2016 Speaker Biographies

See below for some of the brightest minds in teaching & coaching, leadership, sales & marketing, retail & merchandising and more that presented at the 2016 PGA Fashion & Demo Experience Education Conference.

Mike Adams

Mike Adams

I have been teaching for 35 years. In that time I have taught over 120,000 hours. I teach at an average of 10 hours per day in both the winter and the summer. I am in my ninth season as Director of Instruction at Hamilton Farm GC in Gladstone, NJ and I just finished my fifth winter as the Director of Instruction at The Medalist GC in Hobe Sound, Florida. I was Director of Instruction at the Hills of Lakeway in Austin, Texas for 7 years and Director of Instruction at PGA National for 14 years. During that time I opened and operated 4 Academies in Germany, one in Austria, one in Singapore, one at the Broadmoor in Colorado Springs Colorado, and another at Royce Brook GC in New Jersey. I was recently elected to the World Golf Teachers Hall of Fame and am currently a GOLF Magazine Top 100 Instructor and a Golf Digest Top 50 Teacher (I am currently ranked 9th). I am a winner of the South Florida PGA Teacher of the Year and a two-time winner of the NJ Section Teacher of the Year. I have written and co-written twenty golf instruction books, including two GOLF Magazine Instruction Books of the Year: Play Better Golf and The LAWs of the Golf Swing. I organized and help edit the Best Putting Instruction Book Ever and the Best Driving Instruction Book Ever. I had a Golf Instruction Show on TNT and CNN for 14 years. I spoke at the first three PGA National Teaching and Coaching Summits, and the one in 2011. I spoke at the Canadian Teaching and Coaching Summit, the European Teaching and Coaching Summit, 2 Swedish Teaching Summits (2001 and 2014), Finish Teaching Summit (2013), I spoke at the LPGA Teaching and Coaching Summit in 2013 and the TPI World Golf and Fitness Summit in 2012, and I have spoken in Germany, England, China, Sweden, Finland, Denmark, and Singapore. I have spoken at almost every Section in the country. I have been fortunate enough to mentor, train, influence and develop 20 current members of the GOLF Magazine Top 100 Teacher List, I have taught LPGA Hall Of Famer Betsy King and LPGA stars Rosie Jones and Michelle McGann. I worked with PGA Major champion Mark Brooks, Tom Lehman and PGA National Club Pro Champions: Ron McDougal, Bruce Zabriski, Mike Small, and Jim Albus, and PGA Sr. Club Pro Champion Jeff Coston and Frank Esposito. My students have included US Amateur and NCCA winners Vicky Goetz (2 Time US Am Winner and NCAA Champion), Kelli Kuehne (2 times Am once NCAA), Michiko Hattori (US Am and NCAA), Hank Kuehne (US Am), Bob Estes (College Player of the Year), Trip Kuehne (Mid Am), Scott Langley (NCAA), Gail Borthwick, and Marlene Strait. I am fortunate to have taught 4 Presidents (George H. Bush, George W. Bush, Bill Clinton, and Gerald Ford). I have taught Scott Langley, Luke Guthrie, James Driscol, Briny Baird, and Richard Johnson on the PGA Tour, and Nationwide players Diego Velasquez, Kevin Johnson, Michael Simms, and Brett Wetterich, and LPGA players Belen Mozo, Natalie Shearry, Nicole Hage, Kellie Jacques and Katie Futchur have also been students of mine. Seul Ki Park , Renee Skidmore, Marcella Leon (winner of the Big Break), Sandra Angulo, and Inhong Lim have been students of mine on the Futures Tour. I have taught tour winners: Alice Miller, Missy Berttiotti, Lislelott Nueman, Tina Tombs, Shirley Furlong, Michelle McGann, Laurie Rinker, Barb Thomas, Penny Hamel, Val Skinner, Sally Quinlan, Janet Coles, Sally Little, Wendy Doolan, Cindy Mackey, Gary Halberg, David Ogrin, JL Lewis, Joel Edwards, Keith Clearwater, Fred Wadsworth, Richard Johnson, and Wes Short. I have taught celebrities Willie Nelson, Michael Douglas, Jack Nicholson. Don Johnson, John Denver, Glen Fry, Jim Palmer, Whitey Ford, and Mike Schmidt.

My philosophy is simple. I interview every student to determine how they take in information, their learning style and what they expect from the lesson. I have developed a series of screens called BioSwing Dynamics that determine what the students’ biomechanics are.

What is BioSwingDynamics?

It is the combination of the sciences of Biomechanics and Dynamics and how they apply to the student's swing.

Biomechanics is the study of body mechanics. It takes the laws of physics, mechanics, and engineering applying them to human performance. It relates them to the internal and external forces acting on the body and the effects of these forces. It allows us to predict the mechanical aspects of human motion and potential outcome. Dynamics is the motion of bodies as induced by external forces.

BioSwingDynamics bridges the gap between teaching, coaching and science. It allows us to take the guesswork out of determining how a golfer should swing optimally. It allows us to bring efficiency of motion in an injury free environment to the students’ golf swing. Through a series of screens we are able to determine:

1. Their dominant power source
2. Their Natural Swing Track on back swing and down swing (shoulder, torso (right arm) or hip (shaft) Plane
3. Their Optimal Lower Body action (Lateral or Rotary (one post, or two post) or Vertical or a combination of each)
4. Their Natural hip speed (fast, medium or slow)
5. Their Ultimate Swing Type (one plane, two plane, or slot swing)
6. Their optimal set up procedure (grip, posture, stance (width, foot flare, and orientation), ball position, aim and alignment
7. Natural Tempo, and Swing Speed
8. Optimal Ball Flight, Shape and Trajectory
9. Their natural right arm action (on top, side on,  or under)
10. Their matching hinge type (vertical, horizontal, or diagonal)
11. Natural set (early, middle or late)
12. Optimal swing length
13. Ideal top of the back swing position
14. Linkage (the right elbow position through the delivery zone (waist high to impact))(front, center or rear)
15. Release type (cornering, covering or extending)
16. Torque System

With this information gathered from the screens I am able to develop a Blueprint or road map to each students optimal swing.

Eric Alpenfels

Eric Alpenfels

ERIC ALPENFELS, the PGA Director of the Pinehurst Golf Academy and Golf Instruction at Pinehurst (N.C.) Resort, has been part of the Pinehurst family since 1985. The 1995 and 2012 Carolinas PGA Teacher of the Year, Alpenfels' expertise has earned him recognition from GOLF Magazine as one of the "Top 100 Teachers in America," by Golf Digest as one of "America's 50 Greatest Teachers," and by U.S. Kids Golf as one of the "Top 50 Teachers for Kids." His activities beyond the fairways of Pinehurst are extensive and include speaking engagements, over 50 contributions to industry publications and participation as an Adjunct Faculty member for the PGA of America Education Department. In 2013, he attained Master Professional status in Teaching and Coaching. Additional awards include the 2008 GOLF Magazine's "Innovators of the Year" and the 2008 "OutstandingResearch Award" (shared with Dr. Bob Christina) from the World Scientific Congress of Golf. In 2006, GOLF Magazine was awarded the "National Magazine Award" presented by the American Society of Magazine Editors based on his research with Dr. Bob Christina. In partnership with Dr. Bob Christina, the Pinehurst Golf Academy is conducting research to pioneer the development of new practice techniques and innovative drills.

PROFESSIONAL EXPERIENCE

Director of Pinehurst Golf Academy and Golf Instruction, 1993 – Present
Head Instructor – Pinehurst Golf Academy, 1987 – 1993
Instructor - Pinehurst Golf Academy, 1985 – 1987

PROFESSIONAL ACCOMPLISHMENTS

Golf Magazine's Innovator of the Year Award, 2008
Outstanding Research Award from the World Scientific, 2008
Congress of Golf National Magazine Award presented to Golf Magazine, 2006
by the American Society of Magazine Editors Teacher of the Year / Carolina Section, 1995 and 2012

PROFESSIONAL AFFILIATIONS

PGA of America

Stephen Aumock

Stephen Aumock

Stephen graduated from the University of Alabama where he played on the golf team. He has been the Director of Instruction at Gleneagles Country Club for 13 years and was awarded the 2014 Northern Texas PGA Teacher of the Year and the 2014 ClubCorp Teacher of the Year. Stephen is the Director of Instruction for FlightScope Academy Professional Level.

He trained under Hank Haney for 10 years, where he was promoted from teaching assistant to director of instruction. In 2009, he was awarded the PGA’s highest designation, Master Instructor, an honor only achieved by approximately 100 instructors around the world.

Stephen has taught golf in thirteen countries and in every major championship. He has helped numerous professionals on the PGA and European Tour, but enjoys teaching golfers of all levels. Stephen is AimPoint and TPI certified. He has been featured on the cover of Golf Illustrated magazine four times and is the author of “The Golf Swing - Six Steps To Your Best Swing”.

Jeff Beaudry

Jeff Beaudry

Jeff Beaudry, elected to PGA membership in 1979, has served as a PGA Employment Consultant since 1998. In 2013, Beaudry was named Western Director of PGA Employment Services supporting the five Employment Consultants serving the western U.S.

Beaudry came to the PGA from the Utah PGA Section where he had been the Executive Director for 11 years. He previously held positions as PGA Club Professional and General Manager.

Beaudry has been the recipient of numerous awards including, the Colorado and Utah PGA Sections Bill Strausbaugh Award; Utah PGA Section Distinguished Service Award and Colorado Section President’s Award as well as the Utah High School Activities Association Distinguished Service Award.

In 2015 Beaudry was inducted into the Utah Golf Hall of Fame.

Actively involved in the Special Olympics, Beaudry was inducted into the Utah Special Olympics Hall of Fame in 2002 and was named the recipient of the Conrad Rehling Award for contributions to the growth of Special Olympics Golf. He also served as Chairman of the Board, Utah Special Olympics; Rules Chair, Special Olympics World Games.

Beaudry is PGA Certified in Executive Management and is experienced in facilitating business and strategic plans for sections and non-profit associations as well as staff and board training.

Beaudry attended the University of Utah.

Cary Cavitt

Cary Cavitt

After receiving a B.A. at the University of Michigan and an M.A. at Eastern Michigan University, Cary then went on to receive his PGA Membership in 1990 and become an award-winning PGA Head Professional at different clubs in the Midwest.

Cary's expertise is in the area of customer service.  He is the author of nine books including his book dedicated to PGA Members entitled The Enjoyable Golf Club Experience – Providing Exceptional Guest Services.

As a speaker with a keen insight into how customers think and feel, along with his vast experience in providing personal service to a wide variety of clients, Cary is well qualified to coach other PGA Professionals in what members and guests are really looking for when they make contact with their respected facility.

In 2007 Cary founded the Service Starts with a Smile Seminars™ for companies and golf facilities throughout the United States that are looking to improve on their services. For more information on purchasing books or scheduling a workshop at your facility, please visit us at www.carycavittconsulting.com.

John Francis

John Francis

John Francis has been a member of the PGA of America since 1982. He served his apprenticeship at two of the finest courses in the country: the Baltusrol Golf Club in Springfield, New Jersey and the Seminole Golf Club in North Palm Beach, Florida. He went on to become the Head Professional at the Lago Mar Country Club in Fort Lauderdale, Florida.

He served in that position for 13 years. He became a golf course owner when he purchased the Sunrise Country Club in December of 2000. He held the position of Owner/General Manager at the facility until selling the course in January of 2014.He has been involved with PGA Education since 1985.He was recognized as the South Florida Section Professional of the Year in 1986 and was the State of Florida Senior Honoree in 2005.

Joe Hallet

Joe Hallet

For over 20 years, PGA Class A Professional, Joe Hallett has helped players of all skill levels improve and enjoy the game. After graduating from Furman, Joe spent time as a player on the Canadian and Florida Tours before finding his true love of teaching.

Prior to his current position as Director of Instruction at the Vanderbilt Legends Club in Franklin, Tennessee, Joe served as GM/Director and Lead Instructor at the PGA Center for Learning & Performance in Port St. Lucie, Florida. In that role, Joe oversaw all aspects of the center, ranging from operations and budgeting to PR and communications. Joe has also served as the PGA Education faculty Lead Instructor, as well as PGA Director and Chairman of the Teaching Coaching Summit.

In 2011, Joe was nominated by his peers and named to the prestigious list of GOLF Magazine Top 100 Instructors. Joe’s regular contributions to GOLF Magazine and golf.com reach over 12 million golfers monthly. Joe’s been a trusted source of expertise across television and radio, appearing on CBS, TBS and Sirius/XM Radio, while his insight has been published in the USA Today, Wall Street Journal and NY Times.  In 2015 Joe was ranked #44 on the Golf Digest Top 50 Instructor Listing and ranked #8 as the Top Teaching Pro’s as ranked by tour players.

In addition to aiding Vanderbilt Legends’ Club members and heading up the club’s golf academy, assists golfers on the high school, collegiate and highest professional levels. Joe is heavily sought after by LPGA touring professionals and has taught numerous players on tour including Lizette Salas, Angela Stanford, Brooke Pancake, Hall of Famer Juli Inkster and 2008 US Women’s Open Champion Inbee Park.

His top protégé, Stacy Lewis, has won two major championships, the 2012 Rolex Player of the Year award and in 2006 became the second American to ascend to the No. 1 ranking on the LPGA Tour.

Kris Hart

Kris Hart

Kris is the Founder and CEO of Nextgengolf. Kris is a 2008 graduate of Bryant University, Magna Cum Laude, where he studied financial services. Kris spent 5 years working in financial services at Morgan Stanley and Cerulli Associates before following his passion to build a business for young adult golfers that developed while in college.

While attending Bryant University, Kris played varsity golf his first 3 years in college, but life got in the way senior year and he was not able to compete on the team. It really stunk being a non-varsity golfer. I couldn’t play free golf any longer, get free balls/equipment, and there was no competitive outlet for golfers like me. 3 years after graduation, Nextgengolf was founded to help solve some of the fundamental problems with non-varsity collegiate golf.

Nextgengolf is the leading entity for 18-34 year old golfers in the USA. At the core of our organization we run social golf experiences.  We make golf relevant for college students and young adults by helping them get in the game through tournaments. We care about young adult golfers, when most of the golf industry forgets about them. We understand our customers are students, lawyers, doctors, moms, dads, friends, and adventure seekers above golf, but what brings the Nextgengolf community together is the love of the game and bond through the game of golf. Live Life. Play Golf.

Kris lives and works in Boston, MA and grew up in a small town in Western Massachusetts. Kris is the co-chair of the Millennial Task Force for the golf industry and frequently contributor to numerous publications discussing millennial golf.

Eric Hogge

Eric Hogge

Married 1991 – three daughters (13, 15, 17)

  • Played Division I College Golf – Western Kentucky University
  • Kentucky Player of the Year in 1991
  • Canadian PGA Tour Member in 1992, 1993
  • PGA Membership 1998
  • Owned Teaching Facility 2000-2004
  • 2007 PING Regional Fitter of the Year
  • CPP Certified in Golf Operations/General Management and Instruction (now Teaching and Coaching)
  • 2008 PGA Teaching and Coaching Summit Presenter
  • Worked for the PGA of America at the PGA Center for Golf Learning and Performance 2005-2013 (Lead Instructor, Head Professional, Director of Clubfitting and Director of Instruction at the CLP)
  • PGA Senior Faculty Member 2013 – Present
  • Present PGM Curriculum for PGA Apprentice and GMU Education (2013- Present)
  • Present PGM Faculty Education Seminars
  • PGA Education - Presented on the main stage and in the Education Department at the PGA Merchandise Show (Orlando Florida)
  • Presenting at the Las Vegas Show (Fall Fashion and Demo Experience) in August
  • Participated in the 2015 MIT ST@M Event and “Petting Zoo” for project consideration
  • Built Instruction Technology Teaching Bays (2) for the PGA Education Center in 2014, 2015

Jon Last

Jon Last

Jon Last is founder and President of Sports and Leisure Research Group, a full service marketing research consultancy that supports leading brands in sports, travel and media.  Last’s 25+ years of professional experience includes seven years as VP Corporate Marketing for Golf Digest Companies, and eight years at the PGA of America, where he oversaw marketing research, consumer marketing and retailing.  A frequent speaker and featured columnist for Media Post’s Marketing: Sports, Last holds an M.B.A. from Wharton and a B.A. from Tufts.  He is a former national president of the U.S. Marketing Research Association (MRA)

Dawes Marlatt

Dawes Marlatt

Dawes Marlatt, PGA Master Professional, was hired in November 2008 to provide leadership for The PGA of America’s Education Department and recently the Employment Services. PGA Education serves the training and development of 27,000 men and women professionals across the country. Marlatt earned his bachelor’s degree and master’s degree from the University of Idaho where he later served as a professor in the College of Business and as the General Manager of Golf Operations. It was there that he developed and delivered an accredited, four year, PGA Golf Management program. Additionally, he has led the efforts of a variety of golf businesses focused around productivity, talent management and revenue generation. At the PGA of America, Marlatt has been responsible for leading teams of professionals to develop a learning strategy aimed at elevating standards. The rollout of this strategy showcased an innovative model that provides full integration of core competencies critical to improve job impact and performance. This learning strategy included a newly designed content plan, research & assessment tools, and digital infrastructure. The digital infrastructure provides a suite of customized assets to include: Learning Management System, E-Learning Courses, Research Analytics, Social Network (PGA Connect), PGA Wiki, and Computer Based Testing. Globally, Marlatt is responsible for playing a principal role in the expansion of golf in China while assisting in the development of the PGA World Alliance. In 2010, Marlatt was named to the “Forty Under 40 Class” by Golf Magazine, as well as, Golf Inc. Magazine listing him as the #29th most powerful person in golf.

Blane Merritt

Blane Merritt

Blane Merritt earned his PGA Membership in 1988 and has been a contributor to education throughout his career.  Blane has been involved in developing and delivering PGA education programs since 1994, when he was selected as an original faculty member of the PGA of America’s Golf Professional Training Program.  He is a three-time sectional Horton Smith Award winner, a Horton Smith national finalist, and a sectional Merchandiser of the Year. 

Blane has held numerous positions in the club industry including Head Professional, Director of Golf, and General Manager.  As a Senior General Manager for the PGA Tour, Blane was responsible for the day- to-day operations of TPC Southwind from 2004 to 2012 and TPC Sugarloaf from 2012 to 2015.  During his time with the PGA Tour, Blane hosted numerous PGA Tour and Champions Tour events, while having regional oversight for multiple properties.   He also conducted development work in China for the PGA Tour on several occasions in 2012.

In addition to serving in PGA education, Blane also acts as an adjunct faculty member for the CMAA where he has written and delivered numerous programs for their association.  Blane recently authored the chapter on Golf Operations in the textbook titled “Contemporary Club Management”, and has written and contributed to numerous education and operational articles for various publications over the years. 

Blane has a PGM degree and MBA from Mississippi State University.  He currently resides in Atlanta, GA with his wife, Laura, and the youngest of their three children, Leah.

Tracy Moffatt

Tracy Moffatt

Tracy Moffatt has been an Association of Golf Merchandisers (AGM) member since 1998 and a vital part of the AGM Education Team since 2000.  She was the 2009 recipient of the AGM Educator of the Year Award and serves on the AGM Board of Directors as the Vice President.

Tracy presents seminars and workshops for Golf and Retail Industries worldwide.  She is a regular presenter for the PGA of America and was the 2014 recipient of the Southwest Florida Chapter’s Henry B. Watkins Award.

Tracy began K&K Consulting in 2002 to offer more in depth merchandising assistance to AGM Members, Golf and other Retail Operations.  She works with facilities worldwide to develop Open to Buy plans, implement sound inventory management and control, establish excellent merchandising standards and offer necessary training to improve profitability.

In 2010 she became an Adjunct Professor at Florida Gulf Coast University in Estero, Florida and currently teaches Advanced Golf Merchandising Operations for the PGA Professional Golf Management program.

Tracy worked for seventeen years as a Senior Merchandise Manager for the JCPenney Company before heading to the Golf Industry where she was the Golf Shop Manager at a Private Country Club in Naples, Florida for nine years.

Tracy and her husband, Mark, a PGA Certified Instructor, reside in Naples, FL.

Tom Morton

Tom Morton

Born in Sacramento, Tom has been around golf at Haggin Oaks since the age of five.  Tom’s golf career was fostered through the Haggin Oaks Junior Golf Programs and through his father and five-time national PGA award winner and PGA Hall of Fame member, Ken Morton, Sr.  Tom has played tournament golf since the Little Linker program at age seven, leading him to the Junior Golf Association of Northern California Tour and American Junior Golf Association events.  His scholastic achievements and golf game enabled Tom to receive a golf scholarship to the University of California at Santa Barbara, where he played competitively for four years. As the PGA Director of Player Development for Morton Golf & The First Tee of Greater Sacramento, Tom designs and coaches many programs.  Day in and day out, Tom manages all of the golf instructional and club fitting programs offered by Morton Golf.

Tom’s golf career highlights include:

~ 1992 Northern California High School Champion
~ 1992 Member of Junior America Cup Team—Northern California
~ Two-time selection U.S. collegiate team-Pacific Rim World Collegiate Championship in Japan    
~ All-Big West Conference Selection for UCSB (1997)
~ Assistant Golf Coach, UCSB (Fall 1997)                   
~ Member 1999 & 2000 NCPGA Assistant/Apprentice Cup Team
~ 2002 NCPGA Apprentice Championship Winner
~ Named 2002 NCPGA Apprentice Professional of the Year
~ NCPGA Education Committee Member (1998—Present)
~ NCPGA Junior Golf Chairman (2000-2005)
~ NCPGA Player & Teacher Development Forum Chairman (1997-Present)
~ PGA General Manager—Bing Maloney GC (2001-2005)
~ The First Tee of Greater Sacramento Board Member (2004-2009)
~ 2006 NCPGA Horton Smith Award Winner
~ 2006, 2007 & 2008 US Kids Top 50 Junior Golf Teacher
~ 2008 Named one of “Sacramento’s 25 Most Influential in Area Golf”
~ 2008 Northern California PGA Junior Golf Leader of the Year
~ 2009 named a “Recognized The First Tee Coach”
~ 2009 named a Top 50 Master Kids Teacher by US Kids Golf
~ 2012 Northern California PGA Junior Golf Leader of the Year
~ 2012 Northern California PGA Player Development of the Year
~ Chairperson, National PGA Player Development Committee
~ 2013 GRAA Top 50 Growth of the Game Teaching Professional
~ 2014 PGA Certified Professional in Player Development
~ NCPGA Teacher Committee Member (2014—Present)
~ 2014 National PGA Youth Development Leader Award
~ 2014 Northern California PGA Player Development Award
~ 2015 Swoosh Elite Advisory Staff—Golf Professional of the Year
~ 2015 Northern California PGA Horton Smith Award
~ 2016 PGA Master Professional

David Normand

David Normand

Dave Normand is a Master Professional and a PGA member since 1991. Elected to PGA of America's National Board of Directors 2000-2003 he has been involved with teaching member education workshops for the past 22 years. Dave is an Adjunct Faculty Member of the PGA of America's Master Professional Program and Professional Golf Management Program.

Professional Experience

  • Ft Campbell/Cole Park GC – General Manager 2009 – present
  • McMinnville Country Club – General Manager 2007 – 2009
  • Indian Hills Golf Club – Owner/Managing Partner 1997 – 2007

Professional Accomplishments

  • PGA of America National Horton Smith Award Winner – 2000
  • PGA Golf Professional of the Year, Tennessee Section – 2001

Professional Affiliations

  • PGA of America

Todd Sammons

Todd Sammons

Todd Sammons, PGA is currently the Director of Member Education for the PGA of America. He leads a dynamic team that oversees the Certified Professional Program 2.0, the Master Professional Program 2.0, the Legacy Professional Program and any member education offerings provided by our national office including the PGA Show and Expo. Sammons earned a Bachelor's degree in Physical Education and a Master's degree in Education from the University of Louisville and has been a member of the PGA for over 22 years. Along the way Sammons has spent time leading teams as an assistant at The Bay Hill Club in Orlando and as a head golf professional, general manager and owner in the Louisville, Ky. area. Sammons has been with PGA Education since January 2008 and is certified in Teaching & Coaching, General Management and Player Development.

Alex Trujillo

Alex Trujillo

Alex Trujillo is the FlightScope USA Sales and Support Manager and a certified FlightScope Application Specialist. Alex graduated from the Professional Golfers Career College in August 2013 with a degree in Professional Golf Management. He is also a United States Army combat veteran where he served for 10 years.

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