Golf has traditionally been known as an elitist sport — reserved for the monied, the retired, and those already “in the club.” But Manors Golf is changing that one campaign at a time. In this episode, Viren is joined by Alex Ames, Marketing Director at Manors Golf, for a deep dive into how the brand has become one of the most exciting challenger brands in sport. Alex unpacks the evolution of Manors from a small rebrand project into a culture-shaping golf label redefining what the sport feels like for a new generation. He explains the brand’s foundational belief, “golf is not a sport to be mastered, but a game to be explored.” This insight informed everything from their positioning to their product philosophy. In the early days of the brand’s launch, the team realised attention was their true currency, and how a lean creative team with a filmmaking background built some of the most talked-about campaigns in golf. Alex breaks down Manors’ content machine, from Monday forensic reviews to Thursday “punch-up” idea battles, and how the brand blends cinematic storytelling with viral-first hooks that stop people mid-scroll. From blowing up a golf cart with Reebok to climbing mountains for the Foul Weather Collection, to building a community that includes everyday golfers and football legends in the same tee time, this episode reveals how Manors is reshaping golf culture through story, craft, authenticity, and creative discipline.
In this episode of Scratch, Viren sits down with Alex Ames, Marketing Director at Manors Golf, the challenger brand bringing new energy, creativity, and cultural relevance to a sport long seen as elitist and inaccessible. Manors believes golf is a game to be explored, not mastered, and they are reshaping the category one cinematic campaign at a time.
Alex unpacks how Manors went from a small rebrand to a movement inspiring a new generation of golfers. He dives into the brand’s early struggles (“the Dark Ages”), how events helped them rediscover momentum, and how the team realised that attention—not product, was their true currency. He reveals the internal creative engine behind Manors’ iconic films, from Monday forensic reviews to Thursday idea punch-ups, and how viral thinking shapes every concept.
The episode covers everything from the Reebok partnership (and why they avoid “brand soup”), to location-led campaigns, to how everyday golfers and celebrities ended up sharing the tee sheet at Manors events. For marketers, the message is clear: if you want to change a category, change the story people tell about it.
Watch the video version of this podcast on Youtube ▶️: YT Link
📚 Chapters:
00:00 – Intro & Viren’s fanboy moment
01:38 – Challenger brand shoutout: Satisfy Running
03:03 – What Manors Golf actually does
05:24 – Why golf needed a cultural refresh
07:42 – Golf as exploration: the foundation of Manors’ brand
14:31 – How insights were reframed for a new audience
15:47 – How social media opened golf to younger players
16:36 – Why storytelling became foundational to Manors
18:55 – The “Dark Ages” & the moment everything shifted
21:22 – Why events matter for brand building
22:23 – Their unique influencer strategy (no follower-chasing)
24:55 – The community-first mindset
26:03 – The unseen advantage of having a strong brand
30:23 – How Manors built its content machine
32:36 – Inside the Monday forensic review & Thursday punch-up
34:51 – How virality informs campaign execution
39:48 – Hook-first creative thinking
41:40 – “Blow up the golf cart”: Reebok collaboration
55:32 – Most underrated channel for challenger brands
58:08 – Closing thoughts
🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. This Scratch episode is hosted by Viren Samani, and he’s joined by Alex Ames, Marketing Director at Manors Golf.
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Find Alex on LinkedIn.
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