PGA Tour Taps Ryan Holcomb to Lead Original Content (Exclusive)

The PGA Tour is pushing further into entertainment, bringing on Ryan Holcomb to serve as the golf organizer’s senior VP and head of original content.

Holcomb was most recently head of development at Box to Box Films, the studio behind shows like Formula 1: Drive to Survive and Faceoff: Inside the NHL, and previously worked in content at World Surf League, Excel Sports Management, STX Entertainment and Lionsgate.

At the PGA Tour he will be tasked with helping to develop and drive the Tour’s content beyond the live competitions, including through its PGA Tour Studios content team. Holcomb will report to Luis Goicouria, executive VP & GM of PGA Tour Studios.

Holcomb joins the Tour as it leans farther into media, both on and off the course. PGA Tour CEO Brian Rolapp, who previously led the NFL’s media business, is overhauling the structure of the Tour’s events with future media deals in mind. Rolapp’s media background has been useful as the Tour seeks new ways to engage with fans through premium programming.

At the same time, there is a growing awareness that other forms of content are needed to help grow fandom around the sport. That’s where PGA Tour Studios and its original content come into focus, with originals and co-productions like Full Swing, Chasing Sunday, and Truth or Putt.

PGA Tour Studios sits within the Tour’s enterprise operations division, led by president Andy Weitz, alongside marketing, technology, investor relations and board administration.

“The PGA Tour provides an unmatched opportunity to tell stories that deepen the connection between fans and players, while highlighting the incredible competition that defines this sport,” said Holcomb in a statement. “I’m excited to help build on that foundation by developing original content that showcases the personalities, competition and culture of golf in new and compelling ways, reaching audiences wherever they engage with sports and entertainment.”