News
My Take: Lessons in leadership; the rise and fall of Greg Norman as LIV Golf CEO
As someone who closely follows the world of golf, Greg Norman’s tenure as CEO of LIV Golf stands out to me as a cautionary tale in corporate leadership. The downfall of such a prominent figure in the golf industry is both intriguing and instructive. Examining the factors that may have contributed to this change within LIV may help shed light on the dynamics of leadership within high-stakes environments like those found in professional sports.
Greg Norman, known globally as a celebrated historical figure in the game, taking the helm of LIV Golf seemed like a match made in heaven. His expertise and experience brought him significant clout, giving many the belief that he was the right person to spearhead the league. However, the reality of corporate leadership often diverges sharply from the adrenaline-fueled world of professional sports competition.
To be clear, Greg Norman is not altogether being ousted from the break-off golf league. According to reports, LIV Golf is searching for a new CEO, and Norman’s future place within the league is looking like it will be a diminished one, acting more as a figurehead and Tournament Director. With that said, one thing that we can all agree on in this ongoing saga is that with each new day comes a new storyline, so we will have to wait and see what’s to come.
One of the most notable aspects of Norman’s tenure so far has been his ambitious vision for LIV Golf. On paper, this vision was groundbreaking—revitalizing interest in competitive golf while simultaneously reimagining the sport to attract a new generation of fans. Yet, the challenge lay in executing these ambitious plans. His approach has been met with resistance from traditional golf institutions. To many, it has seemed that Norman underestimated the complexity of shifting the paradigm within a sport that has long been resistant to change.
Perhaps the most critical element in Norman’s downfall has been his leadership style. Known for his fierce independence on the golf course, he has seemed to echo that trait in the boardroom. However, a CEO’s strength lies not only in their expertise but also in their ability to collaborate, build consensus, and navigate the complex web of stakeholders. Reports suggested that Norman has sometimes clashed with key decision-makers, leading to a fragmented vision and inconsistent implementation of strategic objectives.
The controversies surrounding the ethical considerations of LIV Golf’s funding sources became increasingly challenging to navigate. Norman’s attempts to sidestep or dismiss these issues only fanned the flames of criticism, affecting LIV Golf’s brand and diminishing trust with potential partners and stakeholders. In today’s sports world, transparency and corporate responsibility are not just buzzwords but essential components of sustained success.
Financial instability has also played a significant role. While initial investments were substantial, and the well doesn’t seem to be drying up anytime soon, the ongoing operational costs and difficulty securing sustainable revenue streams have put immense pressure on the organization and Norman. Nobody, even some of the world’s wealthiest people, wants to see no return on their investment.
Communication missteps have marred Norman’s reign. At times, he has struggled to articulate a coherent vision that resonated with diverse audiences, from players to fans to corporate sponsors. Effective leadership in such a public-facing role demands not just a vision but the ability to project that vision convincingly, inspiring confidence and enthusiasm in every stakeholder.
The culmination of these elements will now, it appears, lead to Greg Norman’s removal as CEO of LIV Golf and subsequent demotion within the organization. This series of interconnected challenges serves as a reminder of the multifaceted nature of leadership. Regardless of its grandeur, success on the playing field is not a direct passport to corporate triumph. The skills required in competitive sports differ markedly from those needed to steer a complex organization through turbulent waters.
Greg Norman’s journey as CEO may be ending soon, and much differently than he had likely envisioned. Still, the lessons from his experience offer invaluable insights into the importance of adaptability, collaboration, and strategic acumen in corporate leadership.
Editor’s note: “My Take” will be an ongoing weekly series where Brendon shares his thoughts and opinions on various aspects of the game and industry. These are Brendon’s opinions and do not necessarily reflect those of GolfWRX, its staff, and its affiliates.
Want to find out my thoughts on the first day of the ZOZO Championship? How about the DP World Tour’s Genesis Championship or the LPGA Maybank Championship? Go to my new weekly column, “Friday Fore-Cast,” on RG.org.
In our forums, one user is wondering how many birdies other players have had in a round while still failing to break par. @Lalan45, unfortunately, asked the question after a unique experience of their own.
They wrote:
“Today I managed 8 birdies but still shot even par, could have been a round to remember! What’s the most birdies you’ve made in a round and still didn’t break par?”
Our members in the forum shared their own experiences with successful rounds that still resulted in a score over par. Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.
- kwcsports: “I’ve had 5 a few times, still shot 80+ haha.”
- jda: “I played a course for the first time, had 8 birdies, 9 doubles and an eagle. The infamous no-par round. I kept the scorecard. Every shot had a creek that I did not know about, or I was within 8-10 feet for a birdie look. To this day, I have no idea if I should be really jacked up or mad about that performance.”
- jvincent: “I think my record is either 5 or 6. Probably shot 75.”
- Instron4204: “3 birdies and shot a 92…man I suck!”
In our forums, one user is asking for thoughts on the best stock shafts offered in 2026. Stock shafts are the shafts included with a club when it’s purchased from retailers or OEMs.
@DTorres asked:
The last couple years has seen a lot of updates and additions to no upcharge stock shafts, which do you think is the best offering in 2026?
Im a bit of a shaft nerd and recently during my Members Testing with the Callaway Quantum Triple Diamond I found the updated Project X Denali Frost Black to be a fantastic stock shaft. I absolutely did not mesh well with the original Denali. Just curious what other people think are the current best Stock shaft offerings out with new models and stock Ventus options and LinQ options popping up here and there.
We were given the option for any stock shafts for our members review. I went with the 70g Black Frost 6.5 because it’s a shaft I don’t have, it’s an updated version of the original Denali and hear little about. I typically use a Diamana WB, GD VF or a HOF Raptor. I’m not saying it was neck and neck with any of those but it was a pleasant surprise I’m not accustomed to in stock shaft offerings.
Our members in the forum have been offering up their own thoughts on the best stock shafts available in 2026. Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.
- rsballer10: “IMO – MCA Ka’ili White Darkwave, Tensei 1k Black/white, UST Lin-Q White. People are free to spend their money however they see fit, but for me personally the shaft catalogs these days have enough options that I don’t see the value of a $400 upcharge. I have never had a problem finding a no upcharge shaft that fits the bend profile and weight that I need. Whether the paint job is good enough or not is above my pay scale.”
- bcflyguy1: “Project X Titan Black. I’ve had one in 60TX in my Quantum TD Max for several weeks now. Have to give Titlieist their flowers for finding a way to make it available as a featured option; very shrewd bit of business and one that I suspect will be duplicated by the other companies. TT/PX have a certified banger on their hands with Titan.”
- CTG77: “Undoubtedly, it’s the Tensei 1K RIP shafts from Titleist. The Tensei line gives about 98% of the performance of a Ventus VeloCore+ shaft at a tiny fraction of the cost if you’re looking for a blue or red profile. The white is not an exact match for Ventus Black, but it’s closer to it than the non-VeloCore+ Ventus shafts that come from Callaway or formerly came from TaylorMade.”
A reminder from your friends at GolfWRX: Father’s Day is June 21. And as we do every year, we’re rounding up the best gifts for dad.
As we say every year, there’s no better golf-related Father’s Day gift than a round of golf with pops. Be it a country club or your favorite muni, take the time to get together to play 18 if you can.
Let’s get to the gifts.
Ghost Golf Qualifier Diamond Polo
We like the new polos that Ghost is offering, as the fabric and fit are so good. These new Qualifier Collection polos breathe well, are lightweight, stretch with your swing, and of course look great. You can wear them on the course, in the office, or just out at a casual event and they will fit right in.
STR8-Strip Grip Tape Remover
If your dad is an equipment aficionado and tinkers with his clubs, this tool works wonders. Removing grip tape has never been easier, just put a little head on the tape and the STR8-Strip peals it right off the shaft without any damage.
Why Golf: Putting Thing
When it comes to practice, it is good to have a purpose. This “Putting Thing” sure does it. We know from personal experience how challenging it can be and how rewarding it is on the practice green. This also provides some competition for your kiddo to see who will unload the dishwasher or do the next chore around the house.
OluKai Lae‘ahi Men’s Breathable Slip-On Shoes
Riding to and from the course in style and comfort is always a good thing. If you’re in a hurry, it’s a nice feature to slide into your shoes and get to the tee time. For the post-game shoe, at your locker or while putting your clubs away in the car. Nice to slide into a shoe that looks good anywhere. Pair that with meeting the family for dinner, no need to change!
Therabody Theragun Relief
A little wellness goes a long way. Keeping loose is a good way to go when it comes to the weekend game or treatment during the week. If there is a little ache or pain, the Theragun is there to help out. Help loosen up the back for a pre-game warm-up or cool-down.
World Cup golf apparel
Something for the soccer dads. Embrace the World Cup fever this summer on the course with custom gear to support the nation of your choice.
FootJoy Pro SL spikeless golf shoes
Give the old man a break and save his feet with the Footjoy Pro SL Men’s Spikeless Golf Shoes for some added comfort on the course.
Bushnell Wingman 2 GPS speaker
Combine all the hits as well as some game improvement with the Wingman 2 Golf GPS Speaker by getting audible distance readings from 38,000+ courses worldwide through the Wingman 2 remote or speaker.
Personalized Titleist Pro V1 golf balls
The No. 1 ball in golf is a safe bet, and the Pro V1 fits the largest chunk of the bell curve if you don’t know what ball pops plays. Add personalization for a, well, personal touch!
- GolfWRX may earn a commission for purchases made through links on this page, at no extra cost to you.
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Wayne Mills
Oct 28, 2024 at 10:44 am
I do not see how this can be described as a “downfall” for Greg Norman. First off you have no legitimate source confirming there is any change to his role with LIV. The PGA Tour and Commissioner Monahan have been floating these rumors since LIV’s inception. No one at LIV or PIF has said they are dissatisfied with his performance.
Norman was hired to do a certain job and he has succeeded in spades. It is the PGA Tour who is gasping financially.
mnw
Oct 28, 2024 at 12:00 am
Is your next report on Elon Musk?
Brad
Oct 26, 2024 at 10:43 pm
Amazing article, with lots of points of view by someone outside of the LIV/PGA bubble. You would expect a multitude of negative press from LIV golfers on such a poor leadership, but wait NO every single , player, offical and volunteer can only speak extremely highly of Gregs leadership, friendship and vision. Everybody should and would know that Greg Norman has his exit strategy organised well in advance of taking on a new roll.
Five years ago he made decisions that every golf writer, and golf administrator said would never happen. He is today making decisions for 5 years time, including his own step down situation.
Please have a more balanced view of golf affairs as the reading public would have a little more respect .
I hope your golf game is going well Brad
Big Guy
Oct 26, 2024 at 5:14 pm
Not sure that all of this is correct. He broke a stale and outdated model with a broader vision for another world game from what is a very narrow US centric model and brought in more money to the game than was otherwise thought possible.
There is a place for LIV and there is a lot of opportunity to explore this international model for players on the cusp of the Top 30 (Burmeister) or for players at the end of their careers (Johnson, Garcia) or just talented but struggle with the weekly grind (Wolff) or marketable (Ancer) or just want a slower lifestyle (Smith).
I don’t think GN will survive but I also don’t think he was long term either. He has reshaped the professional game and history will reflect positively on him and this achievement. He has ruffled a few feathers but what disrupter hasn’t
Rich HUnt
Oct 26, 2024 at 12:31 pm
I stated from the very beginning of LIV (when it was announced they weren’t getting OWGR points) that Greg would no longer be CEO of LIV Golf by 2025. While I do believe the Saudi’s preferred for LIV to be financially profitable, they were okay with losing money on LIV as long as they got what they wanted…essentially the top-50 golfers in the world. They would be okay with not getting some of the top-50 players in the world if that meant getting stars like Mickelson. But essentially they wanted the top-50 and without OWGR points (and the PGA Tour stepping up their purses), this just wasn’t going to happen.
I think PIF feels that Norman sold them a bill of goods. He was promising a lot to PIF and the players and employees and couldn’t deliver.
I also think that Greg thought that the worst case scenario of not getting OWGR points would be that the players wouldn’t care because, in Greg’s mind, all that really matters is money because that’s all that has ever mattered to Greg. But not all players think the same way as Greg.