"But Elk doesn't do that. He completely gives you the raw Elk flavor in everything he does.". Ended year partnering Greg Norman to win Shark Shootout - his third success in that event. "When I see these Champions Tour players, I look at every one of their faces, there's a certain percentage of relaxment." "That doesn't bother me.". Haven't heard of Secret in the Dirt? He withdrew from two PGA Tour starts and missed a Web.com Tour cut in 2012. As with do-it-yourself home remodeling, DIY instruction isn't for everyone. "They're opposites, and that's a good thing," says Terry Okura, who knew Elkington for nearly 20 years and joined up after Secret's launch. While the app was in beta testing, Elkington had a small mole removed from his side. Captured first major, the US PGA, at Riviera in 1995 when he hold a 25 foot birdie putt on the first play-off to beat Colin Montgomerie. The website resembles a percolating grillroom or practice tee occupied by rank beginners and tour winners alike. They connected five or six years ago when Chism, a former newspaper editorial cartoonist, met Elkington, who has drawn avidly since childhood, when Chism's brother-in-law, Scott McCarron, hosted a house party during the Reno-Tahoe Open. (Typical of the biting tone was a Jan. 31 caricature of a big-biceped Vijay Singh using deer-antler spray.) Reading Steve Elkington's Twitter feed is a guilty pleasure for a percentage of his fellow tour professionals. Elkington was a little rusty teaming with Sam for a mid-pack finish in the PNC Father-Son Challenge in December but cracked the top 10 in his official debut, last month's Mitsubishi Electric Championship at Hualalai. Maves likens it to a site about underground bands: "Are you interested," he says, "in what's on the radio or would you like to hear something a little more obscure that's equally great but it's still in the basement of some club? Elkington does everything from his iPhone, using a laptop or desktop computer only in extreme circumstances. The app evolved during 2012 into CapZoo, available for iPhone users and destined for other platforms. Among the featured instructors who gained prominence within Secret: Martin Ayers, Paul Kopp, Craig Foster and Geoff Mangum. It wasn't like he's a total newbie. During the next two years Elkington's golf reputation got them in the door at the biggest digital firms. Elkington learned a word he needed to look up in the dictionary: "I suppose I've been on sabbatical." Elkington won a major title at the PGA Championship in 1995, and is a two-time winner of The Players Championship. Elkington shunned the peripatetic life for his own bed in suburban Houston. Elkington splashes onto the Champions Tour with the same gorgeous swing, but as a combination of 1920s barnstorming player and Internet startup CEO. ", Through organic growth Secret has members from more than 125 countries. Payroll for most golfers is a caddie's check. Entering his home office by 5 a.m. daily, Elkington and a small band of associates dove into the digital computing universe in ways no other athlete has attempted. "He's able to figure stuff out and know what works and what doesn't work. "I don't see anything wrong with dipping your finger in a new thing if you don't mind getting your ass kicked," Elkington says. But it was their pitches and products that kept those audiences. Talented amateur. Say you want to document a buddies golf trip. The job now is to scale each into big numbers, to multiply their reach. Amid this maelstrom stands Elkington the golfer. The official PGA TOUR profile of Steve Elkington. Shortly after Secret went live, the group created an iPhone app. The only absence was Alex Mercer, his boyhood teacher, with whom he is working again. They shared a zeal to build something aligned with Ben Hogan's message that study and practice breed enlightenment. Maves equates the 30,000 unique monthly visitors to Twitter, where a core stokes conversations and far more read and retweet. "Social media lets everybody put a nice, shiny filter on what they're really like and they only get to show their best, especially on Facebook and Twitter," he says. Champions Tour rookie and Internet startup CEO Steve Elkington is a businessman on the move -- and a man with social-media game. Most of the group they assembled lacked digital experience and geographic proximity -- textbook telecommuters, they've never been all in the same room and some have never even shaken hands. Among the converted is Ross Roark, a west Texas horse trainer who met Elkington 15 years ago. Photo: Golf Digest. CapZoo aggregates text, photos, video and sound into a quasi time capsule with its own URL for emailing or posting to Twitter, Facebook and other sites. Elkington claims that by dress and swing alone he can pick from a crowd any Dirters, as they call themselves. Combine that with a lackluster 2011 (he missed 10 of 17 cuts) and his arrival on the Champions Tour may seem diminished. Won the Australian Amateur Championship and the Doug Sanders World Junior event after taking the Australia-New Zealand title.
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