PGA TOUR Academy

What PGA TOUR Academy does

PGA TOUR Academy is a private golf instruction business founded September 1, 2001 in partnership with the PGA TOUR, operating from a single 2,700-square-foot facility at World Golf Village in St. Augustine, Florida. The Academy delivers personalized coaching for golfers of all skill levels — beginners, juniors, intermediate and senior players, and competitive/scratch golfers including those on the PGA TOUR, KORN Ferry TOUR, PGA TOUR Champions, and LPGA TOUR — as well as corporate and group clients. Core offerings include tiered private instruction (Staff to Expert instructors at $100-$175/hour), multi-day golf schools (including the Todd Jones Signature School and Anne Cain Signature School at $895-$2,400 per student), custom club fitting ($150-$400), clinic programs ($300-$450), specialty instruction experiences such as the Putting Lab and Wedge Play ($300 each), golf fitness, and a junior development pathway.

The Academy's instruction is built on a tour-level technology stack — TrackMan 4, FlightScope TourX3, GC Quad Max, SAM PuttLab, and V1 Sports video analysis — combined with the digital My Golf Coach platform on CoachNow, which extends coaching beyond on-site sessions through monthly subscriptions ranging from $9.99 to $99.99. The go-to-market is primarily direct-to-consumer via the Academy's website and online scheduling platform, with additional phone sales, email/newsletter marketing, promotional giveaways, and a Request-for-Proposal channel for corporate events. Pricing varies by instructor seniority and program type, with discounted series of 5 and 10 lessons and a $99 New Student Assessment that converts first-time visitors into series purchasers. The business is privately held with no disclosed funding rounds, no parent company, and 17 employees, operating exclusively from the World Golf Village site with the My Golf Coach digital channel providing remote global reach.

Name

PGA TOUR Academy

Legal name

PGA TOUR Golf Academy

Website

https://touracademy.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

PGA TOUR Academy is a private golf instruction business at World Golf Village in St. Augustine, Florida, delivering private lessons, multi-day golf schools, club fitting, fitness, and junior programs using tour-level launch-monitor and video-analysis technology, plus a digital coaching subscription. It serves individual golfers across all skill levels and corporate groups.

Ownership category

akta.pro rank

Product category

Golf Instruction Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industry

Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Golf instruction services
• Golf schools programs
• Club fitting services
• Junior golf programs
• Golf fitness training

Headquarters

HQ city

St. Augustine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Lessons: One-on-one golf instruction sold at per-hour and series rates. Private lessons range from $100-$175/hour depending on instructor level. Series of 5 and 10 lessons available at discounted rates. Also includes 9-hole and 18-hole playing lessons.
2. Golf Schools: Multi-day immersive instruction programs including Full Day Schools, Lite Schools, and Custom Schools. Pricing varies by program and instructor (e.g., Todd Jones Signature School 2-3 days at $895-$1,195 per student).
3. Club Fitting: Custom club fitting services using launch monitor technology. Core fittings at $150 each (Driver, Hybrid/Fairway, Iron, Wedge, Putter). Complete fitting packages at $275-$400.
4. Clinic Programs: Group instruction clinics including Beginner Series, Short Game Series, Speed Series, Full Swing Boot Camps, and Ladies Boot Camp. Pricing ranges from $300-$450 depending on program and session count.
5. New Student Assessment: 60-minute comprehensive initial evaluation for first-time students at $99. Serves as an introductory offer with a free first lesson upon purchasing a lesson series.
6. My Golf Coach Digital Subscription: Digital coaching platform with monthly subscription plans: Essential Level 1 at $9.99/month, Essential Level 2 at $44.99/month, Complete Coaching Program at $99.99/month, plus one-time On-Boarding Experience at $49.99.
7. Giveaways and Promotional Programs: Promotional giveaway programs offering prizes including 2-Day Golf School ($2,500 value), PXG Lightning Driver ($700), and Titleist Vokey SM11 Wedges.
8. Corporate/Group Events: Custom golf instruction experiences designed for corporate groups and private parties. Quotes provided via Request for Proposal form.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

PGA TOUR Golf Academy delivers personalized, tour-caliber golf instruction from a 2,700-square-foot facility at World Golf Village in St. Augustine, Florida. Its menu of services includes private one-on-one lessons, multi-day immersive golf schools, custom club fitting, golf fitness programs, junior development clinics, and specialty instruction experiences, all supported by launch monitor and video swing analysis technology. A digital My Golf Coach subscription extends the student-coach relationship beyond the facility through remote video review and training plans.

Product overview

PGA TOUR Golf Academy operates as a full-service golf instruction platform offering a portfolio of interconnected programs. Its core offerings include Private Instruction (tiered from Staff Instructor to Master Instructor), Golf Schools (Full Day, Lite, and Custom formats), Featured Instruction Experiences (Putting Lab, Green Reading, Greenside Scoring, Wedge Play), Club Fitting, Golf Fitness, Clinic Programs, and Junior Golf Programs. These programs are unified by state-of-the-art technology (TrackMan 4, V1 Video Analysis, FlightScope, GC Quad Max, SAM PuttLab) and supported by the digital coaching platform My Golf Coach (powered by CoachNow), which extends the coaching relationship beyond on-site sessions. The academy also offers a New Student Assessment as an entry-point product and Custom Golf Packages for bespoke group experiences. The instructor team includes Todd Jones (Director of Instruction), Anne Cain (Master Instructor), Jason Fenstermaker (Sr. Certified Instructor, Master Fitter), and Matt McKay (Golf Fitness Professional).

Differentiator

Problem solved

Functional benefit

Brands

• My Golf Coach: A Digital Learning Program powered by the PGA TOUR Golf Academy that allows students to interact with their coach via video analysis and the CoachNow platform.

Products and services

• Private Instruction One-on-one personalized golf lessons for all skill levels using state-of-the-art technology (video analysis and launch monitors), offered at multiple instructor tiers (Staff, Certified, Senior Certified, Expert/Lead) with flexible scheduling, game planning, lesson recaps, and discounted series pricing for 5 and 10-lesson packages. Also includes 9- and 18-hole playing lessons.
• Golf Schools Immersive multi-day instruction programs built on the Total Game Improvement methodology, including Full Day Schools, Lite Schools, and Custom Schools. Featured signature programs include the Todd Jones Signature School and the Anne Cain Signature School (2-3 day, $895-$1,195 per student).
• Featured Instruction Experiences Specialty 2-hour instruction experiences focused on a specific skill area, including the Putting Lab Experience, Green Reading Experience, Greenside Scoring Experience, and Wedge Play Experience. Each delivers 1-on-1 coaching with spot guidance in a defined discipline.
• Club Fitting Custom club fitting using TrackMan, FlightScope, SAM PuttLab, and V1 technology. Master Club Fitters fit for lie angle, bounce grind, and distance gapping across Drivers, Fairways, Hybrids, Irons, Wedges, and Putters; Core Fittings at $150 each; Long Game Complete Fitting at $275; Complete Game Fitting at $400.
• Golf Fitness Golf-specific fitness program building strength, mobility, balance, and endurance for peak performance, delivered by TPI Certified Fitness Professionals. Offerings include Fitness Series, A La Carte Programs, and Evaluations.
• Clinic Programs Group golf instruction clinics taught by award-winning instructors, including the Beginner Series, Short Game Series, Speed Series, Full Swing Boot Camps, and Ladies Boot Camp. Pricing ranges from $300 to $450 depending on program and session count.
• Junior Golf Programs Programs for young players designed to build skills, confidence, and a lifelong love for the game in a fun, supportive environment, including Junior Performance Academy, Junior Golf Camps, and Junior Clinics led by instructors certified for junior coaching.
• My Golf Coach (Digital Coaching Subscription) Digital coaching platform powered by the PGA TOUR Golf Academy on the CoachNow platform, enabling student-coach interaction between sessions via video analysis, notes, documents, and messaging. Plans include Essential Level 1 ($9.99/month), Essential Level 2 ($44.99/month), and Complete Coaching Program ($99.99/month), plus a one-time On-Boarding Experience ($49.99) and a 10% discount on on-site programs for Complete subscribers.
• New Student Assessment 60-minute comprehensive initial evaluation for first-time lesson takers, including an interview, video swing analysis with launch monitor data, and a recommended improvement plan. Priced at $99 with a promotional free first lesson upon booking a 5- or 10-lesson series.
• Custom Golf Packages (Corporate/Group Events) Fully customized golf instruction packages built around unique group preferences, combining golf schools, private lessons, specialty experiences, and team-building elements into bespoke corporate events, with quotes delivered via a Request for Proposal form.

Quantifiable outcome

• Students have dropped handicaps by 10 points following instruction (one student's result)
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• GOLFTEC: Largest dedicated golf instruction chain in the US with hundreds of locations using TrackMan launch monitors and Coached Swing Technology. Directly competes with PGA TOUR Golf Academy for beginner and intermediate lesson customers, though GOLFTEC's model emphasizes standardized lesson packages rather than elite private instruction.
• David Leadbetter Golf Academy: Globally recognized golf instruction brand with multiple academy locations. Comparable as a high-end instruction brand built around a single elite instructor's methodology and reputation, with similar multi-day school offerings.
• Hank Johnson School of Golf: Multi-day golf school operated by PGA Master Professional Hank Johnson in Florida, with strong junior and adult program offerings. Comparable as a Florida-based, PGA-affiliated premium instruction business with similar school format.
• PGA Center for Golf Learning and Performance: Official PGA of America facility in Port St. Lucie, FL, offering multi-day golf schools, private instruction, and club fitting with PGA-certified instructors. Direct competitor within the same PGA-affiliated premium instruction segment and same Florida geography.
• Butch Harmon's School of Golf: Elite golf instruction school led by one of the most decorated coaches in PGA TOUR history. Comparable as a premium instructor-led academy brand serving competitive and serious recreational players at high price points.
• Jim McLean Golf School: Premier golf instruction brand founded by Top 100 Teacher Jim McLean, operating multi-day golf schools with technology-driven coaching. Closely comparable in premium positioning, multi-day school format, and tour-level instructor branding.
• Sean Foley Performance: Boutique elite instruction studio operated by coach Sean Foley, known for coaching PGA TOUR professionals. Comparable as a single-location, premium-priced instruction business built on a master instructor's personal brand.

Emerging players

• Club Champion: National club fitting chain using launch monitor technology to fit drivers, irons, wedges, and putters. Comparable in the club fitting component of PGA TOUR Golf Academy's offerings, though Club Champion specializes in fitting rather than full instruction.
• True Spec Golf: Premium club fitting brand operating multiple studios with Foresight and TrackMan launch monitors. Comparable in the technology-driven club fitting niche of PGA TOUR Golf Academy's offerings.

Broad incumbents

• IMG Academy Golf: Large multi-sport boarding academy with elite golf instruction, college placement, and athletic development programs. Comparable in the junior golf development and elite coaching segment, though broader in scope as a full sports academy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pga-tour-academy

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 PGA TOUR Academy