GMS Agency, an award-winning global golf marketing agency, has announced its transition to an Employee Ownership Trust (EOT), effective 7 October 2025, marking a major milestone in the agency’s evolution.
The move comes during a period of sustained international growth for the business. In 2025 alone, GMS delivered an 18.75% increase in total revenue, driven by continued global expansion and increasing demand from international clients. The agency is headquartered in London, with offices in Lisbon, Singapore, Dubai and North America.
Since 2020, the agency – whose clients include PING, ECCO Golf, Powakaddy, Cabot, Shot Scope, The R&A, Viya Golf and Toptracer, among many others – has grown revenues by more than 220%, generating significant external interest as a result of its recent trajectory. Despite this interest, GMS has chosen employee ownership as the structure best aligned with its long-term vision.
Under the new model, the Employee Ownership Trust has acquired a majority shareholding in the business, while Co-CEOs Sam Elder and Phil Craghill remain the largest individual shareholders. Both will continue in their roles as Co-CEOs, with no operational changes to the business, ensuring continuity and stability for clients and partners.
“We’ve had no shortage of external interest in the business, which is a reflection of the momentum and growth we’ve built over the last few years,” said Sam Elder, Co-CEO of GMS Agency. “But becoming an EOT is the right decision for our people, our clients, and the future of the agency. It allows us to protect what makes GMS special while continuing to scale globally.”
“Continuity is incredibly important to us,” added Phil Craghill, Co-CEO. “Our clients work with GMS because of our people, our culture, and our leadership. That doesn’t change. Sam and I remain fully committed to the business, and employee ownership strengthens our ability to think long-term and act independently.”
The transition to employee ownership provides GMS with greater independence and creates a platform for sustainable, long-term growth, while safeguarding the agency’s culture and values as it continues to expand internationally.
By placing majority ownership in the hands of its employees, while retaining experienced leadership at the helm, GMS is securing the future of the business globally – ensuring that those who help build its success directly share in it.
“This is about building a business that lasts,” said Elder. “One that remains independent, globally ambitious and led by people who genuinely care about the work, the clients and each other.”
The announcement follows a standout year for the agency, which recently won Agency of the Year at the Sports Business Awards, further cementing its position as one of the most respected and fastest-growing agencies in the industry.