Travis Wehrs, PGA - Merchandiser of the Year (Private)
When members walk into the Boca West Country Club golf shop, they’re greeted by more than apparel, equipment, and displays. They’re met with an energy shaped by intention, creativity, and a standard of hospitality that reflects the vision of Travis Wehrs, PGA. That vision, cultivated over two decades of learning, leading, and innovating, has now earned him recognition as the 2025 South Florida PGA Merchandiser of the Year – Private Category.
For Wehrs, the Director of Golf at Boca West, the honor is meaningful because it celebrates retail excellence, and it acknowledges a lifelong passion rooted not in spreadsheets or inventory, but in style, personality, and connection.
“One of the reasons I got into the golf business was the retail and the clothing,” Wehrs says. “The way you can show your personality and how golf drives fashion, it’s really meaningful to me.”
Wehrs’ path to one of the industry’s largest private club retail operations began far from resort-style clubhouses. He grew up on a small farm outside Lincoln, Nebraska, running hurdles and pole vaulting rather than playing golf.
Golf wasn’t in the plan, at least not yet. After two years at the University of Nebraska, Wehrs felt drawn toward something bigger. With family in Southwest Florida, he moved to Fort Myers, unsure where it would lead but certain he wanted a career centered on people and hospitality. Soon after arriving, he opened the Yellow Pages and began calling golf courses.
“I wanted to work at a golf course because I wanted to showcase my personality,” he recalls. “I wanted to meet people and be in the hospitality space.”
One call led to Olde Hickory Golf & Country Club in Fort Myers, Florida, where he was hired in outside operations in 2000. It quickly became more than a job. He moved into the golf shop and discovered the business side of the game, including customer service, merchandising, and relationship-building that would define his career.
Olde Hickory lacked a dedicated retail director, and the responsibility fell to whoever had the passion for it. That was Wehrs.
“None of the professionals there really enjoyed retail,” he says. “I was always looking for a way to differentiate myself.”
He began meeting with vendors, studying color palettes, designing headwear, and helping redesign the club’s brand mark that lasted for decades. That early exposure to buying, branding, and merchandising philosophy laid the foundation for everything that followed.
Even though Wehrs was just 23 and had not earned his Class-A PGA Membership, the Olde Hickory board made a bold decision, naming him the Head Professional.
“They said, ‘OK kid, we’re putting all our eggs in one basket. Are you ready?’” Wehrs says. “I knew I wasn’t going to fail.”
During this time, he completed his bachelor’s degree at Florida Gulf Coast University through night classes.
Wehrs made the board's decision look good, as he spent 11 years as Head Professional at Olde Hickory.
He then moved to Fiddlesticks Country Club in Fort Myers, and ultimately to Boca West Country Club in Boca Raton, Florida, where his passion for retail innovation found its ideal platform.
With more than 6,000 members and a stand-alone retail building at Boca West, opportunity was everywhere and Wehrs embraced it.
Holiday Bazaars became full-ballroom shopping events. Demo days evolved into “Golfapalooza,” a multi-vendor experience he describes as a “demo day on steroids.” Seasonal sales, brand partnerships, and curated collections expanded dramatically.
But the most significant shift came in hard goods.
“I felt there was a big hole,” Wehrs says. “Members wanted someone they trusted recommending golf balls, wedges, irons, everything.”
The solution was hiring Jacob Huizinga, a former Florida State Amateur champion, as Boca West’s dedicated club fitter.
The impact was immediate. In his first year, Huizinga completed nearly 500 fittings. Hard-goods sales jumped from roughly $600,000–$700,000 annually to over $1 million.
Still, Wehrs emphasizes, it was never about revenue.
“The goal was creating hospitality around club fitting, offering a boutique experience.”
That experience includes a state-of-the-art fitting studio, advanced loft-and-lie technology, in-house regripping, and meticulous follow-up communication.
Alongside service expansion came a renewed focus on brand identity. Boca West’s hibiscus logo has become a defining visual, one Wehrs believes could be globally recognizable.
“When you see that hibiscus, you think of Boca West,” he says. “This is one of the finest facilities in the world.”
As the Director of Golf, Wehrs oversees more than 230 staff members, including agronomy, golf operations, and retail. His leadership philosophy is simple: be present.
“I spend the first couple of hours every day interacting with the team,” he says. “Being visible and being a servant leader matters.”
He asks about families, weekends, milestones, focusing on seeing staff as people first.
“That connection allows us to rely on each other’s strengths, especially when things get heavy,” he says.
Being named the 2025 Merchandiser of the Year is meaningful, but Wehrs views it as a reflection of his team.
“I’m surrounded by incredibly gifted, hardworking people,” he says. “I feel really fortunate.”
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Naples, FL - Mike Berger of Hammock Creek Golf Club and Chris Stanko of Banyan Golf Club of Palm Beach claimed the championship title with an 18-under performance at Hammock Bay Golf & Country Club and the Rookery at Marco on July 7-8, 2026. This year’s Championship returned to The Rookery at Marco and Hammock Bay, serving as the host facilities for the fifth time in the last six years. A full field of 240 South Florida PGA Professionals and Associates competed in a team four-ball format over the 36-hole event. After an 8-under opening round, Berger and Stanko were tied for sixth, only one shot behind the five teams tied for first. During the second round, Berger and Stanko fired off four birdies and an eagle on just the back nine, leading them to a 10-under score for the day. With an 18-under total for the championship, the two professionals took home the title by one stroke, finishing ahead of the teams of Andrew Filbert from West Bay Golf Club & Justin Smith of Bonita Bay, and defending champions Matt Cahill and Dakun Chang of Seminole Golf Club, who were tied for second at 17-under. In fourth place came Nick Latimer of Medalist Golf Club and Justin Hicks of Stonebridge Country Club, who wrapped the event at 16-under. The five teams, Michael Kartrude and Paul Scaletta, Zachary Wood and Patrick Ross, Maximilian Coulls and Jason Martin, Ryan Fountain and John Somers, and Daniel Lee and John Lento, finished tied at fifth place with a score of 15-under for the two days. Leaderboard
Atlantis, FL - Michael Kartrude and Eric Veilleux of the Bear’s Club did not shy away from the weather at the Yamaha Junior-Senior Championship. The two claimed the championship title with an 11-under performance today at Lost City Golf Club (East/North Courses). The 2026 Yamaha Junior-Senior welcomed 50 two-person teams of a junior SFPGA Member under the age of 50 and a senior SFPGA Member over the age of 50. Holes 1-6 were played in a best-ball format, while holes 7-12 were played in a modified alternate shot format, and holes 13-18 were played in a scramble format. Veilleux, a PGA Director of Golf and Kartude, a PGA Assistant Golf Professional had a bogey-free round, carding 11 birdies on the day, defeating the team of Mark Brown of The Yacht and Country Club and Matthew Sita of Boca Rio Golf Club by two shots. Finishing tied for third at 8-under were James Hamner of Windsor Club and Mike San Filippo of The Club at Lost Lake, along with Mike Berger of Hammock Creek Golf Club and Joe Kern of Mangrove Sands Golf Club. Leaderboard
NAPLES, FL - John Somers wins the Championship Division while Justin Hicks wins the Senior Division at the E-Z-GO South Florida Open, played June 23-25 at Bonita Bay Club - Sabal & Cypress Courses. The second South Florida PGA Major of the year and first three-day Major featured 167 total players competing at Bonita Bay Club in Naples. Following round 2, a Senior Champion was crowned, and the field was cut to 55 players for the final round. Championship Division Hobe Sound Golf Club Assistant Professional, John Somers, opened the three-day event with a 1-under 71 to trail the round 1 leader, Justin Bertsch, by seven shots. Somers fired away in the second round with a 6-under 66, jumping up the leaderboard after round two. Continuing the momentum, Somers finished with the low round of the day, shooting an 8-under 64. Both Somers and Derron Peyton of BallenIsles Country Club finished round three tied at 15-under, leading to a playoff. After the first hole, Somers won the playoff with a birdie, earning the 2026 E-Z-GO South Florida Open Champion title. “You just gotta stay in the moment and not think too far ahead,” Somers said about heading into the playoff. “It was an amazing feeling, especially when that final putt dropped.” This marks Somers’ first win with the South Florida PGA Section since his move to Hobe Sound Golf Club last December, coming from the North Florida Section. Finishing in third with a 13-under total was Justin Hicks of Stonebridge Country Club, while Nathan Kraynyk of Wyndemere Country Club took fourth place honors at 10-under par for the three rounds. Senior Division In the Senior Division, Justin Hicks, Teaching Professional at Stonebridge Golf and Country Club, secured the title with a 10-under performance after shooting 69 and 65 for the two rounds. At the end of the first round, five players shared the top spot including Hicks, Jared Blocker of The Club at Olde Cypress, Alan Morin of The Club at Ibis, Steven Vecellio of Frenchmans Reserve Country Club, and David Startzel of Bonita Bay Club in Naples. Hick’s bogey-free second round edged out Vecellio, shooting a 67 to take his total to 8-under as the Runner-Up. Finishing at 7-under was Morin who took third place, while Colin Amaral of Country Club at Mirasol, finished in fourth at 4-under.
Port St. Lucie/Stuart, FL - June 2, 2026 - Pine Tree Golf Club Club Professionals, Tom Cooper and Taylor Morgan captured the Srixon Cleveland Pro-Assistant Championship, presented by Club Car, with a 20-under performance over the last two days at PGA Golf Club in Port St. Lucie and Mariner Sands Country Club in Stuart. This year’s Championship welcomed 82 two-person teams playing at PGA Golf Club and Mariner Sands Country Club. PGA Golf Club played a scramble format, while Mariner Sands Country Club played a Chapman format. The duo of Cooper, Pine Tree Golf Club’s Head Golf Professional, and Morgan, Assistant Golf Professional, posted a 12-under 60 during the first round in the scramble format, putting them one stroke ahead of Cameron Fady and Kyle Horvath of Quail Creek Country Club, Morgan Jewell and Nick Hocker of Floridian National Golf Club, and Mike Schuette and Walker Singleton of Loblolly following the first day. With the more difficult Chapman format left for the final round, Cooper and Morgan managed a bogey-free 8-under showing, holding off Fady and Horvath by three, who fired 6-under in the final round. Jewell and Hocker managed a third-place finish with a 5-under final round score. Defending champions Austin Davenport and Nick Beddow of APOGEE finished tied for fourth at 15-under with Mitch Gray and Daniel Escalera of La Gorce Country Club. Beddow also recorded a hole-in-one at Mariner Sands Country Club on hole 6 in the final round. Srixon Cleveland served as the title partner of the 2026 Pro-Assistant Championship, while the event was presented by Club Car, and supported by Ghost Golf, Perry Weather, Oakley, Range Servant, Signs by the Sea, and Firemaker. PGA Golf Club and Mariner Sands Country Club served as this year’s host facilities, led by Jeremy Wiernasz, PGA, Holly Taylor, PGA, and Garry Nelson, PGA of PGA Golf Club, and Tim McKenna, PGA, and Logan Knebels, PGA of Mariner Sands Country Club. Leaderboard
West Palm Beach, FL – The South Florida PGA Foundation has awarded two $30,000 scholarships to Natalia Conte of Coral Springs and Maria Serrano of Miami as the 2026 SFPGA Foundation Scholarship recipients. Now in its tenth year, a combined $60,000 are given out annually to support South Florida youth with their higher education. The South Florida PGA Foundation Scholarship is a merit-based award created to assist individuals with ties to the South Florida PGA Foundation and to recognize leaders in the local community. Natalia Conte Conte recently graduated from Coral Springs Charter School in Broward County. During her high school career, she was President of the National Honor Society and the Fellowship of Christian Athletes, while competing on the varsity golf and flag football teams. Conte shares a passion for journalism and photography which has given her the opportunity to capture the Masters Tournament at Augusta National Golf Club and the ANNIKA Pro-Am at Pelican Golf Club in Belleair, Florida. She also involved herself with the school’s broadcast program, serving as associate producer and co-anchor for CTV2. In this role, she worked on broadcasts such as “Spotlight,” collaborating with the City of Coral Springs Marketing team to cover local events. This fall, Conte will attend Ave Maria University studying Communications & Theology, with plans to work as a photographer on mission trips. “This will help me share the love I have for helping others, as well as the love I have for journalism,” said Conte. “There is so much power in pictures, and knowing that I have the ability to bring awareness to things going on around the world is such a blessing.” Conte comes from a family with deep roots in the game of golf and the PGA Professional community. She is the daughter of Stephen Conte, PGA, Director of Instruction at Conte’s Golf Academy in Pompano Beach, Florida, and a dedicated South Florida PGA Member since 1995. Her mother, Michele Conte, is also a golf professional and proud LPGA Member, further reflecting the family’s lifelong commitment to the sport. Natalia’s passion for golf and service is also inspired by her late grandfather, John Conte, who was also a PGA Professional. “We are all so happy for Natalia, as she is the glue that holds our family together with her loving and generous heart,” Stephen Conte stated. “She helps us to keep things in proper perspective and makes the simplest things in life great joy.” Regarding her academic future, Conte added, “This scholarship will help me achieve my career goals by providing me with a balanced environment of the highest education, service opportunities, and the training and experience needed to pursue my life and career aspirations.” Maria Serrano Serrano graduated from Pinecrest Glades Academy in Miami, is an active competitor on the SFPGA Junior Tour, and works under John Moscoso, PGA, at the Trump Golf Academy of Miami. At the academy, Serrano coaches youth players in group and individual settings. She also serves as the Social Media Manager for the academy, creating content and managing event promotions and marketing campaigns. “Maria is a natural leader and someone who leads by example and with integrity,” Moscoso said. As Serrano coached and interacted with families, she discovered how meaningful it is to work in an environment that is inspiring. “Golf has become much more than a sport to me; it is the place where I found confidence, purpose, and a sense of belonging,” Serrano said. Serrano will attend St. Thomas University in Miami Gardens, Florida, where she will be a member of the women’s golf team and study Sports Administration. Upon obtaining her undergraduate degree, she has aspirations of working for the LPGA Tour in hopes to inspire and support future generations of girls golf by creating opportunities for young players to grow both on and off the golf course. “I want to continue giving back to the sport that changed my life and helped shape me into the person I am today,” Serrano explained. The South Florida PGA Foundation will follow both recipients' academic and professional progress in the years ahead. About the South Florida PGA Foundation The South Florida PGA Foundation is a not-for-profit organization founded to support the South Florida community, focusing on youth, military, and families. The South Florida PGA Foundation operates under the direction of the South Florida PGA, a not-for-profit organization of over 1,900 PGA of America Professionals serving as experts in the business and game of golf.
Jupiter, Fla. – Justin Hicks, PGA, Teaching Professional at Stonebridge Country Club, fired rounds of 68-66, 10-under to capture the 39th South Florida Senior Open at Jonathan’s Landing Golf Club – Medal Course. The South Florida Senior Open, contested May 11-12, included 78 senior South Florida PGA Professionals competing across five divisions over 36 holes. Hicks entered the final round two shots off the lead after opening with a 4-under-par 68. Roger Kennedy Jr., PGA of The Club at Quail Ridge, and Paul Scaletta, PGA of The Bear’s Club, shared the first-round lead after each carded 6-under-par 66s on Monday. In Tuesday’s final round, Hicks carded a bogey-free 6-under-par 66, highlighted by six birdies, to finish the championship at 10-under-par 134, securing a one-shot victory. Alan Morin, PGA of The Club at Ibis, finished solo in second at 9-under par after posting rounds of 67-68. Kennedy Jr. claimed third place at 8-under par, while Rod Curl, PGA of Crane Watch at Evergreen, finished fourth at 7-under total. Scaletta rounded out the top five at 5-under par. In the age divisions, Bud Lintelman, PGA Life Member, captured the 60-69 division title at 3-under par. Jay Horton, PGA Life Member, won the 70-74 division at 1-under par, while Rick Whitfield, PGA of Loblolly, claimed the 75+ division title at 1-over par. The South Florida PGA extends a special thank you to Jonathan’s Landing Golf Club for hosting this year’s championship, led by PGA Director of Golf Brian Corbitt and PGA Head Professional Jared Werner. Complete results from the 38th South Florida Senior Open Championship can be found below. CLICK HERE
WEST PALM BEACH, FL — The South Florida PGA Foundation, in partnership with Habitat for Humanity of Okeechobee County, will break ground on a new home Wednesday, May 14, at 10 a.m., marking the 13th Habitat for Humanity home build project. The groundbreaking represents another step toward the Foundation’s goal of building a home in every county of the South Florida PGA Section, including Puerto Rico. The initiative began in 2011 with the construction of the Foundation’s first Habitat home in Lee County. Since then, the South Florida PGA Foundation has partnered with local Habitat for Humanity affiliates throughout the Section to help provide affordable housing opportunities for families in need. The Foundation contributes $50,000 to each project, while PGA Professionals from across South Florida donate more than 250 volunteer hours to assist with construction alongside community volunteers and future homeowners. “For the South Florida PGA Foundation to be partnering with Habitat for Humanity for a 13th home is truly incredible. The impact that is made on these families is life-changing, and that's just one reason why aligning with Habitat is important to the Foundation,” said Lee Stroever, PGA Director of Golf at Emerald Dunes Club and Vice President of the SFPGA Foundation. “After seeing a handful of ‘key presentations’ at the end of a build, you can't help but feel good about what is being accomplished.” Construction on the Okeechobee County home is expected to begin in the fall of 2026. Applications for the future homeowner are anticipated to open during the same timeframe through Habitat for Humanity of Okeechobee County. “Working alongside the families that will be receiving the home is so humbling and rewarding; it’s a program that the Foundation and Section board is very proud of,” said Kevin Murphy, PGA General Manager at McArthur Golf Club and Treasurer of the SFPGA Foundation. The South Florida PGA Foundation’s home-building initiative has expanded throughout the Section over the past 15 years. Each project includes financial support from the Foundation and volunteer participation from PGA Professionals. Habitat for Humanity of St. Lucie and Okeechobee, founded in 1996 as an affiliate of Habitat for Humanity International, works to provide affordable housing opportunities for families in need throughout the region. The organization partners with families and volunteers to support homeownership opportunities in St. Lucie and Okeechobee counties. For more information about the South Florida PGA Foundation and its charitable initiatives, visit South Florida PGA Foundation.
North Palm Beach, FL – The South Florida PGA Foundation hosted its 10th Annual South Florida PGA HOPE Classic May 7th at Lost Tree Club, raising $125,000 in support of the Foundation’s flagship military initiative, PGA HOPE (Helping Our Patriots Everywhere). Celebrating a decade of impact, the annual event continues to serve as one of the South Florida PGA Foundation’s premier fundraising efforts benefiting Veterans throughout the South Florida community. For the fifth consecutive year, Lost Tree Club graciously served as the host venue, welcoming 23 teams of four competing in a better ball format on one of South Florida’s premier golf courses. The PGA HOPE Classic brings together PGA of America Golf Professionals, community leaders, supporters, and Veterans for a day centered around camaraderie, philanthropy, and the game of golf. In addition to the on-course competition, participants enjoyed a raffle and silent auction that generated additional funding to support future PGA HOPE programming across the South Florida Section. Adding to the significance of the day, eight South Florida PGA HOPE graduates volunteered throughout the event, assisting with operations and engaging with participants. Their involvement highlighted the life-changing impact the program continues to have on Veterans and the meaningful community fostered through PGA HOPE. "This program saves lives, and I just want to say thank you to everyone here for your support in this program," said SFPGA HOPE Ambassador Christina Alaverez. Established in 2015, the South Florida PGA HOPE program has impacted the lives of over 2,000 Veterans through six-week instructional programs led by PGA of America Golf Professionals across South Florida. PGA HOPE introduces Veterans to the game of golf as a means to enhance their physical, mental, emotional, and social well-being, while fostering lasting connections both on and off the golf course. All programming is provided at no cost to participating Veterans. The continued success of the PGA HOPE Classic reflects the unwavering support of the South Florida golf community and the growing impact of PGA HOPE throughout the region. Through events like the HOPE Classic, the South Florida PGA Foundation remains committed to positively impacting Veterans’ lives through the game of golf for years to come. Titled by Keiser University , this year’s event was also supported by PXG , Firemaker Brewery, Garmany Golf , 2nd Swing , Raymond James , The City of Boynton Beach, and Tito’s Handmade Vodka , whose continued partnership and generosity help make the event possible year after year.
PARKLAND, Fla. (May 5, 2026) — Justin Hicks, PGA Teaching Professional at Stonebridge Country Club, captured the Srixon/Cleveland Fort Lauderdale Open, the first South Florida PGA Major of the 2026 season, held May 4–5 at Parkland Golf & Country Club and Fort Lauderdale Country Club. Hicks posted 2-under-par 70 in the opening round at Parkland Golf & Country Club before firing a tournament-low 8-under 64 in the final round at Fort Lauderdale Country Club, highlighted by nine birdies and one bogey, to finish at 10-under-par. The victory secured both the Championship and Senior Division titles, marking the first time Hicks has won both divisions in a South Florida PGA Major. In the Championship Division, Hicks finished three strokes ahead of Dylan Miranda of Apogee Golf Club, who carded rounds of 68-69 to finish at 7-under-par. A four-way tie for third place at 6-under-par included Jamie Sindelar of Hammock Creek Golf Club, Jeremy Wells of Cypress Lake Golf Club, Derron Peyton of BallenIsles Country Club and Christian De Greiff of Coral Ridge Country Club. In the Senior Division, Hicks led the field at 10-under-par. Steven Vecellio of Frenchman's Reserve Country Club finished runner-up at 6-under-par, while Alan Morin of The Club at Ibis placed third at 5-under-par. The Srixon/Cleveland Fort Lauderdale Open was supported by title partner Srixon and Cleveland Golf, presenting partner Golf Sign and Design, and supporting partners Flash Weather AI, Global Golf Sales, Kohler, Maui Jim, Southeast Land and Water Management, StrackaLine, Tagmarshal, The Turf Guy and Unknown Golf. Leaderboard
West Palm Beach, Fla. — South Florida PGA Professionals Michael Kartrude and Tyler Collet qualified for the 2026 PGA Championship after finishing in the top-20 at the PGA Professional Championship, which concluded Wednesday at Bandon Dunes Resort in Oregon. Kartrude, an assistant professional at The Bear’s Club in Jupiter, placed third at 2-under total in just his second appearance in the event. With the result, the 36-year old has advanced to the major championship in both of his attempts after surviving a four-for-one playoff at last year’s national championship. Collet, an assistant professional at John’s Island Club in Vero Beach, tied for fourth at 1-under, jumping 39 spots up the leaderboard to secure his place in the field, backing up his historic 2025 PPC win. The 2026 event marked his fifth career start for the 30-year old, previously starting in the ‘21,’22,’24 & ‘25 championship. With their finishes, Kartrude and Collet earned positions on the Corebridge Financial PGA Team and will join 18 other PGA of America Golf Professionals at Aronimink Golf Club in Newtown Square, Pennsylvania, May 14-17. The national championship annually determines a 20-player group out of 312 PGA of America Golf Professionals who advance to the major, providing a pathway for professionals who primarily work in instruction and club operations to compete alongside top players in the world. Both players will be making their second consecutive appearances in the major. Kartrude’s third-place finish represents the best result of his career in the event, while Collet’s tie for fourth adds another top-five performance following his victory one year ago. Since 2023, the South Florida PGA Section has been represented by six different professionals, combining to fill 10 total spots in the championship field during that span
