How Justin Rose helped to start a women’s golf series in the middle of a global health crisis

There is hardly anything that encapsulates what we should cherish in golf more than the Rose Ladies Series.

Increased opportunity, solid prize funds and the use of world-class golf courses are the perfect ingredients for female professionals and amateurs to keep active on the path to success.

Born in 2020 during the COVID-19 pandemic when competition was put on the rocks for many women’s players, the Rose Ladies Series stemmed from the genius of Liz Young, a Ladies European Tour (LET) player, who held a roll-up of sorts at Brockenhurst Manor Golf Club during this period of isolation and uncertainty.

“For me, the game of golf has given me so much, and I’ve always believed in giving back to the game that shaped me,” Justin Rose told NCG. “When we (he and his wife Kate) heard about Liz Young’s roll-up idea at Brockenhurst Manor during lockdown, Kate picked up the phone straight away. There wasn’t even a question of ‘if’ – it was simply, ‘How can we help?’”

For Rose, a former US Open champion, World No.1 and current European Ryder Cup star, he still played 19 times across the PGA Tour, DP World Tour and Asian Tour in the first year of the virus. Some of these events ran during the five-month break the Ladies European Tour underwent due to restrictions. That’s five months these players weren’t earning any money on the course.

The popular Englishman felt he had to step in and help players who didn’t have the same access to maintained activity like him, nor the opportunity to keep earning a livelihood at what was a demoralising time for inactive golfers. What began as a seemingly one-off solution evolved into the Rose Ladies Series.

“Like everyone, it was the uncertainty that hit hardest,” he said. “For players whose livelihoods depend on competing, the idea of an indefinite pause was incredibly unsettling. Fortunately, the men’s tours were able to resume relatively quickly, but for many women’s professionals and elite amateurs, there simply weren’t the same opportunities to return to play.

“Golf, by nature, is not a sport you can replicate at home or take onto Zoom. Without events, there was no way for the female players to earn, compete and continue to develop their game. It really highlighted the disparity between the men’s and women’s game, whereas, I was able to get back to relative normality quite quickly, in terms of playing, my female counterparts didn’t have that chance. That’s where we felt a responsibility to step in and do something.

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“Initially the Series was seen as a stopgap in a time of crisis, but it quickly grew into something bigger,” Rose added. “We were keen to focus on providing playing opportunities first and foremost, then we realised we had the tools, connections and motivation to make a difference by providing exposure for the women’s game through media and TV coverage, increased prize funds and the chance to compete on world-class courses throughout the UK. This is how we made the Series what it is today.”

Eight events were held in 2020, 11 events in 2021 and now, the schedule has been condensed into five events in April and May – mostly to complement the newfound strength and funding of the Ladies European Tour and the Access Series (LETAS) that feeds it.

“What’s even more encouraging is the momentum we’re seeing across the wider game,” Rose added. “For example, the LET announced a rough 15% increase in prize money for 2025, and there’s a brand new £100,000 purse on the LETAS. It’s clear that more brands and partners are recognising the commercial and cultural value of women’s golf.”

Like with any golf tournament, be it a major championship or on the Rose Ladies Series, venues are vital and the players haven’t been left wanting when it comes to the five host golf courses in 2025: West Lancs, Southport and Ainsdale, Formby Ladies, St. George’s Hill and the Buckinghamshire.

The gap in prize money between the men’s and women’s games has never been so stark as it is today. The birth of LIV Golf has made $4 million winner’s prizes the rule instead of the exception, and the winning four players in TGL, golf’s new indoor simulator league, banked $9 million too.

While the LPGA Tour paid out $4 million to Jeeno Thitikul for winning the season’s final event in 2024, as well as the Aramco Team Series providing a significant cash injection on the LET too, there is still a chasm between what the best men’s and women’s players earn.

Each Rose Ladies Series offers a £10,000 purse courtesy of Justin and Kate themselves, the biggest winner’s cheque for a one-day event in Britain and they are intent on increasing the frequency and quality of playing opportunities in the women’s game.

“To keep building, we would love the chance to create more long-term relationships with like-minded partners,” he said. “We are already fortunate to work with several partners who understand the broader picture: investing in the players, the pathways, the infrastructure, and the exposure needed to grow the game sustainably from the inside out. However, we would love the chance to really make a difference and work with more of these partners to create bigger and better playing opportunities for the women’s game.”

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