The High Performance Podcast

Episode: The Man Who Changed Golf Without Winning a Single Tournament | Rick Shiels

Date: February 2, 2026
Host(s): Jake Humphrey, Damian Hughes
Guest: Rick Shiels

Episode Overview

This episode explores the remarkable journey of Rick Shiels, a PGA golf coach turned YouTube superstar, who has changed the face of golf content without winning a single professional tournament. The conversation dives into Rick’s pioneering transition from teaching at a Manchester driving range to building a global digital brand, the evolution of the creator economy, navigating criticism in the online world, the ethics of partnering with disruptors like LIV Golf, and the highs and lows that come with digital entrepreneurship. The episode is rich with insight into what it takes to become – and remain – a high performer in today’s digital-first landscape, blending vulnerability, humour, business wisdom, and a powerful message about authenticity and growth.

Key Discussion Points & Insights

1. Redefining High Performance in the Creator Economy (01:11–03:39)

• Changing Definitions of Success: The hosts argue that cultural focus has shifted from only coveting traditional elite performers (e.g., major tournament winners) to recognizing the scale and influence of digital creators like Rick, who boasts nearly a billion views.
• Rick’s View on Creator Recognition:
  • “The world is starting to realize that content creators do have such a strong pull and do have massive audiences.” – Rick Shiels (02:24)
  • Content creators’ reach often now surpasses mainstream TV, and mainstream acknowledgement is catching up.

2. Rick’s Origin Story – From Teaching Pro to YouTuber (03:46–09:07)

• Why YouTube?: Rick started in 2011 to increase his reach as a teaching professional. Early on, “YouTuber” carried little prestige and was almost embarrassing.
• First Big Win: A call from a Newcastle viewer who wanted a lesson was a watershed moment that proved the media worked.
• Transitioning Identity:
  • “Genuinely, if someone asked me, I’m a YouTuber… Content creator, YouTuber. Don’t love the word influencer… But releasing those shackles…” (03:58)

3. Facing Industry Skepticism and Navigating Rejection (11:07–15:08)

• Pushback from Peers: Other coaches doubted foisting advice online for free; brands were slow to understand the value of sponsoring digital creators.
• Rick Stayed the Course Out of Enjoyment:
  • “Deep down, I was just enjoying the process and seeing little wins along the way.” (14:26)

4. Experimentation and the Power of Authentic Content (15:25–22:19)

• Humble Beginnings and Creative Evolution: Early videos were overproduced or awkward; real breakthrough came when Rick shed the “pro” façade and became authentic on camera.
• Entertainment as Growth Catalyst: Testing “illegal” and unusual golf clubs led to viral, unique content.
  • “For a couple of years then we were the only people on the Internet making this content. Yeah, it banged. Every video banged because the intrigue was there, the entertainment was there.” (19:19)
• Checklist for Ideas:
  • “Normally there’s one question… Do we want to know the answer?” (22:52)

5. Business & Brand Building (26:19–28:39)

• Real Business Growth: Rick now runs a 12-employee operation in Salford (growing to 14), but intentionally maintains the “just Rick” channel feel to protect audience connection.
  • “You’ll never really see my staff in or my crew in the videos… soon as you start showcasing ‘oh, look at me, all this crew’, it loses that bit of magic…” (26:30)
• Guarding Authenticity: Production is intentionally kept slightly raw to preserve the YouTube vibe over over-production.

6. Navigating Criticism & Managing Mental Health (28:50–35:01)

• The Toll of Criticism:
  • “I don’t think any of us are designed to receive hundreds, thousands… of feedback and criticism and judgment.” (28:59)
    • Even 5% negativity impacts mood and mental health deeply.
• Protective Strategies:
  • Rick’s wife encouraged boundaries – e.g., not checking comments at home.
  • Psychological tricks (from psychologist Tom Young) included writing down the worst imaginable criticisms in advance to “inoculate” against real backlash.
  • “If I knew there was an angry mob outside my door, I wouldn’t open the door. So why have I got a potential angry mob in my pocket…” (32:12)
• Memorable Hurtful Comment:
  • “The top comment… was ‘Pete is the type of guy who would benefit from getting cancer.’ How can someone even type that…” (30:31)

7. The LIV Golf Partner Decision – Ethics and Risk (35:03–47:19)

• Decision Process: Rick narrates the evolution of his discussions with LIV Golf, including setting his own deal terms and weighing potential damage to his brand.
  • “On one hand, this is an unbelievable opportunity… On the other hand, it's like, what's that going to do as a brand?” (35:17)
• Handling Backlash: Lost 30,000 subscribers upon announcement but regained growth after content resumed.
• Moral Calculus:
  • “As a massive ambassador of golf… if golf is their vehicle for that [improving and growing], I think that's a fantastic place to be.” (45:58)
  • Open discussion about Saudi PIF’s involvement and Rick’s own learning/shifting perceptions.

8. High Performer Habits – Alcohol, Competitiveness, and Purpose (47:36–51:47)

• Common Traits of High Performers:
  • “One thing I've seen in common... is how alcohol isn't involved.” (47:36)
    • Rick has been sober for over 500 days – credits this for clearer thinking and better business outcomes.
• Competitiveness in High Performers:
  • “Even in the most relaxed setting, they are outrageously competitive.” (49:56)
  • Rick admits he lacks this intensity in golf, but has it now in his media world.

9. Competition, Collaboration, and the Next Generation (51:47–55:15)

• Emergence of YouTube ‘Pro Golfers’: US YouTube golf grew via young creators who aspired to digital fame, not pro tours.
• Collaborative Mindset: Rick viewed new creators as “threats” but also partners for mutual growth. Collaborations with groups like Good Good, Grant Horvat, and even pro players like Bryson DeChambeau accelerate the ecosystem.
  • “Collaborations are key.” (54:47)

10. Sustaining Creativity, Future Ambitions & Succession (55:40–57:19)

• Enduring Uncertainty: “Every single day that you release a video, you start again from zero. Every video can be a bomb, right?” (55:40)
• What’s Next?: Rick eyes diversification and succession—building an enterprise beyond himself.
  • “I really want to grow something that’s way beyond me so diversification is a big thing.” (56:26)

Notable Quotes & Memorable Moments

• On Creative Evolution:
  “I’m gonna make a promise to myself that I’ll aim to use the first take every time. And even if I mess up, it’s ok… that connection with the audience… it was natural.” – Rick Shiels (15:43)

• On Managing Online Criticism:
  “You can get negative comments, of course you can. But like to go that, to go to that place to wish somebody would get a life threatening illness, it’s like, what?” – Rick Shiels (30:31)

• On Handling Backlash to the LIV Deal:
  “He [Tom Young] said, write down every single thing you think is going to be said tomorrow. So I was like, wow, okay… the next day, if anybody writes something worse… almost use it as a bit of a game.” – Rick Shiels (40:16)

• On Purpose and Competitiveness:
  “I think that you thought that golf was your calling or your purpose, but you were wrong. … I bet that in your world of creating your content and your business and your brand, I bet you now are [more competitive].” – Podcast Host (51:10–51:30)

• On Letting Others In, Collaboration Over Competition:
  “Collaborations are key. And then even collaborations with players like Bryson DeChambeau…” – Rick Shiels (54:47)

Timestamps of Important Segments

| Segment | Timestamp | |-------------------------------------------------------------------------|---------------| | Redefining high performers & creator economy | 01:11–03:39 | | Rick’s YouTube origin story, audience breakthrough | 03:58–09:07 | | Facing skepticism from peers & brands | 11:07–15:08 | | Creative authenticity: abandoning over-production | 15:25–22:19 | | The business side: growth, team, maintaining authenticity | 26:19–28:39 | | Coping with critique, impact on mental health | 28:50–35:01 | | LIV Golf partnership: risk, ethics, public reaction | 35:03–47:19 | | High performer traits: sobriety, extreme competitiveness | 47:36–51:47 | | The new generation: YouTube golf collaborators as competitors | 51:47–55:15 | | What’s next for Rick: diversification and the next decade | 55:40–57:19 |

Final Takeaways

• Consistency & Authenticity Win: Rick’s story is a testament to the power of raw, real content and a willingness to adapt.
• High Performance Is Now Multi-Platform: The path to impact is no longer tied to traditional success metrics – building a billion-view audience can mean more influence than a TV contract or trophy.
• Mental Health Requires Boundaries: Success in the digital era demands smart strategies to manage criticism and protect well-being.
• Collaboration Fosters Growth: Newcomers can be both threat and partner—embracing collaboration over competition grows the pie.
• Purpose Evolves: Sometimes the real calling is not what you first expect.
  “You thought your purpose was golf. Your purpose was talking about golf.” (51:35)

Recommended For:
Anyone interested in building a personal brand, aspiring creators, entrepreneurs in the digital space, and anyone needing inspiration to take creative risks while protecting authenticity and mental health.