"Davis capitalized on her golf pedigree as a collegiate standout and seized opportunities that unfolded before her."

I'd usually rather contemplate my first colonoscopy than read a CEO profile, but Gene Yasuda's look at Nike Golf chief Cindy Davis not only manages to avoid the V, B and P words, but actually gives the sense that Davis is someone the golf business should keep an eye on as one of its more informed voices.

To do her job better, Davis worked “undercover” at a major golf retailer, apprenticing as a sales associate to experience first-hand “the moment of truth when a consumer engages in your product.” She enrolled her management team in a “corporate athlete” seminar that’s a staple of other Fortune 100 giants such as Procter & Gamble. And when running meetings, she has made attendees “park” their BlackBerrys and iPhones in a basket so they can concentrate on the task at hand.

“You have to be in the present,” Davis says.

Considering her approach to work, it’s no wonder then that Davis is an admirer of Nike icon Tiger Woods, whom she calls a friend. Though they never have played golf, the two have worked together in product-creation sessions, traveled for promotional ventures and relaxed at Starbucks sans entourage.

“He has an unbelievable commitment to getting better at whatever he pursues,” Davis says. “And he really pushes us.”

Okay some of it is BS, but you have to love that she put some time in behind the counter.