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GolfTEC partners with True Spec to expand custom-fitting options amid expansion



GolfTEC has partnered with True Spec Golf as part of its efforts at expansion and innovation. Amid an overall brand refresh and updates to existing centers, the leader in golf lessons is bringing True Spec in as a fulfillment partner, massively upgrading the company’s fitting capabilities and making GolfTEC one of the premium custom-club fitters in the world.

The company will carry out updates to 30 locations in the first half of 2017, and the rest of the 190 by the end of 2018.

“Our growth trajectory is unmatched in the industry because we’ve always stayed true to our mission to help people play better golf,” said Joe Assell, Co-Founder and CEO of GolfTEC. “We took our recent success as an opportunity to move even further ahead and we’re not slowing down.”

Assell told us the company it coming off “the strongest year in the history of GolfTEC by far” by all metrics. However, “there’s a big but” in discussing the success.

The “but”: With Golfsmith’s bankruptcy last September, GolfTEC lost 50 locations. “We were in 81 Golfsmiths…30 locations are staying open,” Assell said.“That triggered a lot of work for us, but we’re able to handle this”

The timing of the Golfsmith closures may actually work in GolfTEC’s favor in the long run. “If Golfsmith had gone under a year ago,” we would have built 35 GolfTECs the old way,” Assell said, referencing the updated locations.


With respect to those updates, GolfTEC is focusing on four key areas.

Brand Refresh and Updated Logo: Pretty self explanatory, GolfTEC has updated its logo and brand materials.

New In-Center Design: “We want to be people’s club away from their club or course,” Assell told us. The new locations are designed for “total golf immersion,” offering students new amenities, game-improvement products and services, an extensive digital experience and comfortable furniture in common areas.

New In-bay Technology: All new, state-of-the-art cameras and lighting provide enhanced high-resolution video for both in-bay playback during lessons and online viewing post-session. The cameras are custom-made for GolfTEC and integrate with the company’s updated and proprietary motion-measurement TECswing system. Current locations will be retrofitted with the cameras throughout 2017 and 2018.

Enhanced Club Fitting: Of particular interest to GolfWRX readers, GolfTEC has joined with True Spec as a fulfillment partner for their expanded club fitting. Previously, GolfTEC had been limited to manufacturer-provided fitting carts.

“The consumer is going toward custom-fit,” Assell said. “We want to offer a better experience and a better fit beyond the 20-30 shafts that are offered by the OEM. There are hundreds of shafts out there. We want to be able to offer the full variety, just like a Tour player has access to. The same with heads.”


We also spoke with True Spec Golf CEO Hoyt McGarity. McGarity told us golfers are becoming more aware of club fitting and more tech savvy in general. Club fitting has been portrayed as something you do in 10 minutes at a big box store, but that perception is changing. Now, “people want to know why they’re buying this equipment.”

Breaking down the partnership, McGarity said, “We’re their warehouse, their shipping. We do the fulfillment. We aren’t training the fitters. It’s not called True Spec; we’re more of a support system for them.”

Thus, it’s important to note that True Spec remains committed to its own brand, planning to open 10-20 locations in the next 2.5 years.

“We want to have a part in how people are being fit for golf clubs, but to also grows True Spec,” McGarity told us amid a company relocation to Scottsdale, Arizona.

We’ll follow the brand refresh and the substantial uptick in the availability of top-quality throughout 2017.

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  1. Pete

    May 5, 2017 at 7:09 am

    How much is a driver fitting at True Spec?

  2. The Director

    May 4, 2017 at 1:04 pm

    Actually, GOLFTEC uses a proprietary body motion analysis system built by Polhemus. This system tracks the entire motion of the torso and is accurate to the 1/10th of an inch and the 1/10 of a degree. This is more accurate than Kvest.

    • George

      May 4, 2017 at 2:44 pm

      you are right i forgot they have that vest thing. But besides that they need the new tracking systems

  3. George

    May 4, 2017 at 10:55 am

    For a company called Golftec they are getting pretty behind in the Tec side. All they have is video and GC2. They dont even have the HMT. They also dont have a sam putt lab, K vest. They were once a tec company but now this stuff is out dated. Well good thing they are expanding on the fitting side (sigh).

    • H

      May 4, 2017 at 12:42 pm

      Well you just reminded them what they now need and are going to be doing, didn’tcha? This is going to be a great thing for both companies, and for golf.

  4. Dat

    May 4, 2017 at 8:53 am

    How much is this “fitting” going to cost their average sucker? $2000 like everything else in GolfTec?

    • Tom1

      May 4, 2017 at 12:38 pm

      ? ya Debbie Downer

      • Dat

        May 4, 2017 at 5:44 pm

        you can go to golftec and blow as much money as you please. I will seek private instruction from a qualified pro and get my clubs on the BST.

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Golf’s Perfect Imperfections: How to properly predict the outcome of your golf shots



If you are standing over your golf ball and you feel uncomfortable, this podcast is for you. And if you stand over your golf ball and don’t know where the golf ball is going, this is for you.

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Opinion & Analysis

Ways to Win: Power and patience



We had to wait a little longer than normal to see the 2020 U.S. Open, but it was worth the anticipation. A stacked field on a classic course where, for the first time in a while, the USGA got the set-up totally right. The course played difficult, but fair. Long, penal rough and undulated greens kept the world’s best off-balance while still rewarding solid golf shots.

The West Course at Winged Foot Golf Club proved a true test of golf and when the dust settled, only a single player remained under par. Bryson DeChambeau was the lone player to conquer the beast, displaying a unique balance of power and patience that the golf world hasn’t previously seen.

By now, the golf world knows how DeChambeau changed his body dramatically, particularly to chase these kinds of championships, and while sometimes he seems too smart for his own good, this time his calculations were right on. One certainly cannot fault his work ethic. Ridiculed for being a slow player, he has worked to improve. Take away his protractor and he finds another way to read greens. Though putting and short game were a weak point, he has improved. His body transformation was just another calculated risk from the golfing scientist after working hard with Chris Como to get his game just right.

However, winning a U.S. Open at Winged Foot takes more than just power. It took patience. DeChambeau outlasted the field by minimizing mistakes and capitalizing on scoring chances. But it would be misleading to say that this wasn’t a case of bomb and gouge. That is exactly what DeChambeau did, hitting just over 41 percent of his fairways for the week.

What happened?

U.S. Open rough is supposed to be the great equalizer. It is supposed to put a premium on ball striking and fairways and traditional golf values, but it failed.


DeChambeau made an interesting comment in one of his many interviews this week when he said something along the lines of “If I’m going to miss the fairway anyway, I might as well hit it out there.” This statement ended up being fairly prophetic. DeChambeau finished T26th in fairways. Not surprising. However, what he realized early on was that everyone was going to miss the narrow, hard, and fast fairways at Winged Foot. Only 11 players in the entire field hit more than 50 percent of their fairways. Only two of those 11 finished in the top 10 (Rory McIlroy and Harris English). DeChambeau was able to overpower a course that many did not think could be overpowered. Using V1 Game’s advanced analysis, we can see that he averaged over 300 yards per drive every round of the U.S. Open.

There are really three areas that impact driving performance. In order of importance they are:

  • Minimizing mistakes: Do not drive into penalty or recovery situations
  • Distance: Getting closer to the hole for the next shot
  • Accuracy: Getting a better lie

While the driving performance plot from the new V1 Game Virtual Coach shows that DeChambeau was certainly long and accurate enough, the Mistakes view gives an idea of where he gave strokes away. His number of mistakes would be high for a typical week on the PGA Tour, but they are exceptional for a U.S. Open. DeChambeau did not take a single penalty, only four times did he drive into a recovery situation, and in each of those he was still able to advance the ball more than 75 yards. Therefore, DeChambeau did very well in V1 Game’s three keys to driving. He did have three three-putts on the week, but so did much of the field.

Overall, DeChambeau putted well, finishing 18th in the field for Strokes Gained Putting. He gained strokes putting in every round except for the third. Using the V1 Game Post Round Summary for the third round, we can see that he lost strokes because of two three-putts and two short misses inside six ft. His three putts were from 30-50 feet, which is not unexpected on the difficult greens at Winged Foot, but the easy-to-digest output guides DeChambeau on where he needs to focus his putting practice.

Adding it all up, where DeChambeau really won the tournament was on the ninth hole. In the final round, he sank a 38-foot putt for an eagle at a critical time when Matthew Wolff had roughly 10 feet for the same. While Wolff also sank his eagle putt, DeChambeau’s putt had to be deflating as he maintained his one-stroke advantage and momentum going into the back nine, where Wolff finally faded. DeChambeau eagled the hole twice on the week, accounting for two of his 15 under-par holes. Only 16 other players had an eagle in the tournament and no other player had two or more. When under par holes are at such a premium, eagles go that much further. DeChambeau succeeded with long drives and accurate irons.

DeChambeau was already a good young player before he bulked up, but he may be a great player now. In addition to his prodigious distance, his short game and putting are improving. His ability to scramble throughout the U.S. Open was critical to maintain momentum and keep blemishes off his card. U.S. Opens are often just as much about avoiding bogey as they are making par and DeChambeau did just that by minimizing damage and making nothing worse than bogey. A truly impressive performance by one of the game’s hardest-working tour pros.

DeChambeau did not just stumble into better golf. He accomplished it by setting goals, measuring progress, and looking at data. If you are ready to put in work on your game, V1 Game has all the tools to help you do the same. Actionable data and measurable results. Let V1 Game’s all-new Virtual Coach and Virtual Caddie help you bomb it like Bryson.

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On Spec

On Spec: Bryson Wins U.S. Open & playing with hickory shafted clubs



How could we not talk about Bryson winning the US Open and being the only player to finish under par at Winged Foot?

In contrast to Bryson’s take on the modern game, our host Ryan Barath recently had the opportunity to play golf with hickory clubs for the first time and tells the story.

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