The game is changing — and not always for the better.
In this video, PGA Master Professional Tony Brooks exposes the truth behind why real golf coaches are being replaced by influencers, content creators, and algorithm chasers. If you’ve ever wondered why instruction feels more confusing than helpful… this is why.
We break down what it really takes to become a certified PGA instructor — from starting in the bag room to earning one of the rarest credentials in golf: Master Professional in Instruction (only 170 in history). You’ll learn how the industry works behind the scenes, and why so many viral swing coaches are just rejects of the old system who couldn’t get contracts, credentials, or results.
You’ll also see:
What the PGA certification process actually involves
How to tell if a coach is legit or just a good marketer
Why so many “AI swing apps” miss the point entirely
The harsh truth about how many golfers actually improve
How Lion Golf Academies won a bid in one of the most competitive golf markets — with results, not hype
If you’re tired of short-form hacks and want the real story behind golf instruction, this is the video for you.
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Thank you so much for these great people on the screen here. They are supporting our channel to bring you more education like this. If you are interested in joining the crew, come on down. The link is in the description below. Let’s talk about golf instruction. Not the shiny surface, not the quick tip stuff, but the deep hardearned truth behind what it really means to teach this game for a living and do it the right way. There are two paths, which is the traditional path, which is before social media, and then there’s what I call the flip-flop era, which is once social media came about. Now, within the traditional path, the road to becoming a legit golf instructor used to look like this. You would start in the bagroom, no name tag, no respect, just hustle and sweat. You weren’t teaching yet. You were earning the right to one day teach. You would clean clubs, clean carts, pick range balls, rain or shine, early mornings, late nights. You learned work ethic before swing mechanics. You’d work 6 days a week, every holiday for scraps. No overtime, no appreciation, just the hope that one day you’d get your shot. Then came the real test. Join the PJ of America, the most recognized logo in golf instruction. It’s not a brand, it’s a badge. You would complete the PGM program, not just about golf swings. You would study turf, retail, finance, operation, and people. You’d learn how golf works at every level. You would then pass the playability test, not a bucket list round. It is a gut check under pressure. Pass or start over. You would then study business instruction, operations, and player development. You don’t just learn how to teach, you learn how to lead. You would pay thousands in dues and fees not to flash credentials, but to commit to a higher standard. And if you want to climb even higher, you had two options. You can earn career development stars. First, as a twostar certified professional, it means that you specialized. You didn’t stop at good enough. Then there is a four-star mass professional. It means that you’ve mastered it and proved it publicly in front of a panel of your peers. And you know how rare that is? There’s only 350 four-star PJ professionals who have ever existed. And just 170 of those specialize in instruction since the PJ’s founding in 1916. That’s rarer than playing on the PJ tour, and it lasts longer. I should know. I’ve been a PJ member for over 20 years and a master professional for over 10. Now, credentials aren’t trophies. They’re scars that you earn by showing up over and over again. Does the system have flaws? Of course, it has flaws. But one thing is true. Even a PJ pro without the stars can help 99% of golfers like you. And why is this? Because 99% of you are not tour pros. You’re weekend warriors, high school kids, retirees, new players. You don’t need a tour swing. You need a coach who understands your swing. The best instructors don’t teach a model. They teach a human being. They don’t teach golf swings. They teach golfers. And let me give you a real example. When I heard there was a bit opportunity for two new locations in San Diego, I didn’t just send an email. I built a 100page project. It detailed who we are, what we do, how we grow the game, and proven facts and retention data from our other locations. The selection process, it took about 9 months, competitive, exhaustive. We went up against dozens of individuals and companies, people with big names, groups with flashy branding, and we won. We didn’t win with hype. We won with curriculum, a system that has started and sustained over 20,000 golfers combined across all of our locations because results speak louder than content. And long-term trust will always beat short-term attention. So, now we shift over to the flip-flop era where we are in age of flip-flops and phone cameras. No certifications, no plain background, just enough charm to maybe go viral. You basically have a ring light and an algorithm. Welcome to the era of content over competence. Many of these online instructors, they’re not really innovators. They’re rejects of the old system. They couldn’t procure a contract because getting one means someone vetted you. And most didn’t pass the test. They either failed the PAT or didn’t want to try because real pressure could expose real skill. They didn’t want to invest the time or discipline. They wanted the spotlight without the sacrifice. And the reason they couldn’t break in, they had no reputation, no credentials, and no proof of concept behind their so-called growth systems. So they call the system broken just to justify their lack of commitment. So if you want to know if someone that you currently follow is a reject of the system, check their website. Check their payw wall. Can you book an in-person lesson with them at a public course where they have a teaching contract? If not, they’re probably only teaching at coffee shops or hitting into a net in a garage or claiming to teach at a public ranges without facility approval. Odds are they couldn’t cut it in the real system. And it’s not because they couldn’t break the mold. It’s that they never finish the cast. They tell you PGA doesn’t matter, that experience doesn’t matter, that anyone can teach. But here’s the truth. If everyone can teach, then no one is responsible for what they teach. And if no one is responsible, then no one is safe. That will lead to quick tips that don’t work. Advice that could cause injury and confusion that sets players back years. Swing tips might go viral, but swing truths go the distance. And has all this really helped? Let’s zoom out for a second. In 2003, there was 24 million US golfers. In 2024, there’s now 26.6 million US golfers. Now, keep in mind these are golfers at a golf course. Only 10% growth in 20 years. Meanwhile, the US population grew 17%. And the global population grew over 30%. More coaches, more content, same stagnant results. We’ve had a content explosion. Thousands of coaches, millions of swing videos, AI apps claiming to replace humans. And yet the game has barely grown. So ask yourself, have instructors really helped or have they just helped themselves? Which brings me to the AI promise and failure. I was approached by a prominent AI company. They wanted to partner, use their apps, endorse their system. I declined because their technology doesn’t grasp the core of instruction, cause and effect based on your body, your injuries, your range of motion. It reads the swing, but it doesn’t know the story behind the swing. Golf isn’t a data point. It’s a fingerprint. And no two are the same. Until AI can feel what you feel. It can’t teach what you need. The deeper truth is golf isn’t about perfect swings. It’s about personal evolution. The swing is a mirror. It reflects how we move, how we think, and how we handle the challenge. A real coach does not try to replace your reflection with somebody else’s. They help you understand your reflection. A coach doesn’t fix your swing. They unlock the one that’s already inside of you. So, here is the final word. Credentials matter. Effort matters. Commitment matters. Don’t fall for style over substance. Don’t chase tips where you need transformation. Follow coaches who’ve done the work, the ones who can take your swing and bring it to life. Because you don’t need a model, you need a mirror.
29 Comments
Have you ever worked with a real coach vs. just followed swing tips online?
👇 Drop your experience below — let’s see how the golf world really feels.
Ever since I found this channel, I am just focusing on my swing and making do with what I have. Appreciate all your insight Tony.
Great stuff Tony. I get swayed every now and then when I see those tips pop up but you are 100 percent on this.
Bravo, Tony!
I’m a class A in Arizona. I actually encourage my students to watch YouTube videos, with one caveat, and that is they watch the one I recommend. It’s easy to get caught up in a “ghost swing flaw” (An issue an individual thinks they have in their swing when in reality, they don’t). From my end, I’ve actually taken bits of principles from guys on YouTube and incorporated them into my teaching. All that to say, the PGA professional is going to still be needed. You could watch the latest YouTube lesson, try it out, and not know if what you’re working on until you have a trained pair of eyes (a PGA professional) letting you know if you’re making the correct changes.
I like your logic and delivery. However I wonder when you say everything depends on the person versus one size fits all. While I agree in principle (to greater / lesser degrees), I think you could possibly drill down a little further in the region of absolutes or at least semi absolutes. By this I mean, if a student comes to you with a clearly poor setup or concept then you'd have to at least give them the opportunity to change to a more efficient model to experience what the results would be. So they might have a e.g. really weak grip and if you then 'corrected' them to try at least a neutral version or even somewhat strong you have altered setup/concept for the better. Then if they can utilise the change and also improve, it would suggest that it's not just down to what the student brings to the teacher. My coach does teach a certain movement and he can tell you all the stats of what makes that model a really efficient way to swing the club. It also is designed to create a one way miss. There are so many coaches teaching patterns yet never mention the one way miss. It's not to say that if you have a genuine physical limitation he can't work a way around for you to still improve. I've seen enough before and afters of his students. It's amazing to see what they come to him with and what they're trying to achieve. As you say, the flip flop era has caused a lot more problems than it's solved for the weekend warriors.
Have you looked at Harry Shaw Golf? One of few on the tube that speaks like you about feel vs real.
TEN HUT!! 🫡 there’s a ⭐️⭐️ PGA Master Professional ⭐️⭐️ on board!
Well said Sir and thank you for all your hard work. A
Another great video!👍 I am a victim of YouTube confusion and try hard not to click on every new tipp popping up. Since I watch your channel I am more able to resist that reflex and love your way to analyse cause and effect in golfswings. Just got member of the channel and look forward to many more helpful videos here. Maybe one day I even dare to send my swing videos to be analysed.😊 Greetings from Germany.
Cool sunglasses by the way. 😎
I have seen a few pure AI channels pop up now. I saw Johnny Miller talking about his suite of tips, swing thoughts – he called most of them WOOD (works only one day). Greg Norman said he hit something like 3 mil golf balls. Many of these tubers now are just mouthpieces for all the free crap they get sent; every putter or iron or driver released. Part of the journey with your coach is the conversation throughout; from being a numbknuckle initially – through the talk and show with him; I now know a little bit about me and to a degree can self manage improvements now – I have the drills to go to; the grip, setup and impact aspects to fall back on. I don't watch any tube swing theories; I only look for setup; different lies; short game, bunkers and putting – these I can translate if suitable. I can't see what my arms are doing behind my head. Channel membership is growing steady – congrats.
Self taught 5 hcp my observations of golfers that struggle to break 90 yet have had loads of lessons and have played sport in the past
1 they Never work on Set Up too Boring! i still do
2 they Never work on golf related hand eye drills, they did in other sports, every good golfer at your club/ever lived can bounce a ball on a wedge,i learnt to
3 they Never work on movement,in fact they do the opposite! head down bs etc swing a rope if you want to learn how to move, i did,no pain no gain! or put pipe foam on end,
Try flamingo,step drills,lift arms and turn etc yes they are hard at first, use a tee peg to help
Unfortunately, many of the “PGA pros” I’ve had lessons with were just not very good. There are so many things you just can’t see with the naked eye. They’re probably fine for someone just starting out who needs the fundamentals, but beyond that, not very helpful. I’ve been to probably 5 pros in the last year and each one has told me something completely different. In my opinion, a single session with someone who uses and understands the data collected with force plates and 3D analysis is worth 50 sessions with a local pro. And frankly, even just watching YouTube channels like AMG or TPI and then taking their principles and applying them by recording your own swing in slow motion from multiple angles is still preferable to dumping hundreds and hundreds of dollars on a local pro.
Social media and golf tips is a mixed bag. The mass communication aspect of it means most swing tips are generally bad because those need to be tailored. My biggest miss is a knuckleball hook that can turn a 90 corner. The mode swing advice is gonna go bad for me.
I’ve taken lessons from the same pga pro for 30 years. Started as a kid and we’ve gotten along well. I’m lucky I found someone who worked for me early.
If my game is trending down and I take a lesson the easiest and first fixes we do are with setup. But that’s probably not a very good short form instagram/YouTube/tik tok.
From the lessons I actually know my swing pretty well. If I start noticing the ball doing something I don’t like I kind of have a mental checklist of things I can try from the lessons I’ve had. But you don’t want me giving you advice if you’re hitting it poorly.
This gets into dicier territory but sometimes if I hear a swing tip I may be able to recognize it can help the problem I have. I’ve gotten better doing it this way, but the learning curve is longer.
On the positive social media actually has some very good stuff on course management, mental game, physical fitness, and practicing (how to structure practices etc).
Poetry.
Largely agreed….but will say this.
If you don't have the time or money to go all out on coaching and have been playing golf for more than 3 years or so, and have a rough idea about how a golf swing should look, then do this…
1.Videotape your swing from front on and down the line.
Then similarly view at least 5 or 6 swings of various pros choosing this era and going back as far as Hogan or even further..
2. note what all those swings have in common which clearly does not feature much in your swing.
3. Get to work on making your swing have more of those common features.
how many years did it take for you from your first swing to your first PGA certification? how long should it take on average someone who is serious about it and puts in the work?
Just found out something pretty exciting. With lead shoulder and how it's different irons and driver.
Irons swing thought get the lead shoulder off the chin shoulder neck area so shoulder and hip come in together. Driver to get separation keep the shoulder there
So, are you suggesting that most will never swing a club like Luis Oosthuisen?
Great video
I agree with a lot of your videos, but gotta disagree here. I teach out of my personal studio, various ranges, or at my students’ clubs, if they prefer. Not pursuing a membership with the PGA was a VERY conscious decision, because I have seen too many that can’t break 80 allow students to believe “PGA Professional” means they were a touring pro in order to extract a lesson fee. As a 20 year sales professional in multiple industries, I can recognize a marketing strategy when I see one. The PGA counts on that assumption to drive lesson revenue for their members and I just can’t stomach it. The reason they are being replaced by independent coaches is because a lot of the independent coaches still actually play at high levels. We grind every day just like our students. Are there some independent con artists out there? Absolutely. Are there good PGA Pros? Absolutely. What’s killing the PGA are the cats who not just passed the PAT then sat in an office for the next 20 years, gained 40lbs, and still act like they are sticks. They aren’t. Market demand will never lie, and it takes way more than just video quality and charisma to build a loyal following. If fewer and fewer players are going to club pros for lessons, there’s a legit reason.
Congratulations on being certified as a PGA Master Professional. Sadly not all PGA professionals are good instructors and teach sound setup and swing techniques. People can find good instructors that are both certified and not, but you are in there is an epidemic of bad instructors without certifications spreading myths and falsehoods, and bad instruction being spread around is why most golfers haven't and aren't improving.
Hats off to the PGA instructors who have put in the time and effort to obtain certification. While golf technology has advanced with the ability to take slow motion videos of your golf swing from in front and down the line with your cell phone , to use launch monitors, to get information from 3d motion capture, to use sports box ai, to use pressure and force plates, and to turn to other artificial intelligence applications, there is still no substitute for a really good golf instructor who knows how to individualize instruction for that golfer who is in front of him or her. Tony Brooks stresses that no two golfers are alike, and no single method or single golf tip will apply to all golfers. There is a fair amount of reasonable golf information on youtube, and I have no problem with people watching those videos. However, you need to take any recommendation you are thinking about to the driving range to see if that tip is really right for you.
Very informative. The grind you went through sounds grueling. Why you are the best channel for golf information.
Great video Tony! A good fast – forward to where you are today, which obviously was a journey of Hard work! Dedication and the ability to teach,plus everything I've missed in that statement it's a long journey . As in life if you want to be good at something there is no shortcuts, imo. The Instagram and AI age propose something different, but not for me. I can clearly see you know your subject and are passionate about it, to offer free content is great which I personally very much appreciate!
There is a lot of truth to what you are saying however on the flip side legitimate instructors even with PGA certification are responsible for misleading with bad information golfers for decades. A golfer with a passion for knowledge willing to dig it out of the dirt will surpass a good player that passed a PAT and teaches as job burned out by the day to grind and only learns the minimum required to keep their certification. A golf coach with a passion to learn and refine their craft is a rare and valuable asset to the game, but like every profession there are many below average instructors.
Nice1
I agree with this 100%!! The PGA grind is worth it and I’m working on adding more stars.
I just watch one person Danny Maud, his instructions just work for my swing.