Asher Packman originally founded The Sauce as a public relations agency in 2004. With humble beginnings in Byron Bay, it grew to service clients nationally before the opening of a London branch in 2006 led to expansion across Europe, South-East Asia, China, India, Africa and the Middle East.

Via The Sauce, Asher also maintained a near-decade long relationship with Tennis Australia, uncovering stories of emerging talent on the Australian Pro Tour and working with the editorial team during The Australian Open. His writing appeared at tennis.com.au, as well as in HuffPost, The Roar, Australian Tennis Magazine, VICE and Good Sport — and he was a regular guest on Radio SEN’s ‘The First Serve’.