PGA Tour Superstore names chief customer officer
A leading golf equipment, apparel and accessories retailer has added to its C-suite.
Atlanta-based PGA Tour Superstore has named Rebecca Charles as the company’s new chief customer officer, effective Dec. 29. In this role, she will be responsible for initiatives across marketing, personalization and loyalty, including introducing new approaches to "acquire, engage and retain customers in-store and online.”
Charles joins the retailer from Rentokil Initial (Terminix), where she has served as chief marketing officer since July 2024. Previously, Charles spent nearly six years as the VP of marketing at repair/maintenance wholesale supplies company HD Supply. Earlier in her career, she held leadership roles at Wunderman, Moxie and The Home Depot.
“The addition of Rebecca demonstrates our continued focus on the entire customer journey – from awareness to loyalty and advocacy – is connected under one customer-focused strategy and at the center of every decision we make,” said PGA Tour Superstore CEO Troy Rice, who took the reins of the company in September. “Rebecca’s leadership will help us deliver a more connected and personalized experience for our customers.”
PGA Tour Superstore says Charles’ appointment comes at an “important moment” for the company. Earlier this year, the retailer celebrated the opening of its 80th store and expanded its presence to 30 states. It says additional store openings are planned for 2026.
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“I'm thrilled to join PGA Tour Superstore at such an exciting time for the company,” said Charles. “My immediate priority is to spend time in our stores, talk with our team members and customers and truly understand what makes their experience great and where we can do even better. From there my focus will be on deepening our connection with golf enthusiasts at every level, from beginners picking up their first club to seasoned players and ensuring every customer interaction reflects our commitment to the game and the community.”
PGA Tour Superstore is operated by Golf & Tennis Pro Shop Inc., a subsidiary of AMB Sports + Entertainment.
