Well folks, we were once again duped by “Big California” this week, where it allegedly never rains except for every time there’s a signature event on TV. Funny the way that works. Anyhoo, while we wait for Riviera to dry out, flip over to YouTube, where the sun is always shining but the golf content never stops pouring down from the heavens.

The big headline this week isn’t some video where Bobby Fairways wrestles a bear while trying to break 100 or a big celebrity cameo (we’re still waiting, LeBron). Instead, we begin with the news that Paige Spiranac, after a decade of operating as a largely one-woman enterprise, has teamed up with Chad Mumm’s Pro Shop to launch her very own brand, Paige Co.

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On the surface, this news might seem a bit dry. The press release reads like a corporate merger and Spiranac says the goal is to “let me be me,” so the content itself, at least to start, may not be all that different. There is, however, A LOT of context to unpack. The announcement came on the heels on Spiranac’s recent comments about her struggle with anxiety. Those mental health challenges led to her posting less and less over the last several months, and it appeared that after 10 long years, she might be ramping down. Instead, she was just retooling.

We don't know what sort of content we’ll see from Paige Co. and Pro Shop—the production company behind series like ‘Full Swing’ and outlets like Skratch—but week one of the partnership did drop a few hints. Clearly, growing YouTube is going to be a big emphasis for the fledgling brand. Spiranac soft launched the collaboration on Thursday with an announcement-meets-LA travel vlog on the platform, revealing that a Paige Co. YouTube series is already in the works. The video also showcased a new, more laidback production style that seemed to resonate with her fans who enjoyed seeing her what her life is like off the course as well as on it.

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Spiranac also appeared, leather pants and all, in a video on sister company Skratch’s X account discussing her favorite things about Riviera Country Club, the site of this week’s Genesis Invitational. In other words, it seems like we can expect plenty of crossover content between Paige Co. and Pro Shop’s other ventures as well.

All in all, this is good news for both Paige fans and golf fans in general. It will mean more production resources for Spiranac and the full-fledged introduction of her brand on YouTube, plus merchandising, collabs and a whole lot more. What it means for her Instagram, where Spiranac has amassed 4 million followers and counting, is the only question mark. Spiranac has hard posted on her Instagram profile just three times since October, one of which was this week’s Paige Co. announcement. Part of that, she admitted, was due to her anxiety struggles, but the quiet truth is that Instagram’s relevancy has waned thanks to TikTok’s vice grip on short-video content and YouTube and X’s reemergence as major social media players.

While Paige Co. might be a fresh start for Spiranac on a personal level, it seems to be a calculated business move as well. Driving fans to other forms of content from Instagram has always been challenge—how many times have you read “click the link in the bio” and kept scrolling?—and Paige Co. seems like a savvy, and frankly long overdue, way to cut out the middleman … or should we say middle woman?

Quick Hits Bryson DeChambeau

Bryson DeChambeau meets up with “failed professionals” (his trash talk, not ours) Luke Kwon, Sam Heung Min and Taco Golf for a 2v2 de-buff match. Every hole a team loses inflicts a new punishment, including but by no means limited to “milk shoeys.” Hard pass on that, B-dawg.

Taco Golf

Better than drinking milk out of a shoe is swigging soju—the national spirit of Korea and that tastes sort of like a cross between vodka and sake—out of the bottle. That’s what Taco Golf and co. got up to this week, taking gulps of soju for every bogey. Soju typically ranges between 15% and 25% ABV, so if you’re mid-handicapper, definitely don’t try this at home.

Grant Horvat

Horvat joins Rory McIlroy for a day of ball testing as the reigning Masters champ compares the TaylorMade TP5 and TP5X. If you just want to watch one of the world’s best drivers launch missile after missile, we don’t blame you, but for those looking for more steak with their sizzle, McIlroy allegedly “changes Grant Horvat’s golf game” in a single session. We’ll let you be the judge of that.

Bob Does Sports

The BDS gang are on a heater. Over the last several weeks, they’ve landed Jon Rahm, Scottie Scheffler and now Tony Finau. This one is apparently just a standard 3-1 match—no competitive donut eating involved—but if you’re a fan of Bob, Joey, FP and Tony, then make sure to check it out.

Good Good Golf

Do you hate golf courses? Do long to watch them suffer in the same twisted ways they've made you over the years? Then rub those vindictive little palms together and watch as Brad Dalke, Sean Walsh and Andrew Kozan tear up Palm Beach National, allegedly the easiest course in Florida.

The Postman

Over the past six months, Ian Poulter has been steadily building a YouTube presence, and this week he stars in his biggest video yet alongside his son Luke and the Bryan Bros. Will this be the video that cements Poults as LIV’s next great YouTube export? We don’t know about all that, but it’s clear Poulter still possesses his gift of gab.

Gabby the Golf Girl

What would you do if a random walked up to you and your buddies just before a tee time at Streamsong and offered you $100 skins per hole? Would you lock in? Would you try to play it cool? You can ponder those big questions while you watch Gabby the Golf Girl live out this admittedly pretty awkward hypothetical in real time.