For someone who concedes to have found golf “almost by accident,” Anne Broholm has navigated her way brilliantly to a position of prominence in the industry.
It isn’t just that the CEO of Ahead USA oversees a hugely popular product line – from hats to apparel to accessories – that is respected for its innovative high-quality design. Impressive as that is, given that she’s one of the few female CEOs in the golf industry, what stands out about this Colorado native is her uncanny consistency.
When she praises golf “for its community spirit” and offers respect to how “golf as a sport has become more welcoming,” Broholm is not in spin control. She is, as they say, someone who walks the walk.
“Golf is a special industry,” said Broholm. “I truly believe that. There is a certain passion we sell.”
But she is quick to point out that it’s important for golf leaders not to limit their sense of community to their companies. That’s why she’s deeply involved in golf initiatives – as a board member with the National Golf Foundation and the ANNIKA Foundation.
“I’m honored to know Annika (Sorenstam) and to be associated with her foundation,” said Broholm. “And the National Golf Foundation does tremendous work.”
Her friendship with Sorenstam goes back to when the legendary Swede had corporate support from Cutter & Buck where Broholm was vice-president of the Golf Division.
“Anne is an innovative leader and a trail-blazer in the golf industry,” said Sorenstam, a member of the World Golf Hall of Fame who is fervently committed to growing the game for women at the junior, amateur, college, and pro levels. “Mike (McGee, her husband) and I are proud of her work and happy to call her a good friend.
Broholm’s strong ties within the golf industry run deep, thanks to years of successful business connections she has fostered with the PGA Tour, PGA of America, U.S. Golf Association, and with companies run by icons named Arnold Palmer and Jack Nicklaus.
“It’s been amazing and so humbling to be around so many big names in golf,” said Broholm. “I was blessed to help sing ‘Happy Birthday’ (to Nicklaus) at a party. To be around these people is just part of what has been so special about this journey.
“Believe me, I’m not jaded to all of that.”
Perhaps that’s because Broholm remains grounded by her Colorado upbringing (she got a BS in fashion merchandising at Colorado State and an MBA at the University of Colorado Denver).
Her entry into the world of fashion meant some years working in New York City – first with Liz Claiborne, then with KSK International, an apparel manufacturer. But what followed was the almost accidental foray into golf, as vice-president of sales and marketing with Imperial Headwear, for nine years.
Golf was a good fit, Broholm said, and when she was named Global Director of Sales for Cutter & Buck in 2005, the comfort factor was even greater.
“I loved the golf space and developed a really good community presence.”
In 2011, as a member of the Cutter & Buck leadership team, Broholm was asked by the parent company – New Wave in Sweden – to look at Ahead USA in New Bedford, Mass. They were thinking of adding the company to its roster of holdings.
Broholm gushes that something about the New Bedford locale touched her soul. “We’re headquartered there, we’re a Gateway city” and when the CEO position was offered to her in 2012 there was much enthusiasm.
That’s because after the purchase of Ahead USA was completed, Broholm arrived on the New Bedford scene at a time when concerted political and economic efforts were being made to revive this seaport city. As important as it was for Broholm to help connect Ahead USA to leaders and insiders within the golf industry, she never lost sight of the civic responsibility.
“We’re one of the largest employers in the New Bedford area and we take that very seriously,” she said.
The “community” feeling is what she loves about golf, but shifting the emotion over to the business environment is important to her. That’s why Broholm has integrated Ahead USA into the New Bedford community and why she is involved in several local and state-wide economic initiatives.
“This isn’t just about making hats and apparel,” she said. “It’s about being a great employer.”
It’s also about being active in the golf community, which is a strength for Broholm and Ahead USA.
“Anne has not only been an amazing partner to the New England PGA but also to PGA professionals across the country,” said Mike Higgins, Executive Director of the NEPGA. “I am very fortunate to have worked with her since her time at Ahead and I’m honored to call her a friend.”
Jesse Menachem, Executive Director / CEO of Mass Golf, lauded Broholm’s presence with the annual State Golf Day and the State Economic Study. “She supports and engages locally and nationally,” he said.
As for being one of the only CEOs in the golf industry, “it’s not daunting, it’s an honor,” said Broholm.
“I want to be the CEO of a golf company and at a time when I feel that we’re moving toward more and more women getting involved in golf. Female PGA professionals are playing a bigger role.”
Fashion trends are constantly changing, of course, and Broholm loves that golfers “are always interpreting how they want to show up (at the course) to suit their own way. We are in tune with that.”
As for her visits to the golf course, which have become far more frequent, “I’ve become a more passionate player,” she said. “It’s hard, but it’s fun and it’s rewarding.”
Spoken like a true golfer.
