Matt Adamski is pictured with his family at the PGA Show in Orlando. From left are his son Jackson, Adamski, son Greyson, wife Tonya and daughter Haylee
photo by Contributed
When Matt Adamski convinced his wife, Tonya, to uproot their comfortable life in central Ohio for a daring new opportunity in Tennessee located in the quaint hamlet of South Pittsburg in 2019, she must have thought he had lost his mind.
Adamski had been Director of Golf at the revered NCR Country Club in Kettering, but he became smitten with the thought of moving south the first time he visited Sweetens Cove Golf Club. There was something burning inside of him to break free from the traditional path he saw for his future, and Sweetens Cove offered the perfect respite for his non-conformist dreams and a place where he could promote the game of golf in its purest essence with few rules.
That vision that Adamski had in mind came to fruition this week at the annual PGA Show in Orlando. Serving at Sweetens Cove in the roles of PGA professional and General Manager, Adamski – a member of the Tennessee PGA Section - was named the recipient of the 2025 PGA of America Merchandiser of the Year Award - Public Category. The award recognizes PGA of America Golf Professionals who have excelled in business and merchandising in the promotion of golf.
“I’m absolutely humbled to be recognized, nominated and voted for the PGA National Merchandiser of the Year Award by the PGA of America,” Adamski said Wednesday evening.
When Adamski was hired by Sweetens Cove to oversee the masterpiece created by designers Tad King and Rob Collins that opened in 2014, the course had yet to gain its true potential. At that time, it was struggling with its model for tee times as well as merchandising. Adamski implemented the “All Day Pass,” eliminating tee times and allowing golfers to play as much or as little as they like, to better immerse themselves in the property. The new structure sold out in minutes, though there were still limited merchandise items offered.
For years Adamski has operated from a pre-fabricated shed that stills stands as Sweetens Cove’s iconic “clubhouse”. In offering highly-sought branding through the “Shop The Shed” website, Adamski oversaw exponential growth in demand across the globe. Today, due to Adamski’s merchandising efforts, there is a separate office to properly handle the demand for Sweetens Cove’s expansive merchandise offerings. In a few short years, Sweetens Cove has gone from a regular 9-hole facility to a true experience and brand, with record years in revenue year after year.
At the time of Adamski’s arrival, gross revenue for the facility totaled $795,000. It has since risen to over $3.3 million, even without offering food and beverage, making merchandising play a significant role. Adamski’s philosophy is that the merchandise should embody the essence of the Sweetens Cove’s brand, which is focused on creating a fun experience that is more than just golf.
“I’m thrilled for The Shed to be in the national spotlight and for the golf industry to get a closer look into how we operate and what we operate out of,” Adamski said.
In partnership with Reef Capital Partners out of Utah, Sweetens Cove announced in October plans to offer more opportunities for fun for its guests. The expansion will include a lighted par-3 course, stay and play cabins, a restaurant and distillery, a putting green that will meander among the cabins, a fishing dock and skeet shooting range.
Even more remarkable is the fact Adamski managed to earn this award while recovering from a serious accident in November 2023 while operating earth moving equipment on his property. The setback resulted in a fractured femur and torn ACL, and his lengthy recovery limited his ability to serve as the congenial host at Sweetens Cove. After months of rehab and recovery, Adamski was able to return to his normal hours in serving as the ring-master and is well-deserving of this award.
The formal National Awards ceremony is scheduled for this November during the 109th PGA of America Annual Meeting at the Home of the PGA of America in Frisco, Texas.
Paul Payne can be emailed at paulpayne6249@gmail.com