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-thrill
Leaving CBS - The Difficulty of Concurrent Dreams: https://www.normalsport.com/newsletter/the-difficulty-of-concurrent-dreams100124
Kevin 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=20
LIV 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. 

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