Global sports group 54 invests in Turfgrass

Global sports and entertainment agency 54 announced a strategic investment in Turfgrass, an international golf course development company.

The collaboration integrates 54’s expertise in strategic planning, advisory services and operational solutions with Turfgrass’ proven track record in delivering end-to-end golf course development and agronomic consulting services to some of the best-known and most-loved venues in the sport.  

Founded in 1997, Turfgrass has established a global presence, with offices in Europe, the Middle East, the United States and, soon, Asia. The company guides golf projects from the earliest planning stages through construction, agronomic grow-in, sustainable maintenance and ongoing operations.

Backed by a team of seasoned experts — including former Augusta National senior director of agronomy Brad Owen — Turfgrass has advised more than 270 golf courses worldwide. Its clients include some of the sport’s most celebrated venues, such as 2027 Ryder Cup host Adare Manor, PGA Championship host Wentworth Club, Golf Club de Genève, Hoiana Shores and the Comporta Dunas course in Portugal.

54 has experienced exponential growth in its advisory and operations divisions in the last 18 months and has expanded its services to facilities and destinations across the world, as well as advising government bodies and investment funds in Europe, the Middle East, Africa and Asia on how sport can impact national development. 

“54’s tremendous growth and success these last 18 months has been due in no small part to a widening of services we can offer to not just the world’s best golf courses, but to a range of leading sports clubs, rightsholders, investors, governments and governing bodies,” 54 CEO Ed Edwards said. “Our advisory and management services provide a turn-key solution, from initial feasibility and business planning, through to operations of a sustainable asset. 

“Turfgrass is the out-and-out leader when it comes to course development and agronomy, and we see this investment as an important signal of our intent to be the market leader in best-in-class services throughout the value chain. Our goal is to be the partner of choice for destinations and facilities inside and outside of golf looking to reap the benefits that enhanced operations and standards across all assets will bring. Turfgrass will be a crucial component in this offering, and we could not be more excited in bringing them on board.”

Turfgrass founder John Clarkin added that the company is “honored to embark on this exciting partnership.”

“By uniting their business acumen and international reach with our depth of both development and agronomic expertise, we can now offer an end-to-end solution that not only guides the strategic direction of a venue but also delivers top-tier course conditioning, operational efficiency and environmental stewardship,” Clarkin said. “This collaboration redefines what’s possible in the industry, enabling projects to reach their full potential and enrich the future of the game. 54 think outside the box and that is what is needed with today’s golf industry.”