Media & Entertainment
PGA Tour Superstore Names Troy Rice As New CEO As Expansion Continues
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Published in Food and Wine on Tuesday, July 29th 2025 at 11:28 GMT by Forbes🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
The hiring of Troy Rice comes as PGA Tour Superstore pursues ambitious expansion plans to grow the company to more than 100 locations over the next two years.
PGA Tour Superstore Appoints Troy Rice as New CEO Amid Ongoing Expansion Efforts
In a significant leadership transition that underscores the company's ambitious growth trajectory, PGA Tour Superstore has named Troy Rice as its new Chief Executive Officer. The announcement, made on July 29, 2025, comes at a pivotal moment for the golf retail giant, which continues to expand its footprint across the United States. Rice, a seasoned retail executive with a proven track record in scaling operations and enhancing customer experiences, steps into the role as the company navigates a booming golf market fueled by post-pandemic enthusiasm for the sport.
PGA Tour Superstore, a subsidiary of Golf & Tennis Pro Shop, Inc., has established itself as the premier destination for golf enthusiasts, offering an extensive range of equipment, apparel, accessories, and services. Founded in 2003, the chain has grown from a single location in Myrtle Beach, South Carolina, to a nationwide network of over 60 stores, with plans for further expansion. The company's unique partnership with the PGA Tour lends it an air of authenticity and exclusivity, allowing it to host in-store events, fittings, and clinics that draw in both amateur players and professionals. This retail model combines brick-and-mortar presence with a robust online platform, catering to the evolving needs of modern consumers who seek personalized shopping experiences.
The appointment of Rice follows the tenure of Dick Sullivan, who has served as CEO since 2012 and played a instrumental role in transforming PGA Tour Superstore into a dominant force in the golf retail sector. Under Sullivan's leadership, the company experienced exponential growth, including strategic acquisitions and the opening of numerous new stores in key markets. Sullivan will transition to the role of Executive Chairman, where he will continue to provide guidance on long-term strategy and board matters. In a statement, Sullivan expressed enthusiasm about Rice's appointment, noting, "Troy's deep expertise in retail operations and his passion for innovation make him the ideal leader to guide PGA Tour Superstore through its next phase of expansion. His vision aligns perfectly with our commitment to delivering exceptional value to golfers everywhere."
Troy Rice brings a wealth of experience to his new position. Prior to joining PGA Tour Superstore, Rice held executive roles at several prominent retail organizations. Most notably, he served as President of Global Operations at Dick's Sporting Goods, where he oversaw supply chain management, store operations, and e-commerce initiatives. During his time there, Rice was instrumental in driving digital transformation efforts that boosted online sales and improved inventory efficiency. Earlier in his career, he worked at Target Corporation, contributing to the expansion of their sporting goods division. Rice's background also includes stints in the outdoor and recreational sectors, giving him a nuanced understanding of consumer trends in active lifestyles. A graduate of the University of Minnesota with a degree in business administration, Rice is known for his data-driven approach and ability to foster high-performing teams.
The timing of this leadership change is particularly noteworthy as PGA Tour Superstore pushes forward with its expansion plans. The company recently announced intentions to open at least 10 new stores in 2025, targeting underserved markets in the Midwest, Southwest, and Pacific Northwest. These new locations will feature state-of-the-art amenities, such as advanced golf simulators, custom fitting bays, and interactive putting greens, designed to create an immersive shopping environment. This expansion is part of a broader strategy to capitalize on the surge in golf participation, which has seen a remarkable uptick since 2020. According to industry reports, golf rounds played in the U.S. have increased by more than 20% in recent years, driven by younger demographics and a growing interest in outdoor activities.
Rice's vision for the company emphasizes innovation and customer-centric growth. In his first comments as CEO, he highlighted the importance of blending physical retail with digital enhancements. "Golf is more than a sport; it's a community and a lifestyle," Rice said. "At PGA Tour Superstore, we're committed to making the game accessible and enjoyable for everyone, from beginners to seasoned pros. Our expansion isn't just about opening more doors—it's about creating spaces where people can connect, learn, and improve." He outlined plans to invest in technology, such as AI-powered fitting tools and augmented reality apps that allow customers to visualize equipment in real-time scenarios.
This move also reflects broader trends in the retail industry, where companies are adapting to a hybrid model that integrates online and in-person experiences. The golf sector, in particular, has benefited from high-profile events like the PGA Tour's LIV Golf merger discussions and celebrity endorsements, which have broadened the sport's appeal. PGA Tour Superstore's partnership with the PGA Tour provides a competitive edge, enabling exclusive merchandise and promotional tie-ins that differentiate it from rivals like Golf Galaxy or independent pro shops.
Industry analysts view Rice's appointment as a strategic fit for PGA Tour Superstore's goals. "Troy Rice has a history of turning retail challenges into opportunities," noted retail consultant Sarah Jenkins of Jenkins Advisory Group. "With golf's popularity at an all-time high, his operational expertise could accelerate the company's growth while navigating supply chain complexities and economic uncertainties." Indeed, the company has faced headwinds such as fluctuating equipment costs and competition from online giants like Amazon, but its focus on experiential retail has helped maintain customer loyalty.
Looking ahead, PGA Tour Superstore under Rice's leadership is poised to explore international opportunities, potentially entering markets in Canada or Europe where golf is gaining traction. Domestically, the emphasis will be on sustainability, with initiatives to promote eco-friendly products and reduce the environmental impact of store operations. Rice has also signaled interest in community outreach programs, such as youth golf clinics and partnerships with local charities, to foster the next generation of players.
The expansion continues apace, with recent store openings in cities like Denver and Austin drawing large crowds and positive reviews. These locations exemplify the company's modern approach: spacious layouts with dedicated areas for women's and junior golf sections, reflecting the sport's diversifying participant base. Women now account for a growing percentage of golfers, and PGA Tour Superstore has responded by curating specialized apparel and equipment lines.
Financially, the company remains robust, backed by its parent entity and private equity support. While specific revenue figures are not publicly disclosed, industry estimates suggest PGA Tour Superstore generates hundreds of millions in annual sales, bolstered by a loyal customer base and strong holiday performance. The CEO transition is expected to inject fresh energy into these efforts, ensuring the brand stays ahead in a competitive landscape.
In summary, Troy Rice's appointment as CEO marks a new chapter for PGA Tour Superstore, one defined by innovation, expansion, and a deep commitment to the golfing community. As the company builds on its legacy, it stands ready to meet the demands of a dynamic market, inspiring more people to pick up a club and hit the links. With Rice at the helm, the future looks bright for this retail powerhouse, promising continued growth and enhanced experiences for golf lovers nationwide.
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