It appears “Full Swing” was just the beginning of Chad Mumm’s foray into golf.
The executive producer of the popular Netflix series, alongside former Puck CEO Joe Purzycki, has founded a new golf venture named Pro Shop. The entity has $20 million in funding, led by Powerhouse Capital, and also has the support of the PGA Tour, who will serve as minority owners in the new company.
“The success of ‘Full Swing’ is confirmation of golf’s loyal and massive following,” said Mumm, who will serve as president of Pro Shop. “Combined with last year being the second-highest year ever for golf participation and the expansion of golf into the cultural zeitgeist, it’s clear that the sport is having a moment. Pro Shop’s goal is to captivate fans of the game everywhere and foster new ones. Golf is universal and the opportunity to further expand upon the PGA Tour’s vast storytelling potential couldn’t be more exciting.”
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Pro Shop will become the Tour’s preferred partner for entertainment projects, have access to highlights and archival footage from Tour events and also acquire Skratch, the social media brand launched by the Tour. A seat on the Pro Shop board is also reserved for the Tour. The company will have offices in Los Angeles, New York and Ponte Vedra Beach, Florida. Skratch will be based at the new PGA Tour Studios in Ponte Vedra Beach, which are scheduled to open in January 2025.
“There is some similarities in our relationship as a preferred partner for Hollywood projects for the Tour that is not dissimilar from the NFL’s relationship with Skydance,” Mumm said to the Hollywood Reporter. “Now obviously, everything with the NFL is on a different scale, but I think the Tour recognizes that they don’t have that expertise in Hollywood.”
Season two of “Full Swing” dropped this week on Netflix to mixed reviews. As Golfweek’s Adam Schupak said in his review of the series, season two was better than season one, but still missed the mark in some key areas. Despite his new role with Pro Shop, Mumm will continue to serve as the executive producer of “Full Swing.”