Course Record Show

Beau Welling joins CRS to talk about whether the current golf course renovation boom is warranted or driven by FOMO,  and how land planning fits into his design business. He also discusses designing the green and virtual holes for TGL, what golf can learn from curling, and gives updates on major projects at Kiawah and Lake Oconee.

Jeehae Lee returns to The Course Record Show five years after her first appearance to talk about the evolution of SportsBox AI, how the entrepreneurial journey compares to playing pro golf, and the company’s recent acquisition by Bryson DeChambeau’s investment fund.

Roberto recaps the week, previews Sunday, and talks data & tech impact at Aronimink. 

Roberto talks Day 1 at Aronimink, then dives into the connectivity required to power the PGA Championship. Kevin Lawson explains how T-Mobile’s 5G network supports broadcast, operations, ticketing, point of sale, IoT devices, and more across a temporary venue and how that same approach could extend well beyond sports.

Roberto shares notes from the course and what to watch for as the PGA Championship gets started, then talks with Kaitlyn Nelson about what the data is revealing from the early-week fan experience. Kaitlyn explains the tech stack, how the team connected various data sets, and the value that creates for the PGA of America, fans, sponsors, vendors, and more. Plus, predictions.

Quick observations from a day 1 at Aronimink, followed by a conversation with Ryan Decker from CapTech on how he’s working with the PGA to use live data and AI to “produce” the fan experience. Personalized itineraries, IoT cameras, and instant alerting are helping manage crowds, concessions, safety, and operations across the entire event. 

We kick off PGA Championship week with Rob Smith of the PGA of America. Rob shares how PGAA is upgrading the fan experience by using data to improve operations, better serve fans at home and on-site, and create new revenue opportunities across one of golf’s biggest championships. Look for more episodes this week from Aronimink. 

Kyle Porter is the founder of Normal Sport - an old school media company for golf's new era. We talk about why he regularly updates his readers on how his business is doing, why he started Normal Sport, how things take time to become what they are, and why stories and meaningful outcomes are so impactful. Links Referenced in Our Conversation: Latest Update on Normal Sport Biz: https://www.normalsport.com/newsletter/our-book-has-made-0-which-is-a-thrillLeaving CBS - The Difficulty of Concurrent Dreams: https://www.normalsport.com/newsletter/the-difficulty-of-concurrent-dreams100124Kevin Kelly - 1,000 True Fans: https://kk.org/thetechnium/1000-true-fans/ Changing Behavior even with a 10X better product: https://x.com/davidcummings/status/2045495064906854418?s=20LIV Golf is Dying of Boredom: https://www.newyorker.com/news/the-lede/liv-golf-is-dying-of-boredom?Golf Digest on TGL S2: https://www.golfdigest.com/story/tgl-year-2-wrap-wins-losses-future-tiger-woods-2026

Jared Henzlik has seen every corner of the golf merchandise world. Started as a PGA Professional, worked at Ralph Lauren in the heyday, before going to the cathedral of golf merch: The Masters. After that Jared leaned into the Ops side of the business at a pair of fast growing brands before landing in the Ozarks where he leads retail for Big Cedar Lodge. Big Cedar is owned by Johnny Morris, of Bass Pro Shop fame, and knows a thing or two about great retail experiences. 

David Southworth has been developing luxury golf communities since the early 90’s when he and Paul Fireman started with a property in Cape Cod. Their motto through booms and busts: “Do What Makes Sense” Since then David has built communities in Puerto Rico, Arizona, Scotland, Bahamas and more - with a focus on two things: Creating an experience that excites people and motivates them to invest in a community and building a company focused on caring for customers and each other.  

Dan Van Horn shares how one cut-down 8-iron and a mission to help families spend more time together launched a 28-year journey building US Kids Golf. We talk engineering mindset, the realities of inventory and cash flow, the importance of making work fun, and how that vision grew into a global tournament series, owning a golf course in Pinehurst, and a 2026 Georgia Golf Hall of Fame induction.

Thomas McHardy, VP of Team Marketing and Business Operations at TGL, talks about the different strategies TGL teams have used to establish an identity, acquire fans, and build franchises from scratch. He shares lessons learned from his time working on global expansion at the NFL, and the common trait he sees among successful Sports franchise owners. 

Jon explains how data, technology, and AI are reshaping how sports are created, broadcast, and experienced - from immersive formats like TGL to personalized fan journeys. He emphasizes bold innovation, aligned partnerships, and rapid experimentation and shares a practical perspective on where sports tech is headed and how organizations can stay ahead. Jon is a Principal at CapTech where he leads the Sports and Media practice. Please subscribe if you enjoy and send to your friends! 

AJGA Chief Business Officer Jason Etzen describes how the AJGA has focused on long-tenured leadership, stable governance, and commitment to a clear mission. Only one‑third of revenue comes from it’s 10K+ member families and the remainder from sponsors and donations. AJGA has distributed close to $10M in grants. Etzen emphasizes the AJGA’s commitment to championship‑level tournaments, high player standards, and data‑driven recruiting tools that support both golfers and college coaches.

In the first edition of Quick 9—a shorter, more focused version of the Course Record Show—I sit down with Kris Hart, who run innovation at the PGA of America.Kris talks EP Golf Ventures, the organization’s dedicated innovation fund, and how they evaluate opportunities at the intersection of golf, technology, and business. The conversation explores the challenge of separating passion projects from scalable investments, betting on people vs products, and how the PGA’s 30K+ members, Frisco campus, and Championships serve as a powerful real-world testing and feedback network. Please like, subscribe, and pass along to a friend if you dig our conversation. 

In this episode we connect with Jamie Ledford, President of Golf Pride.  We discuss the golf grip industry, how the product is positioned for golfers, supply chain issues and Jamie's unique career trajectory.  You'll likely think differently about your golf grip after hearing Jamie speak.  Enjoy, tell a friend and subscribe for future content!

In this episode we talk to Jay Karen, CEO of the National Golf Course Owners Association (NGCOA).  Jay represents the supply side of the golf industry, helping owners and operators collaborate on joint issues that are relevant to the business.  We discuss tee times, the complex governance in golf, congressional hearings and even daylight savings time.  Enjoy!

Michael Jolly is Director of Tour Operations for Cleveland/Srixon Golf.  In our conversation, we cover a lot of what goes on behind the scenes at every TOUR stop, how OEMs spot players to contract as ambassadors and the role that professional golf plays in reaching the general golfing public.  Enjoy!

Matt Welter is CEO of Dormy House (www.dormydevelopment.com), a real estate development company focused on destination golf.  Matt's story as a caddie and relationship with Mike Keiser (owner of Bandon Dunes, Sand Valley and Cabot Cape Breton) led to him solving an underappreciated problem in the golf industry.  Matt shares his vision, founding story and how he sees the housing shortage problem for golf resorts.  Enjoy!

In this episode, Chad Mumm joins Roberto for an in-depth conversation.  Chad shares some behind the curtains views of Full Swing (where he is the Executive Producer), the development of his company Pro Shop and how he sees the opportunity for golf entertainment for the years ahead.Full Swing season 3 drops on Netflix on February 25, 2025.

Golf business stories from 2024, plus some inside the ropes talk. We talk TOUR, LIV, DP World (3:30), big job openings across golf (5:40), Scottie/Xander/Rory (11:00), Nelly/Hovland/Ludvig/Clanton (17:00), Creator/Influencers/SimGolf Market (23:30), and finally...Castro gets back inside the ropes! (31:00). Thanks to Holderness & Bourne for the support! Subscribe if you enjoy!

Roberto speaks to Joe Assell, Founder and CEO of Golftec.  Joe shares his journey from PGA Professional to Founder, the expansion of Golftec, how digital plays a role in the company's future plans and more.  Enjoy!

In this episode, Roberto and Dan break down the highlights from the past season in golf and share some of the developments they're looking to keep an eye on over the offseason.

In this episode, we cover the renovation at East Lake Golf Club and the implications for the TOUR Championship.  Chad Parker (GM and President, East Lake Golf Club) and Alex Urban (Executive Director, TOUR Championship) give us their views on how the renovation impacts the club operations, what to look out for when watching the TOUR Championship and what clubs should think about when undergoing such a project.  Enjoy!

In this episode we discuss the book "Deane Beman, Golf's Driving Force" with author Adam Schupak.  We unpack some of the most unexpected plot twists in the book, how the former PGA Tour Commissioner went about his business and the parallels to the state of men's professional golf today.  Enjoy, like and subscribe!

Alex Prasad is CEO of V1 Sports, maker of video swing analysis software apps for golfers and coaches.  In this episode we discuss the origins of the company, what makes golf swing improvement a business opportunity and how Alex approaches his management of the company.  Enjoy!If you like this episode, share it with a friend, subscribe and write a review.

In this episode we speak with Nick Venson, founder and CEO of SWAG Golf.  SWAG is a bold brand in the golf space, selling putters, wedges and accessories with a twist.  Nick shares the origins of the company, how his background helped shape the brand and the twists and turns along the way that make SWAG's story unique.  Enjoy!If you like this kind of content, please subscribe to the show, leave a review and tell a friend.  Thank you!

In this episode, we review "Rainmaker," the recently published book by former golf superagent Hughes Norton.  We cover the major business lessons from the book and highlight the snippets that make the book memorable.  Lots of great nuggets about Tiger Woods, Greg Norman, Arnold Palmer and the making of IMG make this book unique.  Enjoy the episode!

This episode has something for everyone!  We talk Golf/Succession Comps (1:05) PLAYERS takeaways (10:15) Callaway spinoff (18:07) LA Muni Golf Drama (19:42) then take a deeper dive on Board Governance including the new TOUR structure (24:00) Enjoy, subscribe, send to a friend!#CRS #GolfBusiness #Golf #Business #podcast

In this episode, we take a tour-de-force of recent topics surrounding men's pro golf.  We cover the latest developments with the PGA Tour Enterprises deal, cover what's new in golf fashion and break down the scene at the PGA Show.  Enjoy!

In this episode, Roberto and Dan dive deep into the Strategic Sports Group (SSG), a conglomerate of influential businesspeople looking to make an investment in the PGA Tour.  We discuss who the key people behind SSG are, what might make them intriguing to the Tour, whether this means good things for the Saudi Public Investment Fund and more.At the end, Roberto and Dan make some quick and fun predictions for the 2024 season.Enjoy, subscribe and happy New year!

In this episode, we explore the stories of two Golf Courses that closed their doors during the Golf boom: Ravenaux Country Club (Spring, TX) and Sherwood Forest Country Club (Baton Rouge, LA).  Alex Lidback shares his perspective as a former member of Ravenaux.  Frank Gumpert is a PGA Professional who and former Head Pro at Sherwood Forest.  Both Alex and Frank bring their perspectives on what happened at their clubs and whether these are cautionary stories for the growth of Golf more broadly.To see the picture of Raveneaux after Hurricane Harvey referenced in the episode, see here: https://www.chron.com/business/real-estate/article/Harris-County-pays-11-5M-for-Raveneaux-Country-15017760.php

In this short series, the Course Record Show dives into some of the nuances overshadowed by the growth of golf during Covid.  We explore whether the growth is sustainable and what it will take to it to continue.  Then we bring in Lincoln Duff, who has made a career at the intersection of golf and Real Estate to explore which of our opinions carry water and which don't.  Enjoy!

Fresh off of his runner-up finish at the Sanderson Farms Championship, we talk to Ben Griffin.  After walking away from pro golf to become a mortgage loan officer, Ben recommitted to his playing career and finished his rookie season on the PGA Tour inside the Top 70.  Ben played his college golf at UNC Chapel Hill where he was a two-time All American, won 3 individual titles and set the programs all-time scoring average, previously held by Davis Love III.In this episode, Ben discusses his journey to the PGA Tour, the changing landscape of pro golf and how he manages his career.  Enjoy!

The Course Record Show is back after a summer hiatus!Our guest today is Sandra Richards. Sandra is a Managing Director at Morgan Stanley where she is Head of Global Sports and Entertainment in the firm’s wealth management division. She has received numerous awards and recognitions, most recently being named to Sports business Journals Game Changers, class of 2023.  We cover a variety of topics, from the changing landscape in wealth creation for athletes, how to manage that wealth, and the role of golf to a company like Morgan Stanley.Enjoy the episode!

On this episode, Roberto and Dan catch up on RC's behind the ropes experience at the ANWA and Masters.  We also recap 2 years of CRS, recapping highlights from the show and our most profound takeaways.  Thanks to our listeners for the amazing support you've shown!

In this episode, we talk to Geoff Shackelford.  Geoff's has had an interesting career in golf, authoring 11 books, designing golf courses, frequently appearing on the Golf Channel, and co-hosting 2 podcasts (McKellar and State of the Game).  We discuss Geoff's new book "Golf Architecture for Normal People" (coming this June), the publishing business, the state of golf media and Geoff's newsletter "The Quadrilateral."  Enjoy!----Links from Today's ConversationTo pre-order Geoff's book: https://www.amazon.com/Golf-Architecture-Normal-People-Sharpening/dp/1732222754/ref=sr_1_1?crid=2HNHY58BALYOJ&keywords=golf+architecture+for+normal+people&qid=1679967179&sprefix=golf+architec%2Caps%2C102&sr=8-1To read and subscribe to The Quadrilateral: https://www.thequadrilateral.golf/

In this episode, we talk to Lee Wybranski.  Lee is the President of Lee Wybranski Art and Design (www.leewybranski.com), and is one of the premier artists working in golf today. He has been commissioned to create drawings and paintings for the finest clubs and organizations in the game.  In addition, Lee works annually for the game’s governing bodies, creating classic, collectible work on behalf of The R&A, PGA of America, and the United States Golf Association.  We chat with Lee about what makes for great art, how he captures the essence of the game and how the business of art works.Lee's also been part of a collaboration with fellow Philly natives Tom Coyne and Gil Hanse called "The Art of Golf: Philadelphia starring Tom Coyne, Lee Wybranski and Gil Hanse" which you can watch here: https://www.youtube.com/watch?v=8yTYzLmV5jU

Roberto gives us the scoop on what the PGA Show was like this year. We discuss the biggest trends, novelties and intricacies of Golf's biggest trade show and the people that make it all happen, including some past Course Record Show guests. This episode is brought to you by Encina Farms. Encina Farms (encinafarms.com) specialized in Iberico, a special breed of pig from Spain. Encina's cuts of Iberico ship everywhere in US and you can get a taste of their delicious product with 15% off your purchase (of $100 or more) by using code CRS15 at checkout. Enjoy!

In this episode, we profile a handful of companies in the golf business and discuss who owns them and how that ownership came to be. Joe Ogilvie (former PGA Tour pro turned investor turned Course Record Show's first repeat guest) joins us with his personal experiences with these companies and tells us whether he'd buy or sell each company. This was a fun episode and Joe, as usual, was a wealth of information and stories. Enjoy!

In this episode, we speak to Allen Greene, former Athletic Director at Auburn University. Before that role, Allen was AD at Buffalo. His sports background runs deep as Allen was a collegiate (Notre Dame) and professional baseball player. In this rich discussion, Allen shares his unique view on college sports, what an administrator thinks about and how he sees golf in the broader sports landscape. Enjoy!

In this episode, we speak to Jeremy Stone, VP of Marketing at Titleist. Jeremy has been at Titleist since 2010 in a few different roles. We cover a range of topics in this discussion, from the strategic choices that Titleist makes in the evolving golf landscape, how the business of golf clubs and golf balls is more different than it seems and some deep-dives into the technological side of golf. Enjoy!

In this episode, we speak to Golf+ CEO Ryan Engle. Ryan is an engineer-turned-serial entrepreneur who founded Golf+ as a virtual reality golf game, which can be played with the Oculus headset. Ryan discusses the company's mission, what makes the VR experience credible to golfers, where golf is headed and how Golf+ is responding. Enjoy!

Ryan Baucom is a long-time PGA Tour caddie turned Medical Sales Rep. In this episode, we talk to "Bauc" about the economics of caddying, what makes a good caddy, the skills from caddying that translate into the working world and some fun stories about life on Tour. As a former collegiate football player, we also talk about NIL. Bauc is a fascinating individual with intellectual curiosity and a knack for storytelling. Enjoy, and stick around after the interview for Takeaways. If you're curious to see the Hudson Swafford video featuring Bauc mentioned in the beginning of the interview, see: https://www.youtube.com/watch?v=0UjlG6rP5Uc.

1 week a year, Augusta, GA becomes the center of the sports universe. But what happens the other 51 weeks a year in Augsuta? In this episode, mayor Hardie Davis, Jr. joins us to discuss how the Masters impacts the city of Augusta, how he leverages the tournament in his leadership, the role of engineering and theology in public service and handling adversity.

This episode is Part 3 of 3 of a special series on Direct to Consumer companies focused on the golf market. This episode features Mike Gottfried, Founder and CEO of Piper Golf (www.piper.golf). Piper Golf makes performance golf balls at reasonable prices using a simple fitting system. Listen to the episode to hear how Mike thinks about digital marketing, building lifetime value in golf and the role of experimentation in business. After the interview, Roberto and Dan discuss takeaways from the discussion with Mike. If you are interested in trying Piper Golf balls, use code CRS10 at checkout on piper.golf.

This episode is Part 2 of 3 of a special series on Direct to Consumer companies focused on the golf market. This episode features Brad Payne, Founder of Walker Trolleys (www.walkertrolleys.com). Walker Trolleys makes a premium golf pushcart to help golfers enjoy the experience of walking during their round. Listen to the episode to hear how Brad thinks about marketing channels, managing supply chain risk and his prospects for DTC in golf more broadly. After the interview, Roberto and Dan discuss takeaways from the discussion with Brad. If you are interested in buying a Walker Trolley, use code COURSERECORD20 at checkout for $20 off on walkertrolleys.com.

This episode is Part 1 of 3 of a special series on Direct to Consumer companies focused on the golf market. This episode features Wayne Birch Jr., Co-founder and Co-owner of Trap Golf (trapgolf.com). Trap Golf makes apparel that reflects the intersection of golf, art and hip-hop. Listen to the episode to see how Wayne (who is a caddie on the PGA Tour) has used his unique background to bring legitimacy to a brand that's growing the game of golf and the tactics he's using to help it grow.

Much like Lebron in 2010, CRS decided to take it’s talents to South Beach…well, not quite. But we did land in Orlando for the PGA Show! We had an interesting panel of 3 guests, and covered a lot of ground. Specifically, you'll hear from: (1) Jon Bradway of Captech, a technology consulting firm that recently signed a marquee partnership with the PGA of America, (2) Ken Reynolds of aboutGOLF Simulators and (3) Matthew Hobbins of Concert Golf Partners, an owner-operator of over 25 upscale clubs nationwide. We know you'll enjoy their perspectives on what's hot in the game right now and how their companies are making bold bets for the future of golf. After the interview, Dan and Roberto debrief on their main takeaways of the conversation and whether some of their predictions for 2022 (see Episode #13) are more bullish or bearish after hearing from insiders. Please subscribe, write a review for the show and recommend it to a friend. Your support goes a long way in helping us bring more content like this to you.

Roberto and Dan kick off 2022 with predictions for 2022. We discuss non-green grass golf, betting in golf, golf media, the future of startup golf leagues (PGL, SGL), direct to consumer brands, and gender equity in golf. Stay tuned throughout the year for deep-dives on some of these topics with expert guests.