Meet our Member Max Novena, The Sentry, PGA TOUR

Max Novena had a passionate, competitive spirit for sports since he was child. He learned early on, “The next best thing to being a pro-athlete is to sit next to it.” After working many internships, collegiate sports and even for the National Hockey League, the world of golf seemed to be a natural step. Twenty-five years later, as the Executive Director of The Sentry Tournament of Champions, PGA TOUR, Max shares that the business of sports is equally about entertainment and community, and that it rarely ever feels like work.

Living overseas in his youth, Max had a diverse experience of the world and developed a cultural sensitivity that shaped his professional and personal life. When The PGA TOUR offered him the chance to live in a world anomaly, the island of Maui, Max felt it was a dream come true.

The Maui experience was first introduced to Max when he was working for the World Surf League. His ties to the Kelly Slater Wave Company formulated a relationship with the former GM of the Surf Ranch, a surfer from Maui. This Maui native shared his Hawaiian values and family focused upbringing with Max, seeding his destined journey. Since moving to Maui in 2022, Max confirmed the Valley Isle as opportune for becoming one’s best person.

“There are a lot of places where you can get sand, sea and surf,” explained Max. “However, there are not a lot of places where you can get Aloha.”

Yet, the true immersion of Aloha for Max and his family came when the 2023 wildfires bonded the Maui community to its core. As the island economy plummeted, the Sentry and PGA TOUR stood strong against the immense uncertainty of the economy and followed through with the January tradition in Kapalua. In 2024, following the wildfire devastations, the Sentry raised over $735,600 in impact funds, one of the island’s largest figures raised, benefitting nonprofits such as Boy Scouts of America Aloha Council, Hale Makua Health Services, J.Walter Cameron Center, Ka Lima O’Maui, Lahainaluna High School Foundation, and Lahaina Jr. Golf.

In addition to monetary support, several of the PGA TOUR players volunteered with Hua Momona Farms, junior clinics, and fundraising campaigns in collaboration with First Responders Children’s Foundation and Maui United Way, to name a few. Furthermore, The Sentry and PGA TOUR spread awareness of Maui’s recovery needs and fundraising through the brand platforms, voicing a commitment to Maui that penetrated worldwide.

Max explains the PGA TOUR team’s gratitude to Maui. “The players don’t just come to Maui because of the nature-based culture – they love to come because of how the people embrace them.”

This year, The Sentry again returns, for the 27^th year, delivering exciting competition, entertaining experiences, and an esteemed group of visitors who want to foster hope and reciprocate the Aloha they’ve received from Maui’s communities.

Support The Sentry by joining our members at the Cook Pine Club where our “Faces of Aloha” featured Maui Chef of the Year, Taylor Ponte, will be curating the menu! For residents wanting a one-time Gallery Day Pass, Mauna Loa presents a special Kama’aina promotion rate available while tickets last. For more information or reservations, email the Tournament Manager, Chris Smith at [email protected] or visit https://thesentry.com.

PC: Credit of The Sentry: Gov. Josh Green, Max Novena, Pete McPartland/Chairman and CEO, Sentry Insurance & Clifford Naeole/Cultural Advisor from The Ritz-Carlton Maui, Kapalua.