Golf personality, Dan Rapaport, an all-star full stack content creator with deep journalism roots and an innate knack for elucidating the minutia of the pro game in a manner that resonates with both golf diehards and casual fans alike, is looping around Double Eagle Golf Club in Ohio with Jason Day. Rap is informally interviewing the 13-time PGA Tour winner while Day does what he does best—throw darts at holes. During a scene where Day recalls a hole-in-one during his victory at the BMW Championship, the footage of the tantalizing tee-to-cup trip rolls.

This kind of exclusive access to players interlaced with archival clips (content typically reserved for the tour’s television partners) is a hallmark of digital media player Skratch, which has become known for pulling back the curtain on the professional golf world. By showcasing candid, unscripted moments with luminaries in the game, the content studio enhances its storytelling with a layer of authenticity, while also minting their own stars like budding raconteur Rapaport.

Skratch was first teed up by the PGA Tour back in 2015, a pivotal moment in the evolving digital landscape when YouTube marked its tenth anniversary, autoplay videos on Facebook dominated engagement strategies, Instagram’s influence was on a sharp upswing, and the professional tour was eager to pounce on emerging trends in real-time digital engagement.

The tour invested in the multi-platform content studio and it became an integral cog in their overall media infrastructure within the world of brand content, reaching millions of golf fans very year. On the sales side a team led by Zoe Wilson and Sam Raeburn worked hand in hand with the tour partnerships team to execute entertainment-based content that lived in the social sphere while also minting long form programming.

The popular documentary style travel show, Adventures in Golf, starring Erik Anders Lang, is Skratch’s longest running series and will return in 2025 for its ninth season. Newer episodic content includes Range Pickers, where Metalwood Studio founder Cole Young treasure hunts for vintage clubs at second hand shops and then plays his finds on the course. The aforementioned On the Bag For, which has a legit shot at becoming Skratch’s signature show, follows the ever-amiable Dan Rapaport as he shoots the breeze with tour pros in their element while doling out clubs, camaraderie and conversations over nine holes, that is distilled into a walk and talk package that ends up diving a lot deeper than a formal sit down hour long Q&A.

“Dan Rapaport is one of the best interviewers and most inquisitive journalists that I’ve ever got a chance to work with and watching him have conversations with these larger-than-life figures and doing it as if he’s walking the fairways with one of his buddies is not an easy thing. Dan handles it with grace and class and the production value we are able to add on top of that takes it to the next level,” Skratch editor-in-chief Ben Boskovich said.

Shop Talk

While the tour retains a minority interest, Skratch is now under new media upstart Pro Shop’s umbrella. The year-old golf content pure play was founded by a foursome of media and golf industry heavyweights—Netflix Full Swing producer Chad Mumm, former Vox Media SVP of T.V. and Film Mark Olsen, former Puck CEO Joe Purzycki and PGA Tour general counsel David Miller—who closed a $20 million Series A this past Spring led by Powerhouse Capital with EP Golf Ventures and other investors chipping in. As part of that fundraising round, Pro Shop took over the reins of Skratch which retains filming rights at tour sanctioned events and access to archival content.

Now under Pro Shop’s control, Skratch is set to refine its editorial voice and broaden its influence in ways the PGA Tour couldn’t due to its other media priorities. Operating out of the PGA Tour’s brand-new 165,000-square-foot media production facility on the Ponte Vedra campus by TPC Sawgrass, Skratch is positioned to take advantage of cutting-edge production resources. The company is focused on bridging the gap between golf and culture by creating compelling programming that caters to the growing demographic that has chosen to make golf a part of their personality.

The new ownership structure has also redefined Skratch’s relationship with the PGA Tour, with president Rob DeChiaro noting that it has allowed Skratch to view the Tour as more than just an investor, but a strategic partner.

“We are a part of the dialog, we are a part of the planning, we are in the room with them and working in partnership in real time to develop highly engaged and highly informed content within the game of golf,” DeChiaro added.

Titleist Onboard As Founding Partner

Skratch is hitting the turf with plenty of roll in its relaunch, securing a year-long partnership with Titleist, the Acushnet-owned brand known for its balls, clubs, clothing, and accessories.

Buy-in from this industry leader underscores a shared commitment to crafting compelling stories that resonate deeply with the golf community.

“Titleist has been a brand around the game of golf that really prides itself on being around things that they deem important from the ground up,” said DeChiaro, who added that Titleist is leaning into Pro Shop Studios on a range of creative assets and looks forward to expanding the collaboration across the Skratch platform.

Skratch also sees significant potential in expanding its LPGA coverage, feeling that heretonow they had just really scratched the surface. With women’s golf on an upward trajectory, they plan to invest heavily in telling those stories.

“There’s never been a better time to watch the LPGA Tour, and I definitely want to invest in telling those stories,” Boskovich said, adding that his goal is to give equal focus to both the men’s and women’s games. Looking forward, Skratch envisions host Addie Parker becoming as closely ingrained with the LPGA Tour as Dan Rapaport is with the PGA Tour.