How This Entrepreneur is Bringing Golf Again into | International Market Information
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Golf is a sport with deep custom, nevertheless it’s not precisely identified by casuals for heart-pounding pleasure. For a lot of, the phrase conjures photos of unique nation golf equipment, crisp polo shirts and a cold Arnold Palmer — not the sort of high-energy spectacle that retains followers on the sting of their seats.Chad Mumm, govt producer of Full Swing, founder of Professional Store and bonafide golf nut, is nicely conscious of this enduring image downside.”I think golf has traditionally been seen as a gentleman’s game, often associated with wealth,” Mumm says. “There’s also been a perception that professional golfers are either robotic or just plain boring.”
Given these associations, golf won’t appear the plain selection for a hit Netflix docuseries. But, that is exactly what Mumm has delivered with Full Swing. Now getting into its third season, Full Swing gives an immersive look inside the world of skilled golf, very like Drive to Survive did for F1. This similarity is not coincidental. Mumm credit a lot of the success of the show to his collaboration with Drive to Survive creators Paul Martin and James Reese, founders of Field to Field Movies.
“They’re not huge golf fans,” Mumm says, “but they know how to engage viewers and draw them in.”He believes that revealing the inside workings of any professional sport makes for compelling storytelling, regardless of people’s preconceived notions. In truth, Mumm thinks the public’s notion of golf as “boring and slow” labored within the show’s favor, because it made the intimate moments with athletes all of the more stunning.”You want to create a show that appeals to a broad audience, not just die-hard golf fans,” he says. “This show is for people who love reality TV or captivating sports documentaries.”Associated: Two Knicks and a Businessman Stroll Into a Studio — And Flip Their Facet Hustle Into a Booming Enterprise. Here is How They Did It
That being stated, there’s a quickly growing viewers for golf content material, which Mumm attributes to COVID-19 when many people picked up a membership for the primary time. The game has gained traction on platforms like YouTube and Instagram, with unbiased creators main the best way. It is now experiencing a cultural renaissance, with celebrities embracing golf publicly on social media.On high of that, golf’s by no means been simpler to strive. From hitting balls on a digital simulator to hitting up your native High Golf, the game is more accessible than ever to the common individual. As a result of of this, the viewers for golf is more and more various, one thing Mumm believes is “healthy” for the sport. It additionally means the circumstances for golf content material have by no means been higher, and Mumm is able to capitalize.His company, Professional Store, just lately introduced a new studio division, which can co-produce the upcoming Adam Sandler movie “Happy Gilmore 2″, a sequel to what’s inarguably probably the most iconic golf film of all time. Season 3 of Full Swing begins with an unique behind-the-scenes look into the manufacturing of the film.”The season opens with golfers, usually seen competing in tournaments, stepping into acting,” Mumm shares.Learn Extra: ‘Authenticity is Key’: How Two-Time NBA Champion Jrue Vacation is Prioritizing Psychological Health and Vogue With RhoneAccording to him, Sandler wished the sequel to his legendary 1996 comedy to really feel more genuine to the sport it was representing. This resulted within the legendary comedian writing in “27 cameos” of skilled golfers, talking traces and all, earlier than even reaching out to them to see in the event that they have been .”Getting all the golfers together on set at the same time was a challenge, but it was an easy sell,” Mumm says. “These guys grew up watching Happy Gilmore and love the movie.”He believes viewers can be stunned that these aren’t simply small cameos.”The golfers have lines, perform stunts, and wear full wardrobe,” Mumm shares. “They play pivotal roles throughout the film, and they had a blast.”Picture Credit score: Full SwingSeeking to capitalize on the cultural momentum, Professional Store is launching The Self-importance Index, a new podcast hosted by Mumm and Bachelor Nation fan-favorite Wells Adams. The show unpacks the ever-expanding crossover between Hollywood and golf, offering behind-the-scenes moments from Full Swing’s latest season, celeb golf tales, and debates on which A-listers are inflating their handicap.This sort of cross-promotion aligns with Mumm’s bigger imaginative and prescient for his golf ventures. His holding company, Professional Store Holdings, spans every part from content material to commerce.
“We’re building a universe where golf is more than just a sport — it’s a lifestyle,” Mumm says.Beginning a company from scratch is no simple feat, however Mumm takes on the problem with over a decade of expertise at Vox, the place he helped form the digital media powerhouse.”Vox was great at setting the standard, making sure their brands were best-in-class without compromising just because they were digital,” says the Professional Store founder. “That relentless commitment to quality storytelling set a high bar, and I’ve carried that with me to Full Swing.”Learn Extra: From Hollywood to Harvest — How Zooey Deschanel is on a Mission to Make Recent Produce Extra Accessible
He credit Vox CEO Jim Bankoff as a key mentor, educating him how to “build a company that lives up to dream job expectations” and “be extremely aggressive at winning your category.”With the Netflix show in Full Swing (get it?) and the upcoming Blissful Gilmore sequel, golf followers are in a golden age of content material.”The entire pop culture ecosystem is shifting towards golf,” Mumm says. “Pro Shop is designed to be the center of that universe, especially for the next generation of golfers.” Suffice it to say, the golf green seems to be greener than ever for golf fans.
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