Word: sadekar
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Dates: during 2000-2009
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...guys, in ill-striped shirts, in ill-fitting pants and with ill-considered caps on their balding heads. To combat this mass of masculinity on the nation's golf courses, a growing Las Vegas-based company called Play Golf Designs has started a fairway-beautification project. Founded by Nisha Sadekar, a former LPGA prospect, Play Golf Designs offers a simple service. For a substantial fee, one of the company's roster of beautiful female professional golfers will play a round or two with you and your co-workers at a corporate outing, with your clients who need to be schmoozed...
...While the Play Golf Designs pros won't actually wear high heels as they shoot a round with your clients, don't expect khakis and a cardigan. The fashion tastes of each woman differ, but a few have indeed dressed on the course like spring-break barmaids. To Sadekar, the attire is part of the attraction, and everyone just needs to lighten up. "Look at what the women's tennis players get to wear," she says. "Unfortunately, as golfers we get shafted. Khakis just aren't cool...
...skills to loutish men. "There's this terrible stigma that if you're attractive, you can't play sports," says Anna Rawson, the rising LPGA star who was named Maxim's Sexiest New Athlete in February 2008. "Men are shocked by how good we are." Many are working for Sadekar to help make ends meet. Most Play Golf Designs players are on the futures tour, still chasing their fragile big-league dreams. By playing in corporate junkets and on bachelor-party outings, these women can supplement their sparse income. And while the terms of individual player contracts are confidential, Play...
...Sadekar insists she's picking up the LPGA's slack. "We feel like the LPGA isn't marketing players the way they should be marketed," says Sadekar. "The door is wide open for us, and the opportunities are endless." By promising extra income and exposure to a broader audience, she's shooting to hire more LPGA pros as the tour struggles in a sour economy and crowded sports landscape. She points to the lack of buzz surrounding the world's top-ranked women's golfer, Lorena Ochoa, as an example of the LPGA's ineptitude. "With every...
...expect Sadekar to care all that much about the LPGA's input. "You know what? Our women should be proud that they're hip, hot and fun and can bust it 250 yards off a tee," she says. "They've got the entire package. Why not play it all up?" Fair point. But as women fight for mainstream appreciation of their athletic skills, is her company playing it up too much...
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