Get To Know: Alex Urban

Executive Director | Sentry Tournament of Champions


Alex Urban, executive director for the PGA Tour's Sentry Tournament of Champions, reveals what makes the year-opening event so successful and which legendary band he's a huge fan of.

The First Call: In one sentence, describe what you do for a living.
Alex Urban: I lead a team that stages the Sentry Tournament of Champions each January.

TFC: What is your handicap index?
AU: 4.2.

TFC: What time do you wake in the morning, and what time do you typically start the workday?
AU: I wake up around 6-6:30 a.m. and start work 7:30-8 a.m., depending on the day.

TFC: What are key elements to leadership or to being a good leader?
AU: The key elements of leadership is to always be listening — your team as a collective will always be more efficient and smarter than any one person.

TFC: What changes, if any, have you made based on the events of the past year?
AU: As you might imagine, we have been closely working with local and state government officials, as well as the PGA Tour, since the onset of the pandemic to make sure our event is staged in the healthiest and most successful manner.

TFC: What's the secret to the tournament’s success?
AU: The secret to our success is a great passion for the sport, the industry, our event and our island. Having an incredible team and sponsor are key to making this event the very best it can be.

TFC: Who is your role model?
AU: My dad will always be my main role model, but I have had several amazing career mentors as well in my various jobs, including those at the PGA Tour, USGA, Clemson University and The Ohio State University.

TFC: Knowing what you know today, what professional advice would you give a younger you?
AU: I would tell myself not to stress about little things — if you work hard, and treat people with kindness, things will work out for the best.

TFC: What’s the last book you read?
AU: “Atomic Habits” by James Clear.

TFC: What’s the last movie you saw?
AU: “Arrival.”

TFC: What’s on your playlist?
AU: I am the biggest Beatles fan out there, and outside of that a lot of classic rock and folk, and, more currently, Coldplay, Mumford and Sons, Vance Joy, the Killers, Gregory Allen Isakov … and probably too many to name.

TFC: When I’m not at work, you can find me … 
AU: On the golf course or at the beach.

TFC: What is your greatest extravagance?
AU: I love a good pair of sunglasses, and an upgrade on a flight that lasts eight hours or more.

TFC: What was your path to the golf industry?
AU: In college, I was an intern in the USGA’s communications department, and made contacts through that relationship.

TFC: What are the favorite golf courses you have played?
AU: Kapalua Plantation, Merion, Philadelphia Cricket Club, Royal County Down, The Old Course, Royal Dornoch, Nanea.