USGA CEO Mike Whan is managing the 2026 U.S. Open with a hands-on, business-focused style. His approach blends corporate strategy with personal connection, evident as he oversaw key operations from merchandising to broadcast production on Friday at Shinnecock Hills.
Whan’s business acumen is central to his role. He views the event’s merchandise tent not just as a shop, but as a critical profit center funding the USGA’s wider mission, from amateur events to the Adaptive Open. This requires a deep understanding of the event’s attendees. He noted the difference from past championships, stating, “At last year, gates open at 6:45, there’s 15,000 people there, and they’re packing lunch,”
His leadership is also built on decades of industry relationships. A former marketing executive at TaylorMade, Whan recalled developing the branding for Ernie Els. “We did some research, asked people to give us three words to describe Ernie. They came back with _big_, _easy_ and _laid-back_. We came up with ‘The Big Easy.’ ran with it on CBS. He was a TaylorMade guy.” This ability to connect with and market personalities remains a key part of his method.
During his Friday tour of the course perimeter, Whan visited the NBC Sports compound, a nod to the most significant business he has recently conducted: extending the USGA’s broadcast deal with the network through 2032. While he enjoys the championship atmosphere, his focus remains on the major operational pillars that ensure its success.
Yet, his management style is notably personal. He is known for using informal nicknames with staff, as when he saw an employee with a snack. “Geller, look at you, going for an ice-cream sandwich —don’t get locked in there,” Whan said. It is a style that makes the head of a major governing body relatable. Referencing the 2024 U.S. Open, he said, “I rented a big house in the village, I had my family there, I had my own golf cart,”
