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Sandy Cross is the Chief Executive Officer of the Professional Golfers Association of America, where she promotes creativity, innovation and collaboration. She developed and managed the PGA’s inclusion and diversity department to ensure that the game of golf reflects the nation’s diversity. A former NCAA Division I volleyball player, Cross began her career with the Cleveland Cavaliers before joining the PGA of America. Cross will speak at this year’s Women’s Business Conference.
How have you changed since you started your career?
I have grown in countless ways. I’ve been incredibly blessed to work in a variety of areas – business development, player engagement, diversity, equity and inclusion, and human resources. Every platform was new to me, which suited my growth mindset very well. The business development arena is highly competitive and the diversity, equity, inclusion and people platforms are highly collaborative. They require different approaches, but inclusive leadership has always been my anchor.
How has the business world changed?
The demand and need for inclusive leadership is greater than ever. Cultural intelligence, curiosity, awareness of bias, risk-taking, collaboration, and staying the course in the face of adversity are essential traits for today’s business world.
What obstacles have you faced?
The golf industry is constantly growing in terms of who plays the game, who works in the industry and who is involved in the supply chain. However, there’s a long way to go before the game, with workforce and supply chains more accurately reflecting America’s demographics. The sport’s history of exclusion continues to be an obstacle in our efforts to truly engage individuals from diverse backgrounds and identities. Communities of color are resilient, easily forgotten by those individuals. Creating the right invitations to safe and welcoming spaces and venues in golf is critical. We need to create awareness that the industry continues to evolve and evolve and light the way for everyone in the game and the business.
Did any of the obstacles surprise you?
How deep-rooted the damage and harm are, precisely, from things that happened decades ago. It has had many negative effects on the development direction of the sport.
What experiences, training, or education have best prepared you?
An undergraduate pre-law background has always been invaluable in the various arenas in which I have worked. Developing my public speaking skills through Toastmasters International was invaluable. The first board leadership experience of the Executive Women’s Golf Association Board of Directors was also transformative.
What has helped you the most during your career?
Having a growth mindset is very helpful. I believe you must be hungry to learn at every turn to add real value and feel personally and professionally fulfilled.
What’s the best advice you’ve received?
“Cross that bridge when you come there,” my mother always told me. I can’t get ahead of myself. While planning is important, things will happen in time and take care of themselves.
What was one of the most interesting (or useful) things you learned this year?
Group Power Being physically together. That’s where the magic happens in a way that video conferencing doesn’t. Balance and a mix of settings are important, but moments of being together in person are truly powerful for both individuals and the business. Our communal cups are always full.
What is your personal brand and how do you develop it?
I continuously strive to be a holistic leader with an “others first” mindset, committed to continuous growth and development. It requires daily, moment-to-moment care and comes with every interaction. I simply have to keep it in mind and make sure that my words and actions are consistent with what I entered.
What do you wish you had known earlier?
nothing. Everything happens in its time. We are all on a journey of discovery and growth in every moment.
Which book influenced you and your career?
Strengths-Based Leadership: Great Leaders, groups and Why do people follow? From Gallup.
What is the biggest mistake women make when they start growing their careers?
Thinking that there is only one seat at the table and holding each other’s back to compete with other women and raising each other. There is room for everyone to stretch, learn, lead, grow and make an impact.
What was one of the most interesting (or useful) things you learned this year?
Group Power Being physically together. That’s where the magic happens in a way that video conferencing doesn’t. Balance and a mix of settings are important, but moments of being together in person are truly powerful for both individuals and the business. Our communal cups are always full.
What is a recurring obstacle for you? (Time, money, attitude, space, knowledge, etc.) What strategies are you using to overcome that?
It’s incredibly clichéd, but work-life balance is a recurring stumbling block for me. My strategies include CrossFit Low, Swagger with my yellow labrador retriever, and playing with the Aura app.
What is your personal brand and how do you develop it?
I continuously strive to be a holistic leader with an “others first” mindset, committed to continuous growth and development. It requires daily, moment-to-moment care and comes with every interaction. I simply have to keep it in mind and make sure that my words and actions are consistent with what I entered.
What do you think the future holds for women in the business world?
I believe it holds incredible possibilities. The business world is truly our oyster. We are the fastest growing group of entrepreneurs. The number of challenges and obstacles we face is not short, especially for women of color. Even if it is sometimes one step forward, two or maybe three steps back, if we are willing to push forward, the possibilities are truly great.
Environmental profileThe 21st Annual Women in Business Conference will be held on September 30th at the Renaissance Dallas Hotel in Plano’s Legacy West. Click here for tickets.
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