PGA Star Brian Gay Champions Surgery-Free Skin Cancer Treatment

BURR RIDGE, IL – March 18, 2026 – For a professional golfer, life is lived outdoors, under the constant gaze of the sun. For five-time PGA Tour winner Brian Gay, that life came with a risk that became a reality. After a skin cancer diagnosis on his lip, Gay is now stepping into a new role: national spokesperson for GentleCure, a non-surgical treatment he credits with saving his face and his career.

SkinCure Oncology announced today that Gay, a skin cancer survivor, has become an advocate for its branded Image-Guided Superficial Radiation Therapy (Image-Guided SRT). The partnership aims to elevate the profile of a treatment that offers a powerful alternative to traditional surgery for the most common type of cancer in the United States.

A Golfer's Choice: Avoiding the Cut

Brian Gay's journey began with a moment of fear familiar to millions. "Last year," Gay, 54, recalled in a statement, "I was playing in a tournament and noticed a spot on my lip. I showed it to Kimberly and she urged me to see a dermatologist. I did, and he told me it was cancer." The diagnosis took an immediate toll. "I was deflated and miserable on the course."

Initially referred to a Mohs surgeon, Gay was confronted with the standard of care for many nonmelanoma skin cancers. Mohs surgery involves progressively removing and examining layers of skin until no cancer remains. While highly effective, it can result in significant scarring and require a lengthy recovery—a daunting prospect for a public figure whose profession is on camera.

"As I sat in his waiting room, I saw a lot of things I didn't like looking at and I worried about what was going to happen to my face," Gay said. "After the surgeon explained what I could expect, I got up and walked out. Mohs surgery would most likely keep me away from the golf course and my job."

It was Gay’s wife, Kimberly, who spotted a potential solution in a television commercial. "I stopped in my tracks and thought, this could be something for Brian," she said. The ad was for GentleCure. "It didn't require surgery and meant no time away from golf."

The couple researched the treatment and quickly made an appointment. For Gay, the benefits were immediate and clear. The appointments were quick, convenient, and, most importantly, surgery-free. During the sessions, he could watch the progress on a video screen as ultrasound images showed the tumor shrinking.

"To see the final image with it all gone was terrific," Gay shared. "Today I can't even tell – there's no scar, nothing there." Kimberly summed up their relief: "It's almost too good to be true, it's a blessing."

The GentleCure Revolution: A Closer Look at the Technology

Behind the GentleCure brand is a sophisticated medical technology known as Image-Guided Superficial Radiation Therapy (IGSRT). It represents a significant advancement over older forms of radiation by integrating a key diagnostic tool: high-resolution ultrasound.

During treatment, a clinician uses the ultrasound to visualize the precise size, shape, and depth of the cancerous lesion in real-time. This imaging allows for the precise targeting of low-level X-rays, which are delivered to the tumor to destroy cancer cells without damaging the surrounding healthy tissue. This process is repeated over a series of brief sessions until the cancer is eliminated.

Clinical data supports the company's claims of high efficacy. Independent research, including a large-scale study published in the journal Geriatrics, has validated the treatment's success, reporting freedom from recurrence rates of over 99% for appropriately selected early-stage nonmelanoma skin cancers. This cure rate is a key part of GentleCure's appeal.

Furthermore, multiple studies have positioned IGSRT as a clinically equivalent alternative to Mohs surgery for many early-stage basal and squamous cell carcinomas. Its key advantage over traditional, non-image-guided radiation is significant; research has shown that the ability to see and adapt the treatment to the tumor's specific dimensions leads to statistically superior outcomes.

A New Player in Cancer Care: The Rise of Non-Surgical Options

While Brian Gay's experience is a powerful testament, the rise of IGSRT is part of a broader evolution in skin cancer care. For decades, Mohs surgery has been considered the gold standard by many dermatologists, particularly for high-risk or complex tumors. Its primary advantage is real-time margin control—a pathologist examines 100% of the tissue border to confirm all cancer has been removed before the patient leaves the office.

Proponents of Mohs surgery note that radiation-based treatments like IGSRT do not offer this immediate histologic confirmation. However, the landscape is shifting as technologies improve. SkinCure Oncology's business model focuses on making this advanced technology more accessible by partnering with local dermatology practices, installing the equipment, and providing comprehensive operational support. This turnkey solution moves cancer-center-level technology into community settings, expanding patient choice.

For many patients, the choice between surgery and IGSRT comes down to individual priorities. IGSRT is a compelling option for those who are not good surgical candidates, such as the elderly or those on blood thinners. It is also increasingly chosen by patients, like Gay, for whom cosmetic outcomes and minimal lifestyle disruption are paramount, especially for cancers located on the face, neck, or hands.

The Power of the Celebrity Story

By becoming a spokesperson, Brian Gay joins a long tradition of public figures using their platform to advocate for health causes. His personal, relatable story of fear, research, and relief provides a powerful marketing narrative for SkinCure Oncology. This kind of celebrity endorsement can be highly effective in raising public awareness about a condition and its treatment options.

However, such partnerships operate under scrutiny. The Federal Trade Commission (FTC) has clear guidelines requiring endorsers to be truthful and to disclose any material connection to the company. Medical experts also caution that while celebrity stories can be inspiring, they do not replace the need for a personal consultation with a qualified physician to determine the most appropriate treatment plan.

Impressed by his scar-free outcome, Gay now educates fellow players, shares his story at medical conventions, and appears in the same type of commercial that first caught his wife's eye. For him, the motivation is clear. "Skin cancer is something many people don't think about until it affects them personally," Gay said. "If sharing my experience helps someone learn about a treatment option that fits their life, then it's worth it."