President & CEO, GOLFTEC

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Since the Company’s inception, Joe Assell has provided the leadership and skill necessary to grow GOLFTEC into the leading provider of golf lessons in the world. His guidance has helped take the company from a one employee operation in 1995 to employing more than 800 individuals globally, including over 500 PGA Members and Apprentices, with annual sales exceeding $100 million. As CEO, Assell oversees strategy and leads a ten-person senior management team in executing the strategic development and growth behind GOLFTEC.

Over the past 20 years, Assell has been recognized with numerous awards including: 2008 Ernst and Young Entrepreneur of the Year, 2015 Colorado PGA Golf Professional of the Year, Colorado PGA Teacher of the Year, Colorado PGA Bill Straughsbaugh Award, Denver Business Journal Top 40 under 40 and Golfweek Magazine Top 40 under 40. In addition, Assell served on the National PGA Marketing and Member Benefits Committee, Employment Committee, and Work Force Task Force as well and the National PGA Golf 2.0 Get Golf Ready Committee. Locally, he is on the Finance Committee of the Colorado PGA and the Advancement Committee at St. Mary’s Academy. A cum laude graduate with a B.B.A. in Marketing from the Professional Golf Management Program at Mississippi State University, Assell won the school’s Young Alumni of the Year award in 2002 and was recently named one of the Top 100 Graduates in the 100 Years of the Mississippi State University College of Business. He currently resides in Greenwood Village, CO with his wife and two children.


Since 1995, GOLFTEC has become the world’s largest provider of golf lessons and premium club fittings, operating more than 200 corporately-owned and franchised Training Centers in all major U.S. cities, Canada, Japan, Hong Kong and Singapore. A top employer of PGA Professionals, the company’s 700-plus coaches have taught more than eight million lessons with students dropping an average of seven strokes from their scorecards. Its highly-trained coaches leverage leading-edge technology for a completely fact-based approach to instruction, practice and club fitting. GOLFTEC’s leadership position in golf improvement is augmented by its SwingTRU Motion Study™ – the largest ever conducted on golf swing mechanics.