No Laying Up Didn’t Play by Golf Media Rules — And It Worked

Golf media has changed, and few outlets have reshaped it more than No Laying Up.

In this episode of The Big Swing, Jimmy Roberts sits down with Chris Solomon, co-founder of No Laying Up, to unpack how a podcast among friends grew into one of the most influential independent voices in golf.

Soly walks through the early days of building NLU, the decision to stay independent, and the risks that came with rejecting traditional media paths. He explains how authenticity, trust with the audience, and long-term thinking helped No Laying Up expand into travel, film, live events, and direct-to-consumer business — all without sacrificing its voice.

The conversation covers:

How No Laying Up built credibility outside traditional golf media

The business model behind modern creator-led brands

Why independence matters more than scale

The tension between access, sponsorship, and editorial honesty

What the future looks like for golf media and storytelling

This episode is a candid look at what it really takes to build a media company in today’s golf ecosystem — and why playing the long game still wins.

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