Jane Geddes
Jane Geddes is an accomplished executive and world-class athlete who brings an unparalleled depth of experience to the game of golf. With a career spanning over four decades, Jane has excelled at every level of the industry—from winning major championships on the LPGA Tour to leading global sports organizations and mentoring the next generation of players.
As a professional golfer for 20 years, Jane secured 14 professional wins worldwide, highlighted by two Major Championships: the 1986 U.S. Women’s Open and the 1987 LPGA Championship.
Beyond the green, Jane has spent the last two decades driving results through pragmatic leadership and organizational transformation. Most recently, she served as the CEO of the Legends of the LPGA preceded by her successful tenure as the CEO and Executive Director of the LPGA Amateur Golf Association, where she navigated a complex revitalization of the 26-year-old organization, ultimately orchestrating a successful strategic alliance and merger with the LPGA.
Jane’s expertise in professionalizing golf organizations was further established during her tenure as the Executive Director of the International Association of Golf Administrators (IAGA). Hired in 2016 as the organization's first official employee, she successfully transitioned the leadership from a volunteer-based model to a professional executive structure that included high-level alliances with industry powerhouses like the USGA, PGA of America, NGCOA, and the World Golf Foundation.
Jane’s executive influence also reached the highest levels of global sports administration at LPGA Headquarters, where she served as the SVP of Tournament Operations and Player Services. As a member of the Executive Leadership Team managing a $70M budget, she was the primary author of the organization’s competition policies and acted as the Chairman of the Board for the International Golf Federation, playing a pivotal role in the historic effort to have golf included in the Olympic Games.
Jane’s expertise extends into the broader entertainment landscape, having served as a Senior Vice President at WWE, Inc. overseeing a $25M Talent Relations budget, which included the development and construction of the 26,000-square-foot WWE Performance Center in Orlando.
Jane holds a Juris Doctorate from the Stetson University College of Law and a Bachelor of Arts from the University of South Florida and Florida State University. Whether she is coaching aspiring juniors or consulting on large-scale sports operations, Jane’s mission remains the same: driving excellence through a lifelong passion for the game and the business of sport.
John Lawrence
John Lawrence is an accomplished entrepreneur and strategic business leader with a proven track record of building and scaling high-performance organizations. As Co-Founder and Managing Director of Tournament Solutions, LLC, he grew the company from startup to a multimillion-dollar national enterprise and industry leader in licensed event merchandise and strategic partnerships.
Under his leadership, the company secured premier licensing relationships with the United States Golf Association, PGA TOUR, PGA of America, LPGA, United States Tennis Association, and Fanatics. Following its acquisition by New Wave Group, John led post-acquisition integration and continues to work closely with executive leadership and board members.
Previously, John held senior leadership roles at Verizon (formerly NYNEX), where he directed sales channel strategy and led complex collective bargaining negotiations for a $1B division, aligning labor agreements with long-term financial and operational goals. Earlier, as Controller at General Mills (Toys and Games Division), he oversaw manufacturing accounting, pricing, and capital investments.
Now, as Co-Founder of Project 1960, John brings that same disciplined, partnership-driven approach to serving state golf associations, PGA of America sections, professional golfers, and corporate brands seeking meaningful, long-term engagement in the game. Built on deep industry expertise, trusted relationships, and a commitment to transparency and integrity, Project 1960 focuses on strategic sponsorship alignment — not transactional deals — creating measurable value for all stakeholders while supporting sustainable growth across the golf ecosystem.
John also served as Chairperson of the Board of Trustees for the New England PGA – Reach Foundation and in 2024 he was honored with the prestigious George S. Wymess Award for his outstanding service to the section. He has served as an advisor for LPGA players Megan Khang and Lindsey McCurdey-Peek
A Summa Cum Laude graduate of Salem State University, John brings disciplined financial expertise, negotiation acumen, and entrepreneurial vision to every venture he leads.
Get in touch
John Lawrence
(978) 766-9317
John@Project-1960.com
Jane Geddes
(813) 240-7729
Jane@Project-1960.com
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