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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 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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  1. 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.

  2. 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

  3. 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.

  4. Tommy

    Aug 14, 2014 at 9:42 pm

    All of the centers in Chicagoland teach stack and tilt FYI

  5. bradford

    Aug 14, 2014 at 11:19 am

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

  6. 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.

  7. 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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  9. 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!

  10. 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.

  11. 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.

  12. 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.

  13. 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… are obviously a GolfTec instructor or joe assell’s brother in law!

  14. 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.

  15. 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.

  16. Tom Stickney

    Aug 12, 2014 at 8:27 pm

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

  17. 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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Bryson DeChambeau storms back to claim 7th professional title at Rocket Mortgage



Golf writers rub their hands when Bryson DeChambeau enters tournament contention. #TheBigBangTheory moves the dip needle like no other of his generation. Ponder this for a moment: when Dustin Johnson joins the fray, the main topic is his repose. The man just might fall asleep while walking. Not much to write about there. When Brooks Koepka emerges, others fight for his spotlight, while he flat-out punishes the course. Bryson DeChambeau is different, in so many ways. His mind races so far ahead of his mouth, that when words do come out, they are scintillating. How else to explain his encounter with a camera operator, mid-round on Saturday, to discuss the impact of videography on a golfer’s brand? What other way to define a golfer who apologizes to a long-dead golf course architect, for dismantling the bunkering scheme of the layout? Bryson’s span of attention and interests is horizontally vast; he also does a pretty good vertical.

Make no mistake: BBT must continue to win, for his opinions to matter. Who isn’t looking ahead to a Bryson-Brooks collision? It’s like something out of the Marvel universe, with all of humanity at stake. Problem is, there’s no bad guy in the mix. Both are champion golfers, striving to make a mark on the game by collecting important titles and changing the way the game is played. With luck, we’ll see them do battle at three major championships this year. On to the week just ended.

Matthew Wolff entered round four with a three-shot advantage over DeChambeau and Ryan Armour. Philosophers, expound on whether it was good or bad for Wolff to not be paired with #Bang in round four; in the end, it will all be conjecture. What we know is, Bryson got off to the hot start (three-under through four, four-deep through seven) that Wolff wanted. DeChambeau seized control on the back nine, and finished with authority, making birdie on each of the final three holes. He would need them.

Wolff on this day was Rocky, and we mean neither the boxer nor the squirrel. He began each nine with a bogey, and if that isn’t a buzz-kill, momentum stopper for a professional, tell me what it is. If he is anything, though, Wolff is a fighter. Knowing that he owned the back nine all week, his eyes were set on victory, even after the 10th-hole bogey. After a great up-and-down for par at 11, Wolff made consecutive birdies, and reached the par-five 14th in regulation. Then, he missed a six-feet putt for birdie, a shot he could not afford to lose. Birdies at 15 and 17 brought him to 20-under par, but a second short birdie effort (eight feet at the 16th) missed the mark, as did a 10-feet putt for three at the last.

Wolff might not have expected to make birdie from hole 12 through hole 18, but he had the opportunity. On this day, when DeChambeau was in complete control of all his skills, Wolff needed to do so. The young man from Oklahoma State is not yet comfortable with the spotlight. He played meh golf in the Seminole exhibition in April, and played erratically on Sunday’s front nine (four bogies and two birdies.) He might have been forgiven, at plus-three on the day, staring at plus-four at the 11th, for walking it in and accepting a 10th-place-tomorrow-is-another-day condolence. That he fought back is testament to what lies within.

Back to Bryson. Physics guy, remember? There was a funny number thing with him and Wolff, all week. Bryson was three shots better than Wolff on Thursday. Wolff was three shots better than Bryson on both Friday and Saturday, and each shot the same number both days (64-64 and 67-67, respectively.) On Sunday, Bryson was six shots better than Wolff, and won by three shots. Something about the number three this week…oh, and it was Bryson’s sixth PGA Tour victory.

Does the PGA Tour still average a pair of drives each day, to establish the driving distance number? If so, that needs to change. If you’re telling me that Bryson averaged 360 yards on all driving holes, that’s offensive to my sense of distance. For the week, by the way, he was at 350. That put him 20 yards beyond Wolff on Sunday, and 25 yards ahead on the week. Thanks to technology, both can keep the ball on the course. What made the difference for the champion on Sunday, was the flat stick.

#Theory took one putt on each of the first five greens. The first putt that he missed came at the sixth, an 11-feet effort for his fourth birdie of the round. BD has 13 putts on the outward nine, his best work of the week. Coming home, he took 14 putts on the green, for 27 on the day. His most-visible struggle came at the par-five 14th, where he had posted eagle-birdie-birdie the first three days. Sunday was different. A drive to the upside-down forced a penalty stroke, a few slashes, and a cringeworthy bogey. Just for a moment, he gave Wolff hope. In another moment, he took stole that hope back.

Is DeChambeau’s faith in his game different from all the other great champions? It appears different, on the surface. His confidence is grounded in the science of his equipment, his swing, and his physique. He and his caddie still make the occasional poor strategic move, but those are infrequent. In the end, what will define his place in golf’s history book is his grit, his tenacity. Down the stretch, every great champion wins major titles not because of preparation and knowledge, but because she and he handled the moment. We’re rubbing our hands for those moments.

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5 things we learned: Saturday at the Rocket Mortgage Classic



It’s a day of independence across the United States of America. In a time of pandemic, quarantine, isolation, this means a great deal to all citizens. Some view independence as an opportunity to live their best lives, be their best selves, and place others first. Others view it as an opportunity to live their best lives, be their best selves, and place their own wants and needs first. One of these will lead us down the road to perdition. The PGA Tour stop in Detroit is one of the most significant events of this young restart to the season. The Detroit Golf Club is located in a decidedly-urban setting. The neighborhoods that surround it are diverse, with a largely-black population. The health bubble that the PGA Tour hopes to create this summer, should not add a societal bubble to the agenda. Golf, along with humanity, needs to embrace diversity, respect the other, and welcome the uninvited. Raise your glass to a celebration of the entire populace, that fights for freedom and independence.

On that note, here are five things that I learned on day three, Saturday, July 4th, of the Rocket Mortgage Classic.

5. Wolff has owned the closing stretch for two days

The run of holes that have caused fits for the competition this week have been Matthew Wolff’s playground. Glance at the majority of scorecards, and the under-par work through the 14th green becomes apparent. It’s the final four holes that put the brakes to record-low rounds over the past three days. Wolff played the closing five holes in birdies on Friday, to shoot into the mix. On Saturday, he played them in minus-four, thanks to a jump-start eagle on 14. If the former Oklahoma State Cowboy reaches the turn in minus-three on Sunday, he might run away with the trophy. Wolff currently resides in the high-rent district at minus-19, three shots clear of Ryan Armour and Bryson DeChambeau.

4. Simpson and Kirk kinda-sorta fell away

The final pairing didn’t blow up, but they didn’t play the type of golf needed to keep or extend the lead. Webb Simpson’s other-worldly long game fell back to earth, and he was unable to compensate with stellar putting. He went ’round in minus-one, and sits on 13-under par, six back, in a tie for 8th. Chris Kirk continued his average week of ball striking, but his interstellar putting joined Simpson’s long game on the sidelines. Kirk was one better than his playing partner, and occupies 4th place at -14, five behind the leader.

3. Big moves

Detroit Golf Club is not the type of course where big moves are likely, this late in the game. Four golfers inside the top ten made an upward move of more than five spots. Troy Merritt is tied for fourth at -14. His 67 featured a clean card of five birdies and zero bogies. Merritt’s day was an all-around success, from driving the ball in the fairway, to hitting 17 of 18 greens, to decent putting. Based on the long-game numbers alone, he should have gone lower. Former trick-shot phenom Wesley Bryan had eight birdies against one bogey for 65, and 34-spot elevation. Bryan’s round was similar to Merritt’s, with the exception of better putting. Both will need 64 or better on Sunday to have a chance.

Two golfers jumped up 12 spots, from 20th to 8th. Luke List and Viktor Hovland began the day at minus-eight, and each posted 67. List had six birdies plus one bogey, while Hovland counted five birdies against zero bad’uns. Both are long hitters, so accurate iron play on Sunday will give them a chance to go low and make a run.

2. The Big Bang Theory

El fuerte, Bryson DeChambeau, is hanging around. He’ll tee off in the 2nd-last group with Merritt. He may drive into the anti-penultimate group of Mark Hubbard and Seamus Power, so amped will the big fellow be. One of these rounds, his putting will finally emerge as a weapon. As long as it’s not used for saving par, DeChambeau should take the battle directly to Wolff, and he should do so early. DeChambeau has played the first four holes of the front nine in minus-two each day. His front-nine struggles have happened on holes five through nine. Two or three under early, followed by stable play toward the round’s middle, will give him an opportunity to compete. Anything less will leave him with another top-ten finish and loads of questions.

1. The predictions are in

Most likely pairing to offer a 60: The 1:25 tee time of Luke List and Viktor Hovland. Both made decent Saturday moves, and they might carry each other to an historic Sunday.

Guy I’d like to see win: Ryan Armour. His career was derailed when the heavy favorite lost the 1993 USGA Junior Amateur final to Tiger Woods (maybe Woods was the favorite, we don’t remember.) He’s a grinder, an early-forties sojourner, and he deserves a second tour victory.

Holes that will determine the finish: 8 through 11. This four-hole stretch is quite demanding, featuring two long par-three holes, a long four, and a tricky, short four.

Low round of the day: Rickie Fowler. The host is mired in a tie for 40th, and has done absolutely nothing, beyond making the cut. On Sunday, he brings it all together for 62, reaches 19-deep, and earns a top-five finish. 62 for nearly anyone else on Sunday will mean victory, but not for Rick.

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5 things we learned Friday at the Rocket Mortgage Classic



One day away from the 4th of July, the Rocket Mortgage Classic bid farewell to 80 golfers as the 36-hole cut was made. Coming down the round’s home stretch, the important action didn’t take place at the top of the leader board. The cut fluctuated between -4 and -5 for a long time. At 5:56 EST, 16 golfers were tied for 55th spot at -5, while another 15 sat on -4, in a tie for 71st position. At that juncture, the majority of minus-fives had signed scorecards; it wasn’t a question of movement out, but of movement in. -4 wasn’t getting in, which meant that defending champion Nate Lashley was down the road. Joining him were stalwarts like Jason Day, Vijay Singh, Bubba Watson, and Patrick Reed. In the end, it was 71 golfers who moved on to the weekend. There’s more! Join us now for five things we learned on Friday at the Rocket Mortgage Classic.

5. Doc Redman finally played … poorly?

Kinda like the Madden jinx, or the Sports Illustrated Cover jinx, I mighta put the voodoo on Doc Redman. Prior to July 3rd, old Doc had never shot higher than 68 at the Detroit Golf Club. Even though it was just five rounds (last year and Thursday) it was a laudable streak. On day two, Redman had four bogies on his card. That’s an inconceivable number, given his previous play over 90 holes. The former Clemson golfer played off the 10th tee to start the day, and had a pair of birdies in his first four holes. He missed the 16th green and made bogey, then three-whacked the 18th green to return to even on the day. His second nine wasn’t much better. Four birdies got him to four-under, but bogies at one and nine brought him back to minus-two on the day. At the first, his second consecutive three-putt from 50 feet had to grind his gears. At the ninth, a yipped five-feet putt for par ended a day to be forgotten. Despite the struggle, Redman sits at nine-under par, just three behind the leaders.

4. The leaders: Simpson and Kirk

They have this in common: each has won since the quarantine restart. Webb Simpson won at Harbor Town in June, a day after Kirk won on the Korn Ferry Tour in Florida. Each posted eight birdies on day two, but a final-hole bogey dropped Kirk out of the solo lead. Kirk has played decently from tee to green, but has saved his daily bacon with his flat stick. In contrast, Simpson has been hoganesque with the full swing, but has struggled rolling the ball. Seem like decent guys, but they won’t win. Sorry, lads.

3. The 6-pack in third

The knock on the RMC this year is strength of field. Seems a fair number of golfers who played the first three weeks of post-quarantine golf, decided to take Detroit off. Can’t imagine that they were tired. Four weeks in a row is commonplace on tour. Won’t try to determine their motives, but shame on them and bully to those who arrived at Detroit Golf Club, ready to compete. The 6-pack in a third-place tie is a mixed bag. On the first shelf, you have proven tour winners Bryson DeChambeau, Matthew Wolff, and Ryan Armour. Next come Seamus Power, Mark Hubbard, and Richy Werenski. Those fellows won in college and the amateur game, as well as minor tour victories. The top-shelf titles have eluded them thus far. Of the six, only one is an olympian (Power), so we’re going to go all in on him a bit later. Would it surprise if the winner emerges from this half-dozen? Not in the slightest.

2. Kisner

Like Bono, or Cher. Maybe not. Kevin Kisner, of the trio of first-round leaders, played the best golf on Friday. Palmetto Man had five birdies on the day, and also holed from 160 yards on the sixth for eagle. He somehow found four abandoned bogies and scooped them up, taking them home to the scoring tent, Lord knows why. Kisner’s appearance on the 2017 USA Presidents Cup side was thought to be his first of a string of international caps. It turned out to be his only one. The game he exhibited from 2016 to 2018 was world-class. Since then, he has fallen off. Perhaps he begins a comeback of sorts this week.

1. Predictions are in

Power to the people: Seamus Power claims his first tour title, in a playoff. Kevin Kisner loses in extra holes.

The old switcheroo: In an odd twist of fate, Kirk putts poorly and Simpson putts well…to save pars. Neither breaks 70 on Saturday and both fall toward 10th spot, heading into Sunday.

Guy we’re most enthused about: Matthew Wolff. Anyone need to know why? Good.

Guy we’re least enthused about: #BigBangTheory aka Bryson aka thebadone23. Guy is always in the mix, hitting inconceivable drives, yet finding ways to give shots back. Starting to get old, B.

Could come from middle of pack and win: HV3. Fresh off hosting an AJGA tournament, the golf gods give his due to Harold Varner, last in the line of Harold Varners.

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