Joseph Assell

As the CEO of GOLFTEC Enterprises, Joe Assell leads the largest golf improvement provider in the world. GOLFTEC Enterprises operates under well-established brand names that golfers have recognized and trusted for decades, including GOLFTEC Training Centers, which serve a thriving community of 500,000 passionate golfers and SkyTrak Golf, which serves 120,000 golfers in the fast-growing, off-course golf population.

In his capacity as CEO, Assell oversees all aspects of business operations and multiple divisions, including finance, legal, sales, technology, and marketing. His strategic acumen drives a dynamic ten-person senior management team in executing the company’s development and facilitating exponential growth. Under Assell’s guidance, GOLFTEC has evolved into the world’s premier provider of golf lessons and club fittings, a journey that commenced with the opening of the first location in Denver, CO, back in 1995. Presently, GOLFTEC boasts a network of over 1,000 professional coaches across more than 260 locations in eight countries, with annual sales in the hundreds of millions.

A fervent advocate for helping people play better golf, Assell has been instrumental in GOLFTEC’s strategic acquisitions. Notably, he orchestrated the successful acquisition of SkyTrak in 2022 and 24/7 Golf in 2023, both of which have significantly contributed to the company’s expansion and diversification.

Beyond his role at GOLFTEC, Assell actively contributes to the golf community through his involvement in various esteemed organizations. He serves on the National Golf Foundation Board of Directors, the PGA of America National Employment Committee, and the Board of Directors for the PGA of America Innovation Fund. Additionally, Assell holds the prestigious position of National PGA REACH Trustee, demonstrating his unwavering commitment to making a positive impact on the sport and its enthusiasts.

Joe Assell’s remarkable achievements have garnered widespread recognition, earning him a place on the Golf Inc. list of the Top 25 Most Powerful People in Golf in 2022. In 2021, he was honored as the PGA Golf Executive of the Year, a testament to his outstanding leadership within the industry.

Assell graduated cum laude with a BBA in Marketing from the PGA Golf Management program at Mississippi State University. His achievements have also earned him a place among the prestigious 100 for 100, a recognition highlighting the top 100 graduates from the MSU business school in the last 100 years.