Recently, a parent reached out to thank First Tee – South Central Wisconsin for a behavioral change in their son. The boy had lied about something, but after attending a First Tee session, he admitted the truth at home.
“He said that at First Tee he had been learning about honesty and he felt it was the right thing to do,” shared Executive Director Alan Steinhauer, who noted that the organization’s primary focus is character development through teaching core values. “Stories like this, where kids become better people as a result of our programming, are great to hear and are a testament to what we do.”
This story is just one example of how First Tee – South Central Wisconsin develops character and life skills through golf, with support from the American Family Insurance Championship.
Since the American Family Insurance Championship’s inception in 2016, the tournament and the Steve Stricker American Family Insurance Foundation have partnered with First Tee – South Central Wisconsin. During that decade of support, the chapter expanded programming that reaches more youth and provides opportunities for children to experience professional golf during Tournament Week.
About First Tee
First Tee is a nonprofit youth development organization founded in 1997. The organization introduces young people to the game of golf while teaching life skills. Programs are designed to ensure that all youth, regardless of background, have the opportunity to participate.
First Tee – South Central Wisconsin celebrates its 15th anniversary this year. Since its founding, the chapter has helped thousands of local youth develop skills that extend far beyond the golf course. Last year alone, the organization directly served 1,114 young people, including 928 on-course participants and 186 in after-school programming. Instruction was offered at nine affiliate locations across south-central Wisconsin, four Madison Parks courses, and the year-round John Flesch Golf & Academic Center. Youth engaged in 18,282 program hours, with girls representing 34 percent of participants and 28 percent identifying as ethnically diverse.
First Tee’s mission is summed up in its tagline: Building Game Changers. While golf is the vehicle, the real focus is on character development.
“We help kids with their golf game, but more importantly, we help youth build their inner skills that show up at home, at school, and with friends,” Steinhauer explained. “The development of these life skills translates into opportunities and pathways to success that kids may not have otherwise had.”
Core Values in Action
First Tee programs are built around a set of core values, including honesty, integrity, sportsmanship, respect, responsibility, perseverance, judgment, confidence, and courtesy.
“These values are inherent to the game of golf and allow us to use golf as a vehicle for kids’ growth and development,” Steinhauer said.
Through these lessons, children can gain confidence, face challenges more effectively, and explore new opportunities for mentorship, leadership, and academic success.
About 10 years ago, the chapter launched its year-round Academic Center program to provide after-school support in reading and math, particularly for youth in underserved areas. Today, the program also includes financial literacy alongside golf instruction and character development. Many participants had never played golf before joining the program.
“Through our character-development programming and the academic support we provide, the kids become better students and their success in the classroom results,” Steinhauer said.
The chapter has also adapted to meet changing needs, including providing social-emotional support and stable mentorship, which became particularly important during disruptions caused by the COVID-19 pandemic. First Tee recently added a homeschool program that allows children to build social skills, gain confidence in real-world situations, and learn golf. A new year-round facility completed in 2024 has expanded opportunities for daytime programming, increasing accessibility for more youth.
A Partnership That Matters
Support from the American Family Insurance Championship and the Steve Stricker American Family Insurance Foundation has been critical in growing First Tee programs.
“We are beyond grateful for the support the Foundation has provided,” Steinhauer said. “Funding through the grants was instrumental in the expansion of our programming to include the academic component that has helped to differentiate and define our organization.”
Tournament support has also allowed First Tee to improve facilities, train coaches, provide new equipment, and remove financial barriers for participants in need.
“Funding has helped us serve more kids and serve them better,” Steinhauer said.
Tournament-week experiences give children a unique perspective on professional golf. While the youth clinics and skills challenges have changed over the years, students still have memorable experiences, such as handing out caddie bibs as pros begin their rounds.
“Just being front and center with the pros and having a role in the tournament creates a memory that will last a lifetime” Steinhauer said.
Looking ahead to 2026, First Tee – South Central Wisconsin will again support the tournament with caddie bib distribution.
“We appreciate everything First Tee does in our community,” said Nate Pokrass, Tournament Director and Executive Director of the Steve Stricker American Family Insurance Foundation. “Their work fits perfectly with our mission to help develop strong families and healthy kids.”
Looking Ahead
As the American Family Insurance Championship celebrates its 10th year, Steinhauer is optimistic about the chapter’s future.
“We put an intentional focus on maximizing the use of our year-round indoor space, with this academic year shaping up to reach over three times the number of kids we saw in our after-school programming previously,” he said. By engaging children at younger ages, generally third to fifth grade, First Tee hopes to improve retention, increase teen participation, and create more pathways to success.
Steinhauer emphasizes that the partnership with the tournament goes beyond golf.
“The AmFam Championship is not just a golf tournament, it is a major event that leads to an outpouring of community support,” he said. “Through the game of golf, we are able to make a measurable difference in the lives of many. We are honored by the partnership and all that the tournament has allowed us to accomplish.”
First Tee – South Central Wisconsin continues to build game-changers — one lesson, one participant, and one character-driven experience at a time — with the support of the American Family Insurance Championship helping the chapter make a meaningful difference in the lives of youth across the community.
The American Family Insurance Championship raised $2,035,000 in 2025. Since 2016, the Steve Stricker American Family Insurance Foundation has distributed $21.78 million through 1,171 grants to charitable organizations—continuing to make a meaningful impact in our communities. As the championship approaches its 10th tournament, we highlight one of those organizations and the important work they do.
About Steve Stricker American Family Insurance Foundation
Established in 2013 when Steve Stricker became a brand ambassador for American Family Insurance, the mission of the foundation is to inspire and develop strong families and healthy kids so they can pursue their dreams. The foundation supports organizations that produce tangible outcomes that align with this mission. Web: https://amfamchampionship.com/foundation/; X: @StrickerFNDN
About the American Family Insurance Championship
The American Family Insurance Championship was created in 2016 by American Family Insurance, PGA TOUR Champions and PGA TOUR player and Wisconsin native Steve Stricker. Since its inception, the championship and associated events have raised nearly $22 million for the American Family Children’s Hospital and other charities. The 2026 championship will be held June 1-7 at TPC Wisconsin in Madison, Wisconsin. For more information: Web: www.amfamchampionship.com; Facebook: American Family Insurance Championship; Instagram: @amfamchampionship; TikTok: @AmFamChampionship. #AmFamChamp
