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PGA of America
Growing The Game
How we helped
- Digital Experience
- Visual Storytelling
- Social Media Moments
- Design
- StoryMining
A Home for the Modern Coach
The PGA of America envisioned the Coaching Center at PGA Frisco as the home of the modern golfer—an innovative space designed to support golfers of all levels throughout every phase of their journey. The Coaching Center embodies the principles of culture, character, competence, confidence, and connection. From competitive players seeking to improve their performance to social golfers, the center is designed to meet each golfer where they are. With cutting-edge technology, accessible programming, and a welcoming environment, it reflects the PGA’s broader mission to break traditional molds and grow the game by making golf inclusive, engaging, and rewarding for everyone.
To bring this ambitious vision to life, the PGA engaged Advent to help articulate and design the story of the Coaching Center in a way that resonates with all visitors. Advent was tasked with translating the values of the modern PGA Coach into a physical and emotional experience—crafting environments, messaging, and interactions that communicate a sense of trust, inspiration, and inclusivity. Our role was to ensure every aspect of the visitor journey embodied the idea that the Coaching Center is not just a place to play better golf, but a place where anyone can feel welcomed, seen, and supported on their personal golf journey.
