Date: Jun 13, 2023Time: 6:00 PM to 7:00 PM

Fore! Digital Experience Reinvention and the PGA TOUR (virtual)

Tue, 6:00 PM to 7:00 PM Virtual
General PublicMedia & Tech


Interest in golf and its players has exploded both within the US and internationally. The PGA TOUR saw an opportunity to capture new audiences by introducing digital experiences that offer real-time products and data-driven features.

As the Wall Street Journal earlier this year reported, a record 3.3 million people played on a golf course for the first time last year—with newcomers being more diverse than the overall participation base. Beginners are 45% more likely to be nonwhite and 35% more likely to be female, compared with current golfers.

Join us to go inside how the TOUR is modernizing its platforms to give fans a deeper experience, and get closer to favorite players, courses, tournaments, explore stats, and receive of-the-moment updates.

The format will be a presentation followed by a short moderated discussion, and open to questions. Press permitted.

Participants must register by Noon on Monday, June 12th to receive details on joining the discussion. The Zoom link will be sent out 24 hours before the event.

Please note that no refunds will be issued.



Eric Hanson

VP - Digital Product Management at the PGA TOUR

Eric Hanson is the Vice-President of Product Development at the PGA TOUR. He leads the team that builds and optimizes the TOUR’s digital products, including its mobile app, PGATOUR.COM, TOURCAST, and Every Shot Live. Previously, Eric led digital product teams at Lowe’s — helping grow e-commerce revenue to over $4 billion, and in digital advertising with brands such as Walmart, ESPN, and Hyundai.


Derek Fridman

Partner, Design at Work & Co

Derek Fridman is design partner at global technology and design consultancy Work & Co. He’s known for creating industry-changing digital products for Google, Warner Brothers, Disney, Adidas, Lucasfilm, AMC, and the NBA. Prior to Work & Co he was Chief Design Officer at Huge. He specializes in rapid prototyping and design for retail environments, emerging platforms, and connected experiences.


Bethany Pensworth

Group Director, Product Management at Work & Co

Bethany Pensworth is a Group Director of Product Management at Work & Co. She led the digital transformation for the PGA TOUR from initial strategy through launch. She is a strategic thinker with over a decade of experience creating user-centered product experiences. She contributes to all stages of the product life cycle, from concepting to development, for clients including Virgin America, Apple, Alaska Airlines, IKEA, Red Robin, and YouTube.

Register for this Event
Register for this Event


Date Time

Date: Jun 13, 2023Time: 6:00 PM to 7:00 PM


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  • 10 / Member/Member Guest (limit one)
  • 20 / Alumni Non-Members
  • 25 / General Public


Todd Benson, MBA 1991