ASIAN GOLF INDUSTRY FEDERATION

Study Shows Popularity of Custom Fitting

Kissimmee, Florida, United States: In the post-pandemic golf world that has seen a surge in participation and newcomers to the game, custom fitting of golf clubs continues to gain in popularity as a new study shows that golfers are highly satisfied with their fitting experience, across almost every fitting channel.

Golf Datatech, LLC, a leading independent objective market research firm for retail sales, consumer, and trade trends in the golf industry, has introduced the ninth edition of its exclusive report on the Evolution of Custom Fitting Golf Equipment in the United States. 

“If you ask any PGA Professional or Instructor, they will tell you that custom fitting is an important element of game improvement in golfers of all levels,” said John Krzynowek, Partner at Golf Datatech.

“When we started analysing this category in 2001 there was a very different methodology for being fit, without any launch monitors or hard data. Over 20 years later our study shows that golfers are more satisfied than ever with their custom fitting experience, both on and off the course, and they are recognising the positive game improvement that comes from properly fitted equipment,” he added.

Cheryl Anderson, a PGA of America member, Director of Instruction at the Mike Bender Golf Academy in Lake Mary, Florida and Golf Digest Top 50 Best Teacher in America, said: “Being custom fit for golf clubs is integral to a comprehensive game improvement programme. When you combine properly fit equipment with professional instruction, you’re definitely on your way to better golf.”

The ninth edition of the Evolution of Custom Fitting Golf Equipment in the United States takes an in-depth look at every aspect of fitting, including insights into perceptions of fittings in drivers, fairways, hybrids, wedges, irons, putters, and golf balls, as well as attitudes about various shaft and grip options. 

This 200-plus page report analyses responses from close to 1,500 total respondents, of which 77% have been fit for at some point during their golfing lives. 

“The overwhelming majority of golfers who have been custom fit in the past, want to be custom fit in the future, as they’ve seen their game improve,” said Krzynowek. 

“This is vitally important to the industry and the intersection of fitting and equipment sales, as recurring customers present the foundation of the club buying/fitting population,” he added.

Golf Datatech estimates well over half of all driver and iron sales include custom fitting, with some of the leading brands fitting substantially higher percentages than that. 

And, while golf ball fitting experiences remains far less common than those for drivers and irons, most golfers believe they’d be better off if they could get their golf balls fit to their game, just like clubs.

Beyond analysing those that have been fit, the report continues to suggest that golfers who have never been fit have what could best be described as an ‘inferiority complex’, and frequently believe they are ‘not good enough’ to benefit.

“Given the overwhelming satisfaction of golfers who recognise performance gains from custom fitting, the industry can do a better job in promoting the experience, both on and off course, and sway those players who have never been fit for their equipment” said Krzynowek. 

“Custom Fitting is good for golfers and good for business, and it is as important to the game as any one piece of equipment.”

Other key topics covered in the study include:

  • Perceptions of golfers regarding the top brands of clubs and balls for fitting, and which brands are leaders in fitting.
  • Satisfaction levels by retail channel (Green Grass, Off Course, Specialty Stores, Sporting Goods, etc).
  • Satisfaction levels of the leading national fitters, specifically which retailers are doing the best job fitting.
  • In-depth cross tabs showing how the various market segments view the fitting process.

For more information on Golf Datatech’s Evolution of Custom Fitting Golf Equipment in the United States report, visit: www.golfdatatech.com

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