Bangkok-based inbound tour operator Golfasian has acquired Fore Management Group and also forged a strategic partnership with Fenix XCell.
Fore Management Group is an established organiser of golf events in Thailand, while Fenix XCell is one of the region’s most creative names in golf apparel.
“Together the companies will create the strongest brands in the Asian golf industry, particularly related to golf travel, golf events and golf apparel,” said Mark Siegel, founder and chairman of Golfasian.
“The new status will facilitate additional vertical integration and allow the companies to offer a broader range of products and services for golfers and international partners.”
Established in 1997, Golfasian is one of the region’s largest inbound tour operators and has helped cement Thailand’s reputation as a must-visit destination for golf. Utilising expert knowledge of the game and the region itself, the award-winning company is a popular choice for golfers embarking on a dream vacation to the Kingdom and other golf destinations in Southeast Asia.
Since its founding in 2016, Fore Management Group has established itself with professionally run and fun golf tournaments including the Thailand Open, the World Corporate Golf Challenge and the Thailand instalment of the Faldo Series, a global amateur series for juniors. The acquisition will allow Golfasian to utilise its logistic expertise at a packed roster of events including corporate days, charity tournaments and open events for domestic and visiting golfers at some of Thailand’s premium clubs.
“Fore Management Group is delighted to become the event arm of Golfasian,” said Chris Watson, co-founder of Fore Management Group who will now become chief commercial officer at Golfasian.
“Golfasian already has an exemplary reputation worldwide thanks to its status as the region’s biggest tour operator. The new arrangement strengthens its position domestically and provides numerous synergies. It’s exciting.”
Michael Moir, founder of Fenix XCell, noted: “We believe that we are the strongest Thailand-originated brands in the industry. These have been very uncertain times, but by joining together we can show potential partners that we offer foresight, vision and stability.”
With international travel severely restricted, golf clubs have been forced to rely on domestic clients since early 2020. But with Thailand’s government proceeding with a mass vaccination programme for its population, there’s growing confidence that international visitors will be able to return to the Kingdom’s fairways sooner rather than later.
“Thailand’s reputation as a golf destination was as bright as it has ever been before the pandemic,” said Boyd Barker, Golfasian’s chief operating officer. “We can’t wait to showcase the country to visiting golfers again while growing the domestic golf market through compelling events.”
Photo shows (L to R) Boyd Barker (chief operating officer, Golfasian), Mike Moir (founder and managing director, Fenix XCell), Mark Siegel (founder and chairman, Golfasian) and Chris Watson (chief commercial officer, Golfasian).