When world number one golfer Scottie Scheffler found himself in the clutches of the law just hours prior to his tee time at the 2024 PGA Championship, the internet was ablaze with his mugshot and speculation about his participation at Valhalla. However, this crisis was adeptly managed and resolved, much to the relief of Scheffler and his team.
The former CEO of PGA of America, Seth Waugh, shared his experience of managing the situation on the Vanity Index Podcast. Waugh didn’t resort to panic or hasty damage control. Instead, he relied on a method known as “deliberate calm,” which proved instrumental in navigating the stormy waters.
In the early hours of the morning, Waugh received a distressing call from Scott Scheffler Sr., Scottie’s father, which confirmed his worst fears: Scottie had been arrested. Although Waugh initially thought it to be a minor issue, the gravity of the situation dawned upon him when he learned of an altercation with a police officer.
The incident occurred on a day already fraught with tension due to a fatal accident near Valhalla’s entrance. The ensuing chaos from Scheffler’s arrest disrupted the tournament, setting off a media frenzy and delaying the start time. In the face of this crisis, Waugh’s strategy was simple: slow down.
This approach was inspired by the philosophy of Captain Chesley “Sully” Sullenberger, the pilot renowned for landing a plane on the Hudson River. Sully’s principle of “deliberate calm” entails resisting the urge to act hastily in high-pressure situations. Waugh adhered to this principle, slowing down and dealing with each aspect of the crisis systematically.
Waugh promptly got in touch with Louisville’s mayor, police officials, and Valhalla partner Jimmy Kirchdorfer to ensure Scheffler had immediate legal representation. Kirchdorfer personally facilitated Scheffler’s release from the courthouse and arranged for a police escort to drive him back to the course, just in time for his tee-off.
Waugh and other officials acknowledged that their concern was not limited to Scheffler or the tournament; it extended to the wider implications of the incident. “The good news about it all was that everybody had best intentions…We were worried about how the city was represented, how the state looked,” Waugh stated.
In dealing with the media, the approach was strategic. Instead of a joint statement, individual releases were given by the PGA officials, the city, and law enforcement. The end result? Scheffler made his tee time and performed exceptionally well, securing the T8th position.
In retrospect, Waugh emphasized that the key learning from this incident was not about crisis management alone, but about the importance of maintaining a calm mindset in high-pressure situations. The incident, which could have been a major debacle in PGA history, instead became a lesson in composure, both on and off the golf course.