The PGA of America will relaunch its PGA.com site with a new approach that connects golfers with PGA professionals, placing an emphasis on coaching.
The rebooted site will debut by the end of 2019 and the new digital strategy will be spearheaded by Rob Smith, former senior director of business and operations for NBA Digital at WarnerMedia News & Sports (formerly Turner Sports). Smith joins the PGA of America as general manager for PGA Interactive, which includes the new PGA.com site.
Smith reports to PGA of America Chief Commercial Officer Jeff Price and will oversee the PGA.com strategy that will match up golfers to the 29,000 PGA professionals through an “OpenTable”-like format modeled after the popular restaurant reservation app. The coaching aspect of the site will roll out in 2020.
“The strategy is to be the conduit for us to connect you to the coach,” Price said. “Our goal is to book and create relationships right there. You will engage with a coach and we will be supporting it with a digital perspective.”
The PGA of America is working with Brooklyn-based digital agency Huge in developing the new PGA.com site, which will be separate from the new PGA Championship site and Rydercup.com jointly produced by the PGA of America, NBC and Golf Channel.
The PGA of America’s new digital strategy comes as the organization ends its media deal with Turner Sports, which also ran the PGA of America’s digital operations.
“We want to make sure that we really understand the needs of the consumer,” Price said. “We will look to fill in the gaps.” In addition to coaching, the organization will look to add other options for consumers, such as travel and a trade-in network, he said.
Smith will work out of Huge’s Atlanta office during the relaunch and eventually will relocate to the planned new PGA of America headquarters in Frisco, Texas.
“What is exciting to me is the next chapter that Jeff and the team had in mind when the deal with Turner concluded,” Smith said. “To make a real difference in the space was a fantastic opportunity.”
