News

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

Published

10 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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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.

Reply Report comment
Pingback: GolfTEC to add 100 PGA pros, CEO responds to industry declines | Spacetimeandi.com
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

Morning 9: Rory: I’m not joining LIV | Masters ratings | Nelly: We just need a stage

Published

3 days ago

Apr 17, 2024

Ben Alberstadt

By Ben Alberstadt with Gianni Magliocco.

For comments: [email protected]

Good Wednesday morning, golf fans, as we gear up to this week’s RBC Heritage.

1. Rory: I’m not going to LIV

ESPN’s Mark Schlabach…McIlroy said neither he nor his agents have ever discussed a potential deal to lure him to the LIV Golf League, which is being financed by Saudi Arabia’s Public Investment Fund (PIF).

“I honestly don’t know how these things get started,” McIlroy told Golf Channel while on the practice range at Harbour Town Golf Links in Hilton Head, South Carolina, the site of this week’s RBC Heritage. “I’ve never been offered a number from LIV, and I’ve never contemplated going to LIV. Again, I think I’ve made it clear over the past two years that I don’t think it’s something for me.

“It doesn’t mean that I judge people who have went and played over there. I think one of the things that I have realized over the past two years is that people can make their own decisions for whatever they think is best for themselves, and who are we to judge them for that? But personally, for me, my future is here on the PGA Tour, and it’s never been any different.”

Full piece.

2. Masters ratings down

Yahoo’s Jay Busbee…”Ratings for the full Masters week are now out, and 2024’s version ranks as the lowest since the COVID-impacted years of 2020 and 2021. There was a brief moment when four players shared the lead at the 2024 Masters, but Scottie Scheffler took care of business quickly enough and strolled to what qualifies as an “easy” Masters victory — a four-stroke triumph that wasn’t in doubt for most of the second nine.”

“Perhaps as a result, Sunday’s final round averaged 9.59 million viewers on CBS, according to Sports Media Watch, a 22.8% decline from last year’s 12.06 million. Scheffler’s win two years ago averaged 10.17 million viewers. Worth noting: Sunday’s final round was down 20 percent against last year’s victory by Jon Rahm, but last year’s final round fell on Easter Sunday, which created a significantly higher out-of-home percentage of viewers — 21 percent in 2023, as opposed to 9 percent this year.”

Full piece.

3. Chevron gets purse boost

Golfweek’s Beth Ann Nichols…“Chevron’s commitment to the LPGA went a step higher on Tuesday with the announcement of a purse increase to $7.9 million in 2024. The move brings the tour’s first major in line with the purses of other championships. The U.S. Women’s Open purse of $12 million paces the tour, with the KPMG Women’s PGA second at $10 million. The AIG Women’s British Open purse checks in at $9 million while Amundi Evian is $6.5 million.”

“Chevron, which moved the event away from Mission Hills Country Club in Rancho Mirage, California, to Texas, last year, has increased the purse by $4.8 million since assuming title sponsorship in 2022. The company has committed to title sponsor the event through 2029.”

Full piece.

4. Shipley on “notegate”

Alex Myers for Golf Digest…”So what was up with “notegate”? During his hilarious spot with McAfee, Shipley reiterated there was no note from Woods, and that he was only looking at the moderator because he was so confused where the question was coming from:

“I looked over at the moderator like ‘Who the hell is this guy?'” Shipley says in the clip. “Because it just didn’t happen. I was so confused and so shocked in the moment.”

Full piece.

5. Nelly: We just need a stage

Iain Carter for the BBC…”Korda is the first American to win four consecutive tournaments on the LPGA since Lopez won five straight 46 years ago. This astonishing streak made the then rookie front page material for Sports Illustrated.

“Korda’s feats have yet to transcend the golfing village, and perhaps that suits her as she “tries to stay in my bubble”. But the American Solheim Cup player does recognise that more could be done to tell the increasingly compelling story of women’s golf.”

“I feel like we just need a stage,” she told reporters here at Carlton Woods just north of Houston. “We need to be put on TV.

“I feel like when it’s tape delay, or anything like that, that hurts our game. Women’s sports just needs a stage. If we have a stage we can show up and perform and show people what we’re all about.”

Full piece.

6. Photos from the 2024 RBC Heritage

Check out all of our galleries from this week’s event!

Full piece.

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Tour Photo Galleries

Photos from the 2024 RBC Heritage

Published

4 days ago

Apr 16, 2024

GolfWRX Staff

GolfWRX is on site this week at Harbour Town Golf Links on Hilton Head Island for the RBC Heritage. Plenty of golfers who competed in the Masters last week will be making the quick turnaround in the Lowcountry of South Carolina as the Heritage is again one of the Tour’s Signature Events.

We have general albums for you to check out, as well as plenty of WITBs — including Justin Thomas and Justin Rose.

We’ll continue to update as more photos flow in from SC.

Check out links to all our photos, below.

General Albums

WITB Albums

Pullout Albums

See what GolfWRXers are saying and join the discussion in the forums.

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News

Morning 9: Aberg: I want to be No. 1 | Rory’s management blasts ‘fake news’ reports

Published

4 days ago

Apr 16, 2024

Ben Alberstadt

By Ben Alberstadt with Gianni Magliocco.

For comments: [email protected]

Good Tuesday morning, golf fans, as we look back at the Masters while looking ahead to this week’s RBC Heritage.

1. Shane Ryan: Appreciate Scottie’s greatness

Golf Digest’s Shane Ryan…”This is what’s called generational talent, and we haven’t seen it in almost 20 years. Steve Stricker read the tea leaves when he picked Scheffler for the 2021 Ryder Cup—a decision that was richly rewarded—and starting in 2022, he was off to the races. The only hiccup was a few putting woes last year, but even that only served to highlight how remarkable his ball-striking had become—instead of winning, he was finishing third. When he fixed the putting, with help from a new coach and a bit of equipment advice from Rory McIlroy, he soared yet again to the top of the game, but this time he seemed more indomitable, more inevitable, more brilliant.”

“The sustained success of the last three years has officially made him the best professional golfer since Tiger Woods, a conclusion supported by analytics, the eye test, and every other metric you could dream up. With fewer majors, he has nevertheless leaped past Spieth, McIlroy, and Koepka in terms of pure ability. He doesn’t have their legacy, yet, but if we’re talking about peak performance, he’s already surpassed them.”

“He’s so much better than everyone else, which is a sentiment that is both commonplace—I saw it on Twitter over and over again—and revelatory. It’s the thing you say because there is nothing else to say. You’re left with the wild truth, which words can describe but never capture.”

Full piece.

2. Aberg: I want to be No. 1

The AFP’s Simon Evans…”The 24-year-old finished second, four strokes behind winner Scottie Scheffler, after carding a final round 69 but he certainly won many admirers among the patrons at Augusta National and beyond.”

“And his performance has filled Aberg with self-belief.”

“Everyone in my position, they are going to want to be major champions. They are going to want to be world number one, and it’s the same for me, that’s nothing different,” he said.

“It has been that way ever since I picked up a golf club, and that hasn’t changed. So I think this week solidifies a lot of those things are there, and we just need to keep doing those things and put ourselves in positions to win tournaments, ” he said.

Full piece.

3. Homa’s honest answer on double bogey

Golf Channel staff report…”But Homa’s tee shot at No. 12 bounded off the putting surface and into a bush. After a healthy search, Homa found his ball and had to take an unplayable lie. He made double bogey, effectively ending his bid at a maiden major title.”

“Homa tied for third, seven shots back of Scheffler. Asked about what happened on the fateful 9-iron, Homa offered two replies.”

“The honest answer is, it didn’t feel fair. I hit a really good golf shot, and it didn’t feel fair. I’ve seen far worse just roll back down the hill,” he said.

“The professional answer is, these things happen.”

Full piece.

4. Harbour Town ahead

RBC Heritage field notes, via Adam Stanley of PGATour.com…”Scottie Scheffler is, for now, set to tee it up at the RBC Heritage. He was clear to say that if his wife, Meredith, would go into labor during the Masters, he would head home to be with her, so it’s safe to assume that same rule will stand at Harbour Town. Scheffler has not shot an over-par round all season and has three victories (and one runner-up). He made his debut at Harbour Town last year and finished T11… Matt Fitzpatrick looks to become the first golfer to go back-to-back at the RBC Heritage since Boo Weekley in 2007-08. Fitzpatrick, a playoff victor last year, has two top-10 finishes this season. He has just one missed cut at Harbour Town over the last six years and he finished fourth in 2021 to go along with two more top-15 results in a three-year span (T14 in 2018 and 2020)…”

“Jordan Spieth is hoping to continue his run of fine play at Harbour Town after a playoff loss last season and a playoff win the season prior. Spieth has five top-25 finishes at the RBC Heritage in seven starts… Justin Thomas earned a spot in the field after remaining in the top 30 (he’s No. 30) in the Official World Golf Ranking despite a missed cut at the Masters. Thomas, who finished T25 last season at Harbour Town, has two top 10s on the season… Ludvig Åberg, who is tops in the Aon Next 10, will head to Hilton Head for the first time. Åberg has had a fabulous 2024 campaign thus far with four top 10s (including two runner-up results) and is knocking on the door for a victory… Hideki Matsuyama was the only eligible player who did not commit to the RBC Heritage, while Viktor Hovland – after a missed cut at the Masters – withdrew from the field on Saturday.”

Full piece.

5. Reed’s caddie’s needle

Our Matt Vincenzi…”After a particularly bad drive during his third round on Saturday, Reed’s caddie, Kessler Karain, also his brother-in-law, made a snide but factual comment to Patrick.”

“Your driving has cost us a lot this week,” Karain remarked.

“Reed didn’t disagree and told reporters after the round that there was nothing good about his round…

“A reporter then asked: “It’s a good thing he’s a family member, right?”

“Yeah, exactly. I’d probably be dragging him up that last hole,” Reed said. “I swear.Just what you want to hear as you’re looking at the ball in the tree, and he goes, ‘You need to drive it better.’ Thanks, Kessler. I appreciate it. Great words of wisdom. Drive it better.”

“This may be the last major for Reed for a while, as the 33-year-old has not been invited nor qualified for next month’s PGA Championship.”

Full piece.

6. LIV wants Hovland next?

Ewan Murray for the Guardian…”Rising speculation that Viktor Hovland will be the next high-profile golfer to be coaxed to the LIV tour will increase the need for Ryder Cup Europe to apply a simple qualification process for golfers on the Saudi Arabian-backed circuit.”

“LIV is forging ahead with plans for 2025, which include new events and the recruitment of more players from the PGA and DP World Tours. The rate of turnover is likely to be increased by the number of golfers who had three-year contracts when joining LIV, which will expire at the end of 2024.”

“Chatter on the range at the LIV event in Miami this month and again at the Masters largely surrounded Hovland, the world No 6 who starred for Europe in the defeat of the United States in Rome last year. Jon Rahm and Tyrrell Hatton, who also played in that team, have subsequently joined LIV. Hovland missed the cut at the Masters and promptly withdrew from the PGA Tour’s $20m stop in Hilton Head this week.”

Full piece.

7. Rory’s management: LIV reports are ‘fake news’

Brian Keogh for the Irish Independent…”A report that Rory McIlroy was on the verge of an $850million move to LIV Golf has been slammed as “fake news” by his management.

“Fake news. Zero truth,” McIlroy’s manager Sean O’Flaherty said in an email.

London financial paper “City AM” reported today that sources have told them that McIlroy “could” join LIV Golf

The paper reported that “two separate sources have told City AM that they believe a deal is close. It is claimed that LIV Golf chiefs have offered world No2 McIlroy an eye-watering $850m to join, plus around two per cent equity in the competition.”

Full piece.