54 enter Vietnam (part 1): "We believe in Pushing the Edge!"  04:12, 06/12/2024

PART 1: CEO AND FOUNDER OF 54, JED MOORE

“54’s long-term vision is to become a global leader in golf and sports advisory, expanding into promising markets like Vietnam.”

Can you share with readers about Group 54?

54 was founded in 2015 and was designed to address what we believed to be a lack of innovative thinking in sport. We set out to positively disrupt and transform aspects of the sporting landscape, with much of our early work taking place in golf. We’ve been active in golf across a broad service offering, including providing strategic advisory services to developers and investors, working with governing bodies on the establishment of participation programmes and developing national tourism strategies for governments. We now have more than 200 people across nine international offices, including Singapore and Vietnam, and are increasingly engaged by stakeholders across sport’s ecosystem who share our belief in the value of transformative thinking in achieving sport’s full potential.

 What is the significance of the name 54? What is the group's slogan?

There are two sources of inspiration for the name. The first derives from our early work in golf, with 54 representing the perfect score: an 18-under par round of golf over a standard 18-hole, par-72 golf course – a birdie on each hole. The second relates to the positioning of the numerical ‘5’ before ‘4’, which in some Chinese language groups has a meaning of ‘never-say-die’. Both interpretations continue to define the company ethos to this day; a never-say-die attitude in the pursuit of perfection. Our tagline, ‘Pushing the Edge’ is an internal call to action for our people, asking them to continue embracing innovation and change to find new and better solutions for clients in these transformative times.

 What is the group's influence, main activities, and strengths globally?

54 works with right holders, developers, governing bodies, household brands and major investors. Bridging the gap between conceptual consultancy and hands-on tactical execution, we have the strategic capability to design impactful solutions at the highest level of sport, as well as the boots on the ground that can ensure those visions become a reality. 54 comprises three service areas each consisting of two divisions: Strategic Advisory (Consultancy and Data & Insights), Asset Optimisation (Operations and Commercial), Activation & Engagement (Events and Marketing). Each of these teams consist of individuals who have operated at the highest level of sport with governing bodies, rights holders and brands. 

 Why has 54 chosen to enter Vietnam at this time? Is everything ripe and at the right moment?

Vietnam's golf industry is indeed at a turning point. The recent surge of interest in golf has stabilized, creating the ideal conditions for establishing a sustainable, locally driven growth model. With new courses emerging frequently, now is the time to shift focus to long-term development that cultivates talent, boosts participation, and drives consistent revenue. For this, we believe it’s essential to build a foundation that integrates both international expertise and local insights.

Earlier this year, we met with the Vietnam Authority of Tourism (VNAT) and were deeply encouraged by their ambitious vision for golf in the country. Recognizing the potential for Vietnam to become a global golf destination, 54 has been selected to develop the National Golf Strategy for Tourism. This is more than just a project for us—it’s a commitment to cultivating local talent, training a new generation of Vietnamese golf professionals, and fostering sustainable practices that can redefine the industry in the region.

We’re excited to work alongside VNAT and course owners to elevate Vietnam’s golf scene on the international stage while creating a thriving, locally supported golf community that reflects Vietnam’s unique culture and appeal.

How do you evaluate the opportunities and challenges for the group?

Sport stands at the edge of potentially seismic change, and 54 is committed to being a leading force in navigating this evolution. Several key trends are reshaping the industry—the arrival of Gen Z, advancements in AI, the global focus on sustainability, the growing prominence of women’s sports, and the shift towards data-driven decision-making and technology-enhanced business models. These changes bring challenges, but they are also unique opportunities to reimagine the future of sports.

At 54, our mission is to lead these shifts in a way that empowers our clients and our global community. By integrating forward-thinking strategies with locally-grounded insights, we aim to make a lasting impact—not just in Vietnam but worldwide. We’re committed to supporting our clients and partners with tools and solutions that ensure they not only meet these new challenges but thrive in them, and Vietnam represents a key opportunity to demonstrate this mission in action.

 What are the long-term development plans and strategies for 54 in the coming years

54’s long-term vision is to become a global leader in golf and sports advisory, expanding into promising markets like Vietnam. Our approach is to act as a strategic partner for investors, brands, and governing bodies, enabling them to maximize their impact in sports. We’re particularly passionate about establishing Vietnam as a golf hub through strategic partnerships and community-driven initiatives that foster local talent.

“Pushing the Edge” of traditional thinking means we’re committed to innovating ways to uplift communities and empower individuals within the sport.

 In Vietnam, this translates to not only expanding infrastructure but also developing a new generation of skilled, passionate professionals who will carry the industry forward. Our long-term goal is to create a self-sustaining, skilled local workforce in golf that benefits both the sport and the country as a whole. Through thoughtful planning and dedication to fostering homegrown expertise, we believe we can help Vietnam’s golf industry reach new heights, becoming a model of sustainable growth and international collaboration.