ParOne Names Sheryn Richards to Build and Lead Marketing at AVA Golf
February 15, 2026 - ParOne has appointed Sheryn Richards as Director of Marketing at AVA Golf, its AI game improvement intelligence subsidiary.
AVA Golf is building a performance platform that ingests simulator and app data, diagnoses faults, and serves a personalized video playlist to help golfers improve faster. Richards will lead brand strategy, go-to-market execution, demand generation, and communications ahead of launch, drawing on approaches from AI for PR & Communications to shape credible launch storytelling.
"We are building AVA Golf to become a category-defining system with tremendous accuracy that intuitively transforms golfers into better players," said JR Charles, Founder and CEO of ParOne. "That requires more than marketing - it requires precision, credibility and scalable systems, and Sheryn brings all three disciplines."
"What excites me about AVA Golf is the opportunity to bring clarity to how golfers improve. Data often lives in separate systems, whether on the range, in simulators, or on the course," said Richards. "We connect those insights into one cohesive view, giving players a more complete understanding of their games."
Why this matters for marketers
AVA Golf sits at the intersection of product truth and storytelling. The platform's core promise-unifying fragmented data and turning it into prescriptive, personalized content-creates a clear narrative for value, adoption, and retention. It's a clear example of AI for Marketing in action.
- Category design: "AI game improvement intelligence" is a precise lane. Expect positioning that centers on accuracy, measurable outcomes, and simplicity for the golfer.
- Proof drives trust: The more the product can show clear, session-by-session improvement, the stronger the message. Case studies and transparent metrics will matter.
- Integration story: Because the platform ingests simulator and app data, integration clarity and partner credibility will be essential in launch comms and lifecycle marketing.
- Content engine: Personalized video playlists create a built-in retention loop. Anticipate lifecycle campaigns that map content to skill progress and intent.
- Data stewardship: Clear language on privacy, permissions, and value exchange will reduce friction and support enterprise and partner conversations.
Richards' background at a glance
- Nearly a decade in digital marketing, lead sourcing, and analytics across golf and sports technology.
- Most recently Digital Marketing Manager at GOLFZON America, leading digital strategy for multiple brands, including SEO growth, marketing automation, and GTM initiatives.
- Prior leadership roles at Troon, managing and optimizing 120+ websites, e-commerce platforms, and mobile apps for golf courses and hospitality brands nationwide.
- Agency and consulting experience focused on SEO, website optimization, and analytics.
- Degree in New Media Arts from George Mason University; began in creative and digital design, informing a practical, user-first approach.
About ParOne and AVA Golf
Founded in 2020, ParOne develops platforms and tools that improve performance and efficiency for golfers and golf businesses. Its divisions include:
- ParOne - Subsidiaries are AVA Golf, an AI-powered game improvement platform delivering personalized video instruction from unified data; and tv, a global golf OTT platform for leagues, tours, and federations that turns archives and live video into revenue and audience growth.
- ParOne Holdings - Invests in golf technology companies to strengthen the ecosystem and deliver trusted, scalable solutions.
- ParOne.dev - Custom engineering services helping golf companies bring digital products to market. The team includes leading developers formerly with Alphabet/Google, JP Morgan, and other Fortune 500 companies.
What to expect next
With launch on deck, look for a focused GTM that connects product accuracy with everyday improvement for golfers. The win will come from clarity: one story, one product truth, shown through real outcomes and clean onboarding.
More information: ParOne | info@parone.com
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