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Custom Fitting on the Rise, Says Report

POSTED ON July 6, 2018 @ 4:43 pm

Golf Datatech LLC, one of the golf industry’s leading independent research firms for consumer, trade and retail golf trends, has released the seventh edition of its exclusive report on the Evolution of Custom Fitting Golf Equipment in the United States.

“The percentage of golfers getting their clubs custom fit continues to increase,” said John Krzynowek, Partner, Golf Datatech, LLC. “This study takes an in-depth look at every aspect of the evolution of custom club fitting, while segmenting attitudes and habits by handicap, rounds played and golfers who have (and have not) participated in the custom fitting experience.”

The 200-plus page Evolution of Custom Fitting Golf Equipment in the United States report covers responses from 1,685 serious golfers of which 68% have ‘ever’ been custom fit for clubs. Perhaps even more revealing is the 89% of total respondents that plan to be custom fit in the future.

Krzynowek added: “Custom fitting has evolved significantly over the past three decades, moving from static measurement of physical attributes, to dynamic fitting, to the current focus on data driven analysis which places the proper product into the hands of the golfer to most positively benefit their game.

“Add in the advent of interchangeable heads/shafts along with adjustability in drivers, and the category today looks nothing like it did years ago. In the end, however, the data is just a guide, and the skill level of the fitter combined with the personal connection with the golfer will lead to satisfied customers.”

The data suggests golfers who have had prior experience with custom fit clubs are now buying them at a higher rate than ever before. In the previous 2012 and 2015 Custom Fitting reports, Golf Datatech estimated that one-third of all iron sales were custom fitted at some level, and that percentage has grown significantly.

The report also details how traditional Off Course Specialty stores remain the most popular place where custom fittings are done, but the rapid increase in Custom Fitting Specialists has boosted their popularity beyond the Green Grass Pro shops.

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