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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
