Bridging Golf's Cultural Gap - Osi Umunna, CEO and Founder of The Hole 9

What happens when a barber from Florida - turned streetwear entrepreneur - turned content creator picks up a golf club for the first time in 20 years during a global pandemic? He builds one of the most dynamic creative agencies in golf. Osi Umunna, CEO and Founder of The Hole 9, joins host Colin Weston for a raw, unfiltered conversation about how he's bridging the lifestyle and cultural gap between golf brands and the audiences they've been missing for decades. From the Good Good controversy that's shaking the industry to LeBron James' game-changing entry into golf media to the black-owned brands quietly rewriting golf's cultural playbook, this episode delivers the kind of perspective that only comes from someone who's lived on both sides of the fence and decided to build a bridge instead.

Whether you're a brand executive wondering how to reach new audiences, a creator trying to find your lane, or just someone who's ever felt like golf "wasn't for you," this conversation will change how you see the game's future. Osi doesn't just talk about the new guard of golf, he's actively building it.

Key Takeaways you'll discover:

1. The future of golf belongs to those who build bridges, not walls.
Osi explains why brands that only speak to one audience will eventually stall, and how The Hole 9 helps companies scale by bringing in fresh perspectives, tastemakers, and cultural credibility that simply can't be manufactured in a boardroom.

2. The Good Good controversy is a teachable moment about the cost of missing voices.
Osi breaks down what went wrong, why Callaway shares responsibility, and how the fallout could have been avoided if more diverse perspectives had been in the room before the content went live. It's a cautionary tale every brand in the creator economy needs to hear.

3. Vulnerability is golf's secret weapon for inclusion.
From LeBron shanking shots on camera to Steph Curry's and Michael Jordan's legendary competitive fire, Osi explains why showing the struggle, not just the highlight reel is exactly what makes golf relatable and welcoming to newcomers.

💬 Inspiring Quotes from Osi Umunna

"Brands are now trying to scale and reach this new audience. And how do you reach it if you don't know the story?"

"For Black and brown individuals, it's like if you see it, you can be it. When you start building from the youth - they say the youth will save us - that's probably the biggest impact."

"If LeBron James can shank balls in front of the world, what's your problem? We all were there at one point. It's okay to show that side and the growth."

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Episode Chapters

00:00 Welcome to Season 20 & Introducing Presenting Partner Big Swing Media
02:02 Meet Osi Umunna: Fashion, Entertainment & The Hole 9 Origin Story
04:09 First Golf Experience: The Power of Invitation & "Catching the Bug"
05:49 From Barber Chair to Boardroom: Building Networks & Inner Desires
10:58 The COVID Golf Boom & The Birth of The Hole 9
11:55 The Good Good Controversy: Lessons on Perspectives & Brand Responsibility
16:40 LeBron James, Steph Curry & the NBA's Impact on Golf's Growth
18:26 Adrian Colbert & On The Links (OTL): Athletes Transitioning to Golf
20:36 The Vegas Baby Golf Pro Am and the AM Golf Partnership
22:58 Steph Curry, Michael Jordan & the Power of Elite Athletes in Golf
26:52 Black-Owned Golf Brands to Watch: Renegade Golf, Blackballed, Masterpiece & Eastside Golf
29:43 The Story Behind the Name: "The Hole 9"
32:37 What Excites Osi & What Still Needs Work in the Golf Industry
35:57 Where to Connect with Osi & The Hole 9

🔗 Resources & Links

Connect with Osi on Linkedin: https://www.linkedin.com/in/osi-umunna-139bb593/
Website: thehole9.com

Brands & Creators Mentioned in This Episode

• Eastside Golf – Earl & Olajuwon, leading the way for Black-owned golf apparel
• Renegade Golf – Black-owned golf ball brand based in Atlanta
• Blackballed Golf – Atlanta-based clothing brand
• Masterpiece – New York-based golf lifestyle brand
• Golf Saved My Life – Atlanta brand with a powerful founder story
• Malbon Golf – Creating space for Black and brown golfers
• On The Links (OTL) – Adrian Colbert's platform for golf-loving pro athletes
• Vegas Baby Golf Pro Am – AM Golf's launch event, November 2024 * * * We want to thank Big Swing Media for presenting this episode and supporting Season 20 of The ModGolf Podcast! Anyone can tell you what happened in golf. The Big Swing Golf Business Intelligence Brief tells you why it matters, and what’s coming next. Twice a week, Big Swing delivers original reporting and expert analysis of the money, trends, technology and personalities reshaping the game. It’s essential reading for anyone who works in, invests in or cares about the future of golf. ModGolf listeners receive a special first-year rate with code MODGOLF26. Visit BigSwingMedia.news to subscribe. * * * About The ModGolf Podcast: Host Colin Weston speaks with entrepreneurs, innovators, disruptors, and influencers shaping the future of the game and business of golf. Now in Season 20 with nearly 300 episodes produced since 2017.