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

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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.

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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.”

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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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9 Comments

9 Comments

  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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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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