What Athletic Motion Golf does

Athletic Motion Golf (AMG) is a US-based golf instruction company founded by Shaun Webb and Mike Granato, headquartered in Winter Garden (Orlando), Florida, with a partner location in Monterey, California. AMG delivers data-driven golf coaching built on professional-grade biomechanical technology, including GEARS 3D motion capture, TrackMan launch monitors, and force plates, to analyze and improve swing mechanics. The company serves a global audience ranging from amateur golfers to elite tour professionals, with publicly referenced clients including Major Champion David Toms, Champions Tour player Doug Barron, and #2 PGA Tour Coach Scott Hamilton.

AMG operates a multi-tier monetization model spanning low-cost digital courses ($27-$197), the AMG Matrix recurring subscription at $97/month, the AMG Elite premium coaching tier priced under $1,500/month, in-person lessons at $125-$350/hour, 3-day AMG Golf Schools at $5,997, and AMGC facility membership. Its intellectual property is anchored in millions of 3D motion data points captured from PGA Tour players, which inform the personalized roadmaps delivered through the Matrix product. The founders have been recognized in Golf Digest's Top 50 Instructors and Golf Magazine's Top 100 Teachers lists, and the company operates a mobile app and iLessons channel to scale digital distribution beyond the website.

Name

Athletic Motion Golf

Legal name

Athletic Motion Golf LLC

Website

https://athleticmotiongolf.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Athletic Motion Golf is a US-based golf instruction company that uses GEARS 3D motion capture, TrackMan, and force plates to deliver data-driven coaching to amateur and professional golfers, monetizing through digital courses, the AMG Matrix subscription, and in-person lessons.

Ownership category

akta.pro rank

Headquarters

HQ city

Winter Garden

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Online Training Courses (One-Time Purchase): Individual digital training programs sold as one-time purchases with lifetime access and free upgrades. Products are organized by category: Distance, Solid Contact, Consistency, and Short Game. Prices range from $27 to $197 per course. The company also sells third-party authored courses (e.g., David Toms Short Game Master Class, Brandon Stooksbury's Wedge Mastery).
2. AMG Matrix Subscription Membership: Monthly subscription membership at $97/month offering access to the entire training library, bootcamp, personalized roadmaps, live coaching calls with founders, community clubhouse, daily Swing Vitamin podcast, and all future training programs released quarterly. Annual discount available.
3. AMG Elite Private Coaching: Premium 1-on-1 private coaching program under $1,500/month providing 2 voiceover swing reviews per week, 2 text follow-up messages per week, 24hr max reply time, monthly private Zoom calls, streaming access to all AMG training systems, and discounted in-person lessons. Annual prepayment option at major discount. Application-based entry.
4. In-Person Lessons at AMGC: Paid lessons at the Athletic Motion Golf Club facility in Winter Garden, FL and Monterey, CA. Pricing varies by coach and format: GEARS 3D lessons with Nick Duffy at $350/hr in FL or $250/hr in CA; general lessons at $165/hr (non-members) or $125/hr (members); half-day and full-day private sessions at $5,000-$10,000.
5. 3-Day Golf Schools: Premium 3-day golf school programs held in Orlando, FL (and Monterey, CA) at $5,997 per attendee (up to 4 golfers per school, 2 pros). Package includes 2.5 days instruction, GEARS 3D sessions, short game, on-course play, TrackMan bay, hotel (2 nights), transport, meals, and 1-year AMG+ membership. Private half/full day sessions also available at $5,000-$10,000.
6. iLessons (Online Individual Lessons): Custom online private lessons where coaches review recorded swing videos and send detailed video assessments. Members pay $97 per iLesson; non-members pay $127. Nick Duffy iLessons at $75 (introductory price, regularly $147-197). Mike & Shaun iLessons start at $297 when available.
7. AMGC Facility Membership: The Athletic Motion Golf Club operates as a membership-based golf training facility in Winter Garden, FL, offering members discounted lesson rates ($125/hr vs $165/hr non-members), access to TrackMan bays, and booking privileges.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Athletic Motion Golf sells data-driven golf instruction through multiple channels: digital training courses ($27-$197 one-time), the AMG Matrix subscription membership ($97/month), iLessons online video reviews ($75-$297), AMG Elite premium 1-on-1 coaching (under $1,500/month), in-person lessons at the AMGC facility in Winter Garden, FL ($125-$350/hr), and premium 3-Day Golf Schools ($5,997). The instruction is built on motion-capture technology (GEARS 3D, TrackMan, force plates) and a proprietary dataset of millions of 3D data points from PGA Tour players.

Product overview

Athletic Motion Golf operates as a multi-product golf instruction company offering both digital training programs and in-person coaching services. The core product portfolio includes the AMG Matrix subscription membership ($97/month) providing comprehensive data-driven instruction, the premium AMG Elite 1-on-1 coaching program (under $1500/month), standalone video training courses across four categories (Distance, Solid Contact, Consistency, Short Game) priced from $27-$197 each, and in-person experiences including Golf Schools ($5,997 for 3-day programs) and iLessons ($75-$297 per session). The company leverages technology including GEARS 3D, TrackMan, and force plate analysis to deliver measurement-based instruction to golfers from beginners to PGA Tour professionals.

Differentiator

Problem solved

Functional benefit

Brands

• AMG Matrix: A comprehensive membership program providing data-driven golf instruction, personalized practice roadmaps, community access, live coaching calls, and training library access for $97/month.
• AMG Elite
• AMG+
• AMG Golf Schools
• iLessons

Products and services

• AMG Matrix A monthly membership program ($97/month) providing data-driven golf instruction with personalized practice roadmaps, access to a full training library, a 30-day swing bootcamp, live coaching calls with founders, a private member community forum, and free access to all current and future training courses.
• AMG Elite A premium private 1-on-1 coaching program (under $1,500/month) with founders Shaun Webb and Mike Granato, featuring 2 voiceover swing reviews per week, 2 text follow-up messages per week, 24-hour max reply time, monthly private Zoom calls, and streaming access to all AMG training systems. Entry is application-based.
• iLessons Custom online private lessons where students record their swing from specific camera angles, submit it for review, and receive detailed video assessments with root-cause diagnoses and action plans. Led by Nick Duffy (first AMG Certified Instructor) and Mike & Shaun. Members pay $97 per iLesson; non-members pay $127; introductory pricing on Nick Duffy iLessons at $75 (regularly $147-$197); Mike & Shaun iLessons start at $297.
• AMG 3-Day Golf Schools Three-day in-person golf schools at $5,997 per attendee (max 4 golfers per school, 2 pros). Package includes 2.5 days of instruction, GEARS 3D full-body analysis sessions, SAM Puttlab, short game and on-course play, TrackMan bay, 2 nights hotel, transport, meals, and a 1-year AMG+ membership. Equivalent private instruction is regularly priced at $25,000.
• AMG Golf Club (AMGC) Membership Membership at the Athletic Motion Golf Club facility in Winter Garden, FL, offering discounted lesson rates ($125/hr for members vs. $165/hr non-members), access to 8 climate-controlled TrackMan hitting bays, the GEARS 3D studio, dual force plates, and SAM Puttlab, plus booking privileges.
• Distance Training Course Library A category of digital training courses teaching golfers how to move their club and body to hit longer drives and irons, including Distance Rx 2.0 ($97), Mastering Weight & Pressure ($97), Over The Top Fix ($97), Fat Shot Fix ($47), Distance Killers ($27), and Flight Fix ($197). All courses include lifetime access and free future upgrades.
• Solid Contact Training Course Library

Quantifiable outcome

• Handicap index reduction from 4.8 to 3.2 in one year (Gareth Jon)
• +5 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• The Lab (Monterey, CA)coreStrategic or Co-development PartnerThe Lab in Monterey, CA is a strategic partnership location where AMG-certified instructor Wills Murray delivers GEARS 3D lessons and performance coaching plans. This extends AMG's physical presence to the West Coast. Wills Murray is a certified AMG Instructor and lead instructor for the partnership, working with competitive players from junior champions to elite collegiate and professional golfers.
• Nick DuffycoreOthersNick Duffy is the first and only AMG Certified Instructor, trained and trusted by founders Shaun Webb and Mike Granato. He is the lead instructor at the Winter Garden, FL AMGC facility and lead instructor in the AMG+ Community helping hundreds of players. Nick represents AMG in delivering iLessons, in-person lessons, and GEARS 3D sessions. He is also Golf Digest Best Young Teacher and has helped over 50 players earn college scholarships.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• SkyTrak: Affordable consumer launch monitor brand expanding into integrated instruction and simulator experiences. Adjacent competitor to AMG as it grows the at-home practice-and-coaching category that competes for amateur-golfer time and improvement budget.

Broad incumbents

• TrackMan: Industry-standard golf launch monitor and simulator technology provider whose products AMG uses in its coaching. As TrackMan expands into consumer-grade simulators and instruction ecosystems, it represents both a key supplier and an emerging competitive force in tech-enabled golf instruction.
• Foresight Sports: Launch monitor and simulator manufacturer (used by AMG) whose GCQuad and Sim-in-a-Box products are increasingly sold direct to consumers and instructors, partially overlapping with AMG's data-driven value proposition.
• Topgolf: Large golf-entertainment venue operator with technology-enabled hitting bays and lessons. Competes for consumer golf-spend share but at a different price point and use case (entertainment-focused vs. serious improvement).

Direct peers

• Pelz Golf: Dave Pelz's data-driven short-game and putting instruction brand with schools, online content, and instructional products. Comparable to AMG in emphasizing measurement-based methodology, premium schools, and content licensing.
• Rick Shiels Golf: Popular YouTube-driven golf instructor with a large global audience, online courses, and coaching offerings. Direct competitor to AMG in the online-instruction subscription and course category.
• Butch Harmon Golf: Elite instructor (coach to major champions) offering schools and private lessons at premium price points. Competes with AMG for high-end and competitive golfers seeking premium instruction and tour-level coaching expertise.
• Meandmygolf: Leading online golf-instruction brand with a large YouTube following and digital training programs targeting amateur golfers. Competes with AMG in the digital subscription and online course category, using a similar instructor-led content model.
• GOLFTEC: Largest tech-enabled golf-instruction franchise in the US with hundreds of coaching centers using motion capture, launch monitors, and video analysis. Direct competitor to AMG's measurement-based approach and physical AMGC facility model, with a similar focus on data-driven swing improvement.
• Hank Haney Golf: High-profile PGA instructor (formerly Tiger Woods's coach) offering online lessons, schools, and instructional content. Competes with AMG for premium amateur and competitive golfer attention with a similarly founder-led personal brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AthleticMotionGolf
• LinkedInlinkedin.com/company/athletic-motion-golf

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Athletic Motion Golf