Manors Disrupted Golf. Brands Came Calling.
25% of the brand's revenue now comes from non-product. How?
This article is part of Dot Dot Dot’s bi-monthly ‘Pulse Check’ series that provides real-time industry analysis by connecting the dots between trends, brands, and wider cultural movements.
Listen. I don’t play golf. I wouldn’t even know where to start. That shit’s expensive, too technical, and frankly, slow. The last time I was at a golf club was at age 13. Bigwin Island in Muskoka, Canada. I had to borrow a friend’s Lacoste polo and shoes and nearly got attacked by a massive stag. Never again. That said…
In the spring of 2025, fifty people flew to Sicily for what I have to admit looked like the best golf trip I’ve ever seen on Instagram. This wasn’t an influencer retreat. It was a brand-led cultural production: owned, orchestrated, and monetized by London-based disruptor golf brand Manors.
Set against a Mediterranean backdrop of sea views, ancient olive groves, and ceramic trophy plates, the four-day experience at Verdura Resort was a deliberate showcase of what modern golf could look like. This wasn’t about reach for reach’s sake. It was about creating something people wanted to belong to, and giving the right brands a chance to be part of it.
Attendees included TV personality and entrepreneur Sam Thompson, broadcaster Josh Denzel, pro golfer Mac Boucher, golf creators the Shee Sisters, and Cole Buxton co-founder Jonny Wilson.
Custom Stanley kits were everywhere. More than 200 pieces of content were created. The trip reached over 1.5 million people, entirely through owned media, without a dollar spent on ads. Now that’s not a campaign, that’s just good business.
Keep in mind, Manors aren't a personality. They’re a brand. And that’s exactly the reason why the industry is paying attention.
Today, 25 percent of the company’s total revenue comes from content and brand experiences. Not from selling products, but from brands paying to integrate into something that already exists. Beyond reach, partners come for the execution, the aesthetic, the cultural relevance, and the direct connection to a new generation of golf fans.
Clients now include the PGA Tour, The R&A, Stanley, BMW, and INEOS Automotive. Manors handles strategy, production, talent, and rollout in-house, and brings its own distribution.