First Impression: Directed force ...OR... "Is there actually any innovation left in golf?"

I've posted before about new technology. Ins and outs, innovations and old hack ideas. I lie awake at night - after coming in from the shop - and think about golf. Late night and early morning TV are filled with infomercials... Hundreds of them. Everything from training aids, to the next big "technology" in clubs. Guys yelling BOOM and POW and hitting the ball 400 yards, promises of clubs "so easy to hit it's like cheating".

It hurts me to watch these things. They prey on golfers and their desire to play better golf by making promises that sound legit but are in fact nothing but snake oil meant to separate golfers from money they could use as greens fees or lessons - further diluting the equipment business and depressing the golf market more.  Even leaving the television for the Internet I find little but "reviews" of how great things are. This and that - more distance - everything that's great about the products and no reasons why other than "it helps your game'.  There is absolutely no shortage of miracle clubs with any combination of letters and numbers that boast "innovative" technology and while some of them may deliver a few gains - they're not for the majority of golfers. How much of that really CAN BE real? How much is bunk?

So a number of months ago, I came across "Directed Force Putters".   A small company with a big idea - make a better putter.  Simple. No infomercials yet, nothing blowing up my email and Facebook, just saw one out at a tournament and heard loads of people saying they love their DFP.  What the hell, man?

A gentleman by the name of Bill Presse heading up the team, and coming out of the USA, Directed Force pushes it's business based on "lie angle balancing".   Whatever dude, just another kitsch phrase... or is it? I was duly skeptical. Nevertheless, I decided to do some digging. I searched and searched online for a used putter that I could at least test and didn't find one. Are they really that good that nobody wants to get rid of one?  Everyone that I found that owned one of these franken-putters just did not want to part with it. Literally every single one I contacted. Want to sell it? "NO". ...Please?  "Get off my lawn, dude!"..... You had my interest, now you have my attention. This is something I want to get into - a club people want to play until it wears out....

Flash forward, I FINALLY got my hands on one. One of these guys walks into the shop and wants some changes to his.  Knowing there's some weird arcane magic stuff going on here, I contact DF to make sure we don't ruin his flatstick. After researching and talking the man himself, Mr. Presse, we're going to get it done, but first - "let me test it huh?" Score! I took a few putts on my carpet downstairs and immediately know this club is different from anything else I've used before.

Background:  I've used and/or tested just about every putter out there. Especially recently with some new-found putting woes. My list includes but is not limited to: (BREATH) Cure, Brainstorm, Scotty, All the Major brands, wooden putters, long putters, belly putters, extra short putters, long putters, heavy putters, ultra light putters and even mini-golf putters. Face on, face balanced, toe hang, toe up, high moi, center shafted, plumbers neck, single and double bend - every.....fucking.... putter. I can honestly say that NOTHING that has come before it is anything like what the Directed Force putter is. DEFINITELY nothing looks like it - which is what i found to be the biggest hurdle...albeit a pretty low one.

Looking down, I couldn't even totally describe it without a picture. A branding iron maybe? Metal detector? (Find me a fortune!!) Large hitting face, ample reflective sight lines with a center mounted/center BODY shaft, and a large trailing weighted head.  The shaft sets in at an angle, and the grip is drilled such that it mounts vertically on the shaft. Essentially it's something between the recent Backstryke putters and the high moi Spiders you see now yet still TOTALLY different.  It's just the strangest gosh darn thing.....and I really started to fall in love with it.

For all it's quirks and idiosyncrasies, it sets up PERFECT. I mean, spot on balls perfect. I know exactly where that ball is going when i put the head down. This is great because it's like my older Ghost Spider in that respect: Very easy to line up and once you have the line, that part of the equation is out of the picture. It's all speed and roll after that.


 The grip fits very well in my hands - and rumor has it they have a larger version - but i don't have that one to test. It's not really needed though at this point- the "Press grip" is just the right size.  The shaft lean is unobtrusive to the eye, and the sight line just makes a great shape in relation to the trailing ball-catch. One thing I'm a little put off by is the shiny nature of the aim T. Shiny. Real shiny. It seems to just glow at address which is nice, but man when the sun hits that thing directly, look out! Good news is that I spoke to the creator and this issue is solved - They're now laser etched on all the new putters  - but you can still get the milled version if you're a paint fill kinda person.


The swing. The swing is effortless. The technology they're touting actually seems to be on display.  I know that with my Spider, and pretty much most putters it's very easy to leave the face open on a putt or put a little too much oomph into releasing the putter and close it.  Even if you're stroking it perfectly by the shoulders, the putter fights you a little. The stroke has to be perfect, and there's weight that needs to be compensated for in the head. You can feel it, no matter the putter. That being said...there is zero effort needed when making a stroke with this putter. It seems to know what to do and when to do it. Literally take a neutral grip and rock your shoulders and the ball starts on line every.....single....time. One handed, either hand, as long as the club started soled flat on the lie angle, the ball started right on the intended line.  I nearly soiled my pants to be honest. Now..... does that mean you can't miss? No, not in the slightest. It's not a gyroscope. You can almost feel it fighting you though in the back swing and through swing trying to stay on line and not have your nasty meathooks ruin your chance at birdie. The club WANTS to be square to your stroke. It's like a physical being. After about 10 "getting used to it" putts, there was no part of me that felt i had to do anything to get the putt rolling... and roll it did. It was a mental block to come to terms that i had to do NOTHING to make this putter work other than set up and rock my shoulders.

Roll and feel.  The strike is hard to qualify.  It's solid but soft.  If you're a fan of urethane inserts, you're going to have a period of time to become familiar with the new non-insert feel. In addition, it takes cues from the type of ball you're using. If it's a harder cover ball - the sound is going to be more of a pronounced and harder feel. If it's a softer players ball, you'll have a more muted feel and with either type you can really hear a light "tink" type of sound resonating through the head. It's actually rather pleasant any way you hit it, but coming off of soft insert putters, it does take a little getting used to - but no more than any other putter out there.  It's a confidence building sound in my ears.

Even if you put ear plugs in and wear oven mitts, there's no denying the roll. Pure, unadulterated Velcro on the green. No bounce. The ball just tumbles and tumbles and tumbles. Over marks, across hills, just tumbles. Full disclosure, I skidded a couple in the beginning because I used the same stroke i needed on my old putter to make it roll.   Newsflash.... This is as close to a "point and shoot" putter as we've got to date. The grooves on the face are apparently a roll machine.  Set up, rock shoulders, collect winnings. *drops mic*

Credit; "Back to the Future" - Universal Pictures 1985
If you haven't seen it..... what's the matter with you?

*picks mic back up*  So what does all this mean.. Well, to me, it means that there's at least a little bit of morality left in the golf equipment business other than yours truly. There's some real thought and real innovation in this putter and from first use - it's not a smoke and mirrors marketing speak type of campaign slapped on the same old thing. You're certainly not paying for a name, but I honestly think you're going to be hearing  a LOT more of the Directed Force name in the next year or so. With a silver metal on the Golf Digest Hot List already and momentum starting to build, for the first time since metal woods initially came on the scene - to quote Doc Brown - we're about to see some serious shit....Look out, big OEMs.

 There will be a  part 2.  This is not over. A putter's true self is not brought out until you get in the pressure of a real match. Since I have this for quite some time, I'll be using it in the match play this weekend and really giving it a test. Let's see how you handle it when the cheddar's on the line Mr. Force......

Getting the shaft - part 2-ish or "Giving the Indian a crooked arrow"

I posted a couple weeks ago about OEMs and their shaft offerings when getting fit for a club. With all the shafts out there and most of them for no upgrade charge "I'll just get the most expensive because it's the best, right?"  Seems to be a common occurrence.  Well, yes - and no.  Recently, a client of mine - we'll call him Smashy -  was having troubles with his driver. He bought it, and hits it good sometimes but remains very inconsistent so he gave me a ring to see if there was something in the equipment. "Chris, it's not the arrow, it's the Indian"  ----- Native American, please Dude. Still, i don't care if you're Robin Hood:  If your arrow isn't right, you're not hitting a damn thing.

Well, Smashy is kind of a big dude. The kind I wouldn't like to meet in any sort of alley, let alone a dark one. Big hands, oversize grips, taller than me (not hard to do, but still), and when he takes a cut at the ball he can exceed 121 mph.  Smashy is currently gaming a Stiff flex in his driver.  But Chris, you said flex isn't standard over all manufacturers, that could be ok right?  Yes, thanks for paying attention!! Still, when something is very very wrong, it's good to check it out to pinpoint the issue.

Well, we put Smashy on the Flightscope and found out some things about his swing. Overall, it's very repeatable and VERY hard. Gosh it makes my back hurt thinking about it.  So we warmed him up, and put some good swings on his current driver to get the numbers. Spin was high at 3100+, launch was OK, but AOA at -3 and AOD at 56 degrees was a real issue.  I checked out the flex profile and saw that he was FAR out-swinging the current shaft and the tip was way too active.



Note the squiggly lines on the left side. Layman's terms, this is how the shaft is loading and accelerating the head before impact (0). Orange is the current shot at screen grab, but all the shots are represented in gray. Take note at how some of the lines start high and then decelerate, then accelerate again. This is common in every shaft. It doesn't just bow and unload at one point. The bad news here is that while it kicks HARD, it can't handle the energy store for his particular swing and while it was kicking hard relative to the flex, it wasn't hard enough - note 107mph swing. In addition, the lines are not relatively close to each other or at the same shape - indicating that it's loading faster or slower by quite a bit, and sometimes it even decelerates before impact because of how aggressively loaded the shaft is.  Not a terrible shaft - but not at all a good fit. We want everything going in the same direction and consistently.  Smashy - being a fade/slice player - needed something that would accelerate quickly and help close the face, but be able to handle his aggressive transition and even give him a little bit better of an attack angle.  So, we put him in the budget-friendly Vista Pro 75  X flex.

A little about the Vista Pro - it's the basic end of Fujikura's offerings. It was originally released about 3 decades ago (?) and dominated then - so they re-engineered the materials and tech to re-release this year, replacing their EXS line of shafts.  FYI it has the same bend profile as the Tour AD DI shaft - for $280 less....



10 shots with the Vpro shaft, and notice how much more evenly the lines mirror each other. A few outliers on awkward swings, but the shaft helps out and loads/ unloads much more consistently for Smashy than his original shaft. This X flex and lower torque rating is much more able to handle his aggressive nature and perform consistently so that he can hit drives in a repeatable fashion.  Only one swing failed to produce good acceleration in this instance.  Taking this information - there was nothing else at this pricepoint that could take the kind of swing he had, so for fun I pulled out the HZRDUS black 6.0 (6.5) which active flex rates between stiff and X... Just for fun, to see if we could squeeze a little more consistency... Remember, this shaft is rated LESS flex than this X.....



As you can see - experiment failed.  While he could load the shaft well sometimes and it performed fairly consistently for him - it was just not a good fit for the swing. HZRDUS is TOO aggressive and TOO STIFF for the way Smashy swings, so could not effectively load and unload for him consistently..... We even hit the LZ, with the same results.... just not as good as the Vpro for Smashy Smashworth. Two high-end shafts knocked out due to fit. Now he has a great fit and saved a boatload to spend on lessons if he needs!!

But wait --- H Black is more expensive than the Vpro!!! It should be better!  Truth is that yes, it is "better" in it's numbers - lowering spin and launch - but it is not better for this player because it doesn't fit his swing. When he hit it, he bombed it but the consistency is not there and we all know in golf it's less about how good your good shots are and more about how bad your bad shots are. I've had fittings already where this scenario was 100% reversed! Fitting needs to happen properly!

The moral of this story - don't buy something because it's expensive or "included". Pros use stuff because they have a team of people that sit and stare at every ball hit, analyze it and build them a new golf club in between each bucket. The shaft they have fits them, and know what --- manufacturers will paint whatever they want on it for them. There is nothing "stock" about a club if you see a pro playing what you see on the rack, trust me.

This is what a competent fitter brings to the table. Find your local guy - NOT someone on a sim at a box store but someone who does building and fitting. Someone who has no one else besides you at your appointment and isn't going to leave you or hurry you so he can go sell some girl a new golf skirt in the next department over. There are plenty of small shops and guys squinting at fulcrum scales, agonizing over the last few grains of lead to put into a club head to make it exactly what they need for their client. Sit down, have a beer, and discuss - you'll make a friend and have a great guy just like the pros do, and lift your game up another level.

Are you getting the "shaft" when you buy a club? - Part 1, sorta

A little on shafts ... just a little

There has been a lot of things circulating lately about shafts and how they affect performance.  One noted reviewer did a small study where he hit an X flex and senior (A) flex of shaft and noted that on the monitor there was no difference between the performance of the shaft, only the feel between the two.   Another is adamant that the performance of the golf club comes primarily from the shaft. Both are very well known and have massive followings - but who is correct?

The only way to settle this, unfortunately, is to draw your own conclusions. Good thing is, I can give you the knowledge and steer you in the right direction to do so.  I can tell you without a doubt that shafts absolutely make a difference. Why then, when you go to the box stores and try all the different clubs from different manufacturers, with different shafts do they all go about the same for you. Well, that's the rub. The shaft has to be a match for the swing and head that is being used. We've all heard big OEMs say "high launch and low spin is optimal for maximum distance".  That is true, in a vacuum, which is why there are so many shafts out there - what's good for one person to get high launch and low spin is not good for others!




Case A:  I took a tip-stiff shaft -  very little action, high kick point and low spin/launch. Put that in a low spinning head with a low loft and hit it. I put the best move I could on it, hit it in the dead center of the face. This was my ball flight.  Note the carry distance, total, and spin number.



I took the same shaft, in a lighter flex, which had higher launching properties than the original, and a slightly softer tip. This is pretty standard across the board, as shafts get lighter in flex, the launch properties change.  This is what the result was:



Note how higher spin and higher launch got me more distance - not an incredible amount...but that goes against the High/Low that is "optimal". The reason is because everyone swings differently. I have a slightly negative attack angle so i put a little more spin on the ball than usual and the effective loft that I deliver is low, which is why I launch a 10.5 driver at 10 degrees and less... Now, what happens if i put the 2nd shaft on the first head? Glad you asked:



In this scenario, the higher launch, but lower spin head really negated the more active tip section but my total distance still fell short by a yard or so. Carry distance suffered 4 yards. Not a huge deal, and i'd take either one of these two combinations, but it does show - if not slightly - that high launch and low spin aren't universally better depending on what you want. On a standard surface it's less roll, but if i'm trying to carry a creek or get over a hill, i want to maximize carry. Hard pan will roll just fine. Know this - if one of these shafts was included in the build and the other was $200 more? which one do you think I'm getting? So what does this mean?

It means that shaft absolutely matters. Flex absolutely matters. Is one shaft better than the other? That's subjective, but if you're getting the same numbers and performance with two different flexes, there's something about your swing that's changing to compensate - wether it's tempo, release, or speed -- and honestly a shaft that's a good fit for you should complement how you swing and you shouldn't have to change for it or any piece of equipment for that matter.  The other side of that coin is that shaft type and flex doesn't necessarily matter as much as some people think.  Barring COMPLETELY improper flex (having a super stiff low launching X when an Lflex is needed), I've never had a fitting where someone increased distance 40 yards just by changing shaft brand or flexes.  You can easily gain 5 to 15 yards, but that's about max on average. More important is the DISPERSION benefit from the proper shaft ..... and a GOOD shaft at that. Distance doesn't matter when you're hitting out of the trees.

What makes a shaft good... and why are some so expensive... and WHICH SHOULD I CHOOSE?

Shafts, when swinging, are under a pretty hefty load sometimes. Even if you're not a big swinger and have a light flex, that sucker is still going to flex a good 5 or more inches off it's base line. This stores the energy of the swing and releases it (hopefully) at the right moment to power that ball down the fairway (or into the woods, depending on who you are).  Shafts have areas of stiffness, areas of flex, and different torque - all dependent on how they are wound and layered by the manufacturer. With new technologies and materials, shaft makers can even change flex properties according to where and how much heat/pressure is applied to the fibers. It's really amazing!!! 

In my world, a shaft is "good" if it flexes predictably in all rotations. Or at least fairly so. Just last night i showed a client of mine what happens when you horizontally load a shaft and release it. We did it first with a high end OBAN Devotion.  Rotating the shaft, it was noticeably better and more consistent in one area than it was in all others - Good enough to get some performance out of but not absolutely necessary. We then did it with a $15 budget stick. We aligned the spine and it flexed just as repeatably as the Oban, but when we turned it off that axis..... oh lord. Like a drunk etch-a-sketch, that tip was all over the place, flexing and oscillating. How is that supposed to deliver the club to the ball consistently? No way i would install that shaft without FLO - and i don't. But that's the point.  At a price point over 10x what the budget shaft was, the Oban was much more suited to a driver where the adjustable hosel will be rotated and changed. The performance won't necessarily suffer if settings are changed. Put the budget one in a club like that and good luck, pal.  That is why when you buy an OEM driver, they have a BUNCH of high end shafts available - some for an upcharge and some not.... The upcharge are (normally) more consistent in their manufacture. The tolerances are tighter and it will perform better in just about any orientation. Making these shafts costs $$$$$ so that's why there are $1000 shafts out there. Believe me, you'll feel the difference.  The question is - do you need it? Unless your name is on the leader board every weekend, probably not. And no, having a $1000 shaft isn't going to put you there either. 

So what am I supposed to do!! 

Supposed to do? See a pro about your game. Get better.  What SHOULD you do?  Take better care of your equipment. When you buy that club, it's got a great shaft in it. Don't abuse it, don't break it - because to get one that's as good, it's going to cost you.  There are great shafts from yester-year out there. Old designs that were good in the day and can be had for a fraction of what a new one costs. Remember this though --- there are no caps on shaft performance. While heads are limited and new ones come out every year with a new gimmick, there's no way they can "out perform" a head that has been maxxed to USGA specs. There are NO SUCH SPECS for shafts. They need only be straight (except putter flanges) and of a certain length. Energy transfer, torque, flex, materials, diameter and the like are not regulated by the USGA. Look at the DG spinner wedge shaft... Weird right? It may very well bring your wedge game where it's never been before - all because of the design.  Manufacturers make shafts to do good things. This tech is growing and becoming better understood each year. Fujikura has taken millions of data points to create it's XLR8 line with specific properties to maximize loading and energy transfer. Same with Project X and their LZ series and HZRDUS line. Matrix improves on their designs (and graphics) each year and a number of boutique manufacturers are coming up like Veylox and OBAN.  Be aware as well when getting a high end "free" upgrade from an OEM. Make sure it's the version you think you're paying for. I know for certain that some big names are "giving" the HZRDUS black as a no upgrade. It is different than the "Handcrafted" version you see on tour and available for aftermarket purchase. Due diligence.

If you have the chance - get fit for a shaft. You'll be glad you did.  Hit everything they have to offer if you need to go to a box store, and for goodness sake - if you break a shaft don't just put any old crap in there. Make sure to go to a competent repair and fitting shop and talk through it with them. Don't skimp out on the price either. You get what you pay for. If you use an adjustable driver, you need to put that money back into the club if it breaks - look for someone selling their shaft, or get a proper quality one put in. 

Magazine advice, social media and bad tips...

I spend a lot of time on social media. I enjoy helping people, it's what I do. When i'm asked about a shaft or a swing or a thought, generally speaking i don't offer advice. I offer information.  Information as to what should be happening to get the best out of the equipment or make the ball do what you want, NOT what they're doing or not doing in their swing.  I offer ball flight laws and the effect shafts have on different swings. Why? Because 99.99999% of the time there is little to no information about what is going on with that golfer and I have little to no time to have an at length conversation with the subject to gain the information needed. 

Watch this video:

What's wrong with this swing? It's very flat, the club is in a decent position, but not perfect at address, head dips a little low on the swing, and the hips clear pretty fast.  Far from picture perfect. Probably most of what i wrote above would be exactly what you would see written or would write yourself if this was posted and said "any help, i would be grateful".   Heres the thing.. what you don't know is that this person has no L5/S1 disk in their spine. Their shoulder locks on a spur if it goes higher or any different position farther forward than what you see here, and the grass is wet, and they aren't wearing spikes. They also average 10/14 fairways per round and hit the ball over 250 yards consistently.  All those things considered - i think it's a pretty darn good swing.  Mostly because it's mine - at an impromptu demo day for Ping where i wanted to try the new offerings they had.  Still, that didn't stop the advice on ball position and where to get my hands and how to angle the club and how i was wrong wrong wrong wrong.  Some of them were even Local Pros in different states!  Here's my advice to you - the only real advice i give.... Be very very very VERY wary of what you read and post online. Especially coming from "Pros" or "Teachers". They're very often the real deal, but no coach worth the dirt in your divot will give you any advice based on your description or a single video. They would want at least 2 different angles, head on and Down the line of the same swing, and to have a lengthy conversation about what you do and don't do.  

Still, every day I read comments from Pros and hacks alike - stuff they read in a golfing magazine once. Something that works for Adam Scott - former #1 player in the world - is a crapshoot for a middle aged bogey shooter who has trouble walking 18 holes. It's just the way it is.  Looking for advice online from forums and social media is only going to hurt your game and maybe even your body - trying to do something that it's physically unable to do. While you may be able to glean some moves off it, remember to sort out the information from the advice. There will be different and opposing opinions and as we know on the internet - everyone has to be right.  

In my area, you can get a great swing evaluation from a real teaching professional for less than the cost of a round of golf. That is absolutely invaluable. When  you decide to change equipment or swing characteristics without factual information about what you're already doing, you're throwing money away or chancing that you're going to make your game even worse - and with no way of going back. Practice makes PERMANENT, only perfect practice makes perfect. If you practice something that is incorrect, it's going to stick with you and will be harder to get rid of. Good advice CAN be found in a magazine, but figuring out if it applies to you is not your job. Go to your local PGA or LPGA pro and start a conversation. One lesson can go a long long way. 

Take things with a grain of salt - especially things written on social media. It's a forum where any keyboard warrior feels invincible and will waste no time in ruining others just because they can. 

My time with the M2 6iron - Part 1

I was recently chosen - along with about 5000 others -  to try out the new Taylormade M2 iron. They shipped me a 6 iron, via fedex and it arrived today. The claim is that this 6 iron will go higher, and farther than my current 6 iron. I immediately put to task getting all the vitals on the new M2 iron and came up with some really disturbing things:

1.  The specs on the site say that the 6 iron is 37.625" long, D2 swingweight, and 25 degrees of loft. The 6 iron I received is 38.25" long, D3 swingweight and 26 degrees of loft. This is really disheartening for a company that is as large as TMAG. I refuse to believe that this iron is not INTENTIONALLY built like that. I'm not sure that is such a good thing over being a crappy build.  Being 1 degree off, or one swingweight off isn't a big deal. Well - maybe the swingweight, but I digress, 3/4 of an inch longer than it should be is a little much to be a mistake. Count that it's also a full inch longer than what a 6 iron should be - or 1/2 an inch+ if it's to spec'd length - sounds like someone isn't playing fair.

2.  I requested a regular flex. I'm not the man I used to be - or rather my back isn't the back it used to be - so I need something that doesn't have a lot on it. I put it on the deflection board and it comes out at a regular. The problem with this is that it's STIFF marked on the shaft - so it stands to reason that these club flexes are a full flex off of what the shaft is specified at. It also doesn't appear to be a high launch shaft. Mid to high at best, in my opinion, judging by the flex profile under load.




3.  The grip has a rib in it... which is fine. However, it's set so the face is at a closed position. This is presumably to be a reminder to press the hands forward, as it lines up nicely square for me when this is done. Still, when you look down the shaft - the grip is actually on crooked. The butt graphics line up with face square, and the bottom hand end of the grip is twisted strong, causing the hood. As a fitter and builder, putting the rib in a different position to promote face angle is fine, but for God's sake put the damn thing on straight. IT's ok to twist it, but  this is standard from the factory, come on! They're either trying to stack the deck with this length, or dare I say inept at putting a golf club together. It's nice to get something free, but how about something that's right?

Already Three strikes against this new iron from Taylormade. Overall it's kind of a sharp looking iron. I like the nickel black, I don't mind the thick topline as I play one myself, and it feels kind of nice at D3.  I chipped a few balls around the basement and I don't like the clickey sound I get from it. It also feels sort of hollow, like if I swung really hard I could cave the face in or break it.  The range time will tell there. I will put it up against my current 6 iron and see if it truly lives up to what TMAG says. Higher and Longer than my current 6. We'll see. The Flightscope will tell the tale - even though it's a fixed fight. 4 iron length, 5 iron loft - should go further.  My 6 iron is strong as well at 28 degrees, but it's the standard length for a 6 iron - a full inch under what this tester club is. All I can say is that this club better beat me by a LOT if it beats me at all.

Part 2 will be at the range with the flightscope.

How often do we fall for marketing over performance? Do you really want to know? DEMO DAY!

Let's talk marketing. Every cent paid to pros to play equipment, every ad, every paint job, every cardboard standup, and every little Google ad to the right or left of the page you're surfing on.  Marketing is what sells clubs. Why is that? Are we as golfers so inept at knowing what we want, or recognizing performance that we need other people to tell us how to spend our money? Certainly not. Are we tiny striped varmints that must have the shiniest new toy and keep up with the (Bobby) Joneses? Unfortunately that might be it.

When talking about technology - things don't leap forward at the pace manufacturers would have you believe - with one exception but I'll get to that later. Thing is, MOI, Trampoline effect, CC head size, Groove depth -- it's all CAPPED.  The USGA says "hey, that's enough. NO more".  There's an entire section in the rule book about what a club can and can't look like, all the way down to the amount of bend you can have in your plumber's neck putter. Not kidding at all. It's all carefully worded, carefully measured, and ham-fistedly capped by the USGA.  So why are there new clubs coming out every 6 months saying they're increasing this or that? Because it's 2016 and +1 micron is an increase. No joke, that's about what's happening too. Think of it this way:

Club A 2015 says it's average dispersion is 10 yards (just keeping round numbers here, kids) offline due to XYZ technology.  Club A 2016 promises a 10% improvement in dispersion over the previous model!  Sounds big, but that 10% improvement is 1 yard in this case. Actually it's half-a-yard on each side of the dispersion chart (right and left).  So, is 1/2 a yard closer to the center line really worth $500?  If you say yes, you have too much money and not enough grey matter....  The thing is, manufacturers have found the "buzz words" that golfers think they want to hear. They brought the tech side out and if they say it enough times, we'll just have to buy. Talk about turning a 50 cent word into a million bucks!

No, not the G crossover - Hybrid irons
just like it have been on the market and
performing to high standards for YEARS.

To continue.... These new clubs ARE released with some genuine technology in them - things like adjustable weights and adjustable hosel sleeves are really nice to help dial in the specific launch conditions that a player might need (not to mention they save the manufacturers MILLIONS by not having to manufacture different lofts). Some of it is even old tech recycled for a new generation. I remember in my youth (not too long ago actually) there were carbon fiber crowns and sliding weights.  They went away and came back just the same and now it's the "hot shit" with people buying it up like mad.  It's all reference and marketing.   "BUT CHRIS!" you say "I gained 10 yards over my last club!".   I'm sure you did, and there's a few good reasons for that - one of which I said I would get back to above.

1st, not to beat a dead horse but clubs are getting physically longer. We've covered this before. 5 irons the length of 4 irons. Drivers to 45.5 inches or more. That will get you distance if you hit it well, but the real reason is something nobody really thinks about outside of one letter::

THE SHAFT!  I'm not talking about just the length though. Every single one of those new drivers out there has a brand spanking new, redesigned shaft. There are options where you can get an older variety -- oddly enough considered an "upgrade" but for the most part each one has a new or different shaft.  Why is that? Because shaft technology is the only thing in golf equipment that's not limited.  WHAT? -- -Yes. --- NO!--- yes.   The length limit and shape of shaft is defined in the rule book, but there's really no way to limit kick, material, and energetic response of something like a shaft. Steel or graphite, if they're straight and under 48" playing length, they're legal. This is good news for us.

Over the past couple of years, shaft tech has absolutely EXPLODED. You can customize not only your flex, but your torque, kick point, materials, and balance point. Fujikura has an entire line of shafts that are all completely different flex profiles and amount of torque. There are shafts with multi-material blends where metal and graphite co-exist to make a crazy powerful combo.  Some have more resin or higher thread counts in certain areas to stiffen them up.  All of this combined allows more energy to get to the ball and provide you with more distance and accuracy. Piles of data is analyzed from what goes on at takeaway through just before impact and even afterward to create shafts that more or less hit it for you!  They know how you swing and are engineered to do one thing - deliver whatever you put on the end of them as hard and fast as it can into the back of that unsuspecting white orb on the tee in front of you.   Last week, I literally put a brand new 2016 shaft in a driver head that is 5 years old and it out performed every new driver that the client tested it against. Even if it came in a close second, that's still an immense improvement for not a lot of buck.

Now, a great shaft will not help a mis-engineered head. That's not what is going on here.  What's true is that there are caps made by the USGA on the heads of golf clubs. Believe me when I say that they are all within a few points of that legal limit. Unnoticeable by human perception kind of points. Even the little no-name component companies.  Look into a good engine for your club - it's going to be cheaper, and a better fit than picking up something new off the rack and trying to make it be your old faithful. Going back to another post from months past - you have to like what you're looking down at. If you like it, give it a tune-up.  Ol' Betsy still has some yards to be had, trust me......


If you wanna see what it can do - We're having a demo meet and greet at Leisure Lanes Driving range in Lancaster, PA this wednesday April 6th, 6-8:30pm (ish).  Come see what a shaft tweak can do for your driver, get your numbers on our flightscope, or just hit one of our component heads against your current neutron stick. It'll be fun!

How much time do you put into your grips?

Grips are an overlooked item in golf. Most players basically let them go because they're buying new equipment every other year and just trading them in. the problem with this is that standard isn't always standard.  Most clubs come with a branded version of the Tour velvet grip. It's a great grip, don't get me wrong, but there are so many other options out there. You're only a quick shopping trip from getting the best grip from you and being the most comfortable in your game.

There are so many options out there for different shapes, sizes, colors, textures and even weights. Don't get sucked in by the one size fits all.. Why do companies put the same grip on? Because they're cheap and a decent all around grip. Remember:  Retail sales are about what fits most people and what they can sell the most of. One size fits most is never going to get you the game you want. Take a watch below if you're new to the golf gripping game or even if you have some years under your belt. Maybe you've never thought about your grips.

While they're young.....

I am not yet a father. One of these days, Marie and I will have another little golf nut in the family (hopefully) and that suits me just fine. I'd love for them to take to the game like I did and to really enjoy it so I've already thought about and read up on the best ways to go about teaching them.  The thing is, even I never thought about equipment.

I played a lot of golf this weekend and I saw a lot more than a handful of junior golfers. It was great. These 8-13 year olds heading out with dad and mom to tee it forward and chase the little white ball around.  I even saw a guy teaching his boy on the range during an event. One thing I couldn't help but notice though - they all looked like they were struggling to swing the club. The more I thought about it, the clearer it became. Upon closer inspection of bags, most of them were playing with cut down versions of adult clubs. Even the ones that had "junior clubs" felt like sledgehammers to me when I picked them up. The time honored tradition about moving more weight low to help get the ball up doesn't apply to children and juniors. While it's a good idea, what good is it to have a club so heavy that the player can't swing it properly or even that the club swings them?  It would do nothing but engrain bad habits and wear-and-tear on their young body. Sure, it might be a good way to save some money in the short term because they'll grow into them right?....if they continue to play golf and have fun.

Let's take a look at a couple of photos - I'll expound upon them when I do my video. The first, on the right, is my first ever putter, ca. 1985, next to my current putter. It was long for me back then. There wasn't much in the way of different materials, so basically I got a men's putter cut down. It was (and still is) really heavy, even at this size that it is. Plus it was 24 inches long! That was more than half my height! (I was and still am a little short). Could you imagine swinging a putter that came up to your sternum - remember this is before the days of belly putters. I have really never been a good putter but seriously, that wasn't going to help teach me anything. Something I CAN do is hit the ball a long way and on line. I'm convinced the reason is because I got started early with the proper technique. Take a look at the second picture -  that's me swinging a 5 iron. A cut down, gripped, ground to remove a ton of material and weight 5 iron. I also had a 5 wood with about 1/3 of the head cut off in the back. Why did my grandfather do this? So that I was able to learn the proper takeaway and swing the club rather than having it swing me. It's tough to judge by a photo but believe me when I tell you that I didn't get thrown around by that club and because of that, I spent hours and hours hitting balls up and down the back yard at my grandparents' house -- and less time in front of the TV!! I make no apologies for the outfit.

To be frank, I see a good many parents/ grandparents/ aunts & uncles trying to get their future tour pro to "swing right".  Good teachers always mention that you shouldn't do this and should let them swing how they want to swing - moving feet, digging into the turf and whatnot. The reason children do this is because they somehow have to get this huge mass of metal moving when they themselves weigh about as much as a Neato Burrito! OF COURSE they're going to step into it.

Truth be told, it's absolutely impossible for someone of that size to swing properly if they don't have a club that's proportionally weighted for them. This  is why I have lightweight junior club heads. It allows me to build a club that is lighter than most any junior set out there, but still retains proper swing weight to promote good tempo and stroke.  You see, swing weight is largely dictated by your strength. What "feels" heavy to you may not be heavy to someone else. It's all a relative and personal thing.  Kids are sponges. They WANT to learn things and they will retain it very well. Anyone who's ever slipped a dirty word around their youngins can tell you that one. Why not give your little golfer the best start at the game. There will be less frustration, less "I'm tired can we go in?", and more fun to be had.

Is it more important to be VALUED or APPRECIATED?

It's a question that really has no answer that is not specific to the person answering. So why ask it? Is it more important to be valued or to be appreciated? To answer that, I think we have to look at the definition of each word in depth:

Value -
noun

1. 1.

   the regard that something is held to deserve; the importance, worth, or usefulness of something.
2. 2.

   a person's principles or standards of behavior; one's judgment of what is important in life.

verb

1. 1.

   estimate the monetary worth of (something).
2. 2.

   consider (someone or something) to be important or beneficial; have a high opinion of.

Appreciate -

verb

1. 1.

   recognize the full worth of.
2. 2.

   understand (a situation) fully; recognize the full implications of.

Let's note that a great many people use these terms interchangeably but take a closer look. When something is "valued" it is generally because it is of benefit to the person doing the valuing. It's about saying "what am I willing to part with or do in order to possess this object. Property is valued. Stores say that something is a great value. Valuables in your jewelry box. Even people at the office are valued - which drives me up the wall when I hear it. Something is valuable because it benefits the person doing the valuing in some way - not because it's necessarily a good thing but because they're "getting something" from it. See the pattern starting to appear? Now, appreciation has nothing to do with worth or property. It's more of an emotion than a verb. When you appreciate something it's because it's there. It is not something to judge or pay for and isn't something that you can even place a partial worth on - by definition. You appreciate something for what it is and don't try to change it because it's so important it's unable to be messed with. You're thankful it's there because it is exactly what is needed.

"So Chris", you may be saying to yourself, "what does this have to do with golf?". 

Well... look in your golf bag. Any names stand out to you? Maybe you just bought the newest driver released, or a new putter. Do you VALUE your clubs or APPRECIATE them? Did you buy them because of what they say or how much you will be able to trade them in for? Did you buy them because it was "recommended" by a sales person? Did you buy them because they're from your favorite tour player? Did you honestly answer these questions and were any of them "YES"? Bad news.

What did you go through in order to get them? If you can honestly say that you went through a fitting that was more than 20 minutes and gave real thought to the process to arrive at the best decision for your game - I'm proud of you.  For a lot of readers, this isn't the case. For those readers it was an ad in a golf publication or a commercial during last week's tournament on TV. It's advertising speak about CG and MOI and composites and "the longest ________ ever!".   This is a full example of Valuation of your clubs. You value them so much as they worked for other people now. You will de-value them as new equipment comes out because that equipment will be seen as better than what you have. The sad part is that the same equipment will have little to no value to those who you purchased it from as that new club is released. You've valued your club at a price that the manufacturer thinks you'll pay and with options that are the best value to them and their bottom line. If you wait to buy it until it's "on sale" what are you spending your money on then - outdated technology i guess? I guess at least you have the NAME right? That's the TRUE value of equipment. That's why logos are plastered all over hats, belts, and shirts. Get the name in your head.

As for me, I appreciate my clubs. I appreciate that they work just as hard as clubs that are higher priced and sitting dusty on a rack in the back corner of a golf discount store somewhere. I appreciate that time and care was taken to assemble these clubs just for me using parts that were painstakingly tested by me, outside, in the sun and on the grass for over an hour.  I appreciate that I was able to use any parts that I wanted, and not just what had the highest margin for the seller. Still, when old age comes and I can't swing this flex anymore nobody will value them or appreciate them like I do. I can maybe sell them on Ebay for some golf money, but I'm ok with that because you see: when I made the investment in these clubs, I was investing in a name too. My name. I was in it for the long haul. I invested in my game to make sure that every dollar I spent on equipment went directly into my game and not into the pockets of a professional golfer or a multimillion dollar marketing campaign. People value the big names - but why?  Why would you want to shell out that kind of money for something you KNOW you're going to resell because there's something better in 6 months?  That wonderful paint-filled brand mark that tells everyone that you can afford a big OEM from a big store.

The point is, people value places like Dick's and Golfsmith. There are real people behind them with real jobs and that's great. They value you as well because they stay in business by selling you big names. The small club makers like myself and the hand full of others around the country appreciate your business and when you come to us with a need, I'll bet you'll start to appreciate us too. The one thing we all care about is your game. Big companies saturate the market with new new new. Everything is NEW everything is BETTER than it was. They have to. I will craft you something that will help you play better and save money. Take that money and put it into lessons, or just play more golf! Enter a tournament or put it towards that golf bucket list. 

The next time you are in the market for a new club, ask yourself something. Do I want to be one of millions or do I want to be one in a million? 

How to get the most out of your fitting

Club fittings are meant to get your hands around the best technology for your game.  In the modern golf-scape, everything from shaft material, length, weight, color, grip size and material, club head weight, and top line look can be selected from a wide range of manufacturers' offerings. It's enough to make a sane person's head explode!  Good thing I'm not sane, right?

What you get out of your fitting is equivalent to what you are willing to put in and accept. If you go in and say "I don't want to spend any money and I'm happy with what I play with now" then there's no reason to even have one done. If you're just going to get some numbers because you're curious how fast you swing, I have a package for 30 minutes on the range with a launch monitor where you keep all your data. Hit me up. On the other hand, going in with the idea that what you play now is completely incorrect isn't a good idea either. After all, you didn't get where you are by playing the complete WRONG equipment, we're just trying to find out if there's something better or a tweak that will make them better.  The best thing to do is keep an open mind about all avenues. Maybe the difference between 30% fairways and 70% fairways is the grip on your driver, or even making all your clubs 1/2 inch shorter, or bending them 1degree upright will have you hitting more greens.  Fittings don't always have to mean buying new clubs. They should never be a sales pitch. They don't always mean an expensive fix either. That's what most places want you to believe though  - which is why they comp the fitting if you buy new clubs.  Awesome, I'll save $50 if I buy this brand new $699 set!  Don't get me wrong, I do that too.... IF you NEED a new set or new club.


So, step one.  Have an open mind.

Step 2:  Leave your ego at the door. It's not going to help you to swing as hard as you can during a fitting.  Remember, you're going to PLAY these clubs, you're not just going to HIT them. Always warm up and use your normal on-course swings. If at the end of the day you are in a S flex instead of X, or R - it's OK because you're hitting it better.  We're comparing apples to apples here, it's not about letters or brands, it's about how they compare to each other. You know how your club performs on the course already - you've been using it for a while. Compare it by the numbers and look for the improvement. Above all, its OK if you don't hit the new stuff better than your old stuff. There are other things to look at for improvement.

Play the game, don't HIT to FIT.

Step 3: Talk about what you want vs. what you heard you should have.  A good fitter will listen and provide feedback. If you want someone to just tell you what you want - that's ok too, but dialogue is key to getting something that ultimately fits you and your game.  Sure, you're not a tour pro and you may not be able to feel the difference between one shaft and another but you know what you like. "ooh, that felt really good" or "This feels too light for me" are perfectly acceptable and will help the fitter dial in what you need. If your fitter doesn't want to hear it, then find another fitter.

Step 4:  Don't try new techniques. A fitting is not a lesson and it should never be. There are quick fixes like teeing the ball higher or moving it back or forward in your stance but don't try new things that you don't normally do like: inside take-aways and different grip techniques. Don't try "picture perfect swings" either. If you have injuries that don't let you take the club more than half-way back, then it's something that needs to be taken into account and it's nothing to be ashamed of. JB Holmes, one of the longest guys on the tour, doesn't even make it NEAR parallel at the top.

In my fittings, if I see something early that CLEARLY needs to be fixed we don't normally continue, there's no charge, and I refer the player to one of my trusted pros to get the help they need - THEN they can come back for the fitting and get it right. Equipment can help a lot but it can't fix a bad habit, and fitting a bad habit will not help the golfer improve his or her game. Did I waste my time? No.  Not if I've helped point you in the direction of a better game.

Always remember, getting fit for clubs is the same as getting fit for anything else. You don't go to buy new pants and suck your gut in to get them buttoned and say "wow these fit great" when you can't sit down. You don't wear the thickest socks you can find to buy summer shoes.  Same thing with clubs. Come as you are. Show off that home-grown swing. Most importantly, if it ain't broke - don't fix it.

Contact me to learn more or to schedule a fitting session. Sessions are usually 45 mins to an hour and there's a little paperwork to fill out beforehand - just the normal stuff so I can get a good sense of where you are in your game and what you currently play and are looking to improve. Actually it's more conversation and I'm doing the writing.

The Diluting of Our Golf Economy.....

The biggest complaint I hear about golf is that it's "too expensive".  I would agree to a point, which is why I started my own club building and repair business to keep costs down for all golfers that I can reach. I don't understand that sentiment though when people follow in the same breath with "What kind of driver is that?" When I answer, they just reply "oh". It's more about name than anything else and people are willing to pay for a name. This is not a post about clone clubs. Clone clubs are meant to look like a particular variety, not perform like it. Most are also illegal, not to mention they perform like crap. This is about off-brand names that do their own research and their own design and create a quality performance product. They don't pay pros millions so there's no need to have drivers that are $500. They rely on competent club builders to grow the name.

Still, I've heard more often than not that getting fully custom clubs are still too expensive.  One of the most common statements is "I can get a brand name set for that price".  Answer: Yes, yes you can, but it's going to be off the rack and it's going to be what the COMPANY wants you to play, not what you want to play.  Example: I went to a popular retailer and bought the cheapest set of clubs that I could. I didn't try to "match" sets, I used different OEMs just whatever was the most recent and cheapest - balanced.  I sacrificed a little "new box" factor for some savings.  I came up with Driver, 5W, 4-AW, SW, Putter for $854.83.  These are all stock shafts, no options, no swingweight options, no new grip options, no length or fitting options. The different OEMs offer different brands of shaft, but I'll assume they're relatively close in flex.  So you have a "good set" of big names for less than $900 before tax and buying a bag.  Remember also, that these are the CHEAPEST I could find. The ones marked $200 off, and $300 off, on the rack.  It does not take into account the up-charges to replace the OEM shaft with say a Dynamic Gold S300 from True Temper and does not allow for length adjustments.

I spec'd out a performance set of clubs using great components and came up with $868.44 after tax (if you're in PA). The head covers put me over, drat. Still, they all have matching grips, the driver and 3 wood have the same shaft profile. Oh wait, there's an extra wedge in there to round out your scoring clubs. Winner!  Believe me when I say there's some great components that are even more on the value pricing line as well that I steered clear of just to prove a point.  I didn't have to use Golfpride New Decade Plus 4 Grips *new for 2015*. Nor did Superstroke pay me to put their Mid-slim 2.0 on the putter rather than a stock paddle shaft. I certainly didn't have to use Fujikura EXS 6.0 graphite shafts *New for 2015* on the woods either but I did all that. Yes, I also find it somehow ironic that as you're reading this, there's Golfsmith ads on either side of the blog. Thanks, Google. Really.

See, here's the thing - there's money for the big names in "stock" clubs. By making a flashy club and touting some new technology, they are able to release a new club or set of clubs every 6 months. Sometimes even sooner!! It leaves you with the sense that what you have isn't good enough so you'll buy new - even if it's a new to you used club - and it's still stock garbage.  Most clubs rely on something called rack appeal.  That's when you look at a set of clubs and go "oh that's nice!!" without even hitting it. They look cool, different, shiny, black - you name it - and if it makes you buy the club then it's done it's job. I fell into this in my hay-day. I bought a big brand of clubs and got fit by the fitter. By the time I had them the way I was fit to them, I was well into $1000 JUST FOR IRONS!!!!!! That's no wedges, no woods, no putter!   Flash forward, I built a set of irons for myself using less flashy and less expensive components but to the same specs that I was fit for and they outplay my old clubs - no contest. You can read the first tests here and here and I was completely sold after that.  The USGA puts limits on clubs. It's what they do.  MOI, COR, Size, and Weight are all closely monitored. Clubs have hit a wall.  You're talking about differences of 1 or 2 points and flat out lies. You can't increase MOI by 15% every year. You can't, the limits don't allow it. If you DID then that means last year's model was crap or more than likely - you're being lied to.

Long story short, buying big names is stroking your ego. If you're the person who needs to have the name in the bag please go buy them. I have said it before, I want you to be happy and I want you to play what you want. Personally though, I take more satisfaction from absolutely destroying a golf ball down the middle of the fairway past my partners with my custom built "no name" than I do from someone saying "hey, I see you got that new (insert name) driver. Looks awesome".  I start conversations with my clubs now because they have Clubcrowns and Shaft wraps on them and they are badass. These days when people ask "what kind of driver is that" they're following it up with "I want one".

I trust what I sell and I play what I sell. Let me help you trust your clubs.

Player, please... my sh*t is custom....

Too much, maybe?  Nahh

Let's face it. When talking about gear, golfers LOVE to customize their stuff. Gloves, clothes, hats, and shoes are all about standing out on the course and showing your own personal style.


 The problem with gear is that there's not a whole lot of diversity out there. Your BrandX driver looks like everyone else's - you know - except for that sky mark maybe. If you want to have something customized - you've got to find a talented painter who will strip it, prime it, paint it, and seal it for you. Then you have it for a while - until it's scratched or something new comes out and you want THAT one instead. You MIGHT luck out in selling it to an individual with your same taste in art, but the likelihood that you'll be sitting on it a while is pretty high.

I like unique as much as the next guy, so The Club Nut has started carrying two new custom companies that provide some flair to your existing equipment.

www.camogolf.com

First, there's CamoGolf.com.  One guess what they do? Camo Golf has a partnership with RealTree to provide serious gear for the outdoor enthusiast. Most people will enjoy the Realtree Grips, but they also offer the popular UST Proforce V5 in camo, as well as a few of our favorite premium driver heads. Check out their full selection and retail pricing at www.camogolf.com and then get a quote for a custom build or re-grip using their components using our component/install pricing.

www.clubcrownbyvive.com

If camo isn't your thing, maybe you're a steampunk type of person, or maybe Argyle? Clubcrownsbyvive.com will make your driver, 3 wood, or hybrid into a work of art with custom graphics that are truly wicked. The best part of it is that it can happen fast and it's completely removable, so when you're ready to upgrade your equipment you can remove it and expose the original finish, unharmed, beneath it.  Just ship your club to one of the certified installers (or stop in if they're near you) and they place it same day and put it right back in the mail. The Club Nut will be a certified installer this season so if you're local, check out the ClubCrown section of our site and see if we have what you like. If we don't, we'll get it just ask! They even have collegiate logos!   Clubcrown also has a budget, self-install line called clubcrownstripe.com.  They cover only an "aim stripe" area but retain the graphical customization. I think I fancy the full crown because on top of the style points, it will be an added layer of protection for the crown of your big dog.


Remember, too that we also offer components from Maltby, Hireko, and Bombtech to provide you with the most options and highest performing equipment for your dollar. It really is cool that some manufacturers are so into the customization and style of clubs. I think my favorite is one designed for ladies by iBella - the obsession series. An entire line to show off your glitz and glamour. High style and high performance geared specifically toward women..... and yes, Batgirl, it does come in black.

Contact us to get your custom build quote. Remember, with our custom build fee The Club Nut checks spine and oscillation before assembling our clubs to make sure performance is maximized for each club Depending on the manufacturer's tolerances on components, shaft graphics may not perfectly align. We will match assembly prices for manufacturers sites for Basic Assembly only.

Let's talk about Fitting......

I'm sure if you're reading this and are truly interested in golf, then you've probably been "fit" for something at one time or another.  Of course, by FIT I mean you've payed $50 and had someone stand back while you hit a bunch of junk balls into a net 20 feet in front of you. Some fancy machine takes some measurements while the "technician" makes clandestine clicks and keystrokes so the computer can properly record your info. Then at the end, they suggest you buy the newest club they have and say "I think you'll really enjoy this and it'll improve your game".

Try the newest 460cc with movable weights and adjustability,
it's got a real nice profit margin..

Did I get that about right??  So here's the thing... that's bullshit. Complete and utter hogs waller, bollocks, shyte, whatever your choice phrase may be. "But you offer this service" you say, "Why would you say that?!".  Because I DON'T offer this service. I offer a solid Club Fitting -- I do not offer for you to rent my launch monitor so I can sell you clubs.

How and why do I do this? I want you to succeed at golf.  I will be the first to admit that my Club Fitting is not as cheap as the other places. At $70.00 for a set of irons, it is quite pricy to some people. I'm OK with that because again, you're not just renting my space so I can sell you something - you're renting ME for about an hours time so we can look at everything in your game. I schedule appointments and I don't offer to help others and say "I'll be back in 10 minutes, I just have to find a head cover for this guy". Oh and also, when you're done... Shhhhhhhh you get to keep your information and do whatever you want with it.  What's that? Repeat myself because you had something crazy in your ear? No... it's written. Just re-read it.

 I live by a simple philosophy:  "The memory of bad quality outweighs the shock of high prices".  In a nutshell, I charge what is fair for me to put my time and experience into the job so that you get the highest quality possible.  If you don't want to pay it, that's ok. I won't hate you. Seriously, if I had money for every time I've heard and engaged in this conversation, I would be writing this blog from sunny Florida on my back deck which overlooks the 15th hole.

Guy: I can't hit this damn club.
Me:  Oh? Is it new?
Guy: Yea I did a fitting (insert time frame) ago and I bought it then.
Me:  So you were hitting it good but now you aren't?
Guy: No, I got fit with my old clubs. I special ordered this because the fitter said it would work based          on my numbers.
Me:  Numbers? Your club speed or your bank balance?


While the majority of places put you on a simulator and have you hit crap balls and take computer measurements, I do more than that:

1.  We get the "life specs" on all your current clubs.  Length, loft, lie, swing weight, frequency, shaft type, and take a look at the grip traction and size.

2.  We will hit balls with your current set and see what's good/ bad/ what your best clubs are.

3.  Using the quick connect system, we hit balls on a real range and watch what happens to them. See, this is the real good part... then we take all this and TALK about what things feel like, what you want, and even chat about the good and bad in your swing.

4.  You get all this information written down and you can take it with you to -- I don't know - go buy budget clubs from eBay or whatever. Knock yourself out....

#4 kills people when I say it and write it.  "OH MY GOD, how do you stay in business?!".   My answer after a couple drinks is usually "Because I'm f--king good at what I do. Dick."

I don't just want you to play better, I want you to be happy.  If a player is happy with off the rack clubs after getting their perfect measurements - so be it. I think they're a little screwy, but I'm happy for them.
There are some that end up learning the hard way, for instance. Guys like Jeff (we'll call him that for now).  Jeff came and we talked and looked and did 1 through 4.  Jeff took his information and bought a name brand set at a local box store. Had it special ordered to the specs that he wanted and were given to him on my sheet.... Sort of. Payed $1500 for them after tax and shipping and "upgrades" whatever those are. I received a call over lunch one day because he was convinced that everything I told him was wrong.
He brought the set over and I put them through the paces. Turns out, the flex the manufacturer put in was not equivalent to the CPM that I told him - I guess the guy that sold it to him talked him into "regular, stiff, or x-stiff" being acceptable terms and that "frequency matching" would be an extra charge - which it is for the most part so I don't blame him.  Furthermore, the shafts weren't spine aligned or oscillated at all. Some were more off than others but they were typical "assembly line" clubs.  GripA, shaftB, headC, epoxy and ship.  So, after another $140, Jeff came back to the shop and picked up a set of clubs that were second to none.  Same heads, same grips, but all aligned, the proper flex and weight, and he's hitting it like a million bucks. He was able to sell the pulled shafts on eBay and recoup his loss at least. More recently Jeff was in the market for a new driver.  Where do you think he went? Aye, there be the moral of this story....

Name brands are expensive. Not necessarily expensive because they're "better clubs". Sometimes, not always. They're expensive because there's "R&D",  advertising, and a bunch of other things that go into releasing 3 drivers and 2 sets of irons every year that are 10 yards longer than their predecessor. I swear, if I had all the yardage and stuff I was promised over the years by big names, I'd be hitting 430 yard drives and throwing 150 yard sand wedges onto the green and spinning them 40 feet backwards.  The thing is, the USGA has put a max on what golf clubs can do. Remember that driver two years ago that "reached the USGA max for all attributes".... well guess what, there's nothing that this year's model can do better except have expensive moving parts that you'll probably end up spending money on tinkering with  or needing a $30 wrench to manipulate.

I don't always put bright colors and stickers on my golf clubs....
but when I do, it's because you're more likely to buy them.

For the eventual $1640 that Jeff ended up spending, a qualified club maker could have set him up with  and entire set of the top shelf in clubs in his exact specs - all made with quality components. You may not know the name, but trust your guy - he wouldn't be using them if he didn't know how they performed. I know I wouldn't. Nothing in my shop is there because I'm being paid or because it's cheaper than something else.  I don't have overhead because I don't keep inventory. I don't keep inventory because I never want to be a slave to having to "push" something on a customer so I don't lose money.

It's the same with fitting. I don't want to fit you to sell you something -- I want to fit you because I want you to play better. I've done everything I can to take the guesswork and inconsistency out of fitting. When I build a set, all my shafts are spine aligned. All my grips are the same size - If they're not, I pull them off and do it again. For fitting, all my heads and shafts are interchangeable - even the demos for independent companies like Krank and Bombtech.

Later this year, I will also be getting a Flightscope or a GC2 to add to the collection because I know how much people lean on this information. It's good to have, but don't let it rule your life.  I can't wait for the snow to melt so we can all get back out there. It's echo murder on your ears hitting in the heated bays.



Next time:  How The Club Nut takes the guesswork out of demos.