HEATHROW, Florida – Data is now tabulated from an in-depth annual survey of instructors who are Proponent Group members, and the numbers show a strong year for their coaching businesses in 2024. Overall gross teaching revenue averaged $183,085 last year, up 11 percent versus the revenue average for members in 2023.
The 166 completed questionnaires represent a high participation rate, generating a very representative data set for the 475-member group.
Respondents have an average of 19 years teaching experience, 51 percent of them are Golf Digest Best in State honorees and over half of them hold the title Director of Instruction. They reported averaging 28 hours per week in front of students, slightly less than in the 2023 survey, and 1,400 hours over the full year.
It was a strong year of business growth for the game’s top tier of coaches, across multiple categories. Revenue for Proponent coaches who are W-2 employees increased 3 percent to $180,936; revenue for independent contractors was up 29 percent to $193,718; and revenue for golf academy owners (they represent 12 percent of survey-takers) was up 19 percent to $302,649.
Interestingly, only 46 percent of member revenues came from one-on-one private golf lessons, as program offerings continue to broaden. This is the lowest percentage recorded over the 15-year period since the annual survey was first conducted—it’s down 2 points from a year ago.
Golf schools, meanwhile, showed a notable uptick. The format had fallen out of favor over a lengthy period but in 2024 the average revenue (for coaches who conduct golf schools) rose to $10,743 from its 2023 level of just $4,253—an increase of 153 percent.
A full summary of the survey showing all tabulations runs 28 pages and is available for review by dues-paying members.
“It’s the most complete and comprehensive annual snapshot of business performance and operational policies in the golf instruction world,” said Proponent Group president Lorin Anderson. “These figures are not industry averages but instead represent veteran, full-time coaches who have generally built a solid following. They show what is possible for dedicated teachers as the golf industry continues riding a generational high.”