PGA Tour Superstore Names Troy Rice As New CEO As Expansion Continues

PGA Tour Superstore, the nation’s largest specialty golf retailer, has hired Troy Rice as its new chief executive officer, bringing aboard a leader with a proven track record of scaling major retail chains and driving explosive growth as it continues its nationwide expansion.

While Rice most recently served as CEO of Total Wine & More for three years, he also spent 16 years at The Home Depot, which was co-founded by PGA Tour Superstore owner Arthur Blank, rising from management trainee to lead the company’s largest division. His tenure there included overseeing $24 billion in sales across more than 600 stores, providing him with deep big-box retail expertise that directly translates to PGA Tour Superstore’s model.

Rice’s appointment, which concludes a three-month search, comes as PGA Tour Superstore pursues ambitious expansion plans to grow the company from its current 77 stores to more than 100 locations over the next two years. Rice officially begins his role on Sept. 2, succeeding Dick Sullivan, who announced his retirement plans in April after guiding the company as CEO for 15 years. Sullivan will remain as executive chairman and continue serving on Blank’s board of trustees while Jill Spiegel, who has been instrumental in the company’s recent growth, will continue in her role as PGA Tour Superstore’s president, reporting to Rice.

“Troy’s proven record of success makes him an exceptional fit,” said Blank, who also owns the NFL’s Atlanta Falcons and the TGL-champion Atlanta Drive. “His experience and leadership roles at Home Depot and in dynamic retailers since then underscore his deep understanding of our core values and operational discipline. His achievements, particularly his ability to drive growth, lead transformation and elevate customer experiences, reflect his understanding of today’s retail climate.”

At Total Wine & More, the beverage retailer nearly tripled its sales from $2.5 billion to $6 billion under Rice’s leadership while expanding from 165 to 274 store locations. Additionally, Rice helped accelerate the company’s online sales from $300 million to more than $1 billion, a notable rise within an increasingly digital retail landscape that PGA Tour Superstore is also targeting.

“I am thrilled to join PGA Tour Superstore and help build on the business that Arthur, Dick, Jill and the entire team have created,” Rice said. “This is truly a best-in-class business that leads the way in customer experience and provides golfers with the best the game can offer.”

Rice’s Leadership Roles

Rice also led significant growth at Toys “R” Us, where he increased revenue from $5.5 billion to $8.2 billion across 850 stores, and successfully oversaw the merger between Office Depot and Office Max while serving as chief operating officer, managing 1,500 stores and $6 billion in sales. But the move to PGA Tour Superstore represents something of a homecoming for Rice, who began his career at The Home Depot in 1990, just over a decade after it was founded by Blank and Bernie Marcus.

“To work with Arthur again, who is a true visionary in the retail business, is a dream come true for me,” Rice said.

The leadership transition comes at a pivotal time for PGA Tour Superstore, which has maintained aggressive expansion even as many retailers have scaled back their physical footprint.

The company has opened more than 30 new stores since 2020, maintaining a pace of eight new locations annually in recent years. That will continue in 2025, as the company’s growth strategy balances market penetration with geographic expansion.

Current and Future Store Growth

Recent openings have included first-time entries into markets like Detroit, Kansas City, Greenville, Nashville, and Richmond, alongside additional locations in established territories. The next two months will see two more states get their first Superstore locations, with openings in Norwalk, Connecticut (August) and St. Louis, Missouri (September). The planned expansion to more than 100 stores is in line with the company’s model of 10% annual growth through new store openings, with 10 new locations on tap for 2026.

“Between the product selection, associate knowledge, and in-store services, PGA Tour Superstore offers an unparalleled experience in the market,” Rice noted, highlighting the experiential retail approach that has driven the company’s success even in an increasingly digital marketplace.

PGA Tour Superstore, the PGA Tour’s exclusive off-course retail partner, achieved record revenues in fiscal 2024 and continues gaining market share in 2025.