She’s behind possibly the finest-looking pro shop in New Zealand, with creativity and design flare to match the stunning course where she works. Her merchandise is second-to-none, but her golf handicap could do with a little work! This week, we caught up with Tara Iti’s Merchandise Manager, Sarah Ward.
What golf course do you work at, what’s your role, and how long have you been there?
I’m the Merchandise Manager at Tara Iti Golf Club, and I’ve been in the role for just under four years. It’s been a whirlwind of growth, creativity, and connection. It truly is such a special place to work.
What inspired you to pursue a career in the golf industry, and how did you get started?
I never set out to work in golf, but I’ve always loved working with people and building memorable experiences through product and design. I grew up in the area, and had great friends who were already at the club that introduced me. The blend of service, retail, and sport is such a unique (and fun) intersection to work in.
What are the biggest challenges you see facing golf clubs?
Evolving with a new generation of golfers while staying true to the traditions that make the game so special. It’s a balancing act trying to modernise experiences, retail, and engagement without losing authenticity. I also think staffing and seasonality are ongoing challenges, especially for destination clubs like ours.
What trends or changes do you see shaping the future of the golf industry?
There’s a real focus on lifestyle integration. Golf isn’t just a sport, it’s becoming part of how people travel, shop, and connect socially. We’re seeing more thoughtful design in apparel; with greater inclusivity, and a shift toward more flexible, lifestyle-driven experiences both on and off the course. And I say it all the time, but our members are not just here to play golf – but a lot of them live here, and this is their home. So I just try to be conscious about that in a lot of my decisions.
If you weren’t working in the golf industry, what would you be doing?
I come from a background in communication and media, so definitely something creative and people-focused — probably brand consulting or working in events and hospitality. I already freelance as a retail consultant and moonlight as a marriage celebrant, so I like to keep things interesting and my options open!
If you could play a round of golf with three people dead or alive, who would they be and why?
My late Great Grandfather – I use his Ping My Day blade, would love to thank him for these soft hands I inherited.
Shane Lowry – I feel like this guy has got some great stores.
FISHER – Purely for vibes and banter.
What’s your handicap?
I am a sandbagging 40 handicapper who’s honestly just happy to be here.
Ever had a hole in one?
No – maybe it’ll happen the same day I break 100. Never say never.
