The PGA of America has hired former Topgolf Chief Operating Officer (COO) Craig Kessler for the role of COO.
PGA published a press release announcing the addition of Kessler to its ranks on Wednesday, February 8.
The new COO will be based at the newly built PGA Frisco, which is now the headquarters of the PGA of America.
Kessler also served as Head of Emerging Concepts at Topgolf from 2016 to 2021, the press release said. After leaving Topgolf, Kessler served as CEO of Buff City Soap, a Dallas-based experiential retail company, where he grew the company from 100 to 260 locations in 32 states since he took over.
“I always admired Craig’s knowledge and love of the game, appreciated his partnership while he was at Topgolf and was thrilled when his name surfaced through the search committee,” PGA of America CEO Seth Waugh said, according to the PGA’s press release.
“We are all grateful that he is excited to bring his passion and expertise back to the game and our Members. For the first time in history there are now more off-course golfers than on-course, so his track record of innovation and growth has never been more relevant or welcome,” Waugh continued.
Kessler, who received an MBA from Harvard Business School, started his career at McKinsey & Company, a management consulting firm that operates worldwide. He then worked in the private equity space before joining Topgolf full-time in 2016.
He oversaw Topgolf’s massive growth, growing the company from 25 to 70 venues and 25,000 employees, the press release noted.
Topgolf was eventually fully acquired by Callaway Golf, completing the merger in 2021. In light of its new holdings, Callaway then changed its name to Topgolf Callaway brands in late 2022.
In the PGA announcement, Kessler spoke highly of his new organization.
“PGA Professionals have had a significant impact on my life,” said Kessler, as per the release. “They’ve taught me, my wife, and our boys how to play the game we love. The opportunity to play a part in helping the PGA of America serve our Members and grow the game is both exciting and meaningful.”
During his time at Topgolf, Kessler was the primary point of contact between the company and the PGA of America, which had 60 PGA Professionals on its staff.
The PGA of America vetted 20 applicants before deciding on Kessler, according to former President M.G. Orender, who led the search committee.
“Each of the finalists was exceptional, but Craig uniquely possesses all the elements we were looking for. He had been COO and presided over the exponential growth of Topgolf,” Orender said in the press release.
“He then gained valuable experience at Buff City Soap bringing multiple operating teams across several office locations together under one roof while launching a very successful culture rebuild,” the president noted. “He also committed to go through PGA Education to fully understand what our Members experience. Craig brings the total package,”
