Greg Norman is one of the founders and principal owners of Southern Cross. The company operates out of the Jupiter Headquarters of Great White Shark Enterprises.

Great White Shark Enterprises represents Greg Norman's interests in Apparel (the Greg Norman Collection), wine (Greg Norman Estates), prime beef (Greg Norman Australian Prime), turf grass (Greg Norman Turf Company) and golf course design (Greg Norman Golf Course Design).

Southern Cross works closely with the golf course design team to identify branding opportunities and to best position residential tracts to meet the requirements of the Norman residential brand.