ATLANTA – December 16, 2025 - PGA TOUR Superstore, the nation’s leading destination for golf equipment, apparel and accessories, today announced the appointment of Rebecca Charles as the company’s Chief Customer Officer (CCO), effective December 29, 2025. In this role, she will be responsible for initiatives across Marketing, personalization and loyalty; introducing new approaches to acquire, engage and retain customers in-store and online. She joins the company from Rentokil Initial (Terminix) where she served as Chief Marketing Officer.
“The addition of Rebecca demonstrates our continued focus on the entire customer journey – from awareness to loyalty and advocacy – is connected under one customer-focused strategy and at the center of every decision we make,” said Troy Rice, CEO of PGA TOUR Superstore. “Rebecca’s leadership will help us deliver a more connected and personalized experience for our customers.”
Earlier this year, PGA TOUR Superstore celebrated the opening of its 80th store and expanded its presence to 30 states, with additional locations planned for 2026.Charles’s arrival marks an important moment as the company focuses on building long-term loyalty and engagement. Her track record of driving measurable results and fostering customer connections will bring valuable momentum to these initiatives.
“I'm thrilled to join PGA TOUR Superstore at such an exciting time for the company. My immediate priority is to spend time in our stores, talk with our team members and customers and truly understand what makes their experience great and where we can do even better,” said Charles. “From there my focus will be on deepening our connection with golf enthusiasts at every level, from beginners picking up their first club to seasoned players and ensuring every customer interaction reflects our commitment to the game and the community.”
Prior to her role at Rentokil Initial, Charles served as Vice President of Marketing at HD Supply, where she drove major digital transformation efforts. Earlier in her career, Charles held key leadership roles at Wunderman, Moxie and The Home Depot, consistently building high-performing teams and leading complex CRM and loyalty programs.
About PGA TOUR Superstore
PGA TOUR Superstore is operated by Golf & Tennis Pro Shop Inc., a subsidiary of AMB Sports + Entertainment and is headquartered in metro-Atlanta. As the PGA TOUR's exclusive off-course/off-airport retail partner in North America, PGA TOUR Superstore provides customers with access to the same technology and expertise as card-carrying PGA TOUR pros. All stores are staffed with teaching professionals and have multiple state-of-the-art swing simulators, practice hitting bays, and large putting greens. There is also an in-house club making and repair facility. Along with equipment and accessories, PGA TOUR Superstore has an unmatched selection of men's, women's and juniors' apparel and footwear for golf and tennis. For more information, visit www.pgatoursuperstore.com.
Contact:
Megan Mahoney, PGA TOUR Superstore, mmahoney@pgatss.com