A Vision Realized in a Logo

Written by Director of Headquarters Operation: Sarah Cohen

In the world of golf, where precision and passion meet, NewSwing Academies Global stands out. The story behind our company's logo is more than just a design—it's a symbol of an idea-turned-story of grit and success. This journey began back in 2022 when our founder, Jose Manuel Anderson, was chosen by TopGolf Callaway Brands to lead their first Summer Academy in Los Angeles.

A Journey of Passion and Dedication

Jose Manuel Anderson’s journey in golf began long before he was elected to lead the Summer Academy. As an avid golfer since childhood, Jose has been playing the game since the age of 9. His early years were marked by fierce competition and a deep love for the sport, a love that only grew stronger as he took on roles as a caddie for some of Los Angeles' elite.

His expertise and dedication led him to become a Head Golf Coach for three schools, each with its unique challenges and opportunities. At Crenshaw High School, renowned for producing some of the best athletes, Jose honed his skills in developing talent. At Wish Charter Schools, he built a golf program from the ground up, transforming a public school with no previous golf team into a competitive force. Finally, at Notre Dame Academy, a private Catholic school, he crafted a highly successful golf program that left a lasting legacy.

The Birth of NewSwing

When Top Golf reached out to Jose, it was clear that he was the ideal candidate to lead the Summer Academy. His knack for taking on challenges and turning them into success was evident in every role he had undertaken. With the help of TGLA Venue, Jose prepared from scratch, personally training 27 rotating instructors and two chefs, and overseeing an attendance of over 300 students in just seven weeks. The TGLA Summer Academy became the top academy for Top Golf, a feat that led to an interview with former Chief Customer Officer Lynda Firey Oldroyd and Chief Research Officer David Lorenzo of the National Golf Foundation.

In this interview, Jose represented Top Golf as one of its greatest golfers, impressing both Lynda and David with his insights and expertise. They even went so far as to suggest that he might be one of the best golfers they had ever had work for Top Golf. Despite this success, Jose's journey with Top Golf was short-lived, as he grew disillusioned with many managers' lack of support for employees. This experience led him to part ways with Top Golf and seek a new path for his vision.

From Vision to Reality: The Creation of NewSwing Academies

For six months, Jose sought a new way to turn his Academy idea into something profitable and impactful. With the sale of his entertainment company, Newman ETAPs, in April for $28 million, he had the resources to bring his vision to life. Wasting no time, Jose called upon trusted friends and colleagues to build a powerful team of allies, laying the foundation for what would become NewSwing Academies Global.

The Symbolism Behind the Logo

The story behind NewSwing's logo is deeply personal and symbolic. The golfer depicted in the logo is Jose Manuel Anderson, a reminder that he is the creator of NewSwing Academies and someone who truly knows how to play the game. The background setting of the logo is a nod to the place where the Academy idea first came to light, capturing the essence of where it all began.

The colors chosen for the logo are not just aesthetically pleasing—they were carefully selected to promote feelings of tranquility, reliability, and trust, (blue) combined with the sophistication and enduring strength (gray) which are the cornerstones on which NewSwing operates. These values are embedded in everything we do, from the way we teach our students to how we interact with our partners and clients.

In our latest Logo, our story is further implemented. The gear-like globe emphasizes our status as part of the backbone of golf and entertainment. The skyline, depicting various locations around the world, highlights just a few of the many places where NewSwing Academies has a presence.

 A Legacy in the Making

NewSwing Academies Global is more than just a company; it’s a legacy in the making. The story behind our logo is a reminder of the journey we’ve undertaken, the challenges we’ve overcome, and the values we hold dear. As we continue to grow and expand, we carry with us the spirit of our founder, whose vision, passion, and commitment have turned NewSwing into a global powerhouse in the world of golf. 

Our logo embodies this journey—transforming an idea into reality and establishing a powerful presence in the world.