extent. The short-term benefit is that you might
make a little revenue from a fitting session and
the purchase of custom-fit equipment, but the long-term benefit is you are developing a customer
for life.
“Fitting is no longer the future in golf; it is the
present. Clubfitting is one of the most effective
sales tools we now have for hard goods.”
While attending the PGA Magazine Merchan-
disers of the Year Conference in late January in
Orlando, Fla., Ping President and CEO John K.
Solheim noted how clubfitting has become an im-
portant source of revenue for PGA Professionals.
“Today, our Ping nFlight Fitting Software utilizes a launch monitor to determine clubhead
speed, launch angle, ball speed and other swing
variables to help determine what shaft flex and
lie-loft combination a golfer needs to help them
play better golf,” he explained.
“Today’s consumer understands the benefits of
custom fitting, and the golf professional under-
stands that fitting means business. If you provide a
form every function but hit the shot for you, to
460cc square-shaped drivers, to clubs with nitro-
gen injected, to coefficient of restitution (COR),
to center of gravity, to moment of inertia, to
launch angle, to maximum clubhead speed, to
moisture-wicking fabrics, golf equipment almost
seems to have evolved into an industry requiring
an advanced degree in mechanical engineering,
aerodynamics or rocket science just to understand
the language.
Increase revenues, reduce expenses,
manage your key assets and deliver a
superior customer experience. Only a
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custom-fitting service and your competitor down
the street does not, you have a tremendous com-
petitive advantage.”
nels to communicate with our members and
customers. I don’t think there is any question
that technology has helped golfers play better.
8Technology is now an inherent part of all products (apparel, GPS, golf
balls, instruction, gloves,
shoes, etc.)
THE AIG EFFECT IS STILL STRONG, AND GOLF-
BASED BUSINESS TRAVEL WON’T BOUNCE BACK
FOR AT LEAST A COUPLE YEARS. NOW ITS MORE
LOGICAL TO GO AFTER SMALLER GROUPS TO FILL
Modern technology has revolutionized golf and the way PGA Professionals conduct the business of golf.
From point-of-sale and tee-time
reservation systems, to launch
monitors previously used to track
missiles, to three-cover urethane
golf balls, to GPS systems that per-
GAPS IN YOUR INVENTORY, AND THE PGA
PROFESSIONAL IS THE KEY CONTACT.”
—BOB PREWITT,
DANA COMMUNICATIONS
