Proponent Group, Founder
Since 2007, Lorin Anderson has been focused on helping talented golf instructors grow their businesses and their teaching skills as Founder of Proponent Group. Before that, Anderson spent 17-years in golf media.
His expertise in golf instruction as a craft and a business was developed over a decade as Managing Editor for Instruction at GOLF Magazine. Anderson joined GOLF in 1994 after six years covering the golf equipment beat for Golf Digest, Golf World and Golf Shop Operations magazines.
As Managing Editor he was best known as the creator of the Golf Magazine Top 100 Teachers list. It was the first ranking of teachers anywhere and has now been copied by golf publications around the world. As Managing Editor, he was charged with coordinating the editorial, public relations and marketing of all of GOLF Magazine’s instruction-related editorial franchises including GOLF Magazine’s Top 100 Teachers, GOLF Magazine’s Top 25 Golf Schools and the World Golf Teachers Hall of Fame.
Anderson wrote more than two-dozen cover stories for GOLF, including articles co-bylined with Jack Nicklaus, Curtis Strange, Payne Stewart and Annika Sorenstam. His co-authors in the teaching profession include many of the world’s top instructors, including Mike Bender, Jim Flick, Lynn Marriott, Jim McLean, Pia Nilsson, Dave Pelz and Rick Smith. He also co-wrote GOLF Magazine’s Complete Book of Golf Instruction and was executive producer for GOLF Magazine’s Top 100 Teachers: More Series of DVDs.
Anderson was the magazine’s lead golf industry analyst, handling more than 60 television appearances covering golf equipment, golf instruction and the professional tours on CBS, NBC, CNN, ESPN and Golf Channel.
In 2017, Anderson sold Proponent Group to Golf Channel as part of a larger deal involving Golf Channel Academy – a separate business that handles a variety of marketing duties for top-tier instructors co-branded under the Golf Channel Academy trademark – in which he was also an partner. Today, Anderson is Golf Channel’s Vice President, Instruction and is involved in managing a variety of the company’s instruction-related properties including Proponent Group.
Lorin’s wife, Cheryl, a longtime Proponent Group member, is the Director of Instruction for the Mike Bender Golf Academy and has been recognized as the 2006 LPGA National Teacher of the Year and is ranked among the Top 50 Teachers in America by Golf Digest.