PGA National Award Winners Announced at PGA Show in Orlando

We are extremely proud of our CEO, Joe Assell, as he was named the PGA of America Golf Executive of the Year.

The PGA Golf Executive of the Year Award bestows special recognition for performing outstanding services in an executive management position, while possessing qualities of leadership, vision, courage, moral character, and a substantial record of service to the Association and the game.


Assell has built GOLFTEC over the past 26 years into a global brand that’s shaped golf instruction and club fitting at more than 220 worldwide Training Centers and that employs nearly 1,000 team members, including over 500 PGA Members and apprentices.

“I am so honored to be recognized for this award. However, this is definitely a TEAM award, and I could not have done this without the employees, coaches and students who all make GOLFTEC what it is. I am very proud of what we have accomplished, and we look forward to continuing to help more people play better golf.”

Joe Assell, GOLFTEC Co-Founder and CEO

As CEO, Assell oversees the strategic direction of the company along with multiple divisions including finance, legal, sales, technology, and marketing. He leads a ten-person senior management team in executing the strategic development and growth behind GOLFTEC.

In addition, Assell serves on the National Golf Foundation Board of Directors, National PGA of America Employment Committee and locally, he is on the Finance Committee of the Colorado PGA.

Most recently, Assell was recognized on the Golf Inc 2021 list of the Top 25 Most Powerful People in Golf.

Joe being recognized at the PGA Show on Jan. 26, 2022

This award also comes as GOLFTEC celebrated their best year on record in 2021.

  • Over 175,000 Students chose GOLFTEC to help them with their game with an average improvement of 7 strokes
  • 31 Coaches were named to the Golf Digest Best Teachers in Every State list
  • Eight GOLFTEC Coaches won PGA Section Awards
  • 12 new GOLFTEC Training Centers were opened
  • Over 1.5 million lessons were given, compared to 1 million in 2020
  • Over $2 million in charitable giving through GOLFTEC Cares

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