to see if I’d be interested in speaking to some of the women in her team. Always happy to gleam insight from other women in the industry (and get a sneaky behind-the-scenes look at PXG’s cool new HQ) I merrily trotted down the M25.

Not just about championing equality

“We’ve got a lot of women here working in roles that would traditionally be filled by men,” Rebecca told me as she introduced me to: Club Builder Sharon, Sarah, a Buyer, Logistics Team Leader Rebecca, Senior International HR Manager Lauren, Sales & Support Team Leader Brittany, and Paula, Shipping Team Leader.

In turn, they each told me about how they’d gotten their respective jobs at PXG and how they’ve almost all since been promoted into higher positions. The feminist in me was grinning from ear to ear as I listened to stories of these strong women thriving in so-called “men’s jobs”.

But as I chatted to the women about their experiences, one thing was glaringly clear: This wasn’t about breaking down gender barriers or championing equality.

This was about getting the right people in the right job. And helping them flourish in it. Fostering genuine, organic-driven diversity and providing opportunities for all who share the company’s brand values.

All of the women told me how they’d always felt supported in their roles. And when I asked whether they’d ever encountered any challenges or biases as women working in a male-dominated field, I was met with a resounding “no”.

PXG’s mission is to make the world’s best-performing golf equipment. That’s it. Not equipment for men and different equipment for women. Just golf clubs that work hard for you, whether you’re a scratch player or are just getting into golf. They’re forcing golfers to change the way they think about the game. But they’re also making us think differently about how we employ and treat women within the industry, and I think there’s a lot we could all learn.

Attitude over ability

Rebecca, Director of Sales at PXG, is a PGA Professional Golfer. But the rest of the women I met in Esher don’t play golf regularly. As someone who has played golf and worked in the industry for years, that did surprise me a bit. But it is even more testament to PXG – that they can attract (and retain) people who are obviously conscientious and great at their jobs, even without that initial passion for golf.

What all the women did have in common were skills or experiences from previous jobs that set them up for their current roles. And culturally, they’re all obviously a brilliant fit. Everything else, they’ve been taught.

Like Sharon. Sharon had a successful career as a florist for years before working at PXG. She initially joined the company in another role before thinking she’d like to turn her hand at club building. She’s got a keen eye for detail and is brilliant with her hands – skills she honed as a florist.

Now, she’s one of the most well-respected Club Builders at PXG and the only woman in that team.

I guess it’s about attitude over ability, and as an ethos it speaks volumes about PXG's commitment to inclusivity and meritocracy. It's not about ticking boxes or meeting quotas; it's about creating a culture where talent and passion reign supreme.

Why does diversity and inclusivity matter, anyway?

It might not sound ground-breaking, but PXG’s approach clearly transcends conventional norms in the golf industry.

And one of the most striking reasons why is down to its authenticity. There's no pretence or tokenism here — just a genuine desire to welcome individuals from all walks of life who share common values.

I’m sure, building a truly diverse and inclusive culture hasn't been without its challenges. PXG have clearly invested considerable time and effort to train and educate. But they’re seeing the benefits now.

But why does it matter? Why should the golf industry care about diversity and inclusivity?

The answer is simple: Diversity breeds innovation and drives progress. When you bring together people with different backgrounds, perspectives, and experiences, you create fertile ground for creativity and ingenuity. All of a sudden “this is how we’ve always done it” turns into “what could happen if we do it like this?”.

And a commitment to diversity isn't just about optics — it's good business. Research has repeatedly shown that diverse teams outperform homogenous ones.

PXG are building a business where everyone has an opportunity to thrive. And in doing so, they're paving the way for a brighter, more inclusive future for everyone involved in the game.

There’s a lot we could all learn.

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