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Game Changers

Game Changers: Sandy Cross

Photo: PGA OF AMERICA
S
andy Cross wants to change the face of golf.

The PGA of America’s senior director of diversity and inclusion is working to make the sport more reflective of society at large. It’s a newly created position, and a challenge Cross accepted in July after similarly working as the tour’s director of women’s and new market initiatives, which was a new position when she took on that assignment in 2012.

Sandy
Cross
PGA OF AMERICA

“I never thought I would be in the women’s space and so deeply passionate about the women’s space,” Cross said.

Cross, who’s been with the PGA of America since 1996, had previously spent her time in the organization’s business development department. There she helped develop and shape some of the group’s most valued partnerships.

In her role developing the organization’s women’s initiatives, she worked on educating PGA professionals as well as stakeholders in the industry, particularly those who are operating golf facilities around America.

“We recognize some of the very deeply rooted histories and traditions that exist at some clubs in America, but we are beginning to chip away at that with our messaging about the power of the women’s demographic,” Cross said. “The societal shift that has occurred in terms of women is their purchasing power, their decision-making power — not just for the household and the family, but increasingly so for business across America, particularly small business.”

Through programs like Get Golf Ready, Cross was able to increase the number of women participating in the sport. But as she looks to her tasks ahead, she believes her best is yet to come.

“I feel like I’m in a role now where I can change lives and will change lives,” she said. “I’m not there yet, but I know I’m going to get there.”

Christine Garrity, the PGA of America’s chief administrative officer and general counsel, said, “I think the sky’s the limit and there’s a lot more that can be done in this arena, and I think Sandy is the person to help us get there.”

— HJ Mai

  • Woman in sports business you’d most like to meet: I really admire Amy Stanton, founder and CEO of Stanton & Co., for building her own agency and team around the untapped potential in marketing and promoting women athletes and women’s brands.
  • Best advice you’ve received: 1) Listen intently; 2) Renewal begins as soon as the deal is signed; 3) Client service is paramount; attention to the smallest details is a difference-maker.
  • Career turning point: When our former COO, Paul Bogin, asked me to represent the PGA on the Executive Women’s Golf Association national board of directors. Being young and having no board service experience, I was terrified but I said yes. When things are scary and uncomfortable, you should probably do them. Those are the moments when your biggest growth and development happens.
  • Outside of work and family, I’m spending a lot of my time on … : My personal fitness and golf game, as well as public speaking and leadership skills through Toastmasters.

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