INTRODUCING
James' Story
For James Wilson, adventure doesn’t begin at the top of a mountain or at the edge of a map. It starts with a quiet tee-off on a course barely known, with the people who’ve shaped his life the most.
Inspired by his youth playing golf,
James is the founder of Short Side
Ex-Professional Golfer and founder of Short Side, a creative studio that captures the soul of golf, going far beyond ‘what score did you shoot?’
His relationship with the game runs far deeper than the fairways and greens – It’s about moments. His earliest memories of the sport are less about technique and trophies, and more about time spent with his dad and brother, walking weather-worn courses and trading barbs between shots.
Over time, golf became more than a game. It became a way of seeing the world.
Rather than chase the prestige of championship venues, James finds inspiration in places that feel untouched and unhurried – small-town courses tucked behind dunes, community clubs where history lingers in the clubhouse walls, and links that reveal their raw and elemental beauty. To James, these places aren’t just backdrops – they are stories waiting to be told, and adventures waiting to happen.
More than scores
Through his lens, golf becomes a tapestry of landscape, people, and culture. The way he approaches the game isn’t about scorecards or sponsorships – they’re about spirit. The quiet pride of a local greenkeeper. The slow, deliberate pace of a round with friends. The feeling of discovering somewhere that doesn’t need a hashtag to matter.
As part of Ben Lomond’s Journal of Adventurous Serves, James’s story comes to life in a bespoke serve — a cocktail that reflects his belief that the best experiences are those that surprise you, that feel personal, and that leave a mark long after the round is over.
Because for James, adventure is about looking at familiar things with fresh eyes — and finding the magic in the margins.
Adventurous Spirit
The long and Short-Side of it
"Adventure isn't about pushing boundaries - it's about removing them"
James is the founder of Short Side
His adventurous spirit
James’ adventurous spirit is about redefining what golf - and storytelling - can be. It’s not driven by conquest or competition, but by exploration. He seeks out the overlooked and the underappreciated — remote courses, family rounds, and local legends — and gives them reverence. His adventure lies in going off the beaten path, resisting perfectionism, and finding joy in the authentic, the humble, and the human.
Focus on the Journey,
Not the destination
He’s not chasing the next big thing — he’s rediscovering the beauty in what already exists, and inviting others to do the same.
Serve One
Local Legend
Ingredients
Method
