The Pensy Bio
With over 23 years of experience at the intersection of media, sports, technology, and gaming, I am a results-driven executive passionate about forging innovative partnerships, driving strategic growth, and creating impactful content experiences.
In my role at Troon, I develop, secure, and activate high-value partnerships with industry leaders and emerging brands, leveraging Troon’s unparalleled reach—over 15 million rounds of golf played annually—to connect the right partners with the right audience. I specialize in creating and executing data-driven marketing programs that forge strategic alliances with both endemic and non-endemic companies looking to engage Troon’s influential audience.
As the primary point of contact for new and existing partnerships, I cultivate strong relationships with key decision-makers, negotiating and closing deals that deliver significant ROI for both Troon and our partners.
The Pensy Story
I never envisioned a career in golf. After nearly two decades in sports, media and technology, my path took an unexpected turn while leading strategic partnerships at PointsBet. That’s when I met Troon’s CEO, Tim Schantz, and EVP of Global Sales and Marketing, Kris Strauss. Through collaboration, we forged an exclusive partnership between PointsBet and Troon, unlocking a range of database marketing opportunities and VIP event activations.
Even then, I recognized Troon’s immense value and reach. But it wasn’t until I joined the company in the spring of 2023 that I truly grasped its potential to connect brands with golfers, courses, and industry professionals in a way few others could. I see Troon as a sleeping giant in golf marketing. While brands investing in golf often focus on major golf tournaments, broadcast and legacy golf media, or social influencers, Troon offers something unique – the ability to engage directly with core golfers and those shaping the sport.
Whether it’s private club members, resort guests, daily-fee players, or off-course enthusiasts through platforms like Golfzon Social, Troon provides a direct and authentic connection. A key part of my role is shifting perceptions. Many still see Troon solely as a premier golf course management company, but we are so much more.
Every day presents an opportunity to showcase how Troon can be a dynamic marketing and brand extension platform – helping partners build engaging campaigns, bespoke golf events, create and manage professional tournaments, expand into racquet sports like tennis, pickleball, and padel, and ultimately deliver measurable ROI.
It’s an exciting time to be at the intersection of golf and brand management, and I look forward to continuing to unlock new possibilities for partners who want to connect with this incredible audience.
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What elevates Troon as a key golf brand?
Troon stands out as the world’s largest golf management company, overseeing premium golf courses and resorts globally.
Our reputation for superior course conditions, exceptional service, and innovative club management makes us a leader in the industry.
In your position how do you go about providing the foundation for any potential business relationship?
By aligning brand partners with Troon’s vast network of golf properties and engaged members, ensuring shared values, audience synergy, and a customized approach that delivers measurable ROI.
What specifically do companies get from the connection to Troon?
Access to a premium golf audience, exclusive brand integration opportunities, and customized marketing activations that enhance visibility and customer engagement within a highly desirable demographic.
How much of your business involvement happens domestic USA versus international? Are there specific growth areas with each?
Troon has a strong U.S. presence and is expanding rapidly in markets like the Middle East, Europe and Asia. Domestic growth is driven through our experience and service across a spectrum of services, while international markets continue to grow amongst resort and destination golf.
When you hear the words “right partner” with the “right audience” what does that mean for each party?
For partners, it means aligning with a highly desirable golf audience that values premium experiences.
For Troon, it’s about collaborating with brands that enhance the golfer’s lifestyle while maintain authenticity within the golf space.
What makes the golf market different in 2025 than in years past?
Golf continues to grow post-pandemic, with younger and more diverse players entering the sport.
Technology, sustainability, and experiential golf (off-course experiences) are reshaping engagement and business models.
How do you measure success for your efforts and those companies that intersect with you and Troon?
Success is measured by business impact – brand exposure, lead generation, conversion rates, and long-term partnerships – alongside golfer engagement and overall satisfaction with sponsor activations.
If you could change one thing in golf unilaterally — what would it be and why?
Continuing to make the game more accessible and less intimidating for new players, particularly younger generations and diverse communities, to ensure sustainable long-term growth.
Biggest challenges – short and long term – in what you’re doing now are what?
Short-term: Keeping sponsors engaged with evolving consumer behaviors.
Long-term: Maintaining golf’s growth momentum while adapting to changing demographics and technology.
And what strategic responses are you are implementing to deal with each?
Short-term: Data-driven sponsorship strategies and enhanced digital engagement.
Long-term: Investing in technology, youth programs, and sustainable course management to ensure golf remains relevant and appealing.
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