Joe Assell
Joe Assell’s career as a golf innovator began in Denver after he graduated from Mississippi State University in 1994 with a Bachelor of Business Administration in Professional Golf Management. When Assell was an intern at Cherry Hills Country Club, the head professional there had an idea to create a tech-forward indoor experience where players could go and have a computer track and analyze their golf swings. Assell was called on to execute this idea, and he became the first full-time employee of the operation. In 1997, the company was renamed GOLFTEC, and Assell’s drive and commitment set the foundation for explosive growth.
As president and CEO, Assell has grown GOLFTEC from a 1,000-square-foot storefront in the Denver Tech Center to more than 260 GOLFTEC Training Centers across the United States and around the world. Over that time, GOLFTEC has been recognized 15 times on the Inc. 5000 list of the nation’s fastest-growing private companies — a record surpassed by fewer than 20 companies since 1982. In 2023, he led the acquisitions s of top-selling launch monitor company SKYTRAK and simulator accessory company 24/7 Golf to GOLFTEC’s portfolio of brands. Now, GOLFTEC has more than 1,100 employees and is the top employer of PGA Teaching Professionals in the world. GOLFTEC instructors have given more than 20 million lessons, and its motion capture system is used by major television networks to analyze Tour swings during broadcasts.
Alongside his love for golf, Assell is passionate about philanthropy. He established the GOLFTEC Cares Initiative, which provides local and regional golf events with capital, gear, and prizes to help drive participation in these important charitable causes. More than $3 million is donated by the Initiative annually, both in cash and in-kind golf lessons. GOLFTEC’s official cause is PGA HOPE (Helping Our Patriots Everywhere), which supports the use of golf to help military veterans assimilate back to civilian life. Personally, Assell has supported many philanthropic efforts, serving as either a board or committee member for the Boys and Girls Clubs of Metro Denver and St. Mary’s Academy. He has also given back through guest lectures on leadership and entrepreneurship at local high schools and universities.
A 30-year member of the PGA of America, Assell has been recognized as the 1998 Colorado PGA Teacher of the Year, the 2015 Colorado PGA Golf Professional of the Year, and the PGA National Golf Executive of the Year in 2021. He was named as one of Golf Magazine’s “25 Most Powerful People in Golf” in 2022, and in 2024 was inducted into the Colorado Golf Hall of Fame. Assell has also served on the Board of Directors for the PGA Innovation Fund and the National Golf Foundation, and as a trustee of the PGA REACH Foundation — the PGA of America’s charitable arm.
Outside of golf, Assell enjoys skiing, mountain biking, venture investing, and watching sports — especially Mississippi State football and Gonzaga basketball games. He lives in Greenwood Village with his wife Kerri and their two children.
As president and CEO, Assell has grown GOLFTEC from a 1,000-square-foot storefront in the Denver Tech Center to more than 260 GOLFTEC Training Centers across the United States and around the world. Over that time, GOLFTEC has been recognized 15 times on the Inc. 5000 list of the nation’s fastest-growing private companies — a record surpassed by fewer than 20 companies since 1982. In 2023, he led the acquisitions s of top-selling launch monitor company SKYTRAK and simulator accessory company 24/7 Golf to GOLFTEC’s portfolio of brands. Now, GOLFTEC has more than 1,100 employees and is the top employer of PGA Teaching Professionals in the world. GOLFTEC instructors have given more than 20 million lessons, and its motion capture system is used by major television networks to analyze Tour swings during broadcasts.
Alongside his love for golf, Assell is passionate about philanthropy. He established the GOLFTEC Cares Initiative, which provides local and regional golf events with capital, gear, and prizes to help drive participation in these important charitable causes. More than $3 million is donated by the Initiative annually, both in cash and in-kind golf lessons. GOLFTEC’s official cause is PGA HOPE (Helping Our Patriots Everywhere), which supports the use of golf to help military veterans assimilate back to civilian life. Personally, Assell has supported many philanthropic efforts, serving as either a board or committee member for the Boys and Girls Clubs of Metro Denver and St. Mary’s Academy. He has also given back through guest lectures on leadership and entrepreneurship at local high schools and universities.
A 30-year member of the PGA of America, Assell has been recognized as the 1998 Colorado PGA Teacher of the Year, the 2015 Colorado PGA Golf Professional of the Year, and the PGA National Golf Executive of the Year in 2021. He was named as one of Golf Magazine’s “25 Most Powerful People in Golf” in 2022, and in 2024 was inducted into the Colorado Golf Hall of Fame. Assell has also served on the Board of Directors for the PGA Innovation Fund and the National Golf Foundation, and as a trustee of the PGA REACH Foundation — the PGA of America’s charitable arm.
Outside of golf, Assell enjoys skiing, mountain biking, venture investing, and watching sports — especially Mississippi State football and Gonzaga basketball games. He lives in Greenwood Village with his wife Kerri and their two children.