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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.
GolfWRX is on site this week at the Memorial Tournament, with both Alistair Cameron and Tour Photographer Greg Moore on the ground in Dublin, Ohio, where a strong field is assembled to pay homage to the Golden Bear.
In addition to WITB galleries, we’ve already been treated to an in-hand look at Tommy Fleetwood’s new TaylorMade Spider putters.
Check out links to all our photos below.
General Albums
WITB Albums
- Jason Day – WITB – 2026 The Memorial
- Chris Gotterup – WITB – 2026 The Memorial
- SungJae Im – WITB – 2026 The Memorial
Pullout Albums
- Jason Day’s 1off Payntr golf shoes – 2026 The Memorial
- JT Poston’s TaylorMade Spider – 2026 The Memorial
- Cameron putter – 2026 The Memorial
- Tommy Fleetwood’s TM Spider putters – 2026 The Memorial
- New Mitsubishi Chemical 1K Pro Orange shaft – 2026 The Memorial
Around the world, the golf wheel spun this final week in May of 2026. From New Jersey to Austria, with stops in Korea, Texas, and North Carolina (don’t let me route your next trip) the world’s finest put their golf games on display. There were three playoffs, some known commodities and some new talent. It was the sort of week that we hope to have at this point in the seasons. June and July afford double-digit major events, and perhaps, one of this week’s champions will use this success as a springboard to new heights. Time to run it all down, tech style, in this week’s Tour Tech Rundown.
Thanks to WITBHub, Today’s Golfer, GolfWRX, and Inside Tour Golf for initial research into equipment.
PGA Tour @ Charles Schwab Challenge: Heroic Henley denies Cole
Eric Cole did nearly everything that a fellow can do, to secure a first PGA Tour title. He stayed one shot clear of Ryder Cup player Ben Griffin. He kept US Open champion Gary Woodland and wunderkind Michael Brennan two shots distant. He posted 70 on day four to reach twelve under par. And then, Russell Henley revealed his Dr. Strange cloak. Henley made 47 feet of birdie putts on holes 16, 17, and 18, to jump from minus-nine to twelve-deep, and secured a spot in a playoff with Cole. The duo returned to the final tee, and put on a stripe show.
Both golfers found the fairway off the tee, and Henley improved on his regulation play with an approach to four feet. Cole did himself proud, tucking an iron to a dozen feet, but he was unable to convert the putt for three. Henley is one of the best putters on tour, and he proved it once more by draining a putt for a fourth consecutive birdie, and a sixth PGA Tour title. For Eric Cole, that first victory should come, and soon. He has done everything necessary to earn the chalice lift.
Henley’s Suitcase
- Driver: Titleist TSi3 at 10 degrees. Shaft: Project X HZRDUS Smoke Black 70g 6.5 TX
- Metal: Titleist TS3 at 16.5 degrees. Shaft: Project X HZRDUS Smoke Black 80 TX
- Hybrid: Titleist TSi2 at 21 degrees. Shaft: Mitsubishi MMT hybrid 100 TX
- Iron: Titleist T250 4-iron. Shaft: True Temper Dynamic Golf AMT Tour White X100
- Irons: Titleist T100 5-6 irons. Shaft: True Temper Dynamic Golf AMT Tour White X100
- Irons: Titleist T100 7-9 irons. Shaft: True Temper Dynamic Gold Tour Issue X100
- Wedges: Titleist Vokey Design SM11 at 48 and 50 degrees. Shaft: True Temper Dynamic Golf Tour Issue X100
- Wedges: Titleist Vokey Design SM11 at 54 and 60 degrees. Shaft: rue Temper Dynamic Golf Tour Issue S400
- Putter: Titleist Scotty Cameron T5 Tour Prototype
LPGA @ Shoprite LPGA: Welcome back, Celine!
Soo Bin Joo had her eyes on a maiden LPGA title. She held the lead after two rounds, then hit a red light at the intersection of can-I and how-To. Joo posted plus-two on day three in New Jersey, and dropped to a T4 finish, which was still a career-best for the young Korean golfer. Instead of a new face, a familiar face returned to the top of the podium.
Celine Boutier was the It Girl in 2023. She collected four victories, including a major title at Evian. Boutier reached world number one status, then simply faded into the background. No wins came her way over the next 30 months. On Sunday, she collected LPGA victory number seven, at the same trace as LPGA victory number two.
Day three saw Boutier manage the windswept Seaview Bay course with six birdies and a bogey. She was challenged in the end by Thailand’s Arpichaya Yubol, who signed for a 66 of her own. Yubol came up one shot shy of the top ladder rung. Finishing in third place at -7, two back of the winner, was Ireland’s Lauren Walsh.
Celine’s Suitcase
- Driver: PXG 0311 Black Ops Tour-1 at 9 degrees. Shaft: Graphite Design AD IZ-5
- Hybrid: PXG 0311 Black Ops at 19 and 22 degrees. Shaft: KBS Hybrid Prototype
- Hybrid: PXG 0311 Gen5.
- Iron: PXG 0311 P Gen 4 5-9 irons
- Wedge: PXG 0311 T Gen 4 PW
- Wedges: PXG 0311 Sugar Daddy II at 50, 54, 58 degrees
- Putter: Bettinardi Studio Stock 3 DASS
DP World Tour @ Austrian Alpine: KK? KK!
Kota Kaneko has a rhythmic name. It has strong vowels and a run of voiceless stops in its crunchy K sounds. On Sunday in Austria, Kaneko put a stop to a challenge from Portugal’s Ricardo Gouveia and everyone else, and claimed a first-ever title on the DP World Tour. Gouveia did well to reach 16-under par over four days, but Kaneko held firm, two shots in the clear.
Davis Bryant of the USA also forged a strong challenge for the win. He ended in a tie with Gouveia for second place. Kaneko began and finished his final round in a bit of a malaise, but he caught fire midway through. Birdies at 10, 12, and 13 provided the necessary cushion to cruise to the finish line without breaking a serious sweat.
Kaneko’s Suitcase
- Driver: Ping Max G440
- Metals: TaylorMade Qi4D at 15, 16.5, 21, and 24 degrees
- Irons: TaylorMade P760 5 and 6 irons
- Irons: TaylorMade P7TW 7-9 irons
- Wedges: Titleist Vokey Design at 46, 52, 56, and 60 degrees
- Putter: Odyssey Ai-One Cruiser Arm Lock #7
Korn Ferry Tour @ UNC Health Championship: Improbably Alvaro
Alvaro Ortiz may have had a bit of scare on the outward nine on Sunday, but he came through in clutch fashion in the end. Ortiz began the day bogey-double, and added another double bogey at the 11th hole. He was mired in a downward trend, spiraling away from the top of the leader’s board. Ortiz found hope at the 14th, where his first birdie of the day tumbled home. Inspired, he closed with birdies and 17 and 18 to catch Ross Steelman at 10-under par, and the duo returned to the 18th deck for overtime.
The extra session concluded in brief time. Ortiz, buoyed by his newly-retrieved confidence, hit the fairway with driver, then approached to six feet and drained the putt. Gobsmacked, Steelman could do little more than smile and applaud, as his run at the top came to a close. The victory was the first for Ortiz on the KFT, and will implant him squarely in the chase for a PGA Tour promotion.
Alvaro’s Suitcase
- Driver: Ping G430 MAX driver at 9 degrees loft
- Metal: Ping G430 MAX 3W
- Iron: Ping iDi Driving Iron
- Irons: Ping Blueprint S irons
- Wedges
- Putter: Scottsdale TR Piper C
A party on the green!
Alvaro’s time comes in Raleigh with his first win @UNCHealthChamp ? pic.twitter.com/2dmtZdbSzk
— Korn Ferry Tour (@KornFerryTour) May 31, 2026
LIV @ Korea: Me llamo Joaquin
Chile’s Joaquin Niemann had been away from the LIV winner’s circle throughout all of 2026. This week in Korea, he reminded us that he is still a force to consider. Niemann chased down Taylor Gooch over the closing holes at Asiad Country Club, then claimed victory with a hole-one birdie in extra time. Bryson DeChambeau claimed solo third, one shot in arrears at minus-eleven. Dustin Johnson finished on fourth, one putt farther back.
Niemann’s Suitcase
- Driver: Ping 440 LST
- Metal: Ping G440 Max at 15 degrees
- Metal: Ping G425 Max at 21 degrees
- Hybrid: Ping G430 at 25 degrees
- Irons: Ping Blueprint S 5 through PW
- Wedges: Ping S159 at 52, 56, and 60 degrees
- Putter: Ping PLD Anser
Driver: Titleist TSi3 (10 degrees)
Shaft: Project X HZRDUS Smoke Black 70 6.5 TX
3-wood: Titleist TS3 (16.5 degrees)
Shaft: Project X HZRDUS Smoke Black 80 TX
7-wood: Titleist GTS3 (21 degrees)
Shaft: Project X Denali Black 80 TX
Irons: Titleist T250 (4), Titleist T100 (5-9)
Shafts: True Temper Dynamic Gold AMT (4-6), True Temper Dynamic Gold Tour Issue S400 (7-9)
Wedges: Titleist Vokey Design SM11 (48-10F @47, 50-08F @51, 54-10S @55, 60-04T)
Shafts: True Temper Dynamic Gold Tour Issue X100 (48), S400 (47)
Putter: Scotty Cameron Phantom X5 Tour Prototype
Grips: Golf Pride Tour Velvet
Ball: Titleist Pro V1x
Aaron Rai’s winning WITB: 2026 PGA Championship
Russell Henley’s winning WITB: 2026 Charles Schwab Challenge
Photos from the 2026 CJ Cup Byron Nelson
CJ Cup Byron Nelson Tour Report: Koepka and Kim’s newest putters finally get hot
Charles Schwab Challenge Tour Report: MacIntyre, Åberg and Spaun all switch putters, TaylorMade launches new Spider
Details on J.J. Spaun’s surprise putter switch
GolfWRX Launch Report: 2026 Titleist GTS drivers
Photos from the 2026 Charles Schwab Challenge
PGA Championship Tour Report: Fitzpatrick, Koepka among big-name putter switches for Aronimink
Photos from the ShopRite LPGA
Maria Torres WITB 2026 (June)
Driver: Ping G440 LST (9 degrees) Shaft: Accra TourZ Green 5-M4 3-wood: Ping G440 Max (15 degrees) Shaft: Accra TourZ Green 6-M4 5-wood: Ping G440...
Eric Cole WITB 2026 (June)
Driver: PXG Lightning Tour Max (9 degrees) Shaft: Project X Titan Yellow 70 TX 3-wood: TaylorMade Qi4D (15 degrees) Shaft:...
Si Woo Kim WITB 2026 (May)
Driver: Callaway Quantum Triple Diamond (8.5 degrees) Shaft: Fujikura Ventus Black 6 X Mini driver: Callaway Paradym Ai Smoke Mini...
Wyndham Clark’s winning WITB: 2026 CJ Cup Byron Nelson
Driver: TaylorMade Qi4D (10.5 degrees) Shaft: Project X Titan Yellow 60 TX 3-wood: TaylorMade Qi4D Tour (15 degrees) Shaft: Project...
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.