Less than three days after launching his new YouTube golf channel, LeBron James has surpassed 500,000 subscribers with a single video that has garnered over 2 million views. The debut video, titled “The 2016 Cavs 10-year Reunion Golf Scramble,” was filmed on a golf course in Scotland.
The video documents James reuniting with his 2016 NBA champion Cleveland Cavaliers teammates, including Kevin Love, J.R. Smith, Richard Jefferson, Tristan Thompson, and Channing Frye, for a 3-on-3 golf scramble. The footage captures their camaraderie and includes considerable on-course banter.
James announced the launch of his channel on X, formerly Twitter, on Saturday. The post has since received over 3.2 million likes. He stated on the platform, “You all loved the 2016 reunion trip so much I thought I'd give ya'll a little more. Welcome to my YouTube channel! My life on and around the course. Let’s go!!!”
With this venture, James is entering the popular world of YouTube golf content creation, where established personalities like Rick Shiels boast over 3 million subscribers and PGA Tour champion Bryson DeChambeau has approximately 2.8 million. James's rapid subscriber and view counts place him on a trajectory to quickly rival these figures.
James began playing golf only last summer, reportedly after encouragement from Los Angeles Lakers teammate Austin Reaves. His engagement with the sport has intensified, with James previously expressing to The California Post in April that his ideal golf group would consist of himself and his two sons, Bronny and Bryce. He has indicated that his YouTube channel will feature content from prestigious golf courses, complemented by explorations of local food and wine.
This move into golf media content is reminiscent of Michael Jordan's post-NBA career focus on the sport. James, who is still actively playing in his 23rd NBA season, appears to be building a new media presence concurrently with his basketball career.