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A Publication of the National Golf Foundation

Questions, Answers and Insights for Everyone Interested in the Business of Golf




Corporate Headquarters

Englewood, Colorado


Key Employees

Mike Ishizaka – Chairman
Joe Assell – Co-founder and CEO
Jeremy Beck – COO
Jon Marquardt – CFO
Chris Kuebrich – SVP Marketing


GOLFTEC is the world leader in golf lessons and club fitting. Founded in 1995, GOLFTEC has become one of the fastest growing and most successful companies in the golf industry through its simple mission of helping people play better golf.

GOLFTEC has taught nearly 10 million lessons in its 25-year history and currently operates more than 200 locations worldwide. The renowned, global GOLFTEC coaching team is comprised of experienced golf professionals, most of whom are PGA professionals.

Every GOLFTEC student benefits from the guidance of his or her own personal coach. In addition, students also have access to state-of-the-art teaching technology. (Photo credit: GOLFTEC)


The company’s combination of  700-plus highly trained coaches with a proprietary teaching technology has led to measurable results. In 2019, GOLFTEC gave more than 1 million golf lessons – with an average improvement among their students of seven strokes. The company’s coaches leverage leading-edge technology for a completely fact-based approach to instruction, practice and club fitting, while its leadership position in golf improvement is augmented by its SwingTRU Motion Study – the largest ever conducted on golf swing mechanics.

“Our entire team has worked tirelessly with the goal of expanding our reach and sharing the benefit of the GOLFTEC approach to improvement with an ever-growing audience of golfers,” said Joe Assell, co-founder and CEO of GOLFTEC. “We look forward to continuing to push the boundaries of innovation in our quest to help all golfers play better and find more enjoyment on the course.”

In addition to GOLFTEC’s success as a golf instruction provider, it’s recently established itself as one of the nation’s premier custom club fitting providers. In 2018, GOLFTEC topped Golf Digest’s list of the “100 Best Club Fitters in America,” as 36 centers were recognized.

With over 200 locations around the world, GOLFTEC makes it easy to find a facility near you. (Photo credit: GOLFTEC)

NGF Takeaways

GOLFTEC’s growth has more than tripled in the past 10 years with annual, system-wide sales, including both corporate-owned and franchise-owned locations, now exceeding $125 million. Much of its success is due to students becoming loyal ambassadors for the brand, as approximately 40 percent of business comes from referrals.

GOLFTEC has been one of the golf industry’s most successful stories over the past two decades. With over a million lessons taught per year and more than 200 locations, the trajectory for the brand is one of the strongest in the sport – a clear indication that improving golfers are indeed happier golfers.


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