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Opinion & Analysis

The 5 Biggest Mistakes in Club Fitting

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Throughout my golf career, I have been fortunate to spend time with some of the best club fitters in the world. Before I became a full-time golf instructor, I was a Tour Rep for TrackMan, which had me traveling around the U.S. and beyond to top club fitters and golf professionals. Through that experience, combined with my own teaching and fitting background, I have come to understand the many mistakes that can be made during a club fitting.

This article is not meant as a criticism toward any club fitter or golf professional. I simply want to pass on what I’ve learned to GolfWRXers and the greater golf community to do my part to make sure golfers don’t end up with a set of clubs that are a detriment to their games (and their wallets). These are the 5 biggest mistakes in club fitting.

1. Using Face Tape

Face tape has been used in club fitting for a long time. It is extremely helpful in showing us where on the club face a golf ball was struck, and it helps us understand more about why the ball is flying the way it does. This is the only way I would ever recommend using tape on the face of a golf club.

If you are a club fitter or a golf professional trying to protect your golf club during a fitting, it’s fine to put tape on the top or bottom of a wood to protect it from sole wear or potential sky marks. It’s a grave mistake to use tape on the face when you’re evaluating ball flight and/or launch monitor numbers, however, and you can see why in the example below.

Ghost tape

With the tape on his driver club face, this golfer had about 700 more rpm of spin and 14 yards less total distance. If you are a golf professional and you want to dial in your students, DO NOT use face tape when you’re evaluating ball flight. A good alternative to face tape is Dr. Scholls foot spray. It may sound a little strange, but it will show where the ball was struck and have little to no effect on the ball flight.

2. Assuming Optimal Launch and Spin are Uniform

This is something I hear quite a bit, even from golf equipment manufacturers. Not too long ago, many in the golf industry were in agreement that the optimal launch and spin for any golfer with a driver for maximum distance was a 17-degree launch angle with 1700 rpm of spin. This might be true in a bubble, but we as humans have thousands of different combinations of swings and speeds, making this guideline almost completely useless. Take a look at some numbers for two very different golfers below: Player A and Player B. I want you to consider what you think good launch and spin should be for both.

Player A

Player A

Player B

Player b

In this scenario, I think most would assume that Player A (a low-speed player) would need significantly more spin to be optimal than Player B (a high-speed player). The rule of thumb is that the slower a golfer swings, the more spin they need to keep the ball in the air for maximum distance. Using that guideline, however, you wouldn’t optimize either golfer.

In club fittings, everything hinges on the specific needs of the golfer in front of you. The three main player inputs that determine optimal launch and spin are:

  1. Club Head Speed
  2. Attack Angle
  3. Desired Trajectory

In choosing a desired trajectory, a golfer has three options. They can opt for a high trajectory for maximum carry distance, a low trajectory for the most roll out (and sometimes the most total distance, depending on the conditions of the courses they play), or a combination that balances the two (carry and total). For simplicity, let’s assume both of these golfers want to optimize for the combination of carry and total. Now, let’s take a look at the optimization chart for each player below.

Player A Optimized

LandauPlayer B Optimized

karan

As it turns out, Player B with 135 mph of club head speed needs more spin than Player A with 76 mph of club head speed. It goes against my instincts, too, but it’s true. The reason is the Attack Angle for each player.

  • Player A is hitting 5-degrees up on the ball, so he is already launching the ball into the air. For that reason, he doesn’t need as much spin for optimal distance.
  • Player B is hitting 3-degrees down on the ball, so he needs more more loft and more spin to keep the ball in the air for optimal distance.

3. Only Looking at Distance Gained

This is the biggest and most common mistake I see during fittings. Both golfers and fitters are guilty of focusing on the one shot that travels 8-10 yards further during a fitting, and because it has the most distance potential, they assume that it’s the best club. I will never tell anyone that distance isn’t important, but I believe that too much emphasis has been placed on it in both driver and iron fittings.

Dispersion is huge for playability, and I suggest fitters take the time to allow golfers to hit plenty of shots in fittings. This allows them to not only optimize for distance, but also for dispersion.

Golf equipment manufacturers have given us fantastic equipment that can makes it very easy to adjust ball flight. The ability we have to tweak weighting, face angle, and lie angle can be vital to our ability to create a tighter dispersion. If you’re fitting outside, however, I encourage all fitters to go beyond the flat, perfect lies of the driving range. Have golfers hit shots from different lies and locations, and get them out on the course if you can. By testing clubs for the shots golfers are most likely to encounter during a normal round of play, you’re going to gain a much better understanding of what club will actually perform best for them.

Graham

Above are the Trackman numbers for a highly skilled junior golfer during a driver fitting. He was carrying shots about 245 yards with a total distance of 260 yards, and the ball was flying very straight. In the fitting, we were able to narrow down his best options to two drivers. With one of them, he cracked the longest shot he hit all day: 251.5 yards in the air, rolling out to almost 280 yards.

With that driver, he also recorded his fastest ball speed and best total distance by about 8 yards. When we look at the full picture, however, we will see it was not the best driver for him.

graham 2

Driver #2 (white) is absolutely the most consistent in length and dispersion despite the fact that he hit Driver #1 (yellow) farther one time. Most golfers only think of their bad shots as “outliers,” when in fact they should often be discounting their very best shot with a club in the cases when the majority of their shots with the club are off-target.

4. Using a Lie Board

Impact

Lie boards are a thing of the past. There, I said it. Basing any loft or lie adjustments purely off a lie board is completely useless. On any well struck golf shot, the golf ball has already left the golf club before any significant ground and club interaction has occurred. This means the marks on the bottom of the club tells us next to nothing.

Lie Angle

Above is a great picture from a friend of mine, Errol Helling. He’s the owner of Profectus Golf in Nashville, Tennessee. The photo shows the difference in where two golf clubs point at address: one at 3-degrees upright (pointing left) and one at 2-degrees flat (pointing right). It’s important to remember that the photo shows “static loft.” We are most interested in “dynamic loft” and the face angle at impact because that’s what effects ball flight. Just because we have an iron that is orientated a direction at setup does not mean it will point in the same direction at impact.

5. Looking at Divot Direction and Depth

Recently, this has been a frequent topic of discussion in the golf world. I hate to disagree with one of the greats of our game, Ben Hogan, but the secret is not in the dirt. I can’t say that Hogan was wrong, as his thoughts on the golf swing worked very well for him, but we now know that divot direction and divot depth tell us very little about ball flight. You can hit any kind of golf shot with every kind of divot, so why assume that the divot is going to tell us anything valuable?

Below are some pictures of shots I hit on the range. The divot direction is indicated by the alignment stick (on the left in each photo) that travels directly through the divot. The target line is the alignment stick on the right side of the picture. As you can see, the divots had no correlation to direction or curvature.

Shot #1

Divot 1

Shot #2

Divot 2

Shot #3

Divot 3

Shot #4

Divot 4

If you are trying to determine swing faults or fitting issues by looking at divots, you will be chasing an answer that does not exist. Keep your focus on impact location, face angle, club path, and angle of attack, and you’ll be on your way to better fittings.

PGA Member and Golf Professional at Biltmore Forest Country Club in Asheville, NC. Former PGA Tour and Regional Representative for TrackMan Golf. Graduate of Campbell University's PGM Program with 12 years of experience in the golf industry. My passion for knowledge and application of instruction in golf is what drives me everyday.

57 Comments

57 Comments

  1. when_is_a_wrench_not_a_wrench

    Aug 27, 2017 at 3:29 pm

    Did anyone notice the main photo shows someone pretending to insert a wrench into a M2 Tour Iron head?

    • Beta

      Aug 27, 2017 at 8:22 pm

      Yeah? So? It’s a Fitting head. They have one of those last year lol so he’s not pretending

  2. SoonerSlim

    Aug 27, 2017 at 11:02 am

    Hunter, very interesting article, but for me it did not go far enough because I’ve never seen and do not understand what the side and spin axis numbers you offer for the divot pictures represent. Unfortunately, you did not go far enough and offer an explanation for them. For example, what’s the difference between + and – spin axis? What does the side number mean? Great article except for the last part.

    thanks, SoonerSlim

    • Hunter Brown

      Aug 27, 2017 at 1:28 pm

      Sooner, thanks for reading and giving your feedback. You are probably right I should have included some definitions about Spin Axis and Side. Coming from that world sometimes I forget not everyone knows the terminology. Spin axis represents which way the golf ball is curving so if positive the ball is curving to the right and if negative it is curving to the left. Side represents how far off of the target line the ball landed. Hope this helps! If you want to learn more about TrackMan Definitions visit the trackman blog.

      • SoonerSlim

        Aug 27, 2017 at 9:34 pm

        Thanks, Hunter

        Never have seen or used a trackman, too old school I guess.

        S

  3. Michael

    Aug 26, 2017 at 11:10 am

    What if your line is straight on the club face but out towards the toe?

  4. Jeffrey

    Aug 26, 2017 at 4:14 am

    Heres an idea. Why don’t we go out with our golf clubs and hit the ball and have some fun and forget about all this numbers/fitting/trackman/drills/etc BS. If you play good, great. If you play bad, there is always next time.

    • emb

      Aug 28, 2017 at 2:49 pm

      ya who cares about shooting your best possible scores, might as well buy your equipment from walmart and play top flites right

  5. Stevegp

    Aug 25, 2017 at 11:50 pm

    Enjoyed the article and subsequent discussion. Getting fitted and hitting a club outdoors always seemed much different–and better–than hitting into a net while indoors.

  6. Guia

    Aug 25, 2017 at 6:38 pm

    I am lost! Seems most of what has been accepted in the past is wrong, or misused.

  7. Marooned

    Aug 25, 2017 at 6:04 pm

    No idea of how the “fitting culture” are in the states. But here in Europe (Sweden) most of this is common sense except your point of the lieboard.

    It is such a great and easy tool and a must have. One thing about lie though that I feel is that many people just hit a couple of shots with an 7-iron and that sets the marknfor the lieangle throughout the set.

    A longer iron such as an 4-iron often needs a more upright lieangle then a 9-iron for example.

    The majority of people a do an lietest with hitting a 4, 7 and 9-iron are hitting it more on the toe with a 4-iron compared to the 9-iron.

    • Bert

      Aug 26, 2017 at 6:23 pm

      Good thoughts – I’ve always just hit a 6 or 7 off the lie board. I’ve measured all my lofts and lies but tomorrow I’ll hit the long irons and short irons off the board and note the results.

  8. Bob

    Aug 25, 2017 at 4:22 pm

    Gee, it seems like there is a lot of disagreement about proper club fitting technique. I have gotten advice about clubs on several occasions but never really had a fitting. One reason is that I have heard so much disagreement about how it should be done and am not aware of any standards or any acknowledged experts (e.g. Ping vs Callaway, etc.). I suppose the best shot might be to work with a pro, who also provides instruction and who will be around to provide guidance after new clubs are purchased or current clubs are adjusted for length, loft, lie, swing weight, grip, etc. The big question is why spend a lot of money, if you don’t know what you are buying?

  9. Rors

    Aug 25, 2017 at 4:15 pm

    Steve Elkington has a video on youtube about dynamic fitting for irons… He marks a ball with a sharpie and that mark imprints on your club… I tried it and its the best…

  10. Ben Jones

    Aug 25, 2017 at 3:24 pm

    Good Lord! How did we survive before technology. Now, I can get some really great clubs perfectly fit for me on that day for $4,000 or more, but if my swing ain’t worth crap and I can’t putt, what good is all this?

  11. Lorne

    Aug 25, 2017 at 3:19 pm

    Clubs have a ‘static’ lie and a ‘dynamic’ lie which is a function of shaft tip ‘droop’. The position of the hands and club butt end changes through release and impact, which will affect the shaft lie.
    The weight and shape of the clubhead will affect dynamic lie because the clubhead CofGs vary the droop characteristics of the shaft. Shaft specs influences dynamic loft as does downswing plane and clubhead speed which can vary as the golfer fatigues during the round.
    So we have how many variables for dynamic lie? 6? 7? 8? 9? More? Less?
    A good fitter can measure several of these lie factors but must also use intuitive knowledge to match the golfer to the optimal shaft and clubhead, and grip too. Good luck.

  12. Tata

    Aug 25, 2017 at 2:41 pm

    In regards to #3.
    I can guarantee you that 9 out of 10 amateurs who can’t hit their driver past 200 yards is solely focused on that aspect. They don’t care about anything else, because they all believe that once their distance is sorted out, that they can then learn to control their ball flight. Which is deadly absolutely true.

  13. Dave

    Aug 25, 2017 at 2:28 pm

    Very interested in this article, yes I understand how you can determine lie angle by using a marker pen on the ball and Callaway use this method a lot with there fitting. We use the marker on the ball when fitting outdoors, but indoors with launch monitor the Marker ruins the white screen we have for our projector and leaves black marks on the screen. Would be interested to know if there are any other ways of determining a correct lie angle without the option of a lie board or marker pen on a ball???

    • Noodler

      Aug 25, 2017 at 8:26 pm

      I temporarily hang a black tarp/net in front of the screen to prevent the marker from being left on the white screen.

    • Hunter Brown

      Aug 25, 2017 at 8:28 pm

      Dave I would suggest always keeping your focus on flight and dispersion. From there if you need to make adjustments to lie angle you can but it shouldn’t be the first thing we go to

      • Noodler

        Aug 26, 2017 at 9:21 am

        Sorry Hunter, but I believe this is misguided advice. Golfers should be fit to their physique, strength, flexibility, etc., not to their swing mechanics. Swing mechanics will change over time (even day to day). Using lie angle adjustment to compensate for swing flaws is not the right approach. Trying to use club fitting to compensate for swing flaws is the 6th biggest mistake in club fitting.

        • Hunter Brown

          Aug 27, 2017 at 9:19 am

          Why can’t it be both? I never said you shouldn’t fit for the human being in front of you. Too much mutual exclusivity in your train of thought.

  14. TexasSnowman

    Aug 25, 2017 at 11:31 am

    Agree with the comments on hitting indoors; I never feel like I hit my best shots. Club Fitting needs some type of standards or certification for competence. Even if you pay for a “tour level” fitting, you really have no idea if the fitter knows what he is doing… I’m not saying take all the ‘art’ out of the process, but it’s really the wild west out there in terms of quality.

  15. Bobalu

    Aug 25, 2017 at 10:50 am

    Hunter- Great points! Fittings need to be done with a competent fitter with Trackman on the range. Period. Good luck finding this.

  16. ADIDAG

    Aug 25, 2017 at 10:36 am

    Looks like to get optimum anything players need to focus on roll

  17. Nack Jicklaus

    Aug 25, 2017 at 9:59 am

    You can get a good idea if your lie angle is correct by drawing a straight line around the circumference of a ball with a sharpie. Sit the ball on the ground with the line pointing straight up and down and with the line also pointing directly where you intend to hit the ball (just like people who line up putts with a line drawn on their ball). Now hit your shot and some of the sharpie line will stick to the face of your club. If the line is perfectly perpendicular to the grooves on your club, then your lie angle is correct. If not, it needs changing one way or the other.

    • Steve

      Aug 25, 2017 at 12:47 pm

      100% spot on. Well done.

    • Hunter Brown

      Aug 25, 2017 at 6:26 pm

      I agree with this however if the line is perpendicular and the golf ball is going as straight as possible for that player then why should we care. My point is we should always focus on ball flight not the extraneous details that sometimes do or do not matter

  18. Sam

    Aug 25, 2017 at 9:56 am

    Lie angle has been a big question mark for me. So what is a better way to determine this other than a lie board? Almost, every ‘fitter’ or club seller I’ve seen, used a lie board, with one exception at DSGoods .. one employee used impact tape and adjusted lie angle until center contact was made .. very strange to me.

    • OGWC

      Aug 25, 2017 at 10:05 am

      Use a dry erase marker and put a vertical line on the ball. This is a simple and effective way to read the lie. When you hit the ball, the line gets transferred to the club face. A straight line up and down on the iron face means the lie is good.

    • Hunter Brown

      Aug 25, 2017 at 6:30 pm

      Dry erase is a decent solution however I would suggest just to focus on ball flight and dispersion. I would never care if a sharpie isn’t perpendicular or a piece of tape on the bottom of the face is telling me the club is “upright”. If a player is getting good results then that’s all that matters on course.

      • Noodler

        Aug 25, 2017 at 8:30 pm

        This only makes sense if you adhere to the idea that you should use lie angle adjustment to change ball flight. Many other factors could be impacting ball flight. Trying to fix ball flight due to other swing flaws via lie angle adjustments is a fool’s folly (IMHO).

  19. KV

    Aug 25, 2017 at 9:49 am

    Help me understand your thoughts on lie boards. You talk about dynamic loft but criticize the lie board. It’s not called a “loft” board it’s a lie board. How else do we adjust lie without knowing where and how the club sole contacts the ground? Get everything else right and have the wrong lie adjustment and you’ve wasted a lot of time.

    • Hunter Brown

      Aug 25, 2017 at 6:32 pm

      Hey KV thanks for reading and your thoughts. I would always start with ball flight and dispersion if this is something you can measure or a pro near you can. Lie board’s tell us nothing about the shot that was just hit so I don’t know why we should care.

      • JN

        Aug 25, 2017 at 7:21 pm

        Although there are better ways to examine dynamic lie over the lie board (e.g. HMT), it definitely is relevant. Regardless of someone’s ball flight, getting them fit so that the dynamic lie is near 0 will improve their consistency and quality of impact. It’s just hard to consistently hit the center of the face when the toe or heel of the club dig into the ground early. The small change in face angle due to a lie change can be always be addressed after the fact. If you need help with a slice, just closing the face during setup with a proper lie angle is better than making impact toe up and getting the face closed from that.

  20. Justin

    Aug 25, 2017 at 8:58 am

    You say not to use a lie board…not to look at divots…. How do you determine proper lie? Cannot do by shot pattern into a net. If you are going to give criticism, provide a solution as well.

    • Jon

      Aug 25, 2017 at 9:19 am

      I couldn’t agree more, Justin. How am I supposed to determine the proper lie angle without the aid of a lie board? I am new at this and am trying to learn how to make the proper adjustments on my own.

    • Nick

      Aug 25, 2017 at 9:48 am

      Trackman

      • Nick W

        Aug 25, 2017 at 11:15 am

        Trackman does not tell lie angles, trackman spits out information regarding ball flight. It does not care if its 10* upright or 2* flat.

    • Matt

      Aug 25, 2017 at 11:15 am

      Take some chalk or marker that will transfer when struck. Draw a straight line on the ball. Put the ball on the ground with the line vertical where you will strike it. Hit the ball. Look at the club face… you’ll have a good idea whether your club is too flat or upright.

    • Hunter Brown

      Aug 25, 2017 at 6:35 pm

      Hey Justin thanks for the input. I would always prefer to do a fitting outside if possible. Even on the course sometimes. If not possible and you are only hitting into a net then hopefully you have availability of TrackMan. If not I would suggest trying to find one. My point of lie boards and divots is that they have no correlation to what the ball is actually doing so why should we care? TrackMan does not specifically spit out a number called lie angle however it does tell us Face Angle at impact and Dynamic loft which would be a result of lie angle. If those numbers are good then you should be ok.

  21. Jon

    Aug 25, 2017 at 8:54 am

    If lie boards are horrid, how am I supposed to determine what lie angle is best suited for me? I am looking for a little more education on this subject as I am just getting started with trying to assemble and adjust my own clubs. Thank you in advance for any and all advice.

    • Greg

      Aug 25, 2017 at 10:15 am

      Draw a vertical line on the ball with a sharpie. Examine the line it leaves on the club face. Adjust until vertical. Google it or search the forums.

    • Hunter Brown

      Aug 25, 2017 at 6:47 pm

      Hey Jon thanks for reading and taking the time to respond. I would rather the focus to be on ball flight and dispersion in a fitting. Also loft and lie adjustments can sometimes be a band aid for a bullet hole as it doesn’t address the root cause of the issue. Not always the case if you are really trying to dial things in with little tweaks but I get scared when people are fit for major lie adjustments. Often I think it actually makes the problem worse. I would work from the ball flight backwards. If thats good then why adjust? If it isn’t then you can make some adjustments of the loft lie but as I said earlier be cautious

      • Loz

        Aug 26, 2017 at 3:44 am

        So as I’m 6′ 4″ provided I can hit an off the shelf club ok I shouldn’t worry about custom fitting? On the Ping scale I come out at 4 degrees upright and plus one inch. I know I can hit an off the shelf club well, but won’t I subconsciously be compensating in my setup and swing. I’m a 4 hcp and have pretty solid fundamentals. Surely I’m going to be catching the toe first on everything, which can’t be a good thing. What would be my start point in your fitting?

  22. Robert Malaussena

    Aug 25, 2017 at 8:52 am

    Get fitted by your local PGA pro on a range.

    • Bert

      Aug 26, 2017 at 7:08 pm

      I’m not sure that’s good information. PGA Pro, good fitting? Maybe find a good PGA professional or golf instructor for lessons.

  23. xjohnx

    Aug 25, 2017 at 8:48 am

    Though some of these mistakes are made only in professional, outdoor fittings, #3 is the biggest thing wrong with the golf industry as a whole. Most people getting “fit” are walking into a sporting goods store or golf shop and comparing a few drivers and looking at the “numbers” on a very one dimensional basis and in a short amount of time. #3 happens just about everywhere just about every time.

  24. Me

    Aug 25, 2017 at 8:47 am

    As a fitter ….

    Irons, I weigh on more ball flight, direction and consistent carry. Ideally on natural turf as opposed to a hard mat. Driver; I agree completely with the writer, then again the golfer has final say, after reviewing the data of what ball flight they “like” . There are some that prefer a lower ball flight period, its often what they feel the most comfortable with- despite the technology and Data. Sergio for example prefers a slightly lower & more boring trajectory. No everyone is like Sergio but there is a fair amount of my customers that prefer a 10 degree launch angle than a say a 12.

    Even tougher to fit is older guys, who have slowly lost distance every year. Who in a subtle attempt of trying to speed up the driver head at impact, resort to lurching ahead of the ball with their hips, body and head, de-lofting the head to a negative attack angle. Rather than neutral or +1, 2, 3 degree attack angle by staying behind the ball.

    good article over all.

  25. Andy

    Aug 25, 2017 at 8:39 am

    I suspect many people do not feel like they are swinging 100% like they normally do with indoor fittings. I am one of those people who feel confined and I also like to have a further away target. We will look back at hitting balls 15 feet into a padded screen as a huge mistake. Hit the clubs on the range and on the course before purchasing. Not many fitters offer this.

    There will come a day when we can swing some tool at a course and capture all the necessary data and the tool will identify the possible clubs to maximize our swing. The possible clubs will include past years and even various cost options. The Fitter model today is like new car salesman. I don’t feel 100% sure that their interest and my interest is fully aligned.

    • Me

      Aug 25, 2017 at 8:52 am

      Andy, that’s not unusual & normal for some. I compare the feeling you have to driving a car. When we do we focus on an object 100-150 feet ahead ( depending on car speed) as opposed to looking just over the hood and have to constantly correct steering of the automobile. In other examples some people feel like they are hitting into heavy fog when being fitted in an indoor simulator. I still do the fitting, but once things are narrowed down, take the club outdoors.

  26. Tom F. Stickney II

    Aug 25, 2017 at 8:34 am

    Good points HB!

  27. Thus

    Aug 25, 2017 at 8:21 am

    Great advice, as a club fitter I recommend all other fitters and even coaches read this… lie boards are horrid and reading divots can create disastrous thoughts

    • Nick W

      Aug 25, 2017 at 11:18 am

      What would you propose for lie angle assessment if you are not using a lie board or reading divot patterns?

      • Loz

        Aug 26, 2017 at 3:26 am

        Yes I’d like to hear this too. I’m 6′ 4″ and am 4 degrees upright on the Ping scale. I currently have 2 degree up 1/2″ long Mizuno from their national UK fitting centre, yes a lie board was used. As I can hit my friends off the rack club straight, probably subconsciously compensating in my setup and swing, then I actually don’t need custom fit clubs. My natural swing is always going to hit slightly toe down and you think there’s nothing wrong with this in the long term?

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Opinion & Analysis

The 2 primary challenges golf equipment companies face

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As the editor-in-chief of this website and an observer of the GolfWRX forums and other online golf equipment discourse for over a decade, I’m pretty well attuned to the grunts and grumbles of a significant portion of the golf equipment purchasing spectrum. And before you accuse me of lording above all in some digital ivory tower, I’d like to offer that I worked at golf courses (public and private) for years prior to picking up my pen, so I’m well-versed in the non-degenerate golf equipment consumers out there. I touched (green)grass (retail)!

Complaints about the ills of and related to the OEMs usually follow some version of: Product cycles are too short for real innovation, tour equipment isn’t the same as retail (which is largely not true, by the way), too much is invested in marketing and not enough in R&D, top staffer X hasn’t even put the new driver in play, so it’s obviously not superior to the previous generation, prices are too high, and on and on.

Without digging into the merits of any of these claims, which I believe are mostly red herrings, I’d like to bring into view of our rangefinder what I believe to be the two primary difficulties golf equipment companies face.

One: As Terry Koehler, back when he was the CEO of Ben Hogan, told me at the time of the Ft Worth irons launch, if you can’t regularly hit the golf ball in a coin-sized area in the middle of the face, there’s not a ton that iron technology can do for you. Now, this is less true now with respect to irons than when he said it, and is less and less true by degrees as the clubs get larger (utilities, fairways, hybrids, drivers), but there remains a great deal of golf equipment truth in that statement. Think about it — which is to say, in TL;DR fashion, get lessons from a qualified instructor who will teach you about the fundamentals of repeatable impact and how the golf swing works, not just offer band-aid fixes. If you can’t repeatably deliver the golf club to the golf ball in something resembling the manner it was designed for, how can you expect to be getting the most out of the club — put another way, the maximum value from your investment?

Similarly, game improvement equipment can only improve your game if you game it. In other words, get fit for the clubs you ought to be playing rather than filling the bag with the ones you wish you could hit or used to be able to hit. Of course, don’t do this if you don’t care about performance and just want to hit a forged blade while playing off an 18 handicap. That’s absolutely fine. There were plenty of members in clubs back in the day playing Hogan Apex or Mizuno MP-32 irons who had no business doing so from a ballstriking standpoint, but they enjoyed their look, feel, and complementary qualities to their Gatsby hats and cashmere sweaters. Do what brings you a measure of joy in this maddening game.

Now, the second issue. This is not a plea for non-conforming equipment; rather, it is a statement of fact. USGA/R&A limits on every facet of golf equipment are detrimental to golf equipment manufacturers. Sure, you know this, but do you think about it as it applies to almost every element of equipment? A 500cc driver would be inherently more forgiving than a 460cc, as one with a COR measurement in excess of 0.83. 50-inch shafts. Box grooves. And on and on.

Would fewer regulations be objectively bad for the game? Would this erode its soul? Fortunately, that’s beside the point of this exercise, which is merely to point out the facts. The fact, in this case, is that equipment restrictions and regulations are the slaughterbench of an abundance of innovation in the golf equipment space. Is this for the best? Well, now I’ve asked the question twice and might as well give a partial response, I guess my answer to that would be, “It depends on what type of golf you’re playing and who you’re playing it with.”

For my part, I don’t mind embarrassing myself with vintage blades and persimmons chasing after the quasi-spiritual elevation of a well-struck shot, but that’s just me. Plenty of folks don’t give a damn if their grooves are conforming. Plenty of folks think the folks in Liberty Corner ought to add a prison to the museum for such offences. And those are just a few of the considerations for the amateur game — which doesn’t get inside the gallery ropes of the pro game…

Different strokes in the game of golf, in my humble opinion.

Anyway, I believe equipment company engineers are genuinely trying to build better equipment year over year. The marketing departments are trying to find ways to make this equipment appeal to the broadest segment of the golf market possible. All of this against (1) the backdrop of — at least for now — firm product cycles. And golfers who, with their ~15 average handicap (men), for the most part, are not striping the golf ball like Tiger in his prime and seem to have less and less time year over year to practice and improve. (2) Regulations that massively restrict what they’re able to do…

That’s the landscape as I see it and the real headwinds for golf equipment companies. No doubt, there’s more I haven’t considered, but I think the previous is a better — and better faith — point of departure when formulating any serious commentary on the golf equipment world than some of the more cynical and conspiratorial takes I hear.

Agree? Disagree? Think I’m worthy of an Adam Hadwin-esque security guard tackle? Let me know in the comments.

@golfoncbs The infamous Adam Hadwin tackle ? #golf #fyp #canada #pgatour #adamhadwin ? Ghibli-style nostalgic waltz – MaSssuguMusic

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Fore Love of Golf: Introducing a new club concept

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Episode #16 brings us Cliff McKinney. Cliff is the founder of Old Charlie Golf Club, a new club, and concept, to be built in the Florida panhandle. The model is quite interesting and aims to make great, private golf more affordable. We hope you enjoy the show!

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On Scottie Scheffler wondering ‘What’s the point of winning?’

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Last week, I came across a reel from BBC Sport on Instagram featuring Scottie Scheffler speaking to the media ahead of The Open at Royal Portrush. In it, he shared that he often wonders what the point is of wanting to win tournaments so badly — especially when he knows, deep down, that it doesn’t lead to a truly fulfilling life.

 

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“Is it great to be able to win tournaments and to accomplish the things I have in the game of golf? Yeah, it brings tears to my eyes just to think about it because I’ve literally worked my entire life to be good at this sport,” Scheffler said. “To have that kind of sense of accomplishment, I think, is a pretty cool feeling. To get to live out your dreams is very special, but at the end of the day, I’m not out here to inspire the next generation of golfers. I’m not out here to inspire someone to be the best player in the world, because what’s the point?”

Ironically — or perhaps perfectly — he went on to win the claret jug.

That question — what’s the point of winning? — cuts straight to the heart of the human journey.

As someone who’s spent over two decades in the trenches of professional golf, and in deep study of the mental, emotional, and spiritual dimensions of the game, I see Scottie’s inner conflict as a sign of soul evolution in motion.

I came to golf late. I wasn’t a junior standout or college All-American. At 27, I left a steady corporate job to see if I could be on the PGA Tour starting as a 14-handicap, average-length hitter. Over the years, my journey has been defined less by trophies and more by the relentless effort to navigate the deeply inequitable and gated system of professional golf — an effort that ultimately turned inward and helped me evolve as both a golfer and a person.

One perspective that helped me make sense of this inner dissonance around competition and our culture’s tendency to overvalue winning is the idea of soul evolution.

The University of Virginia’s Division of Perceptual Studies has done extensive research on reincarnation, and Netflix’s Surviving Death (Episode 6) explores the topic, too. Whether you take it literally or metaphorically, the idea that we’re on a long arc of growth — from beginner to sage elder — offers a profound perspective.

If you accept the premise literally, then terms like “young soul” and “old soul” start to hold meaning. However, even if we set the word “soul” aside, it’s easy to see that different levels of life experience produce different worldviews.

Newer souls — or people in earlier stages of their development — may be curious and kind but still lack discernment or depth. There is a naivety, and they don’t yet question as deeply, tending to see things in black and white, partly because certainty feels safer than confronting the unknown.

As we gain more experience, we begin to experiment. We test limits. We chase extreme external goals — sometimes at the expense of health, relationships, or inner peace — still operating from hunger, ambition, and the fragility of the ego.

It’s a necessary stage, but often a turbulent and unfulfilling one.

David Duval fell off the map after reaching World No. 1. Bubba Watson had his own “Is this it?” moment with his caddie, Ted Scott, after winning the Masters.

In Aaron Rodgers: Enigma, reflecting on his 2011 Super Bowl win, Rodgers said:

“Now I’ve accomplished the only thing that I really, really wanted to do in my life. Now what? I was like, ‘Did I aim at the wrong thing? Did I spend too much time thinking about stuff that ultimately doesn’t give you true happiness?’”

Jim Carrey once said, “I think everybody should get rich and famous and do everything they ever dreamed of so they can see that it’s not the answer.”

Eventually, though, something shifts.

We begin to see in shades of gray. Winning, dominating, accumulating—these pursuits lose their shine. The rewards feel more fleeting. Living in a constant state of fight-or-flight makes us feel alive, yes, but not happy and joyful.

Compassion begins to replace ambition. Love, presence, and gratitude become more fulfilling than status, profits, or trophies. We crave balance over burnout. Collaboration over competition. Meaning over metrics.

Interestingly, if we zoom out, we can apply this same model to nations and cultures. Countries, like people, have a collective “soul stage” made up of the individuals within them.

Take the United States, for example. I’d place it as a mid-level soul: highly competitive and deeply driven, but still learning emotional maturity. Still uncomfortable with nuance. Still believing that more is always better. Despite its global wins, the U.S. currently ranks just 23rd in happiness (as of 2025). You might liken it to a gifted teenager—bold, eager, and ambitious, but angsty and still figuring out how to live well and in balance. As much as a parent wants to protect their child, sometimes the child has to make their own mistakes to truly grow.

So when Scottie Scheffler wonders what the point of winning is, I don’t see someone losing strength.

I see someone evolving.

He’s beginning to look beyond the leaderboard. Beyond metrics of success that carry a lower vibration. And yet, in a poetic twist, Scheffler did go on to win The Open. But that only reinforces the point: even at the pinnacle, the question remains. And if more of us in the golf and sports world — and in U.S. culture at large — started asking similar questions, we might discover that the more meaningful trophy isn’t about accumulating or beating others at all costs.

It’s about awakening and evolving to something more than winning could ever promise.

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