Nelli Kovanen grew up next to Finland’s first golf course, then worked at Carnoustie and, for the last three years, has been part of the team at The R&A. She’s now joined this magazine as the key contact for the golf industry.
Golf’s enduring appeal lies in its blend of tradition, precision and global reach — a sport that continues to evolve while honouring its roots. The path of Nelli Kovanen in the industry has led her from Finland to the very epicentre of the game, and she is thrilled to now join the team at The Golf Business.
Born and raised in Finland, Nelli grew up less than a kilometre from the country’s first golf course and club, where early exposure to the game sparked a lasting interest. Her deeper immersion began during undergraduate studies at the University of Dundee in Scotland, with a seasonal role at Carnoustie Golf Links introducing her to the demands of championship links golf.
After graduation, she joined The Royal and Ancient Golf Club of St Andrews — the Home of Golf — where she has spent nearly three years contributing to its operations while completing a Master’s degree at the University of St Andrews. Working within the iconic R&A clubhouse, overlooking the Old Course, has provided unparalleled insight into the administration and spirit of the game.
This proximity allowed her to witness several prestigious events firsthand. In 2023, she observed the Walker Cup contested on the Old Course, a celebrated amateur match between Great Britain & Ireland and the United States. She also experienced the Alfred Dunhill Links Championship in 2023, 2024 and 2025, with the professional final rounds played annually on the Old Course right at the clubhouse’s doorstep. Additionally, as part of the Golf Services team, Nelli supported operations during the 2024 AIG Women’s Open while the event’s headquarters were based in The Royal and Ancient clubhouse while the championship was being hosted in St Andrews.
Outside golf, Nelli has played basketball for nearly 20 years, representing teams at national and university levels in Finland and Scotland. The strategic and team-oriented aspects of the sport have complemented her professional development in golf administration.
In her new position at The Golf Business, Nelli will oversee revenue and advertising operations, focusing on sustainable growth and strong partnerships. She will also contribute occasionally to editorial content, drawing on a family background in journalism — her father has built a decades-long career as a news editor — which has fostered her appreciation for clear and engaging storytelling.
Nelli looks forward to bringing her experience from The R&A and a fresh perspective to the magazine, helping to share the stories that make golf so compelling. She’s thankful for the opportunity to join this esteemed team and can’t wait to speak to anyone in the industry who wants to promote their services to the rest of the golf industry.
Please connect with Nelli on LinkedIn or contact her via email.
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