Greg Norman, LIV Golf’s CEO and the man behind over 100 global golf courses, celebrated a major win beyond the greens. His Ayla Golf Club in Jordan recently took home four top honors at the 2024 Sustainable Luxury Awards, including the Most Sustainable Desert Golf Course (Worldwide). Recognized on Instagram, Norman wrote, “We’re proud to announce that Ayla Golf Club wins 4 prestigious sustainability awards—recognized globally, regionally and locally, a testament to our commitment to preserving nature while perfecting the game.”
Ayla Golf Club’s eco-forward design goes far beyond its stunning location amid Jordan’s desert landscape. The 18-hole, 800,000-square-meter course features artificial lakes that conserve groundwater for irrigation and even serve as rest spots for migratory birds from Africa, Asia, and Europe. It also runs on a 9MW solar power plant, reinforcing Norman’s dedication to sustainability in a traditionally resource-intensive sport.
The Sustainable Luxury Awards, presented by Quality Touch, a global leader in eco-friendly architectural design, honor high-impact businesses across five continents in categories that emphasize environmental and social responsibility. For Ayla Golf Club, these accolades spotlight a commitment to environmentally mindful luxury, combining the allure of high-end golfing with a sustainable design philosophy. This includes rethinking irrigation, using solar power, and designing courses that respect local ecosystems.
Beyond Ayla Golf Club, Norman’s eco-friendly course designs span countries from Australia to Egypt. His most celebrated projects include the New South Wales Golf Club, where Norman redefined traditional layouts, and the Fire Course at Dubai’s Jumeirah Golf Estate, home to the DP World Tour Championship. These projects showcase Norman’s ambition to modernize golf with a focus on sustainability.
With such achievements, Norman is reshaping how the world sees golf design, adding a green twist to the traditional landscape. The question remains: is this shift a bold move to redefine golf’s future, or simply a well-played public relations move?
