Paige Spiranac, a name synonymous with golf and social media stardom, has once again made headlines with a bold career pivot that promises to reshape the golfing landscape. Known for her vibrant online presence, with over four million Instagram followers and a knack for blending golf expertise with engaging content, Spiranac has transitioned from professional golfer to influencer, model, and now, a key figure in the creation of a groundbreaking $50 million-per-year golf tournament. This latest venture, sparked by a pivotal conversation with Grass League co-founder Jimmy Hoselton, marks a significant milestone in her multifaceted career.

Spiranac’s journey to this point has been anything but conventional. A former professional golfer who competed on the Cactus Tour and briefly on the Ladies European Tour, she faced significant challenges in her athletic career. Despite a standout victory against top-ranked amateur Hannah O’Sullivan in 2016, Spiranac struggled with the emotional toll of competitive golf, once admitting on her podcast, Playing a Round with Paige, that the pressure to perform tied her self-worth to her scores, ultimately leading her to step away from professional play. Instead, she carved out a niche as a golf influencer, leveraging her charisma and deep knowledge of the sport to build a massive following. Her authenticity, combined with her willingness to address controversial topics like cyberbullying and golf’s dress code policies, cemented her as a trailblazer in the industry.

The genesis of her latest endeavor came during a chance meeting with Jimmy Hoselton at the WM Phoenix Open. Spiranac, who had been exploring ways to expand her influence beyond social media, found an immediate connection with Hoselton’s vision for the Grass League, a high-stakes Par 3 golf tour designed to inject excitement and accessibility into the sport. “It just flashed,” Spiranac recounted in an Ask Me Anything session on the Grass League’s Instagram, describing the moment she realized the synergy between her brand and the league’s innovative approach. The conversation with Hoselton ignited a spark, convincing her that this was the next stage of her career.

The Grass League, now in its second season, is a bold departure from traditional golf formats. Featuring evening competitions at LED-lit Par 3 venues, it pits teams of amateur and professional players in a fast-paced, two-player scramble format. The league’s regional franchise model and emphasis on fan engagement align perfectly with Spiranac’s expertise in content creation and marketing. Her role in the front office focuses on brand development, fan engagement, content strategy, and securing sponsorships, all areas where her decade-long experience as an influencer gives her a unique edge. Spiranac’s vision is to create a platform that showcases not just the sport but the personalities behind it, from players like her former junior golf peer Austin Quick to other undiscovered talents with compelling stories.

The $50 million-per-year tournament, a cornerstone of the Grass League’s expansion, is poised to rival established circuits like LIV Golf and TGL. While financial details remain undisclosed, the tournament’s ambitious scale reflects Spiranac’s confidence in its potential to captivate audiences. “The first event was so much fun, and the turnout was insane,” she shared, hyping the upcoming event scheduled for August 30-31 at Goat Hill Park in Oceanside, California. By blending high-level competition with behind-the-scenes access and humor, Spiranac aims to foster a connection with fans that breeds loyalty, a strategy that has defined her own success.

Despite her glamorous persona, Spiranac’s move into this executive role underscores her business acumen. She has navigated controversies, from rumors about her 2015 Dubai Ladies Masters appearance to criticism over “sexualizing” golf, with resilience. Her ability to turn challenges into opportunities has made her a role model for women in sports, inspiring figures like gymnast Livvy Dunne to capitalize on their platforms. As Spiranac steps into this new chapter, she remains committed to authenticity, promising fans that her Grass League role will enhance, not replace, her existing content.

This tournament is more than a career shift for Spiranac; it’s a chance to redefine golf’s future. By bringing her signature energy and strategic insight, she’s not just playing the game—she’s changing it.