The Sauce was originally founded as a public relations agency by Asher Packman in 2004. Based in Byron Bay, it serviced 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.

While the business has changed fundamentally as Asher focuses on mindset coaching and meditation via The Fifth Direction, he continues to offer senior PR counsel to a select number of clients.

The Sauce also acts as a vehicle for Asher to pursue his passion as a tennis writer and commentator. He covers the Australian Pro Tour on behalf of Tennis Australia and has been involved with the Australian Open since 2011.

His writing has appeared in HuffPost, The Roar, Australian Tennis Magazine, VICE and Good Sport, and he is a regular guest on SEN1116’s The First Serve.