Pro Shop Holdings

About Pro Shop Holdings

Pro Shop Holdings, established in 2023, is a media, commerce, and entertainment enterprise positioned at the junction of golf and mainstream culture. The company was founded by a team of veteran executives with deep roots in media and sports: Chad Mumm, former Chief Creative Officer at Vox Media Studios and creator of the Netflix series "Full Swing"; Mark Olsen, an Emmy-winning producer also from Vox Media; Joe Purzycki, co-founder and former CEO of the digital media company Puck; and David Miller, formerly a lead media lawyer for the PGA TOUR. This founding group's collective background in narrative-driven content, digital media business models, and sports rights management shapes the company's strategic direction. Mumm's journey, from a childhood passion for golf to becoming a distinguished producer, and Purzycki's experience in scaling creator-focused media platforms like Puck and Luminary Media, are integral to Pro Shop's mission.

The company's business model is a tripartite structure encompassing media, commerce, and entertainment. In March 2024, Pro Shop announced a $20 million Series A funding round led by Powerhouse Capital, with participation from the PGA TOUR and EP Golf Ventures, to fuel its operations. A core component of this strategy involved the acquisition of Skratch, the PGA TOUR's digital media brand, which now operates under the Pro Shop umbrella with access to TOUR content, archives, and on-site filming rights. This allows Skratch to produce content that offers an authentic, inside-the-ropes view of professional golf. Pro Shop also acquired Sugarloaf Social Club, a community-driven apparel and goods brand, to spearhead its commerce division. Sugarloaf leverages its established following for direct-to-consumer sales, with plans to expand through on-site activations and collaborations, empowered by Pro Shop's strategic partnership with the PGA TOUR.

Pro Shop Studios, the company's entertainment arm led by Mark Olsen, serves as the PGA TOUR's preferred production partner for Hollywood-style projects. This division focuses on creating premium scripted and unscripted content, building on the success of "Full Swing." Key projects include producing the film "Happy Gilmore 2" and launching a season-long creator series featuring prominent YouTube personalities, which builds on the successful 2024 Creator Classic event. By combining compelling storytelling with high-production value live events and a curated commerce experience, Pro Shop aims to serve dedicated golf fans while also attracting new audiences to the sport.