501: Playing the New Front Nine: How Golf is Evolving for a New Audience

Recorded at the 2025 Columbia Sports Management Conference in October, Talk Show Host Ann Liguori hosts a panel conversation on how golf is evolving through media, technology, and new competitive formats. Joining the discussion are Jake Hoselton, Co-Founder of Grass League; Andrew Macaulay, Chief Technology Officer at TMRW Sports; Joe Purzycki, Co-Founder and CEO of Pro Shop; and Neil Schuster, Co-Founder of No Laying Up. The group explores how a new generation of companies is reshaping the sport from multiple angles. Hoselton explains how Grass League is positioning par-three golf as a standalone competitive category, creating a fast-paced team format designed for digital audiences and prime-time viewing. Macaulay discusses the technological foundation behind TGL, the tech-driven team golf league founded by Tiger Woods and Rory McIlroy, and how innovations like indoor venues, simulator-driven play, and a shot clock are creating a faster, stadium-style golf experience for modern fans. Purzycki details how Pro Shop operates at the intersection of golf, media, and culture, producing projects such as Netflix’s Full Swing, contributing to Happy Gilmore 2, and reviving The Skins Game as a made-for-TV competition. Schuster reflects on the growth of No Laying Up from a hobby blog into one of golf’s most influential media brands, emphasizing authenticity, storytelling, and building community through podcasts, video series, and live coverage. Throughout the discussion, the panel touches on the role of storytelling in modern sports media, the growing cultural relevance of golf, the opportunities around LPGA coverage and women’s sports, and the importance of innovation in making the game more accessible, social, and engaging for new audiences.Connect with Ann: https://www.linkedin.com/in/ann-liguori-b6b7307/Connect with Jake: https://www.linkedin.com/in/jakehoselton/Connect with Andrew: https://www.linkedin.com/in/admac/Connect with Joe: https://www.linkedin.com/in/josephpurzycki/Connect with Neil: https://www.linkedin.com/in/ngschu/The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR) and produced by Sam Henry (@s_henry11), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with social media efforts led by Lissa Ruiz. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com