Pro Shop, a golf media and commerce company, has formed a long-term joint venture with golf influencer and former professional golfer Paige Spiranac. The partnership, named Paige Co., will develop new digital content series, branded products, and consumer businesses across the lifestyle, golf equipment, and consumer goods categories.

Under the agreement, Pro Shop will provide production, distribution, sales, merchandising, and commercial support for the venture. Spiranac will take an equity stake in Pro Shop and serve as a strategic partner, in addition to working as on-camera talent, producer, and creative collaborator.

“Paige is truly a one-of-a-kind creator who has become one of the most engaging and authentic voices in the sport,” said Chad Mumm, co-founder and president of Pro Shop. “As golf continues to gain cultural momentum with younger, digital-first audiences, Paige Co. allows us to create new and exciting content franchises and consumer products that reflect how modern fans engage with golf today.”

Spiranac’s Expanding Executive Footprint

The Paige Co. deal is the latest in a series of strategic moves by Spiranac beyond traditional influencer work. In June 2025, she joined the front office of Grass League, a par-3 golf competition, where she assumed responsibilities across brand development, digital marketing, fan engagement, and talent acquisition. She had previously worked with the league as a social media correspondent.

Spiranac has also expressed broader ambitions within golf leadership, including an interest in eventually becoming a commissioner of a golf tour.

“I’ve spent years developing a direct relationship with my audience and understanding exactly what resonates,” Spiranac said of the Pro Shop venture. “Paige Co. allows me to step into a true ownership role, not just as talent, but as a creator, producer, and entrepreneur.”

Pro Shop’s Broader Strategy

Pro Shop was founded in 2023 by former executives from Vox Media, Puck, and the PGA TOUR. The company produces the Netflix series “Full Swing,” co-produced “Happy Gilmore 2,” and operates digital media brand Skratch and golf commerce brand Sugarloaf Social Club. It also recently acquired GolfWRX and signed a media and licensing agreement with the LPGA.

Additional details about Paige Co. are expected in the coming months.