For more than a year, we have been working on a revitalization of the First Tee brand to ensure we stay connected with today’s young people
For more than two decades, we’ve been helping kids and teens learn life skills and build core values using the game of golf as the vehicle. Now, it’s time for us to write our own growth story. In May 2019, we began a process of reflecting on who we are, what we’re capable of and how we can show up stronger for this generation of kids. This brand evolution is grounded in research and insights from key stakeholders and is an updated reflection of who First Tee is and our promise to help empower kids to build their strength of character. Since 1997, when First Tee was first launched in Central Park, Manhattan, NY, the intention was clear: leveraging one of the most engaging sports to enrich the lives of young people. It’s been a lot of hard work, but we are proud to now be serving many communities through our network of chapters, schools and community partnerships. It’s all about empowering kids. And we still think golf is the perfect platform in which to do it. “There is little doubt the world has changed significantly over the last 23 years,” said Greg McLaughlin, CEO of First Tee. “Today’s kids and teens are facing pressures that are different from previous generations, and it’s important that we look in the mirror to ensure we are approaching our work with as much relevance and awareness of today’s families as possible. I am proud of the team who has worked so hard to really understand our participants, alumni, parents, coaches, volunteers, chapters, donors and many more who pour their hearts into our mission each day in their communities. “This year has been challenging on many levels. We debated holding tight on this project, but in the end, our chapters were hungry for the ability to reinforce the incredible work they do through this brand refresh, so we decided to move forward now.” The brand evolution was led by Sub Rosa, a brand strategy and design practice, and included PGA TOUR creative, marketing and communications teams. The evolution includes refreshed brand purpose and story, as well as a new logo, which is a metaphor for the growth guidance at the heart of First Tee. The changes also include removing “The” from the organization’s name and updated colors and patterns. We will continue to build experiences that build character to empower kids through a lifetime of new challenges and continuous personal growth. By seamlessly integrating the game of golf with a life skills curriculum, we create active learning experiences that build inner strength, self-confidence and resilience that kids can carry to everything they do. These character education programs are offered at golf courses, schools and youth centers in all 50 states and at six international locations.
This time of year, many college students are preparing to head to their school and prepare for the upcoming school year. But this year looks different, especially for many student-athletes like Jakari Harris. Due to the financial impact of COVID-19, some universities have made the difficult decision to cut programs from the athletic department. This can be devastating for students who are also losing their scholarships, which means they are now paying for their education.
First Tee – Metro Atlanta alum, Jakari Harris, is doing something about it. A graduate of Hampton University and a former member of the golf team, Jakari was disheartened to learn that the golf team’s funding had been cut upon her graduation. She and a few other teammates have since started a 
First Tee emphasizes the fact that participants not only learn golf skills, but also life skills. A lot of the values I hold near and dear to my heart are the very values that were taught in First Tee classes. My personal favorites were integrity and perseverance. Aside from life skills I learned, I also gained a family with First Tee. All of the coaches at my home chapter were extremely supportive to me on and off the course. They went above and beyond, and I consider many of them as my mentors.
First Tee camps always presented me with both new experiences and challenges. I soaked in all the instruction I could from every drill and practice session. Whenever I faced a challenge, I referred back to what I was taught earlier and tried to apply it. When I wasn’t successful, I could always ask one of the coaches for help. This is the same way I take on the new experiences and challenges in life. I take the experience for what it is and try to learn as much as I can. Then, I look at the challenges from every angle possible. Because of First Tee, I have no problem asking for help and learning from my mistakes.
One of my First Tee mentors is Coach Brittny Lott, and I actually still keep in contact with her regularly. She actually does my hair from time to time. Her love for the Lord pushes me to develop a better relationship with God. She was very patient and encouraging when I first met her. Because of my competitiveness, I would sometimes be too hard on myself when I didn’t perform well during competition. She would give me encouraging words and talk me down.
I called her after one of my tournaments in college when I shot a terrible score. I just kept saying “I don’t know why I keep doing this. I know I can do better than this.” She brought up a very good point that will always be in the back of my mind. Things happen in golf that you can’t control. Even professionals have their off days. Instead of reacting to what I scored on the last hole, I can choose to not give up and do my very best from then on. If you can walk away knowing you did your best, that’s all you can ask for.
First Tee coaches have had one of the biggest impacts on my life. They care about each and every participant. Even when I would go to a First Tee camp where I didn’t know anyone, the coaches made me feel so welcome and at home. The relationships I have formed through this organization are priceless.
Looking forward, I eventually want to become a professor at a Historically Black College and University (HBCU). After graduating in STEM from an HBCU, I know that there are very good students there who just need better resources. I was able to end up where I am because of resources I came across and relationships I developed. I am now in the Biomedical Engineering PhD program at Georgia Tech and Emory University.
First Tee taught me how to network and keep in contact with the people you meet. Sometimes it’s more about WHO you know than WHAT you know. The core values I learned will help me through grad school and beyond.
If you wish to help support Jakari and her fellow Hampton Golf Alumni in their efforts to off-set the lost scholarships and bring the golf program back, visit their 
On April 15, 2018, the 3rd Annual Joshua Kernohan Memorial Tournament at Cheval Golf and Country Club was held in memory of Joshua Kernohan. This event benefits both The First Tee of Tampa Bay and The American Foundation for Suicide Prevention. This tournament was able to raise $14,000 this year, which was an increase of over 25% from the 2017 tournament. The Kernohan family was able to present The First Tee of Tampa Bay with a check for $7,000 to benefit our programs, specifically focusing on our summer camp scholarships. The First Tee of Tampa Bay would like to thank the Kernohan family and all of the sponsors that made this tournament possible.
Thank you to everyone who supported the 2018 Dinner and Live Auction at Palma Ceia (sponsored by