PGA Tour Appoints Ryan Holcomb as SVP and Head of Original Content

The PGA Tour has appointed former Box to Box Films executive Ryan Holcomb as its new SVP and head of original content, marking a strategic push into sports entertainment and digital media storytelling.

Reporting directly to Luis Goicouria, executive vice president and general manager of PGA Tour Studios, Holcomb will spearhead the organisation’s multi-platform content strategy beyond live tournament broadcasts.

The appointment forms a core pillar of CEO Brian Rolapp’s broader structural overhaul aimed at expanding global fan engagement, modernising media rights architecture, and leveraging premium non-live programming, such as acclaimed co-productions like Full Swing, Chasing Sunday, and Truth or Putt, to build deeper commercial connections and brand equity across key international markets.

Emphasising the commercial and narrative potential of the new leadership role, Ryan Holcomb, noted the unique positioning of golf within the modern sports entertainment ecosystem.

In a formal statement regarding his appointment, Holcomb said: “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.”

“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,” he said.

Holcomb brings extensive industry expertise to the role, having most recently served as head of development at Box to Box Films, the acclaimed production studio behind major sports docuseries including Formula 1: Drive to Survive and Faceoff: Inside the NHL. His professional background also encompasses senior content leadership positions with the World Surf League, Excel Sports Management, STX Entertainment, and Lionsgate.

Operating within the Tour’s enterprise operations division under president Andy Weitz, Holcomb will direct PGA Tour Studios’ creative output to capture wider demographic cohorts, enhance sponsor visibility, and optimise commercial returns ahead of future media rights cycles.

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