Joseph L. Assell, PGA

Joseph L. Assell, PGA Professional
President and Chief Executive Officer / Co-Founder
Main Address:
GolfTEC Headquarters
12450 E Arapahoe Rd
Ste B
Englewood, CO 80112-3971
(303) 779-9900

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 recording $90,000 in sales in 1995 to employing more than 650 individuals globally, including over 400 PGA Members and Apprentices, with annual sales exceeding $80 million. This incredible growth is showing no signs of slowing, as GolfTEC is on pace to set records in 2015 for revenue, profit, lessons given, number of employees, number of facilities and number of students. Since 2010, the company has increased annual revenue by 73%. As CEO, Assell oversees strategy as well as multiple divisions within the company including finance, legal, sales, technology, and marketing. He 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: 2015 Colorado PGA Golf Professional of the Year, 2008 Ernst and Young Entrepreneur 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 serves on the National PGA Marketing and Member Benefits Committee 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 Associate Board of the Boys and Girls Clubs of Metro Denver. 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.He currently resides in Greenwood Village, CO with his wife and two children.


Services Offered:

  • Instruction
  • Trade-In Network
  • Club Fitting

National Awards

Recognition and Awards

  • 1998 Teacher of the Year (Colorado Section)
  • 2006 Vic Kline Award (Colorado Section
  • 2012 Bill Straughsbaugh (Colorado Section)