By David Gould, Staff Editor
Data is now tabulated from our in-depth annual Compensation and Operations Survey, and the numbers show a strong year for members’ 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, one that generates a very representative data set. Respondents have an average of 19 years teaching experience, 51 percent are Golf Digest Best in State honorees and over half hold the title Director of Instruction. They report averaging 28 hours per week in front of students, slightly less than in the 2023 survey, and 1,400 hours over the full year.
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 (who 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 up to $10,743 from its 2023 level of just $4,253—an increase of 153 percent.
A full report showing all tabulations runs 29 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 and we use it all year long in private discussions with members as they negotiate their deals with facilities and contemplate further investment in their coaching businesses.