Martin Slumbers experienced a dramatic introduction to his role as the head of the R&A when he witnessed the thrilling clash between Henrik Stenson and Phil Mickelson during his first British Open at Royal Troon. However, his primary concern at that time was the audience turnout. “I walked around quite a bit and it felt sort of empty,” reflected Slumbers, 64, in a recent telephone interview as he approaches the end of his nearly ten-year tenure as CEO. “You know, it’s a big place. It could definitely accommodate a lot more.” The attendance for the tournament back in 2016 was approximately 173,000 spectators.
This summer marked Slumbers’ final Open, which again took place at Royal Troon, where Xander Schauffele triumphed amid adverse weather conditions to secure his second major title of the year. The week attracted a significantly greater crowd, with attendance reaching 258,000. This outcome fulfilled Slumbers’ aspirations upon joining the R&A, transitioning from a career in banking as the first CEO with a business-oriented background. He aimed to enhance the commercialization of golf’s oldest championship, focusing on brand development and investment in the sport.
His philosophy can be summarized with his belief that “big-time sport needs a big-time crowd.” He acknowledges the perspectives of some individuals who prefer a more exclusive experience with higher ticket prices and fewer spectators, but he emphasizes that the majority benefits from a vibrant atmosphere that energizes the event and excites the players.
Slumbers also broadened the R&A’s influence in various championships, collaborating with the Ladies Golf Union to incorporate women into their extensive lineup of about 40 championships. This included the management of the Women’s British Open, which saw sponsorship from AIG, boosting the prize money from $3 million in 2016 to $9.5 million this year. Notably, women played on the prestigious links courses that traditionally hosted the men, such as Muirfield, a male-only club for almost 300 years. Slumbers took decisive action in 2016 by removing Muirfield from the Open rotation until it admitted female members.
Muirfield had first hosted the Open in 1892. Following Slumbers’ policy shift, the club conducted a subsequent vote a year later and began allowing women, subsequently hosting its first Women’s British Open in 2022. Slumbers was being considered for his role at the R&A during discussions about admitting female members, and he stated he would not have accepted the position if those changes hadn’t occurred.
“I’ve always had in my mind that this role needed to be about promoting more women and girls into the game,” he remarked, expressing that his position allowed him to assist the Ladies Golf Union in their expansion efforts. He considers this advancement “one of the cornerstones of my entire tenure.”
Slumbers also prioritized investing in the sport, pledging £200 million (approximately $250 million) towards amateur golf over a decade span. Although he advocated for financial prudence, he voiced concern over the escalating prize pools in men’s golf, especially amid the divide created by the emergence of the LIV Golf League fueled by Saudi investments, in contrast to the efforts of the PGA Tour.
As he departs, Slumbers acknowledges that the sport remains fragmented, disappointed by the reality that the world’s top players only compete together at the four major championships. “We must focus on achieving some level of stability,” he stated. “Financial sustainability in golf is crucial. That’s detrimental to our sport. Most importantly, to truly counter declining interest, we need to shift our focus from financial discussions and start valuing what golf represents.”
He criticized the current emphasis on monetary issues as damaging to the sport’s image and overall reputation, contributing to dwindling viewership. With no immediate post-retirement plans, Slumbers humorously recounted his previous retirement attempt a decade ago, where he only wished to play golf but soon found himself bored, leading to his recruitment as CEO of the R&A. As for his future? “I’m going to play some golf,” he laughed.
Slumbers began his tenure when Keith Pelley took over the European tour, while Jay Monahan assumed the role of PGA Tour commissioner, and Fred Ridley became the chairman of Augusta National in 2017. Seth Waugh, a former colleague of Slumbers at Deutsche Bank, later became the CEO of the PGA of America in 2018. Ridley and Monahan are among those who continue to lead the organization, while Slumbers will be succeeded by Mark Darbon, the former CEO of the Northampton Saints, a rugby team in the Premiership.