by Adam Schupak

There's a red Solo Cup on the floor of Seth Waugh's office at PGA of America headquarters in Palm Beach Gardens, Fla., and a Scotty Cameron Notchback prototype putter, with the inscription “Seth,” leaning against his credenza. Otherwise, Waugh, 60, has been too busy to decorate since taking over the role of chief executive on Sept 24. In his short stint on the job, he already has sworn in the association's first female president, signed a lucrative 11-year TV deal with CBS and ESPN beginning in 2020, finalized a deal to relocate the PGA's headquarters to a fancy new campus complete with championship golf courses in Frisco, Texas, and witnessed the Americans lose yet another Ryder Cup.

The PGA in this day and age qualifies as big business, and no one before Waugh, the former Deutsche Bank Americas CEO, has had his experience at running a major corporation. Next week, Waugh will preside over his first PGA Merchandise Show, and as he outlined during a lengthy and wide-ranging interview in December, he's got an ambitious agenda that could include a health-care plan, a pension and other perks that members of the PGA have long sought.



Every stroke counts – or should, anyway
Julie Williams brings up a very important point about the challenge of honesty in high school golf (“An honest appraisal of golf’s best asset,” Jan. 14).

Kids (and sometimes coaches) are dishonest at all levels, even at the lower levels of the sport, which is where I coached for 15 years, before I retired from coaching in 2017. My small private school played in a league of other small independent schools. Most years, I had as few as two or three students who were actually “golfers” – kids who liked the game, understood the game and were playing other than simply to get a P.E. credit.



Number of berths into the British Open that will be available at the SMBC Singapore Open, which begins Thursday at Sentosa Golf Club’s Serapong Course. The tournament, which is co-sanctioned by the Asian Tour and the Japan Golf Tour, is part of the Open Qualifying Series. The top four finishers not otherwise exempt for the British Open will earn spots in the Open, to be played July 18-21 at Royal Portrush in Northern Ireland. American Davis Love III, a 21-time winner on the PGA Tour, is among those seeking a path into the Open via Singapore. Love, 54, hasn’t played in golf’s oldest major championship since 2012.



Hawk & Rude: New Year’s revolution
John Hawkins and Jeff Rude kick off 2019 with the sparks flying and opinions frying. This is hardly your run-of-the-mill look at the golf season ahead.


Gelliflex will introduce Abacus, a self-therapy massage device, at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla., the company announced. The product, which will sell for $149, will be featured in the New Product Zone at the Orange County Convention Center.


Golf packages for North Carolina’s Outer Banks are available at www.PlayOBXGolf.com, organizers announced. Among the coastal courses featured: Kilmarlic Golf Club, Nags Head Golf Links, Currituck Club, The Pointe Golf Club and The Carolina Club.


ShortGolf, which manufactures developmental golf products, will exhibit at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla. ShortGolf’s program builds on the fundamentals of putting, chipping, pitching and full shots to develop playing ability.


Carr Golf, a travel operator that specializes in the British Isles, will exhibit its golf vacations at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla. Carr Golf also will be promoting its new Donald Ross Pro-Am event at the Donald Ross Sportswear booth in the Orange County Convention Center.


Srixon will introduce its sixth generation of the Z-Star Series golf ball in North America on Feb. 1. The Z-Star XV and the Z-Star will be available in white and yellow and retail for $39.99 per dozen.


Ecco will exhibit its footwear at the PGA Merchandise Show in Orlando, Fla., the company announced. Among the Ecco men’s and women’s products to be featured Jan. 23-25 at booth No. 1963 at the Orange County Convention Center will be the recently-launched Biom G3 model.


Puma Golf introduced the surf-inspired Play Loose Collection, which spokesman Rickie Fowler is scheduled to wear at next week’s Farmers Insurance Open in San Diego. The Play Loose line includes apparel, accessories and footwear.


The U.S. Adaptive Golf Alliance will conduct two informational sessions at the PGA Merchandise Show in Orlando, Fla., organizers announced. The USAGA, a nonprofit national group that seeks to raise awareness for disabled golfers, will conduct one-hour interview sessions at 2 p.m. Jan. 23 and 11 a.m. Jan. 24 at booth No. 590 in the Orange County Convention Center.


Inntopia points to Boyne Resorts as an example of how a centralized system for customer relationship management can improve understanding of audiences. The Inntopia Marketing Cloud data help target email campaigns for Boyne, in Boyne Falls, Mich., and other golf facilities. Inntopia will exhibit during the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla., at booth 3013 in the Orange County Convention Center.


Golf Life Navigators will work with Jeff Fleishman to expand its private-club offerings in Virginia, the company announced. GLN helps consumers match their golf and lifestyle preferences with private clubs.


Devereux will introduce its fall collection of men’s apparel at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla. Devereux, a resort-lifestyle brand, will exhibit in booth No. 5955 at the Orange County Convention Center.


The American Junior Golf Association has entered into a five-year deal with Imperial Headwear, organizers announced. The deal includes Imperial’s promotion of its products at more than 200 AJGA tournaments per year plus a title sponsorship of the Imperial Headwear Junior Classic on Aug. 5-8 at DuPont Country Club in Wilmington, Del.


True Linkswear will exhibit its 2019 products, including the Major shoe, at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla. True Linkswear will be based in booth No. 6823 at the Orange County Convention Center.


The Pendulum Pro training aid will be introduced at the PGA Merchandise Show on Jan. 23-25 in Orlando, Fla., organizers announced. The product was designed to teach golfers muscle memory for the proper method for chipping, putting and the initial takeaway move with all clubs. Pendulum Pro will exhibit in booth No. 1191 at the Orange County Convention Center.


January 13-16
Web.com: Bahamas Great Exuma Classic

Sandals Emerald Bay GC, Great Exuma, Bahamas

January 16-19
Women’s amateur: Women’s South Atlantic Amateur

Oceanside CC, Ormond Beach, Fla.

European: Abu Dhabi HSBC Championship

Abu Dhabi (United Arab Emirates) GC

January 17-19
Champions: Mitsubishi Electric Championship

Hualalai GC, Kaupulehu, Hawaii

January 17-20
PGA Tour: Desert Classic

Stadium Course, La Quinta, Calif.

LPGA: Diamond Resorts Tournament of Champions

Four Seasons Golf & Sports Club Orlando, Lake Buena Vista, Fla.

Men’s amateur: Latin America Amateur

Casa de Campo (Teeth of the Dog), La Romana, Dominican Republic

12700 Sunrise Valley Dr, Suite 300, Reston, Virginia 20191
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