The PGA of America is one of the biggest boards of golf in the world, with a massive global presence. But this wasn’t a walk in the park. Countless talented individuals worked through sweat and tears to bring it to the position it is in today. One of the key names includes Jeff Price, the Chief Commercial Officer. Bringing strategy and partnerships on board, Price has turned it into a $1 billion industry leader. However, behind the blinds, there’s another, a quieter figure that shaped the PGA of America.

The star of the show is Glenn Wong. Head of the sports management department at the University of Massachusetts, Wong coached and mentored Price, alongside other peers, bringing forward a revolution in the sporting world. The pair first met when Price attended UMass to earn his Master’s degree. Price was initially intimidated by Wong, as the latter didn’t hesitate to call it the worst cohort in 10 years. However, after Price’s graduation in 1989, their relationship grew stronger as Price chanced upon a caring side of Wong when he served as his graduate assistant.

However, Wong’s real influence on Price’s career and, subsequently, the PGA of America’s future came only when Price began hunting for his first job. The UMass alumna presented his mentor with two career opportunities he had a hard time choosing between. Price shared that Wong spent hours guiding him through his career paths with pointed questions. Ultimately, they settled on the PGA of America. He has held the position for over 11 years now.

“In working through a really important decision in my life, decades after being a student, Glenn took hours and hours with me in getting to the decision,” Price revealed.

It’s safe to say, probably without Wong, we wouldn’t know the PGA of America as we know it today. Even now, Price continues to turn to Wong when he feels stuck in a decision, like old friends. However, Wong influenced the board’s future in more than one way.

Beyond offering career advice, Wong’s guidance shaped Price’s understanding of negotiations, legal frameworks, and leadership, ultimately influencing the trajectory of the PGA of America. Wong brought his experience from his time as President of the Sports Lawyers Association and offered critical insight into the internal operation of the sports industry. His time as an arbitrator of the MLB further deepened his understanding of sports in and out.

Reflecting on Wong’s teachings and his influence, Price added, “Every day coming into class, having to be prepared not knowing what the topic would be and what angle Glenn would look for, really just expanded my thoughts about sports law and the impact of contractual relationships, of risk assessment, of litigation — all the things that have carried through in my career on so many levels. I’ve always felt really comfortable working with legal counsel and attorneys. I credit Glenn for all of that.”

But Wong’s guidance and insightful mentorship weren’t unique to Price. John Martin, NASCAR’s Chief Technology Officer, often credits Wong for his mentorship and assistance in dealing with difficult crossroads. Their relationship matured over frequent phone calls until Martin could look up to Wong whenever a difficult decision would come up.

“I turned to him every time I was in a bind. ‘What do you think? How do I handle this?’ He’d give me his thoughts and he usually would make an introduction to someone who could help. If something was going on, I’d talk to him. Still do,” Martin revealed.

Alongside the PGA of America’s Jeff Price and NASCAR’s John Martin, Wong has mentored countless other individuals. With decades of experience, at 77, Wong has influenced major organisations, including ESPN, MLB, and the NBA. His influence is evident in the rapid growth of the PGA of America as one of golf’s biggest circuits.

Jeff Price’s impact on the PGA of America

The PGA of America’s CTO of 11 years, Jeff Price, has shifted the landscape of the board. Managing one of the biggest golfing circuits, it hosts major championships, including the PGA Championship, Senior PGA Championship, and the Women’s PGA Championship. The company is valued at over $1 billion, while its total revenue was reported at $172 million for the financial year 2024-25. This is a 33% increase from the previous year. The PGA of America owns over $451 million in assets.

Besides the financial front, Price has had a significant impact on its broadcasting as well. Price has been instrumental in establishing and expanding global media relationships with major broadcasters such as CBS, ESPN, and NBC, extending the PGA of America’s reach to over 180 countries.

Moreover, bridging modern-day technology and golf’s traditions, the PGA Championship became the first major golf tournament to be streamed on ESPN+.

Price led the board’s increase in partnership revenue, with reports indicating an 85% growth during his tenure. Besides the financial growth, he also gave incredible amounts back to the community. PGA Hope and PGA Reach are two initiatives that Price has developed over his tenure.

He led a $65 million campaign supporting the PGA of America’s REACH Foundation. Through this foundation, Price has touched the lives of thousands of youth, combining golf development with education and community outreach.

Together, Glenn Wong’s mentorship and Jeff Price’s strategic leadership have not only elevated the PGA of America financially but also strengthened its global influence and community impact. Their combined vision continues to shape the future of golf.