Osi Umunna – CEO & Founder, The Hole 9

Osi Umunna is the CEO and founder of The Hole 9, a dynamic creative studio bridging the lifestyle and cultural gap between golf brands and consumers through tastemakers, creative direction, influencer marketing, and storytelling. Born in Florida and later based in the Bay Area, Osi built his platform the old-fashioned way—one relationship at a time—as a barber serving high-end clientele that included professional athletes, doctors, lawyers, and entrepreneurs. That chair became his classroom and his network, eventually leading him to co-found Inner Desires, one of the longest-tenured high-end streetwear boutiques in the Bay Area. With a background spanning fashion, entertainment, and retail, Osi brings a creative eye and a storyteller's instinct to everything he touches.

Osi's path into golf began with a set of clubs at age 13 and a trip to the driving range, but it truly ignited during COVID, when he picked up the game again, grabbed a new set of clubs from Golf Galaxy, and started documenting his journey online. His social channels - previously focused on barbering and fashion - pivoted entirely to golf, and his audience followed. That leap led to brand partnerships with companies like Styx Golf and planted the seed for The Hole 9: a realization that hundreds of thousands of new golfers entering the game would need new storytellers, new entrepreneurs, and new perspectives to serve them.