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Opinion & Analysis

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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Opinion & Analysis

How valuable is hitting the fairway, really?



Hitting more than 50 percent of fairways has long been considered a good goal for amateur golfers. The winners on the PGA Tour tend to hit 70 percent. I have long maintained, however, that it is not the number of fairways HIT that matters. Instead, it is the relative severity of fairways MISSED.

Think about it. By the one-dimensional Fairways Hit stat, every miss is the same. A perfect lie in the first cut is exactly the same as a drive in a hazard… or even OB. There is nothing in the 650+ PGA Tour stats about this. In all, there are 60 stats in seven categories that relate to driving performance, but none about penalties! Like PGA Tour players don’t make any?

Let’s see exactly how important the old tried-and-true Driving Accuracy (Percentage of Fairways Hit) really is. To test it, I used two data clusters: the 2017 PGA Tour season (14,845 ShotLink rounds) and my database for the average male golfer (15 to 19 handicappers – 4,027 rounds).

For the graph below, I started with the No. 1-ranked player in the Driving Accuracy category: Ryan Armour. He certainly was accurate by this measure, but why did he only rank 100th in 2017 Strokes Gained Off the Tee with a barely positive 0.020?

Next I looked at the actual top-5 PGA Tour money winners (J. Thomas, J Spieth, D. Johnson, H. Matsuyama and J. Rohm), the 2017 PGA Tour average, and all PGA Tour players that missed the cut in 2017. We all know the significant scoring differences between these three categories of players, but it’s difficult to see a meaningful difference in the fairways hit. They’re not even separated by half a fairway. How important could this stat be?

For those that have not tried, our analysis includes Strokes Gained and Relative Handicap comparisons. That enables users to easily differentiate between FIVE MISS categories below based upon severity. The final three categories are what we consider to be Driving Errors:

  1. Good lie/Opportunity: One can easily accomplish their next goal of a GIR or advancement on a par-5.
  2. Poor Lie/Opportunity: One could accomplish the next goal, but it will require a very good shot.
  3. No Shot: Requires an advancement to return to normal play.
  4. Penalty-1: Penalty with a drop.
  5. OB/Lost: Stroke and distance penalty, or shot replayed with a stroke penalty.

As we are fortunate enough to work with several PGA Tour players at Shot by Shot, we have access to ShotLink data and can provide those clients with the same valuable insight.

Let’s see how the frequency and severity of driving errors relates to the above groups of players (removing Mr. Armour, as he simply helped us prove the irrelevance of Driving Accuracy). The graphs below display the number of Driving Errors per round and the Average Cost Per Error. Note the strong and consistent correlation between the number and the cost of errors at each of the four levels of performance.

Finally, the average cost of the errors is heavily driven by the three degrees of severity outlined above (No Shot, Penalty, OB/Lost). The graph below compares the relative number and cost of the three types of errors for the average golfer and PGA Tour players. The major difference is that PGA Tour players do not seem to have a proper share of OB/Lost penalties. I found only TWO in the 14,000+ ShotLink rounds. While I accept that the most severe faux pas are significantly less frequent on the PGA Tour, I also believe there must have been more than two.

Why so few? First and foremost, PGA Tour players REALLY ARE good. Next, the galleries stop a lot of the wayward shots. And finally, I believe that many of the ShotLink volunteer data collectors may not actually know or care about the difference between a Penalty and OB/Lost.

Author’s Note: If you want to know your Strokes Gained Off the Tee (Driving) and exactly how important your fairways and the misses are, log onto for a 1-Round FREE Trial.

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Opinion & Analysis

Yo GolfWRX: “Are you betting on Tiger Woods to win the Masters?” (Bonus: A March Madness-inspired shot attempt)



Equipment expert Brian Knudson and Editor Andrew Tursky discuss a variety of topics including Tiger Woods being the favorite at The Masters. Also, a Fujikura Pro 2.0 shaft unboxing, Knudson paints the new TG2 studio, and Tursky tries to go viral during March Madness season.

Enjoy the video below!

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Opinion & Analysis

Tiger shoots opening-round 68 at Bay Hill, is now the Masters betting favorite



It’s happening. Tiger Woods is playing good golf, and the Masters hype train is full-steam ahead. After opening at 100-1 odds to win the Masters, Tiger is now the favorite to win at Augusta in 2018, according to Jeff Sherman, an oddsmaker for (according to his Twitter bio).

After 9 holes (he started on the back nine) at the 2018 Arnold Palmer Invitational at Bay Hill — where Tiger has won eight times — he was sitting at 3-under par. What also happened at that time was Sherman updated Tiger as the favorite to win the Masters. Clearly, bettors and Tiger fans had seen all they needed to see in order to put their money down on him winning another Green Jacket in 2018.

Related: See the clubs in Tiger’s bag

On the course’s third hole, however, with water looming left, Tiger hit a foul ball with a 3-wood off the tee and later realized the shot had gone out-of-bounds. Tiger was hot under the collar after hearing the news, and he threw his 3-wood headcover backwards in disgust as he started walking back to the tee to reload. He salvaged double-bogey, and he then made three more birdies coming home to complete his 4-under par round of 68; one of the birdies was a 71-footer after which all Tiger could do was smile.

Woods currently sits in a tie for fifth place, just two shots behind the leader Henrik Stenson.

Can Tiger win at Bay Hill for the ninth time? Will you bet on Tiger as the favorite to win at the Masters? Will Tiger win the Masters?

The questions above would have seemed ridiculous to ask just a month ago, but they’re now legitimate. Welcome back to the spotlight, Tiger.

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19th Hole