News
GolfTEC to add 100 PGA pros, CEO responds to industry declines
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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Tour Photo Galleries
Photos from the 2024 Zurich Classic of New Orleans
GolfWRX is live on site this week at the Zurich Classic of New Orleans for the PGA Tour’s one-and-only two-man team event.
As usual, general galleries, WITBs, and pullout albums — including some pretty spicy custom putters and headcovers — await your viewing.
Be sure to check back for more photos from the Big Easy, as we’ll continue to update this page with additional galleries throughout the week.
General Albums
- 2024 Zurich Classic – Monday #1
- 2024 Zurich Classic – Monday #2
- 2024 Zurich Classic – Tuesday #1
- 2024 Zurich Classic – Tuesday #2
WITB Albums
- Alex Fitzpatrick – WITB – 2024 Zurich Classic
- Austin Cook – WITB – 2024 Zurich Classic
- Alejandro Tosti – WITB – 2024 Zurich Classic
- Davis Riley – WITB – 2024 Zurich Classic
- MJ Daffue – WITB – 2024 Zurich Classic
- Nate Lashley – WITB – 2024 Zurich Classic
- James Nicholas – WITB – 2024 Zurich Classic
- Kevin Streelman – WITB – 2024 Zurich Classic
- Rasmus Hojgaard – WITB – 2024 Zurich Classic
- Tom Whitney – WITB – 2024 Zurich Classic
- SangMoon Bae – WITB – 2024 Zurich Classic
- Daniel Berger – WITB – 2024 Zurich Classic
- Rory McIlroy – WITB – 2024 Zurich Classic
- Russ Cochrane – WITB – 2024 Zurich Classic
- Aldrich Potgieter – WITB – 2024 Zurich Classic
Pullout Albums
- MJ Daffue’s custom Cameron putter – 2024 Zurich Classic
- Cameron putters – 2024 Zurich Classic
- Swag covers ( a few custom for Nick Hardy) – 2024 Zurich Classic
- Custom Bettinardi covers for Matt and Alex Fitzpatrick – 2024 Zurich Classic
- Doug Ghim’s custom Cameron putter – 2024 Zurich Classic
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News
Morning 9: Tiger’s TGL teammates | Woosnam’s criticism of Cantlay | Rory’s return to tour policy board
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News
Tour Rundown: Six-pack of tourneys follows Masters
Brazil and Texas were kindred souls this week, at least when it came to weather. Both regions experienced torrential delays, and three tournaments were held up. The LPGA, PGA Tour Americas, and PGA Tour Champions were compelled to reduce play or work extra holes into Sunday. As if that weren’t enough, South Carolina and the PGA Tour fell victim to nature’s wrath, with lightning postponing the conclusion of the event to Monday.
The year’s first women’s major championship was celebrated in Texas. The Chevron is gaining a bit of tradition in its second year after relocation. This year’s event culminated in the continued coronation of the game’s current best. The Korn Ferry Tour saw a top-twenty performance from a 15-year old amateur, while the second event of the week on the big tour found a winner in the Dominican Republic. Six events is more than a handful, so let’s get right to it, with this week’s (delayed) Tour Rundown.
LPGA @ Chevron Championship: Korda corrals second major title
The winter of 2022-2023 seems so distant for current Nelly Korda. A mysterious ailment sapped all of her energy, just as the world appeared to have finally emerged from the pandemic. We never quite secured the complete information that we desired, but no one can say that any of us deserved to know more than Nelly wished to share. One thing is for certain: Nelly Korda has returned to top form, and the world number one golfer is at least one level above anyone else on tour.
Korda began her 2024 campaign with a January victory in the Drive One Championship. In her next start, in March, she continued her assault on the record books, with a win at the Se Ri Pak. She won again the following week, at the Ford, then defeated Leona Maguire in the final match at the T-Mobile Match Play, for a fourth consecutive victory. Would the increased hype around a major championship have an impact on her game? Well, no.
Korda began play at the Chevron Championship with a score of 68. She trailed Lauren Coughlin by two after 18 holes, but caught her with a second-round 69. Coughlin would ultimately tie for third spot with Brooke Henderson. Henderson played with Korda on day four, but the middle third of the round was her undoing. Making a late move was Maja Stark. House Stark closed with birdies at 17 and 18 to reach 11 under par. Both Korda and Strak played the final three days in identical numbers: 69 each day.
Korda held a firm hand on the tournament over the course of the final day. She stood minus-four for the round through ten holes, before a bit of sloppy play made things competitive again. Bogeys at 11 and 15 opened the door a wee bit for Stark. Korda was equal to the test, however, and closed stylishly with birdie at 18.
Safely around the green on the 72nd hole
Watch @NellyKorda‘s historic finish now on NBC! pic.twitter.com/1zaAYtbaCz
— LPGA (@LPGA) April 21, 2024
PGA Tour 1 @ RBC: Scottie, so hottie!
Nelly isn’t the only golfer on fire, although Scottie Scheffler still has a ways to go to match her. Scheffler proved this week that he has a game for all courses. After winning comfortably at lengthy Augusta National, Scheffler shifted gears and game to the wee Sea Pines course, and won again. That’s two weeks in a row for the man from New Jersey/Texas, so let’s learn how he did it.
Scheffler totaled 69 on day one, and found himself six shots behind leader J.T. Poston. Scheffler revealed that his teacher, Randy Smith, would tell him that he didn’t need to be the best 15 year-old; just the best 25 year-old. It was easy, then, to play the long game and consider all 72 holes, instead of just 18. Scheffler improved to 65 on Friday, and then went even lower on Saturday. His 63 moved him to the top of the board, and caused the golfverse to wonder if Scheffler would win for a second consecutive week.
Sunday saw all the chasers fall away. Scores between 70 and 72 from Patrick Rodgers, Collin Morikawa, and Sepp Straka meant that others would need to seize the day, if Scheffler were to do more than coast. Wyndham Clark and Justin Thomas each moved inside the top five with fourth-round 65s, but no one ever got close enough to the world number one. The win was Scheffler’s 10th on tour, and made him the betting favorite for next month’s PGA Championship at Valhalla.
Scottie Scheffler can save par from just about anywhere.
Including the water ?
(Presented by @CDWCorp) pic.twitter.com/RUqL2sBrr9
— PGA TOUR (@PGATOUR) April 22, 2024
PGA Tour 2 @ Corales Puntacana: Baton Boy claims 8th Tour triumph
If you’ve ever seen Billy Horschel toss a club, you know that he doesn’t do so in anger. More likely is a calculated, soaring arc, paired with a look of fractured disbelief, followed by a quick catch of the cudgel. Ergo, Baton Boy. This week on the island of Hispaniola, the native of Grant, Florida, outworked and outhustled everyone else on Sunday. Horschel gathered seven birdies and an eagle, on the way to a 63 and a 23-under par total.
The former Florida Gator zipped past the four golfers in front of him, and left the remaining field in the rear-view mirror. Horschel’s round was two shots better than anyone else, and moved him two shots ahead of third-round leader Wesley Bryan. One of the famed Bryan Brothers, Wes closed with birdie at the last to post a 68 that would have won the week on any other day.
Walking it in with a fist pump ?@BillyHo_Golf is 9-under on the day and leads by two @CoralesChamp. pic.twitter.com/N6rjL1GGGA
— PGA TOUR (@PGATOUR) April 21, 2024
Korn Ferry Tour @ LeCom Suncoast: It’s Widing in extra holes
Miles Russell probably won’t have to serve detention for ditching class on Thursday and Friday. The high school freshman made his KFT debut, survived the 36-hole cut, and toyed with a top-ten finish. He ultimately tied for 20th at 14-under par, six shots behind the three co-leaders. My guess is that Epstein’s Mom will write him a note, and he’ll get a pass. By finishing top-25, Russell earned a spot in next week’s event. Yikes!
Back to the top of the board. Patrick Cover, Steven Fisk, and Tim Widing all found their way to the magic number of -20. Fisk made birdie at the last, after bogeys at 16 and 17. Cover had three bogeys on the back nine, but a birdie at 14 was enough to get him to overtime. Widing was plus-one on the day through four, but played interstellar golf over the final 14. Six birdies moved him from Russell-ville to extra time.
The trio scurried to the 18th tee, where Cover drove into a fairway bunker. He was unable to reach the green with his approach, made bogey, and exited the overtime session. Widing and Fisk returned to the final deck once more, and matters were resolved. Fisk was unable to convert a long par putt, and Widing (pronounced VEE-ding) tapped in for his first KFT title.
The feeling of relief when you know you won. ???
Tim Widing is now a champion on the #KornFerryTour. pic.twitter.com/K0vgiZ21UG
— Korn Ferry Tour (@KornFerryTour) April 21, 2024
PGA Tour Americas @ Brasil Open: Mr. Anderson finds a way
Golf is a funny game. Matthew Anderson held a lead with one round to play. He made six pars on Sunday, and sprinkled the rest of his card with birdies and bogeys. In complete contrast, Ollie Osborne played consistently on the day, posting four birdies and zero bogeys. Connor Godsey was not far off Osborne’s pace, with seven birdies and but two bogeys on the scorecard. So, of course, Matthew Anderson won by a stroke over Osborne and Godsey.
Not how, but how many, is another one of those platitudes that we all learn early on. Despite five bogeys through his first 14 holes, Anderson summoned the defiant grit to make birdie at the 71st and 72nd holes. After making deuce at the penultimat hole, Anderson’s swerving effort at the last looked as if it should miss low, but it had enough pace to stay inside the hole and fall for a closing four at the par-five finisher.
Birdie-birdie finish to secure the ?
Mississauga-native Matthew Anderson is your 69th ECP Brazil Open Champion. pic.twitter.com/ONE8hIUjeS
— PGA TOUR Americas (@PGATOURAmericas) April 21, 2024
PGA Tour Champions @ Invited Celebrity: Broadhurst stands tall
What do you call a tournament that begins on Friday, takes Saturday off, and finishes on Sunday? Fortunate is one adjective to use. A weather system moved through Texas this weekend, and made a mess of things in Irving. After Thomas Bjorn signed for 64 on day one, rain and all things counter-productive moved through the Las Colinas resort, ensuring that Saturday would be nothing more than a rest day. When Sunday arrived, conditions had improved, and the game was on. Bjorn was unable to preserve his Friday magic, although he did record a 70 for -8. He finished in a third-place tie with Y.E. Yang.
David Toms, the 2001 PGA Championship victor, presented Sunday’s low round, and moved to 10-under par. Toms made one mistake on the day. He lived in the rough on the 9th hole, ultimately making bogey. The rest of the day was immaculate, as seven birdies came his way, resulting in a six-under par 65. Only one golfer was able to surpass Toms, and that was Paul Broadhurst.
Broadhurst nearly matched Toms for daily honors. His mistake came early, with bogey at the second. He bounced back with eagle at the third, and added three more birdies for 66 and 11-under par. Over his first three seasons on the Tour Champions, Broadhurst won five times, including two major titles. His fifth win came in 2018, making this win his first in six years. A long time coming, for sure, but well earned.
Looking at the hole is working for @PBroadhurstGolf ?
He leads by one after a clutch birdie on 15 @InvitedCC. pic.twitter.com/S0rhcVwaeE
— PGA TOUR Champions (@ChampionsTour) April 21, 2024
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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!!
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.
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.
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
Bill
Aug 21, 2014 at 7:18 pm
last time i check miami does not have a mens golf team
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.
Tommy
Aug 14, 2014 at 9:42 pm
All of the centers in Chicagoland teach stack and tilt FYI
bradford
Aug 14, 2014 at 11:19 am
“Dicks Buys Golftec–Re-Fires 100 PGA Pros”
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.
bradford
Aug 14, 2014 at 11:20 am
How’d you do on yours?
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.
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!
cc-rider
Aug 13, 2014 at 10:07 am
Be wary of gibberish comments like this one….
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…
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.
Henry
Aug 13, 2014 at 5:33 pm
Dude, your an idiot !!
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.
cally golfer
Aug 14, 2014 at 10:54 am
Shame your swing can just not be saved….piff
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.
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.
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!
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.
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.
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.
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.
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!
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.
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.
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.
n79pp
Sep 14, 2014 at 12:37 am
30 minutes to grove the stuff you just learned. Sounds good to me.
Tom Stickney
Aug 12, 2014 at 8:27 pm
I know joe personally and he’s a stand up guy…I support him 100%!
M-smizzle
Aug 12, 2014 at 7:15 pm
So it says here your last job was at dicks sporting goods