Paju, Korea - Hong Kong-based sports marketing agency Miles Group announced on Thursday the official launch of its athlete representation business, marking the milestone by signing professional golfers Bo Jin and Isaac Lam.
Founded in 2012 by marketing strategist Smile Xu, Miles Group has spent over a decade delivering sports marketing services across Asia for global golf entities, including Major Championships, the LPGA Tour, and the United States Golf Association (USGA). The company’s expansion into player management aims to build a commercial value-amplification framework tailored for Asian athletes.
“Elite athletes are among the rarest and most valuable brand assets, yet their commercial potential remains vastly underestimated,” said Smile Xu, founder of Miles Group. “Our mission is to build a dedicated value-amplification system for Asia’s athletes, empowering them to command top-tier commercial influence far beyond the field of play.”
Jin, 24, currently competes on the China Tour following a decorated amateur career that included reaching the finals of the U.S. Junior Amateur, competing in the 2019 Junior Presidents Cup, and finishing runner-up at both the 2021 NCAA Division I Championship and the 2022 Asia-Pacific Amateur Championship. In his 2025 rookie season, Jin logged two runner-up finishes on the China Tour and posted a top-20 finish in his DP World Tour debut.
“Entering my second year as a professional, I chose Miles Group because I believe in the vision Smile sees for player management,” said Jin. “It’s about helping players unlock true, long-term commercial value using innovative methods.”
Lam, a 27-year-old native of Hong Kong who turned professional in 2024, is a two-time winner on the China Tour. His victories include the 2025 Wuyishan International Open and a home-soil win at the Fanling Golf Classic in August.
“Joining Miles Group comes from seeing Smile’s dedication to young players since my amateur days,” Lam noted. “She brings the resources and capability to translate a championship title into real commercial value.”
The launch builds upon Miles Group’s growing domestic footprint, which included the 2026 launch of its proprietary Junior Charity Classic initiative via Miles Shanghai, providing pathways for top Asian junior players to compete in elite U.S. junior events.