North looks East to continue coaching journey

02/07/2025

After almost two decades as Director of Instruction & Academy at St Andrews Links in Scotland, PGA Member Steve North has embarked on an exciting new chapter as Senior Director of Academies at Golf Saudi. In this interview, he shares insights into his new role, the lessons learned at the Home of Golf, and his vision for growing the game in Saudi Arabia

You spent almost 20 years at St Andrews Links. What was that experience like, and what were your key learnings?

Arriving in St Andrews in 2005, I was initially tasked with designing a golf academy, recruiting and developing a new team, and delivering a product that positioned the Home of Golf at the forefront of instruction, custom fitting, and range experience.

We partnered with leading technologies and brands to create ground-breaking programs that were educational and fun. It was incredible to see so many new players introduced to the game and to watch them go on to achieve national and international titles, including a British Amateur champion.

All of this was possible because of the passionate and dedicated colleagues across the entire Links staff. Personally, it was a huge learning curve – initially as a coach, then transitioning into business development, team management, and forging relationships both locally and internationally. It was a very special and very rewarding time.

What attracted you to the role with Golf Saudi?

The incredible vision for developing golf and golf academies in the country was what attracted me to the role. The sheer scale of the project, and the opportunity to replicate what I had achieved at St Andrews, but on a much bigger, national scale, was incredibly exciting. With such strong governmental support behind sport and participation initiatives, it was an opportunity I couldn't pass up.

What skills and qualities do you think secured you the position?

I think it was a combination of experience and management style. My 30 years as a PGA Member, my work with one of the best instructors globally, and leading the development at St Andrews certainly helped. The ability to develop a team, grow coaching programs, and maintain consistency are key aspects of my skill set. On a personal level, I always get along well with colleagues and hope to bring a collaborative approach to building the team here.

The sheer scale of what’s needed to embed golf into the national consciousness is daunting, but equally, with Golf Saudi’s clear vision, it’s also very exciting.

- Steve North

What is the remit of your role at Golf Saudi?

My job is to grow golf participation nationwide and in conjunction with that, we need to develop multiple facilities. I'm based in Riyadh, where we’re currently building four academy sites, but the goal is national expansion – we're aiming for 15-20 facilities in the design and construction phase by the end of this year, and 40 by the end of 2027. Staffing is a big part of that; we currently have 17 coaches and will likely bring in around 30 more this year alone, and many more beyond that.

What does a typical day look like for you?

No two days are the same. Some days I work with our coaching team, other days I’m on construction sites overseeing the design and build processes. I’m involved from concept to completion - procurement, finance, staffing, training, and operations. It’s a busy, multi-faceted role.

What are your main targets and ambitions within the role and what do you see as being the biggest challenge?

Golf is still very much in its infancy in Saudi with a relatively small number of players, but we have huge ambitions to grow that and that was what was so exciting about taking the role.

Removing cost barriers is key to engaging Saudis in the game and ultimately growing participation, so we’re currently running a program called ‘Go Golf’, which offers Saudi nationals three months of free lessons, with both group and individual sessions, plus access to driving ranges and golf courses. It’s an incredible offer by Golf Saudi as it takes away all the financial constraints that many people are faced with when looking to start the game.

Already we’ve seen around 70,000 lessons signed up for and women account for 35% of those participants which bodes well for a bright future for the sport.

The biggest challenge is cultural familiarity, mainly because golf is in its infancy here, the general understanding of what golf is, is by its nature, quite alien to the Saudi people, so trying to activate an entire population and put golf in front of them is the main challenge.

Overcoming this that requires going into schools, universities as well as finding was to activate the masses to give everyone the opportunity to experience golf for the first time.

Golf Saudi also host elite golf events here in KSA and these are crucial in piquing the interest of Saudis in golf. We build in entertainment, family activities and great F&B and get people along to experience golf first-hand. 4,000 Go Golf sign-ups have come from our last two events in Riyadh.

The sheer scale of what’s needed to embed golf into the national consciousness is daunting, but equally, with Golf Saudi’s clear vision, it’s also very exciting.

How important is it to develop golf academies at clubs?

Academies are crucial – they are the future pipeline of golfers. Integrating entertainment with education is vital. Using technologies like Toptracer SportsBox, Foresight and Puttview makes learning fun and engaging, especially for younger players. In Saudi, every facility will feature Toptracer, and we're developing three TopGolf centres as well.

I always say that entertainment should come just very slightly before the education side when it comes to introducing new people to the game, because ultimately it's the entertainment part that brings people back and allows us to educate them. If you dive straight in with instruction, golf can feel hard and a little prescriptive, so the fun aspect must come first to develop the engagement that makes people want to learn.

If we get that right, then that naturally leads on to people wanting to join golf clubs and develop what hopefully turns out to be a lifelong love of the game.

Have you had mentors during your career, and what have you learned from them?

I've been lucky to work with some incredible people. David Leadbetter shaped my early understanding of swing mechanics long before we had today's analytical tools. He taught me the importance of structured lessons and deep swing knowledge.

Outside of coaching, I’ve learned a lot about many other essential aspects of the golf industry, such as agronomy and business management from a wide range of colleagues along the way, for which I will forever be grateful.

How would you describe your coaching philosophy?

I would say I’m very adaptable. A good coach must be able to deliver highly technical lessons for those who need them, but also offer a simpler, more accessible style for others. Coaching isn’t about showing off what you know; it’s about giving each player what they need in the clearest, simplest, most effective way that helps them become a better golfer.

How important has your PGA qualification been in your career?

It’s been foundational. The PGA qualification opened doors for me — from my early days at Seacroft and the Royal Jersey to establishing my career at St Andrews and now leading national programs in Saudi Arabia. Many pros quite naturally start out aiming to be tour players, but the PGA showed me the vast array of alternative career opportunities that exist beyond playing.

What advice would you give your younger self starting out as a PGA Professional?

One of the biggest things I’ve learned is to not be afraid to reach out for help and advice. There are lots of very knowledgeable people working in different aspects of the industry who are happy to help young people, or those that want to learn and develop.

I’ve been fortunate to work with some incredible people who I have learned so much from, and without them I wouldn't have been able to develop not only as a person, but as a PGA Professional. I would advise any young aspiring PGA Pro to find a mentor. Having someone to bounce ideas off is a great way to accelerate your learning and understanding.

What advice would you offer PGA Members considering working overseas, especially in Saudi Arabia?

My main piece of advice would be to take a chance. It's easy to take the safe route and stay in your lane. Moving to a different country, and a different culture, is not an easy thing to do, but if you can find a project that excites you, that has the same vision that you have, I would say take that chance. Stepping outside your comfort zone is when real growth happens — both professionally and personally.