The “OG Insta Golf Girl” and Chad Mumm are looking to change golf media with their new partnership.
You probably know Paige Spiranac from her Instagram page. The “OG Insta golf girl” went from aspiring professional athlete to the sort of influencer you now see everywhere on IG, hawking everything from new skincare to athleisure wear to frozen pizza and everything in between. If you can buy it, there’s an influencer on Instagram promoting it. But Spiranac has always been a little bit different. Unfortunately, she quickly became known more for her good looks and flirtatious content than her knowledge of the game she was promoting. The Internet is an unforgiving, often extremely cruel place, and Spiranac was quickly pigeonholed into a box by a majority of golf’s bro-centric culture. That’s not to say she wasn’t posting revealing photos with the purpose of garnering attention, but there was far more to her brand than most were willing to credit her for. Anyone paying attention knew that Spiranac brought more to the table.
She was and remains a pioneering golf creator, more aligned with someone like Grant Horvat or the Bryan Bros. than a traditional influencer. She just happened to be a charming woman, too. This potential as a content factory was something Chad Mumm and his team at Pro Shop recognized early on, hiring Spiranac as an on-course commentator for the 2025 Creator Classic at TPC Sawgrass. Late last month, Pro Shop and Spiranac made their collaboration long-term, announcing Paige Co., a new arm of the ever-expanding company aimed at elevating the golf influencer’s brand to even more places. On the heels of the announcement, we caught up with the duo to discuss how the partnership came to be, and what we can look forward to as Paige Co. begins to unveil its original content.
This interview has been edited for length and clarity.
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Boardroom: Let’s talk about the name, Paige Co. It’s simple and to the point. I love it.
Paige Spiranac: Yeah, I’m so excited for this opportunity. It’s been something that we’ve wanted to do for a while, but at the same time it just came together so quickly, and I think that just speaks to the synergy that I have with Pro Shop. It just made so much sense. We had so much creativity going on with the ideas that when it came to the name, we were like, let’s keep it simple.
Chad, I know that the company has hired Paige to do a number of things over the years. Why is now the right time to solidify the relationship with a new venture?
Chad Mumm: We’ve built a bunch of amazing platforms at Pro Shop, and we have all this great infrastructure in place that was always intended to support multiple brands. On the media side, we have Skratch and GolfWRX. On the commerce side, we have Sugarloaf Social Club, and then our studios business supports everything from the Creator Classic to “Full Swing” to “Happy Gilmore 2” to the Skins Game as well. The idea of taking all of that infrastructure and using that as the foundation for a singular talent and creator in Paige was always in the back of our minds for something we could do. But it took the right person in Paige for us to be like, now is the time to jump in. Paige stands apart from all the other golf creators out there.
She’s not only the original and probably the first, but she has so much to offer and has been doing all of it herself. With our infrastructure and the resources that we have to pour gas on all of her biggest ideas, that’s why Pro Shop was created. It really was a no-brainer. Getting to know her, doing the Creator Classic, she leaned into being a great partner more than almost anybody else. I heard Brian Rolapp say the other day that to be successful in the sports business, you need great partners. Paige, from the first thing we ever did with her, she was a great partner. The idea is that this infrastructure we built could be handed to her and she can run with her biggest ideas. That’s the whole point of what we’re trying to do.
Paige, what makes Pro Shop the ideal partner for expanding your brand? And since you’ve been DIY for so long, was there any hesitancy in involving outside parties?
PS: Chad stated it perfectly. They have built such a powerful platform that I will finally be able to have a supportive team around me to make all of my craziest ideas come true. It’s so exciting because I have been doing this by myself for such a long time, and I’ve seen success by doing so, but I’m looking toward the next 5, 10, 15, 20 years of my career. I just needed a team around me, and there was really no one else that could make this happen in a way that’s authentic to what I’ve built. When I was going through these discussions with the Pro Shop team, they made it clear they didn’t want me to change. That was so nice to hear. They want me to be myself and to approach the content in the way that I have in the past, but we’re just doing it in a very elevated way. It made me feel very supported and that Pro Shop is the perfect home for me to get to that next level with my career.
The internet can be a pretty awful and unrelenting place. Was part of this deal to show the dimensionality of your work, especially when certain communities try to paint you as one particular thing?
PS: Unique situations can fuel us in new ways. When I first started doing this, it was out of necessity to have some financial support to pay for my golf career. During that time, I found a real deep love for creation. Over the past 10 years, I do feel like I’ve put my guard up a little bit more and I’ve protected myself. I don’t think that I’ve decided to do this deal or to work with Pro Shop to validate myself in any way. It’s more to fulfill me creatively, which is something that I don’t think I’ve been able to do for the last couple of years because I’ve been so worried by outside opinions or voices on the internet or the perception of who I am. You can get really inward and start to question yourself, and start to overthink the things that you post or create.
I just felt very stuck — on an island — because I do everything myself. When you’re sitting in a room, and it’s just you and your camera selfie style, the juices aren’t flowing. That’s what has really fueled my motivation recently. The reason why I wanted to do this deal was all creatively and to get back to what gave me so much love and joy within this career: content creation and making people happy. I also get to put my producer hat on, which was something I was also really excited about with this partnership. Not only are we creating shows for myself and content for myself, but we’re also talking about new ideas that we can create that I might not be forward-facing on. I can let my ideas flow. I feel like I am just packed with all these really great ideas that I want to explore, and now we’re able to do that. But yes, the internet can be a hard place to live a life on and have a job, but what I like to do is make people happy and make people smile. I feel like I can do that even more with this partnership.
Chad, has Pro Shop started to figure out the cadence of the way that Paige’s projects will be unveiled?
CM: The first thing you’re going to see from us is going to be creative work. It’s going to be a new show and a new series — a united brand. But we’ve got way more ambition than just that. This encompasses everything from Paige’s talent, to Paige as an executive producer, to Paige as a product designer. The first thing you’ll see from us is probably something on the creative side in the next couple of months.
Anything else you want golf fans to know about the partnership?
PS: Be on the lookout. We have a lot of content and new exciting ideas coming very soon.
CM: I do think this is a pretty pioneering partnership when you look at the creator ecosystem, not just in golf, but across the landscape of Hollywood and the sports business. It’s what I think a modern media company or a sports media company has to understand and has to do. We’re excited to be on the bleeding edge of this and couldn’t pick a better partner than Paige.
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