Golf Space Collective
As the golf industry continues to show record growth and interest on both the commercial and recreational side, companies and tournaments are looking for ways to reach audiences in spaces traditionally unseen, and golfer-initiated We are starting to rely on agencies. Achieve your goals.
Golf Space Collective is a digital marketing agency founded by Preston McClellan, Micah Griffo, and Bryan Ford. The three realized how much they had worked for each other throughout their careers, and that they had experienced a disconnect when working with agencies that may not really understand the game. During his time on the PGA Tour, McClellan worked with Grifo and Ford on projects ranging from tournament social media to athlete and influencer strategies.
“I've always thought about how much time I spend educating creators about golf,” McClellan said. “Just like you’re a graphic designer and you’ve never played golf before and you’re trying to do this campaign for us, I want to educate you on the nuances of this sport and the PGA Tour. We have to educate.”
McClellan said that led to the core idea of what is now Golf Space Collective: marketing by golfers, for golfers. So in April 2022, after leaving the PGA Tour and working as a private consultant, McClellan teamed up with Grifo and Ford, who were leading a small marketing agency that he founded two months later. A new company has been established. In June.
Since then, Golf Space Collective has worked with some of the most prominent companies in the sport, including the World Golf Hall of Fame, AT&T Pebble Beach Pro-Am, Chevron Championship, and Excel Sports Management, as well as the various tournaments they host.
World Golf Hall of Fame CEO Greg McLaughlin said his relationship with McClellan dates back to his days running the PGA Tour Champions, where he helped bring social media to crowds of 50 or more at tour locations. He said he did. That relationship led the World Golf Hall of Fame to reach out to McLaughlin as it prepared for its first induction ceremony at its new home in Pinehurst, North Carolina.
Mr McLaughlin said having GSC's expertise helped him break through and capture a piece of the pie when it came to social exposure. “The experience and knowledge of the game that they bring is really essential because you have to find something that appeals to traditional golfers and that they're interested in and want to work on and learn a little bit more about.” about. “
McClellan noted that the LPGA Mizuho Americas Open, which is managed by Excel Sports Management, and the agency have worked with the tournament to increase brand awareness in the U.S.'s largest market. Its partners are working with the NBA to ignite the inaugural event with the Larry O'Brien Trophy being held at Liberty National Golf Club near Manhattan.
Earlier this year, GSC acquired Ascend Studios and added golf production veteran Chris Brandt as head of production/event strategy. McClellan said the acquisition will allow GSC to expand its customer base and create a one-stop shop for customers. Brandt noted that the potential for growth comes with the opportunity to do things GSC has not attempted before. He said documentary-style productions are very popular and where there is a “gap in the market” for the product.
“The main goal was for this to become a full-fledged marketing and creative agency,” Brandt said. “When someone comes to us and says, 'I need planning and help with X, Y, and Z,' we can answer all those questions and help them achieve those goals. We can get the staff together.”
McClellan and the team see plenty of opportunities for growth and advancement as the sport gains mainstream exposure through ventures like Top Golf and Netflix's “Full Swing” series. The challenge is to capture customer interest.
“I think there are so many more entry points to golf now than there were in the past,” McClellan said. “And professional golf has a personality that is easy to relate to, the sport is hugely popular across a wide range of age groups…and there is an unprecedented amount of money flowing into the professional game. That money will be used for product marketing and product improvement.”
