What Pro Shop does

Pro Shop Holdings, Inc. is a privately held, New York-based golf media and commerce holding company that owns and operates a portfolio of category-leading sub-brands covering the full golf media ecosystem. The portfolio includes Skratch (digital lifestyle media and original video such as "Adventures in Golf"), GolfWRX (the world's largest online golf community, founded 2005, with over 2 million monthly readers, equipment reviews, forums, and free classifieds, acquired by Pro Shop in July 2025), Sugarloaf Social Club (golf lifestyle commerce and merchandise), Pro Shop Studios (entertainment production, including executive production of the Netflix series Full Swing, co-production of Happy Gilmore 2, and co-production of the revived Skins Game on Amazon Prime Video), and the Paige Co. joint venture formed in February 2026 with influencer Paige Spiranac to develop talent-led content and consumer brands. The company serves golf consumers, brand advertisers, and entertainment distribution partners (Netflix, Prime Video, PGA TOUR Studios).

Pro Shop monetizes through four revenue streams: advertising and branded content on owned media properties; event sponsorships tied to tentpole productions (e.g., The Capital One Skins Game); branded consumer e-commerce via Sugarloaf Social Club and Paige Co. consumer products; and content production and licensing in collaboration with distribution partners. Pricing is quote-based for advertisers and brand partners (contact [email protected]); the corporate site does not process transactions. The company is direct-to-consumer in its branded commerce motion and B2B in its advertising, sponsorship, and licensing motions.

The company is led by four co-founders — Joe Purzycki (CEO, ex-Puck Media), David Miller (COO, ex-PGA Tour), Chad Mumm (President, ex-Vox Media Studios), and Mark Olsen (EVP, Pro Shop Studios, ex-Vox Media Studios) — and is supported by roughly 20 additional senior leaders across sales, commerce, production, media strategy, social, product, and operations. In March 2024 Pro Shop raised $20 million led by Powerhouse Capital with Elysian Park Ventures, Gametime Capital, Marquee Ventures, PGA TOUR, and Phoenix Capital Ventures; the PGA Tour subsequently disclosed a 27% minority equity stake, and Paige Spiranac took an equity stake as part of the February 2026 Paige Co. formation.

Name

Pro Shop

Legal name

Pro Shop Holdings, Inc.

Website

https://proshop.inc

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Pro Shop Holdings is a New York-based golf media and commerce platform that owns and operates Skratch, GolfWRX (2M+ monthly readers), Sugarloaf Social Club, Pro Shop Studios, and the Paige Co. joint venture, serving golfers, brand advertisers, and entertainment distribution partners across advertising, sponsorships, e-commerce, and content licensing.

Ownership category

akta.pro rank

Product category

Golf Media and Commerce

NAICS

Hobby, Toy, and Game Retailers (45912), Sporting Goods Retailers (45911), Hobby, Toy, and Game Retailers (459120), Sporting Goods Retailers (459110)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf Balls Retail (CRAMAGAB), Golf Bags, Carts & Travel Gear Retail (CRAMAGAC), Golf Clearance, Used & Trade-In Retail (CRAMAGAL), Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Golf media publishing
• Digital content production
• Sports lifestyle commerce
• Branded content advertising
• Entertainment studio services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Advertising and branded content: Monetization through advertising, branded content, and event sponsorships on owned golf media brands (Skratch, GolfWRX, Sugarloaf Social Club). Connects brand partners with millions of passionate golfers.
2. Event sponsorships: Revenue from entitlement and event sponsorships tied to tentpole productions such as The Capital One Skins Game on Prime Video.
3. Branded consumer products and e-commerce: Lifestyle commerce and consumer goods revenue through Sugarloaf Social Club merchandise/accessories and Paige Co. branded products across lifestyle, golf equipment, and consumer goods categories.
4. Content production and licensing: Revenue from co-production of premium scripted and unscripted golf content (e.g., Happy Gilmore 2, The Skins Game) in collaboration with partners like PGA TOUR Studios and Prime Video.

Go-to-market motion1 record

Core offering

Pro Shop Holdings owns and operates a portfolio of golf-focused media brands and commerce properties, including Skratch (digital lifestyle media), GolfWRX (online golf community and gear publishing), Sugarloaf Social Club (lifestyle merchandise), and Pro Shop Studios (entertainment production services). The company monetizes this audience and content engine through advertising, branded content production, event sponsorships, content licensing, and direct-to-consumer e-commerce.

Product overview

Pro Shop Holdings, Inc. operates as a platform-plus-brands architecture in the golf media, culture, and commerce space rather than a single unified product. The parent company, Pro Shop Holdings, owns and operates a portfolio of sub-brands that together cover the full golf media ecosystem: Skratch delivers digital lifestyle and video storytelling, GolfWRX serves as the world's largest online golf community (equipment reviews, forums, classifieds), and Sugarloaf Social Club provides lifestyle commerce and a curated community presence. Pro Shop Studios is the core entertainment production division producing premium scripted and unscripted content, including the Netflix series Full Swing, the co-produced film Happy Gilmore 2, and the revival of The Skins Game on Prime Video. The newer Paige Co. entity is a long-term joint venture with Paige Spiranac that pairs talent-led content with Pro Shop's production and commercial infrastructure to build scalable golf-media and consumer-product franchises. The PGA Tour also holds a 27% ownership stake in Pro Shop Holdings.

Differentiator

Problem solved

Functional benefit

Brands

• Skratch: Digital media and lifestyle brand dedicated to golf culture, style, and storytelling, including the video series 'Adventures in Golf.'
• GolfWRX
• Sugarloaf Social Club
• Pro Shop Studios
• Paige Co.

Products and services

• Skratch A digital golf lifestyle media brand owned and operated by Pro Shop, producing editorial and video content targeting golf enthusiasts; monetized through advertising, branded content, and sponsorships.
• GolfWRX An online golf community and equipment publishing platform acquired by Pro Shop, providing gear reviews, discussion forums, and enthusiast content; monetized through advertising and commerce partnerships.
• Sugarloaf Social Club A direct-to-consumer lifestyle merchandise brand under Pro Shop, selling golf-lifestyle apparel and goods alongside live event activations.
• Pro Shop Studios An in-house entertainment production studio arm of Pro Shop that produces long-form documentary content and branded entertainment for streaming partners and brand clients.
• Paige Co. A joint venture between Pro Shop Holdings and Paige Spiranac producing talent-led content and consumer products in the golf lifestyle category.

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Topgolf Callaway Brands: Dominant publicly-traded golf equipment and entertainment conglomerate combining Callaway, Topgolf, and TravisMathew. Comparable as a broader incumbent operating across golf equipment, lifestyle apparel, and entertainment — overlapping with Pro Shop's commerce and entertainment ambitions but at vastly greater scale.
• PGA Tour: The governing body and primary rights-holder of professional golf in the U.S. and a 27% equity holder in Pro Shop Holdings. Comparable as the controlling producer of marquee live golf content and the strategic counterparty whose distribution decisions shape Pro Shop Studios' IP pipeline.

Direct peers

• Whistle Sports: Sports-focused digital media company producing short-form video, social content, and branded entertainment around athletes and creators. Comparable to Pro Shop Studios' advertiser-supported, talent-led content model targeting sports audiences.
• GOLF.com / GOLF Magazine: Largest dedicated golf editorial destination in the U.S., operating under 8AM Golf. Directly comparable as a golf-focused digital media and publishing brand competing for the same advertising and branded-content dollars as Pro Shop's GolfWRX and Skratch brands.
• Dude Perfect: Sports-adjacent content-and-commerce media brand with a multi-platform video audience and merchandise business. Comparable to Pro Shop's Skratch/Paige Co. combination of talent-led storytelling, lifestyle branding, and consumer product monetization in a sports vertical.
• Barstool Sports: Digital-first sports and lifestyle media company built around content, personality-led brands, and commerce. Comparable to Pro Shop in its blend of editorial video, social distribution, talent-led brands, and lifestyle merchandise — a similar content-to-commerce playbook.
• Vox Media Studios: Premium documentary and entertainment production arm of Vox Media and prior employer of Pro Shop founders Chad Mumm and Mark Olsen. Closely comparable as a premium sports/entertainment co-production studio that builds flagship series for Netflix, Prime Video, and other streamers.
• Puck News: Subscription-supported, vertical digital media company founded by Pro Shop CEO Joe Purzycki. Closely comparable as a personality-anchored, premium-media business model that Purzycki has now extended into the golf vertical via Pro Shop.
• The Athletic: Subscription- and advertising-supported vertical sports media platform built around premium editorial and community. Comparable as a sports-vertical media business pursuing audience depth, brand partnerships, and commerce adjacencies — a model Pro Shop is replicating for golf specifically.

Emerging players

• WHOOP: Athletic-performance brand that has built an athlete-talent-driven content and lifestyle commerce ecosystem around a niche sports vertical. Comparable as a sponsor and cultural partner to athletes and sports properties — a model increasingly relevant to Pro Shop's talent-and-brand commerce thesis.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SkratchTV
• LinkedInlinkedin.com/company/pro-shop-inc
• Instagraminstagram.com/skratch

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pro Shop