The Pro Shop is making a major move with the launch of a new studio division as the golf-focused media and commerce company moves further into entertainment.
The company is launching Pro Shop Studios, an entertainment studio that will bolster its scripted and unscripted programming. Pro Shop co-founder Mark Olsen will lead the studio, which already has several projects lined up.
These projects include the reboot of PGA Tour event The Skins Game, the upcoming third season of the Netflix documentary go all outand a co-producer role on Adam Sandler's Netflix film Happy Gilmore 2.
"We've always envisioned building a studio that was truly focused on the intersection of golf and culture as part of the broader Pro Shop mission and then doing deals within our Hollywood entertainment deal flow," said Pro Shop co-founder Chad Mumm. Adding, it is our vision to connect golf and the PGA Tour with the greater entertainment community, Happy Gilmore 2 Opportunity is “exactly what we were born to do.”
“Happy Madison reached out to us hoping to help a group of golfers come to the movies and make golf more real,” he added. "I think what Adam (Sandler) is going through (his 2022 basketball film) hustle and bustle And to really make basketball real in that movie, he wanted to bring some of that energy into Happy Gilmore. Obviously, it's a very different tone, but they want the golf to feel very real and they want a lot of current and historical professional golfers to make cameos in the movie. So they asked us to come on board both to help produce the golf and to make sure they could get the golfers to show up. "
The decision to create a dedicated studio came after it became clear that the PGA Tour and golf in general could expand its reach through programming and content outside of tournaments.
"Obviously, there are other things out there - and I use this metaphor too much - but to rock the boat out there, like almost everything we do, it's pushing them out of their comfort zone by design, like the creators Classic, or bringing the skin game back,” Olson said.
Last week, the PGA Tour announced it would expand the Creators Classic into a series of tournaments after testing one last year. In this event, golf YouTubers compete on the same course as professionals. Pro Shop produced the original campaign and will produce the series this year.
Olson said "real world" opportunities and the ability to create new "franchises" represent some of the company's biggest opportunities.
Mumm added that with stars like Stephen Curry and Jason Bettman often talking about their love for golf, the opportunity to work with big names is an area ripe for the company.
"We're looking for projects and developing something with really good talent. Obviously, a lot of celebrities have always played golf, but now they're doing it on Instagram," Mumm said. "So it feels like golf is having its cultural moment. I think there's going to be more scripted opportunities and then, as Mark said, there's a big map for TV events."
Pro Shop was founded last year and raised $20 million from investors including Powerhouse Capital and the PGA Tour. Vox Media veteran Chad Mumm and Olsen are co-founders, along with Joe Purzycki of Puck and David Miller of the PGA Tour .
Pro Shop also said Wednesday it had hired former "E!'s" showrunner KP Anderson. Soupserves as executive producer across projects, Kiley Homan joins as manager of development and studio operations, while Vera Shouse and Rich Patten serve as vice president of production finance and head of post-production.