News

GolfTEC to add 100 PGA pros, CEO responds to industry declines

Published

12 years ago

Aug 12, 2014

As we reported on June 23, Dick’s Sporting Goods let go of its entire staff of PGA professionals, leaving an estimated 500 pros out of a job.

The decision came amidst regular news of the decline in golf participation, flat equipment sales, and pervasive doom-and-gloom scenarios such as “3 reasons golf is in the rough” on CNNMoney.com and “How the business of golf got stuck in the rough” on the Financial Post.

It’s in this environment that golf instruction company, GolfTEC plans to add more than 100 PGA professionals to its existing roster of 600 pros. As the company’s CEO and co-founder, Joe Assell, recently wrote in an editorial, “Some would blame [Dick’s] decision on a declining interest in golf, but I don’t see it that way.”

Further, Assell wrote:

“PGA Pros have propelled a 100 percent increase in our company’s revenues over the last five years. During that time, we gave millions of lessons to hundreds of thousands of golfers who visited a GolfTEC Coach at one of our 190 locations. In fact, outstanding work by PGA Professionals at our improvement centers has GolfTEC poised for an exceptional 2014. This will include record highs in our revenues, number of lessons given and the number of GolfTEC locations.”

The CEO doesn’t feel that he is alone in his optimism. As he wrote:

“There are a number of people who appear to share my view that it is a good time to invest in golf. Donald Trump’s entry into golf course and resort ownership, Newcastle Investments’ recapitalization of American Golf, and the investments of Kohlberg & Co. and Great White Shark Enterprises in Troon Golf all point to an upside for our industry.”

Reached by phone last week, Assell said that declines in the golf industry have much to do with golfers’ limited time, lack of skill, and reduced discretionary income. He said that major innovations in golf technology have plateaued and that golf equipment can only ever do so much to improve a golfer.

Legitimate and lasting improvements can only come from taking lessons, Assell said. Thus, he feels GolfTEC is uniquely positioned to meet industry challenges head on, thanks to its convenient locations, online scheduling and lesson portal, roster of PGA pros, defined methods and costs commensurate with the market rate of lessons in each center’s area.

Assell pointed to data from the National Golf Foundation, which correlates spending, participation, and enjoyment to handicap. The lower a golfer’s handicap, the more he/she spends, plays, and enjoys the game. Thus, one way to counter a decline in participation is to help those who do play to get better, as well as helping new golfers to understand the golf swing and consistently improve.

Such is the work of GolfTEC. And in the face of industry contraction and frequent bad news, the company seems unfazed.

+For more about GolfTEC, check out the company website.

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Ben Alberstadt

Ben Alberstadt is the Editor-in-Chief at GolfWRX, where he’s led editorial direction and gear coverage since 2018. He first joined the site as a freelance writer in 2012 after years spent working in pro shops and bag rooms at both public and private golf courses, experiences that laid the foundation for his deep knowledge of equipment and all facets of this maddening game. Based in Philadelphia, Ben’s byline has also appeared on PGATour.com, Bleacher Report...and across numerous PGA DFS and fantasy golf platforms. Off the course, Ben is a committed cat rescuer and, of course, a passionate Philadelphia sports fan. Follow him on Instagram @benalberstadt.

33 Comments

Chuck

Aug 15, 2014 at 2:21 pm

I am very happy with the lessons I have received from Ian in the Chicago area. Proven Path – Proven Results!!

Reply Report comment
- n79pp
  
  Sep 14, 2014 at 12:16 am
  
  I am a 4 and have been at student at golftec for around 18 months. I have given it enough time and now I’m officially done. The biggest issue is that the instructor doesn’t seem to remember what we worked on last lesson and has me take 4 or 5 swings, then seemingly randomly picks something to work each lesson. Sometimes 3 to 4 concurrent changes (even I know you never should do that). I also don’t think he gets to the root cause of swing flaws resulting in a fix of the wrong things. I have never ever swung on top of the plane – ever! I do now. I have never fanned a driver off to the right with a weak fade until now. The actual cause of this is a slight lateral move on the downswing (result is fade) that has gotten worse with the new over the top move (compounded problem) – not “hanging on” to the club like he is suggesting. I suppose if you are a 25 handicap golftec can help you. But if you are a fairly decent player trying to get better it is imperative that you find a good pro. BTW, they teach stack and tilt.
  
  Reply Report comment
Sid

Aug 15, 2014 at 2:56 am

Goltec is a joke. Their pricing structure is outrageous. Any teacher or program requiring upfront payment is ridiculous. They won’t refund your money for UNUSED lessons if you are unsatisfied. I love how they claim to have a 95% success and customer satisfaction rate. I would love to see this independently verified. Most people are so embarrassed that they were duped into spending $1000-2000 that they feel like that can’t say their true feelings or it will expose what an idiot they were for falling for it. System golf teaching is inefficient- different people have different needs. And they never teach anyone how to actually play. I’ve known many people who have gone there and most of them ended up quitting golf altogether because of chronic shanking. Golftec is not the answer to resurrecting golf. Time to look elsewhere.

Reply Report comment
- bud
  
  Aug 15, 2014 at 11:22 pm
  
  went to golftec as a mediocre highschool player averaging around 80 i would guess. worked the winter of junior year thru summer with occasional lessons during senior year. average went down to 76. went to state finished ~20th
  
  now playing division 1 golf at miami university.
  
  every golftec instructor teaches what they believe to be right. find someone you believe in and work well with. if you work hard and actually do the drills on your own time (!!!!!) you will improve
  
  Reply Report comment
  - Bill
    
    Aug 21, 2014 at 7:18 pm
    
    last time i check miami does not have a mens golf team
    
    Reply Report comment
Dave

Aug 14, 2014 at 10:31 pm

Golftec is too expensive to be taught by people who are lost without their camera, sensors, and other tech.

Reply Report comment
Tommy

Aug 14, 2014 at 9:42 pm

All of the centers in Chicagoland teach stack and tilt FYI

Reply Report comment
bradford

Aug 14, 2014 at 11:19 am

“Dicks Buys Golftec–Re-Fires 100 PGA Pros”

Reply Report comment
nikkyd

Aug 13, 2014 at 4:52 pm

Gotta be better than the “barely passed my P.A.T. ” pros at dicks. That place is a joke.

Reply Report comment
- bradford
  
  Aug 14, 2014 at 11:20 am
  
  How’d you do on yours?
  
  Reply Report comment
Regis

Aug 13, 2014 at 12:37 pm

Wow An article on the golf industry that is not bashing Taylor Made. Kudos to Golf Tec. I’ve played a lot of golf in a lot of different environments . Few if any golfers take lessons at all let alone on a regular basis. I may not like Golf Tec and I may not agree with their teaching/marketing philosophies but Good Job.

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Charlie

Aug 13, 2014 at 2:07 am

All of the GolfTec people I know teach some pseudo stack and tilt hybrid. Be wary my friends!

Reply Report comment
- cc-rider
  
  Aug 13, 2014 at 10:07 am
  
  Be wary of gibberish comments like this one….
  
  Reply Report comment
  - Evan
    
    Aug 13, 2014 at 3:54 pm
    
    You’re way-off Charlie…
    
    I couldn’t be more pleased with the results of the past year I’ve spent with GolfTEC. The two pro’s that I’ve worked with – worked with MY game, not some stack and tilt nonsense. I’ve recommended them to many including some playing partners that are quickly closing the gap on me…
    
    Reply Report comment
- Marty
  
  Aug 13, 2014 at 10:53 am
  
  I took lessons at GolfTec and I can say it was the best thing to happen to my game, one season of lessons took me from a 30 handicap to a 15 and I have gone lower since then. My pro was very against stack and tilt.
  
  Reply Report comment
- Henry
  
  Aug 13, 2014 at 5:33 pm
  
  Dude, your an idiot !!
  
  Reply Report comment
- Honest Abe
  
  Aug 14, 2014 at 1:18 am
  
  That is not true at all. I’m out of Palm Springs and have taken lessons from golf tec for a year. I had to actually call headquarters to find a someone they would recommend for stack and tilt. My local golftec guy is a jim hardy disciple which is close enough. I travel a lot for work and practice all over SoCal only one teacher I have talked theory or teaching style with teaches or is even very knowledgable about stack and tilt. If you watched any of the videos you would know more about stack then most golf tec guys. Golf tec is great just really expensive.
  
  Reply Report comment
- cally golfer
  
  Aug 14, 2014 at 10:54 am
  
  Shame your swing can just not be saved….piff
  
  Reply Report comment
- Tom
  
  Aug 14, 2014 at 11:41 pm
  
  Golftec by me in IL definitely teaches S&T. Maybe the 3 teachers I have been to are just the ones. I love the idea of Golftec, but as a 1 handicap, it has not improved my game at all after 50 lessons (at least they were free!) I would highly recommend it to anyone who has no knowledge of the golf swing, but anyone who has big goals like me should be very wary of the Golftec teachers who just teach their system rather than individualized instruction that I have received from top ranked teachers in this area like Jim Suttie and John Elliot. There is only so much you can do in a half hour with these Golftec sessions. Feedback is very limited. I wish they would bring this technology outdoors.
  
  Reply Report comment
- Gonzo
  
  Aug 15, 2014 at 8:55 am
  
  Charlie you are an idiot. What do you know about S&T? After teaching 10000 lessons with GolfTEC the last 1800 were the best lessons I ever gave after learning from Mike and Andy. Quit reading golf digest for your monthly tips.
  
  Reply Report comment
  - Tom
    
    Aug 15, 2014 at 2:19 pm
    
    At least Gonzo can confirm the S&T nonsense taught by at least one scrub at GolfTec. So much for individualized instruction!
    
    Reply Report comment
Humanlabrat

Aug 13, 2014 at 1:17 am

I think if you are not a low handicap golfer that has good knowledge about the technicalities of the golf swing, lessons are very beneficial and would help anybody enjoy the game more.

Reply Report comment
MHendon

Aug 13, 2014 at 12:18 am

There is no question the better I became at golf the more I wanted to play. So GolfTec’s belief the best way to grow the game is through lessons may very well be right. However the growth created by this strategy will undoubtedly be much slower then many on wall street can stomach. But those that are brought to the game through this method are much more likely to make it a lifetime instead of a season.

Reply Report comment
Billy Joe

Aug 12, 2014 at 10:54 pm

I had a great experience with Golftec. I really liked my teacher Mark. He always made sure to explain the reasoning behind everything. I think that the only thing holding many golfers back is that they think they know everything so they can figure it out by themselves. I have a few friends who take a lesson and then won’t do anything the pro asks because they don’t agree. Then they don’t get any better.

Reply Report comment
Taylor

Aug 12, 2014 at 9:55 pm

I’ve had 6 lessons at my local golftec. Went from a 18 handicap to a 7.3 in under a year. Stuff works.

Reply Report comment
- Carl truitt
  
  Aug 13, 2014 at 6:37 am
  
  I was a 20 HC last year, and this year I qualified for the FedEx playoffs….give me a break…..you are obviously a GolfTec instructor or joe assell’s brother in law!
  
  Reply Report comment
Scooter McGavin

Aug 12, 2014 at 9:41 pm

Until they run out of money a year from now and do the same thing as Dick’s.

Reply Report comment
Hellstorm

Aug 12, 2014 at 9:20 pm

This guy Joe knows what he is talking about. Of course people will do something more if they are better at it and get more enjoyment from it. The problem is that most people starting out look at what lessons cost and they can’t justify the cost. I would say the average lesson in my area is probably around $65/hr…which is equal to about two and a half rounds of golf or six large buckets at the range. It really is a lot of money for somebody knew who is not sure of where they are going with golf.

I have often wondered why there is not a tier system for lessons. Why not have shorter lessons….15 minutes to teach somebody how to grip the club and get aligned….a few group lessons here and there for supervised hitting. I read that a guy in Florida is charging a flat rate for a season and giving 15 or 20 minute lessons whenever you feel like you need something looked at or adjusted and he seems to be doing very well and his golfers are actually improving more than under the old model. I wish more PGA guys and girls would offer this type of set-up. I think that would go a long way, especially for new golfers who might be overwhelmed with an hour of instruction.

Reply Report comment
- Evan
  
  Aug 13, 2014 at 3:57 pm
  
  A typical lesson is only 30min and usually another 30min to yourself – to groove whatever you were working on.
  
  Reply Report comment
  - n79pp
    
    Sep 14, 2014 at 12:37 am
    
    30 minutes to grove the stuff you just learned. Sounds good to me.
    
    Reply Report comment
Tom Stickney

Aug 12, 2014 at 8:27 pm

I know joe personally and he’s a stand up guy…I support him 100%!

Reply Report comment
M-smizzle

Aug 12, 2014 at 7:15 pm

So it says here your last job was at dicks sporting goods

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News

GolfWRX’s Father’s Day Gift Guide (2026)

Published

2 days ago

Jun 9, 2026

GolfWRX Staff

A reminder from your friends at GolfWRX: Father’s Day is June 21. And as we do every year, we’re rounding up the best gifts for dad.

As we say every year, there’s no better golf-related Father’s Day gift than a round of golf with pops. Be it a country club or your favorite muni, take the time to get together to play 18 if you can.

Let’s get to the gifts.

Ghost Golf Qualifier Diamond Polo

We like the new polos that Ghost is offering, as the fabric and fit are so good. These new Qualifier Collection polos breathe well, are lightweight, stretch with your swing, and of course look great. You can wear them on the course, in the office, or just out at a casual event and they will fit right in.

Buy here.

STR8-Strip Grip Tape Remover

If your dad is an equipment aficionado and tinkers with his clubs, this tool works wonders. Removing grip tape has never been easier, just put a little head on the tape and the STR8-Strip peals it right off the shaft without any damage.

Buy here.

Why Golf: Putting Thing

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Buy here.

OluKai Lae‘ahi Men’s Breathable Slip-On Shoes

Riding to and from the course in style and comfort is always a good thing. If you’re in a hurry, it’s a nice feature to slide into your shoes and get to the tee time. For the post-game shoe, at your locker or while putting your clubs away in the car. Nice to slide into a shoe that looks good anywhere. Pair that with meeting the family for dinner, no need to change!

Buy here.

Therabody Theragun Relief

A little wellness goes a long way. Keeping loose is a good way to go when it comes to the weekend game or treatment during the week. If there is a little ache or pain, the Theragun is there to help out. Help loosen up the back for a pre-game warm-up or cool-down.

Buy here.

World Cup golf apparel

Something for the soccer dads. Embrace the World Cup fever this summer on the course with custom gear to support the nation of your choice.

Buy here.

FootJoy Pro SL spikeless golf shoes

Give the old man a break and save his feet with the Footjoy Pro SL Men’s Spikeless Golf Shoes for some added comfort on the course.

Buy here.

Bushnell Wingman 2 GPS speaker

Combine all the hits as well as some game improvement with the Wingman 2 Golf GPS Speaker by getting audible distance readings from 38,000+ courses worldwide through the Wingman 2 remote or speaker.

Buy here.

Personalized Titleist Pro V1 golf balls

The No. 1 ball in golf is a safe bet, and the Pro V1 fits the largest chunk of the bell curve if you don’t know what ball pops plays. Add personalization for a, well, personal touch!

Buy here.

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It’s always interesting to see what the guys are playing on the KFT, and this week certainly hasn’t disappointed so far, with some incredible wedge stamping on display.

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At GolfWRX, we are a community of like-minded individuals who all experience and express our enjoyment of the game in many ways.

It’s that sense of community that drives day-to-day interactions in the forums on topics that range from best driver to what marker you use to mark your ball. It even allows us to share another thing we all love – buying and selling equipment.

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From the listing:

Scotty Cameron Golo 6 with BGT Stability Tour2 2022 M Edition Scotty Headcover 34″ $375

To check out the full listing in our BST forum, head through the link. If you are curious about the rules to participate in the BST Forum, you can learn more here: GolfWRX BST Rules.