Creators usually get paid by the post. Paige Spiranac set up something closer to ownership. On February 17, 2026, she and golf media company Pro Shop announced Paige Co., a joint venture to make shows and sell branded products, and she took an equity stake in Pro Shop itself. “Paige Co. allows me to step into a true ownership role, not just as talent, but as a creator, producer, and entrepreneur,” she said, per Net Influencer.
| At a glance | |
|---|---|
| Who | Paige Spiranac, former professional golfer and golf creator |
| Venture | Paige Co., a long-term joint venture with Pro Shop |
| Announced | February 17, 2026 |
| Focus | Shows, digital content, branded golf, lifestyle and consumer products |
| Her roles | On-camera talent, producer, creative collaborator, ambassador |
| Her equity | A stake in Pro Shop; size not disclosed |
| Partner | Pro Shop, founded 2023; produces Netflix’s Full Swing |
How the deal works
Pro Shop runs the business side: production, distribution, sales, merchandising and marketing. Spiranac is the creative lead, producer and face of the shows. Writing on Skratch, Pro Shop’s own golf media brand, she described her role across the whole company as “an ambassador, collaborator, equity partner, and long-term creative voice,” and said she’d help make content, “not just appear in it.”
The first projects weren’t named. Spiranac wrote that work was underway on “new shows, consumer products, and some ideas that I truly think will surprise people in the best way.” Net Influencer reported more details were expected “in the coming months.”
Who she partnered with
Pro Shop is a young company with a big footprint in golf media. Founded in 2023 by former executives from Vox Media, Puck and the PGA Tour, it produces Netflix’s Full Swing, co-produced Happy Gilmore 2, runs the Skratch media brand and the Sugarloaf Social Club commerce brand, bought GolfWRX, and signed a media and licensing deal with the LPGA, per Net Influencer. Co-founder and president Chad Mumm called Spiranac “one of the most engaging and authentic voices in the sport.”
The business career around the posts
Paige Co. isn’t her first move off the course and off the feed. In June 2025, Spiranac joined the front office of the Grass League, a par-3 golf competition, working on brand development, digital marketing, fan engagement and talent acquisition, after earlier work as its social media correspondent. Net Influencer notes she has said she’d like to be a golf tour commissioner one day.
The pattern is a creator moving from selling attention to owning the assets it builds. Ekta Mehta grew Ekta’s Jain Vegan Rasoi on short-form video into a platform and a book, and Haley Rosen turned her playing career into Just Women’s Sports, a media company that now owns its own app. Spiranac’s version is to take equity in the studio rather than build one from scratch.
Neither company has disclosed the size of her stake, the joint venture’s ownership split or any revenue, and no reliable figure for her net worth has been published, so we don’t estimate one.
Sources: Net Influencer (February 18, 2026), Skratch (February 17, 2026). Last checked October 28, 2026.
Frequently asked questions
What is Paige Co.?
A long-term joint venture between Paige Spiranac and golf media company Pro Shop, announced in February 2026, to make shows, digital content and branded products in golf equipment, lifestyle and consumer goods.
Does Paige Spiranac own part of Pro Shop?
Yes. Net Influencer reports she took an equity stake in Pro Shop as part of the deal, and Skratch describes her as an equity partner. The size of the stake was not disclosed.
What is Pro Shop?
A golf media and commerce company founded in 2023 by former executives from Vox Media, Puck and the PGA Tour. It produces Netflix's Full Swing, co-produced Happy Gilmore 2, runs Skratch and Sugarloaf Social Club, and acquired GolfWRX, per Net Influencer.
What else has Paige Spiranac done in business?
In June 2025 she joined the front office of the Grass League, a par-3 golf competition, working on brand development, digital marketing, fan engagement and talent acquisition, per Net Influencer.