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What does GolfTEC understand that most instructors don’t?

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Right now, GolfTEC is dominating the instruction market. Last year, the company had nearly $100 million in sales, and it now controls 25 percent of the golf lesson industry.

A big reason for their success can be explained by their structure:

  1. GolfTEC advertises to golfers online.
  2. Golfers learn about what GolfTEC does on its website.
  3. Golfers schedule and pay for lessons on GolfTEC’s website.

The structure allows GolfTEC instructors to do what they do best — give lessons — while GolfTEC invests into growing its business. 

GolfTEC has proven what works to dominate the market, and there is a lot to be learned for golf instructors who have their own teaching businesses. Even if you don’t see GolfTEC as your competitor, it’s clear that they didn’t become a force in the industry by accident. Implementing GolfTEC’s methods in your business can in many cases help golf instructors accomplish their goals much faster and easier than they might have otherwise. 

The Changing Consumer

the changing consumer

GolfTEC understands where golfers are and how to reach them. The company knows that consumers want to research, schedule lessons and checkout right from their computer or mobile device. And right now, 85 percent of consumers research a business online before committing to any kind purchase. 

Things were far simpler 10 years ago. Instructors didn’t have to worry about having a website that sells, being active on social media, running advertisements, or finding ways to reach more customers online. But now they do, because golfers are going digital, and that’s even if you rely on word of mouth.

In today’s world, being online is seen as a necessity. But before diving into the web, you should ask yourself, “Why does it matter?” Well, because when you do it right, it works.

Picture an online system that gets new customers in the door and allows them to book a lesson online. Wouldn’t that free up more time for you so you can focus on learning and teaching. Sounds great, right?

Don’t see getting online as a chore. Instead, see it as way to dramatically improve how you do business. You’ll spend less time selling, scheduling, and managing, and more time with your clients.

In a Golfer’s Shoes

Let’s think about this from a golfer’s perspective. Let’s say you’re a golfer looking for golf lessons, and you don’t know any instructors. More likely than not, you turn to Google as most of us do anytime we need to find something.

This is exactly what golfers are doing today. In fact, the PGA has seen a 43 percent year-over-year increase of millennials (golfers ages 20-34) searching for golf online. They expect to go to your website, learn about you, read reviews, and schedule a lesson. Surprisingly, very few instructors are taking advantage of this very natural behavior.

Let’s compare what GolfTEC is doing vs. the average golf instructor. Here’s a simple breakdown. 

GolfTEC

  • Shows up across Google for any search terms related to golf lessons.
  • Uses smart, online advertising across the web.
  • Has a website that builds trust and sells its benefits to golfers.
  • Conveniently allows golfers to schedule and pay for lessons on its website.
  • Engages with customers after they book a lesson through email marketing and social media.

Most Golf Instructors

  • Are not visible on Google Search results related to golf lessons.
  • Rely primarily on word of mouth and print advertising.
  • Don’t have a personal website (only 3 percent of instructors do).
  • Are not building trust with potential customers online.
  • Require golfers to pick up the phone or write an email to book a lesson.
  • Accept payment by cash or check.
  • Are not engaging current or past customers online.

Now, we’ve seen what makes the difference. If you are an instructor, the question becomes: what will you do about it? We’re sitting at a turning point for the future success of your golf lesson business. Consumers will continue to move online. The golf instructors that meet them there will thrive.

To learn more about my company that helps golf instructors get online, click here.

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Derek Larson is a student at Northwestern and the co-founder of Dotbound. His goal is to help golf instructors take advantage of the web to run their business more effectively, and recently wrote an eBook about it. Derek is an avid golfer and traveler.

25 Comments

25 Comments

  1. Someone

    May 22, 2017 at 10:38 pm

    This article is garbage. Title misleads thinking that it was going to explain how golftec is somehow better at improving your game over golf pros. Instead it’s about business? This is a GOLF site…not a damn forbes “how we made our millions” business column. I could give two craps about golftecs advertising or how they reach their customers. What I do care about is the service that golftec offers and how good it is compared to other pros and instructors. What a HUGE waste of time…article is worthless to golfers that actually want to know about GOLF, not the “business” of golf. Has GOLFWRX lost its direction? Do they let anyone write now? Geez…where is the quality control…

  2. Jim

    May 22, 2017 at 6:12 pm

    I have to admit they were very honest about the commitment needed by the client and the time it would take to make various was longer for some issues than others.

    We were never told to lie or sell quick fixes… quite the contrary, to explain WHY it will probably take 40 weeks or even a full year to make these changes and habe them

    • Jim

      May 22, 2017 at 6:21 pm

      …it ate half the comment…

      And HAVE THEM take hold on the course, which any real instructor knows is true if say a solid 18 decides he wants to do this, and get to a 7 or 8…

      It’s the “quality & experience” of the instructors that’s BS. Sure, folks get better with time, and learn from the more experienced ones at the center they’ll go to, but I had 2 cats in my 10 person GT ‘U’ class that had virtually NO lesson experience AT ALL, and 2 who had done ‘ a few lessons’ or the jr clinic… they don’t care WHAT’s actually taught – as long as they use people’s biomeasurements and get them into ‘positions’…

    • Jim

      May 23, 2017 at 1:59 am

      They were selling franchises – which is what I was interested in. Great national exposure, net presence etc.

      I would’ve MOST DEFINITELY RUN IT MY WAY, and hired & trained my staff personally but they aren’t looking to bounce. They believe, and they have significant $$$ invested.

      They’re just total users, dishonest, and have NO quality control other than occasional ‘peer reviews’ where coaches are periodically supposed to randomly review the lesson recap a client recieves and rate it….

      I’m offended anytime I see any promo for them, as the skeleton is definitely there to actually be really good. And there are indeed good coaches in there…but it is NO WAY honorable, honest or consistent….

      A shame…

    • TeeBone

      May 24, 2017 at 5:18 pm

      GolfTEC’s been around for over 15 years, and last year was their best ever. Pay attention. Your rambling, incoherent posts make no sense. The only consistency is your negativity towards any instruction that doesn’t conform to your schizophrenic system. You’re clearly not a professional instructor, so stop acting as though you you have any idea what the hell you’re talking about.

      • Jim

        Jun 2, 2017 at 10:44 am

        Obviously you can’t read. Nothing to do with disagreeing with any ‘system’. Actually agree with them on the fact there are no quick fixes and they are honest about that.

        Their boiler room complete disregard for their pros and complete lack of any instructional belief ot other than to contort every body type into the same positions. … bite me

        • stephenf

          Jun 2, 2017 at 5:15 pm

          If I understood your earlier comments, you’re a PGA member. Is that right? I’m just getting at the “clearly not a professional instructor” allegation.

          Either way, I don’t see the point in worrying about someone who thinks 15 years in the business and a great year last year are proof of good business practices and good golf instruction. Just dumb.

  3. Chris Cruz

    May 22, 2017 at 4:32 pm

    Derek,
    If you are reading the comments to this article, I commend you, your insight, and initiative. I own a small web production and strategy shop, and I think your assessments are correct.

    The only feedback I would give is that the headline is a bit misleading and polarizing. The polarizing part is good to a degree, but not when it misleads the user from content they would expect to see when they click on the article. Or when it stirs up undesired predispositions in the user thats about to view your content. As this headline did.

    Many folks read the headline and the rest of your story didnt matter to them, they were too focused on a headline that reads positively for golf tec instruction which your story doesnt even really talk about.

    Something more accurate to description would be something like “How GolfTec’s Digital efforts attribute to their success and how you (the instructor) can benefit” Obviously thats too long I’m no copywriter. But you get the point, anyway, applaud you for your initiative even as a student, and just trying to provide some constructive feedback for you.

    However, I agree with other WRXers on this thread. Golf wrx doing all this advertorial is kind of a bummer, but i get it. It’s a business and you need revenue, still a bummer.

  4. Kenn

    May 22, 2017 at 12:36 pm

    Okay, after one lesson at GolfTec they isolate several swing faults that must be remedied. What happens next? Simply identifying your swing faults is surely not enough, and then practicing on your own is futile because you don’t know if you are doing the changes correctly. Must you return to GolfTec on a regular basis to check out what’s happening to your swing? How do you eliminate your swing faults after the Golftec session?

  5. Steve S

    May 22, 2017 at 8:47 am

    Basically this is a very nice ad for the author’s company Dotbound. The website states “We help teaching professionals sell more lessons while making life easier.”

    So another ad disguised as a legitimate article. GolfWRX should have charged him for the space.

  6. Judge Smells

    May 22, 2017 at 7:09 am

    The only difference is Golftec has more overhead costs than your local pro

  7. Alex Jackson

    May 21, 2017 at 9:31 am

    All you guys bashing GolfTec obviously didn’t read the article. It has nothing to do with their method/how they teach. The article is about how they market themselves and make it easy for the student to book and pay for lessons.

    • Greg

      May 21, 2017 at 10:39 am

      Exactly, the author (Derek) seems to be a very enterprising young man and I’m impressed with his insight and initiative. His premise of the trend does seem to be true base on the number of instructors we see that are taking advantage of websites, YouTube, online lessons, online memberships, blogs, forums, etc. Think of Shawn Clements, Clay Ballard, Monte, etc…etc. I would agree with Derek, that instructors not expanding their marketing/product to fully use the “internet” run the risk of being marginalized even if they do have a club (private or public). I’m not an instructor, but I fit the golfing consumer profile Derek described.

    • TR1PTIK

      May 22, 2017 at 12:10 pm

      Agreed. I don’t care for GolfTec’s instruction (based on reviews, I’ve never been), but I still enjoyed the article and thought it was completely relevant. The author wasn’t trying to sell anyone on anything. To sum it up, the article suggests that teaching pros could learn a thing or two about online presence from GolfTec (i.e. SEO, e-commerce, etc.). After reading, my first thought was to share with my course pro to pick his brain and suggest some new ways for him to generate business at his course.

  8. larry

    May 21, 2017 at 7:51 am

    Anyone going to golf tec is an absolute idiot, find a teaching pro at a private club there always the best.

    • setter02

      May 22, 2017 at 7:10 am

      About as solid a statement as can be said for someone who knows nothing, congrats!!! Very good blanket statement, you should feel proud of how hard it would be to pick this one apart…

    • Judge Smells

      May 22, 2017 at 1:13 pm

      I could not agree more, Golf is played outside on grass not inside on a computer screen

  9. Mat

    May 20, 2017 at 7:18 pm

    GolfTec is only doing one thing right. They are commoditising a business that had been traditionally attached to golf facilities. The rest of it is scale, and they’ve been able to build scale because they are not attached to single facilities.

    It doesn’t make the instruction any better; if anything, it makes it worse.

  10. Billy

    May 20, 2017 at 5:48 pm

    I visit golftec once. They got gc2 so I asked if they have hmt. Well.. the instructor didn’t even know what’s hmt

  11. Dat

    May 20, 2017 at 4:39 pm

    Golf tec singlehandedly ruined my swing for a month after I went for a free consult I won. Never again.

    • Mat

      May 20, 2017 at 7:21 pm

      Yep. They fit you into their one swing, on carpet. Having said that, they’re like half the instructors out there anyhow; they have “the book” on a swing, and try to get you to emulate it. They should be helping you find the most repeatable action for your body, but just as in equipment, distance sells. So the generic lesson gets the yardage number up as the main success metric. Not healthy.

  12. Caleb

    May 20, 2017 at 2:04 pm

    I’d take this a lot more seriously if there wasn’t a GolfTec ad right next to the article.

    • Zak Kozuchowski

      May 20, 2017 at 6:18 pm

      Caleb,

      That ad you’re seeing is a third-party ad based on your search history. GolfTEC is not a GolfWRX sponsor.

      • setter02

        May 20, 2017 at 9:54 pm

        And all the ads are ruining the site!

        • The dude

          May 23, 2017 at 4:54 am

          ….another one who doesn’t understand..

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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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