The Golfing Machine

What The Golfing Machine does

The Golfing Machine, LLC is a privately held golf instruction education company headquartered in Gresham, Oregon, that commercializes Homer Kelley's 1969 textbook of the same name — a science-based methodology applying geometry and physics to analyze, diagnose, and improve each golfer's unique stroke. Its core product is the textbook (currently Edition 7.2 SoftCover, 2021), supplemented by the BIA (Biomechanical Integration Approach) textbook series, an Illustrated Atlas of Musculoskeletal Anatomy, the M.I.N.D. Golf mental performance book, and a 3-D Impact Bag training aid.

The business operates a tiered Authorized Instructor certification program (GSEB, GSEM, GSED, GSEE), delivered through 4–6 day in-person authorization schools priced $1,450–$1,850, plus an annual instructor subscription of $160, BIA Level 1/2 classes, one-to-one Skype tutoring, and Performance Workshops. Distribution is primarily through the global Authorized Instructor network (listed on a public directory spanning 30+ countries), with secondary direct-to-consumer e-commerce for books and training aids. Revenue is split across class fees, recurring subscriptions, book sales, and training-aid sales, targeting professional golf instructors as the primary B2B segment, amateur golfers as the primary B2C segment, and allied health/fitness professionals as a secondary extension via BIA.

The company is owned and operated by President Joe Daniels, who purchased the rights from Sally Kelley in 2002 and serves as principal educator alongside Dr. Matthew Rosman (the first GSEE credential holder) and consultant Gary Stein. It is a micro-cap operation of 1–10 employees with no external institutional funding and no disclosed revenue.

Name

The Golfing Machine

Legal name

The Golfing Machine, LLC

Website

https://thegolfingmachine.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

The Golfing Machine, LLC is a privately held Oregon-based education company that commercializes Homer Kelley's 1969 golf instruction textbook through a global network of Authorized Instructors, certification classes, books, and training aids, primarily serving professional golf instructors and amateur golfers.

Ownership category

akta.pro rank

Product category

Golf Instruction Services

NAICS

Professional and Management Development Training (611430), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Golf Training Aids & Swing Analytics Retail (CRAMAGAG)

Keywords

• Golf instruction systems
• Instructor certification programs
• Biomechanical golf training
• Golf coaching education
• Sports science instruction

Headquarters

HQ city

Gresham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Instructor Certification Programs: Revenue from multi-day authorization schools (Level I, Level II, GSEM, GSED) that train golf professionals in The Golfing Machine system. Fees range from $1,450 to $1,850 per class. These are intensive in-person training programs held at global locations.
2. Authorized Instructor Annual Subscription: Annual subscription fee of $160 for instructors to maintain their listing on The Golfing Machine website and access member-only resources.
3. Book Sales: Sale of books including The Golfing Machine Edition 7.2 SoftCover ($46.95), BIA Book ($38.95), Illustrated Atlas ($24.95), and M.I.N.D. Golf ($54.95).
4. Learning Accessories: Sale of training aids including 3-D Impact Bag ($89.95).
5. BIA Tutoring: One-on-one private tutoring sessions via Skype for BIA system instruction, with flexible scheduling by appointment.
6. Performance Workshops: Golf instruction experience workshops offered by Authorized Instructors around the world, including video analysis sessions and personalized workbooks.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Golfing Machine delivers a science-based golf instruction system built on Homer Kelley's 1969 textbook, applying geometry and physics to analyze, diagnose, and improve each golfer's unique stroke. Its commercial offerings include multi-level Authorized Instructor certification classes (TGM Level 1 / GSEB, Level 2, GSEM, GSED, GSEE), Biomechanical Integration Approach (BIA) classes and private tutoring, proprietary books (Edition 7.2, BIA Book, Illustrated Atlas, M.I.N.D. Golf), the 3-D Impact Bag training aid, and instructor-led Performance Workshops. The company also sells an annual instructor membership that lists certified professionals on its global instructor finder.

Product overview

The Golfing Machine is an educational training system for golf instruction based on Homer Kelley's 1969 textbook. The core offering is the Edition 7.2 SoftCover textbook supplemented by the BIA Book (Golfer PAR-formance for Maximal Driver Performance), Illustrated Atlas, and M.I.N.D. Golf mental training program. Training is delivered through a multi-tiered credential program (GSEB, GSEM, GSED, GSEE), with BIA Level 1 and Level 2 classes focused on biomechanical integration. Learning is supported by the 3-D Impact Bag training aid. Education is delivered via instructor-led classes, one-to-one tutoring via SKYPE, pre-class preparation courses, and Performance Workshops hosted by Authorized Instructors worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• The Golfing Machine Edition 7.2 SoftCover Foundational textbook by Homer Kelley presenting a science-based golf instruction system based on geometry and physics. Sold to both professional instructors and amateur golfers; the core of the entire The Golfing Machine curriculum.
• BIA Book - Golfer PAR-formance for Maximal Driver Performance Biomechanical Integration Approach textbook focused on maximizing driver performance through exercise, nutrition, and performance science. Used by Authorized Instructors and golfers pursuing BIA instruction.
• Illustrated Atlas of Musculoskeletal Anatomy Reference text providing detailed musculoskeletal anatomy illustrations used in BIA Level One instruction. Companion to the BIA curriculum for instructors and allied health professionals.
• M.I.N.D. Golf (Mental Instruction for Nurturing and Developing Golf Performance) Mental training program book covering five psychological theories (Attention, Goal Setting, Anxiety, Confidence, Attributions) to improve the mental approach to golf.
• 3-D Impact Bag Physical training aid with more than 12 applications including Impact Fix; designed for indoor and outdoor use to improve swing mechanics. Collapsible with carrying handle. Sold to amateur golfers and instructors.
• TGM Level 1 Class (GSEB) Four-day, 32-hour foundational certification course covering physics and geometry of the golf stroke, terminology, Hinge Action, rotating vs. linear forces, and plane differentiation. Successful completion confers the GSEB (Golf Stroke Engineer Bachelor) designation. Priced at $1,450 per attendee.
• TGM Level 2 Class Four-day, 32-hour advanced certification course (60% classroom, 40% demonstration) that applies Level 1 concepts in teaching environments with Stage 1 and Stage 2 curriculum. Priced at $1,850 per attendee. Requires Level 1 completion.
• Golf Stroke Engineer Master (GSEM) Program Six-day, 48-hour advanced certification program covering Swinging and Hitting Component Variations, mastery of demonstrating concepts to students, and completion of a Masters paper. Requires Level 1 and Level 2 plus one year of active Authorized Instructor participation.
• Golf Stroke Engineer Doctor (GSED) Program

Quantifiable outcome

• The Golfing Machine has been used worldwide since 1969
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Spanish PGA (PGAe)coreStrategic or Co-development PartnerJoe Daniels, President of The Golfing Machine, conducted a seminar at the National Institute of Physical Education (INEF) in Madrid, presented by the Association of Professionals of Golf of Spain. The seminar introduced The Golfing Machine's scientific approach to Spanish golf professionals.
• University of Madrid / INEFminorStrategic or Co-development PartnerHost venue for TGM seminars in Spain, partnering with Spanish PGA to deliver education to golf professionals.
• AAPTE (Academy of Applied Personal Training Education)minorStrategic or Co-development PartnerDr. Matt Rosman co-founded AAPTE in 1996, partnering with Hofstra University to provide comprehensive credentialing programs for Personal Training.
• Hofstra UniversityminorStrategic or Co-development PartnerAAPTE and Hofstra University partnered to provide a comprehensive credentialing program for Personal Training.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• PGA of America: The PGA is the dominant professional body for golf instructors in the United States, offering its own PGA Professional certification, education programs, and member benefits. TGM's certification operates alongside PGA membership as a supplementary credential for instructors.
• Golf Digest School: Golf Digest School, operated by Golf Digest, delivers premium golf instruction experiences hosted by top instructors across the U.S. It shares TGM's workshop-format delivery model and competes for amateur golfer discretionary spend on in-person coaching.
• GOLFTEC: GOLFTEC is the largest branded golf instruction franchise in the world, combining in-person coaching with swing-analysis technology at hundreds of locations. While it serves amateur golfers rather than certifying instructors, it competes for the same end-consumer attention and instructor affiliation as TGM.

Emerging players

• Swing Catalyst: Swing Catalyst offers 3D motion-capture and pressure-plate systems used by golf instructors for swing diagnostics. It represents the modern, sensor-based alternative to TGM's traditional geometry-and-physics framework, targeting the same instructor-customer segment.
• TrackMan: TrackMan provides launch monitors and swing-analysis software widely adopted by golf instructors worldwide. While not a methodology or certification body itself, it competes for the same instructor-attention and amateur-improvement budgets that TGM addresses through its teaching system.
• K-Motion: K-Motion provides biofeedback wearable technology for golf swing training, used by instructors and coaches to deliver data-driven lessons. It competes indirectly with TGM's textbook-based teaching approach for instructor mindshare and student outcomes.

Regional players

• IMG Academy Golf: IMG Academy operates a full-time golf boarding school and performance program combining coaching, sports science, and biomechanics — paralleling TGM's BIA approach at a higher institutional scale. Comparable in pedagogy and instructor development focus, though targeted at junior elite players.

Direct peers

• Stack and Tilt: Founded by Mike Bennett and Andy Plummer — both referenced in TGM's history as influenced by Homer Kelley — Stack and Tilt is a competing instruction methodology delivered through certified instructors and instructional content, sharing TGM's textbook-and-instructor-network business model.
• Titleist Performance Institute (TPI): TPI is the leading golf fitness and instruction certification body, certifying thousands of professionals worldwide through a science-based, biomechanical approach. Its business model — paid multi-level certification for golf coaches, fitness trainers, and medical professionals — closely mirrors The Golfing Machine's GSEB/GSEM/GSED structure.
• Leadbetter Golf Academy: David Leadbetter's instruction method is explicitly cited as having been influenced by Homer Kelley and The Golfing Machine. The Leadbetter Academy operates globally with a certified-instructor network delivering premium in-person coaching, directly comparable in pedagogy and distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thegolfingmachine
• LinkedInlinkedin.com/company/the-golfing-machine

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Golfing Machine