Luke Minogue

BSc Sport & Exercise Management 2022

Luke Minogue attended UCD from 2019-22 studying Sport and Exercise Management. After navigating through the challenges of remote learning during the pandemic, Luke sought the help of industry leaders to guide him on the best path into the sporting world. A few conversations later led him to the offices of sports management and marketing company Line Up Sports, where he began interning under David McHugh and Elma Beirne (who has lectured on the SEM course). In June of this year, Line Up was acquired by global powerhouse Wasserman, presenting the opportunity for Luke to progress from intern to Talent Marketing Executive. Luke’s work with Line Up and Wasserman has been recognised in the industry as he was nominated for PwC Sport for Business 30 under 30 this year. Wasserman Ireland manages a wide range of talented athletes including Kellie Harrington, Josh van der Flier and Paul O’Donovan. 

We caught up with Luke recently and asked him to share some of his experiences of studying Sport & Exercise Management at UCD and how his time with us has influenced his career so far.

What led you to studying the BSc in Sport & Exercise Management?

I suppose I didn’t take the typical route into Sport & Exercise Management. Originally, I had chosen to study Engineering in UCD in 2018 and quickly realised that the course wasn’t for me! After dropping out and working full time for a year, I decided to choose a course that I thought I would actually enjoy, and not just what my Leaving Cert points dictated I should aim for. I have always been a sports fanatic and fascinated with the business world of sport. So SEM just seemed like the most natural fit for me!

What was your favourite part of the SEM course? 

A lot of brilliant opportunities that SEM offers students pretty much fell by the wayside due to COVID (e.g. the exchange with the University of Maryland; 2nd year work placement) - you could say we were probably the unlucky class. That being said, I really enjoyed being part of the Event Management module where we got true hands-on experience in planning, organising and running a live event entirely online. There was a real sense of pride and satisfaction seeing something that took months of planning come together even if it all happened remotely! As strange as it may sound, I also really enjoyed my dissertation, as it has shaped my career path into what I am doing today.   

What advice would you give to someone considering studying this course? 

Be a team player! There are so many group projects in the course, so up to 15-20 people could be depending on you to pull your weight in any given semester. I was largely fortunate with the group projects I worked on that everyone was on the same page in terms of committing to deadlines and the quality of work that you have to produce. I think with a course like SEM, we were all like-minded individuals so it made it easier to put time into something we found interesting. 

What was your experience at UCD like? Any highlights? 

After my first (and short) stint at UCD, I was a little apprehensive going back to a place where I had a rough experience, but I really enjoyed my time studying at UCD. It was a shame that over half the course was done at home, but it gave us a greater appreciation for the experience when we were allowed to come back.

Did you participate in any sports teams while at UCD?

I have a huge passion for golf, so I was able to compete at the InterVarsity Championship up in Portsalon, Donegal in my final year. The weather wasn’t particularly amazing but it was cool to represent the college at least once before I graduated. My claim to fame is that I held the lead for about 30 mins during round one after a great start, but it rapidly went downhill after that!!

What is your current job?

I am currently a Talent Marketing Executive for Wasserman Ireland.

How do you feel the Sport & Exercise Management degree prepared you for this role?

During my time in SEM, I was able to dive into areas like (digital) marketing communication, one of the many skills needed in my current role.

Describe your typical workday.  

The beauty of my job is that no two days are the same. There are multiple facets to the role, depending on the day of the week. Managing partnerships, client services, social media management, content creation and talent marketing are just some of the roles and responsibilities that I have day to day.

You were recently nominated by your peers and colleagues to be one of the ‘PwC Sport for Business 30 under 30 2024’ – a prestigious club to be part of! What does it mean to you to be recognised in this way?

It was a pleasant surprise to be recognised by Rob Hartnett and Sport for Business. It was a very proud moment for me and I suppose it gave me that personal sense of vindication that I am on the right path, which is always nice, especially when you’re doing something that you enjoy and not just working to live. It was brilliant to meet my fellow nominees and to hear how similar yet different each of our journeys have been. The SEM undergrad course and the Master’s degree were very well represented among the nominees!   

You are also on the Strategic Plan subcommittee for Castlewarden Golf Club. How has your degree helped you with your committee duties?

Throughout the three years of SEM, we covered strategic plans in extensive detail, so when my own golf club announced that they were looking to produce a strategic plan, it was a perfect way to put the theory I had studied into practice. We were able to give an honest assessment of the current state of the club, while also providing detailed ways to affect change and progress our facility.

What’s the proudest moment of your career to date?

I would have to say my 30 under 30 nomination.

In your career and/or personal life, who have been the most inspiring or helpful mentors/advisors that you’ve had?

From my time in SEM, I have to give a mention to Cian Nelson, Ken Robinson, Louise O’Brien and many others who were so helpful lending their industry insights to us. After graduating from UCD, I had to lean heavily on experienced leaders and SEM Alumni to navigate my way into the working world. In a period where I had little success on job leads, it was Dave McHugh and Elma Beirne who agreed to meet with me and take me on as an intern at Line Up Sports. Both have been huge mentors for me as leaders in the sport management and marketing world. Both have such a wealth of experience and knowledge with an understanding of the industry that is hard to match.

What is life like outside work for you? Tell us a bit more about your current life, hobbies, or what you do to relax?

My big passion outside of work is golf. When I am not working you will probably find me at the golf club! I am a member of Castlewarden Golf Club in Co. Kildare, playing off a handicap of 1. Supposedly hobbies help you relax, but anyone who has ever picked up a golf club knows it's not always the case!

What’s the best piece of advice you’ve ever been given?

Your network is your net-worth; 60% of available roles aren’t advertised; Learn by failing.

Content added: October 2024