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Opinion & Analysis

The future of club fitting is going virtual

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Thanks to technology, you can buy everything from custom-made suits to orthotics online without ever walking into a store or working in person with an expert.

Now, with the help of video and launch monitors, along with a deeper understanding of dynamics than ever before, club fitting is quickly going virtual too, and it’s helping golfers find better equipment faster!

What really took so long?

The real advancements started in the coaching world around a decade ago. What used to require heavy cameras and tripods now simply requires a phone and you have a high-definition slow-motion video that can be sent around the world in a matter of seconds.

Beyond video, modern launch monitors and their ability to capture data have quickly turned a guessing game of “maybe this will work” into a precision step-by-step process of elimination to optimize. When you combine video and launch monitor elements with an understanding of club fitting principles and basic biomechanics, you have the ability to quickly evaluate a golfer’s equipment and make recommendations to help them play better golf.

The benefits of virtual fitting

  • Any golfer with a phone and access to a launch monitor can get high-level recommendations from a qualified fitter.
  • Time and cost-saving to and from a fitter. (This seems obvious, but one of the reasons I personally receive so many questions about club fitting is because those reaching out don’t have access to fitting facilities within a reasonable drive)
  • It’s an opportunity to get a better understanding our your equipment from an expert.

How virtual fittings really work

The key element of a virtual fitting is the deep understanding of the available products to the consumer. On an OEM level, line segmentation makes this fairly straightforward, but it becomes slightly more difficult for brand-agnostic fitters that have so many brands to work with, but it also shows their depth of knowledge and experience.

It’s from this depth of knowledge and through an interview that a fitter can help analyze strengths and weaknesses in a player’s game and use their current clubs as a starting point for building a new set—then the video and launch monitor data comes in.

But it can quickly go very high level…

One of the fastest emerging advancements in this whole process is personalized round tracking data from companies like Arccos, which gives golfers the ability to look at their data without personal bias. This allows the golfer along with any member of their “team” to get an honest assessment of where improvements can be found. The reason this is so helpful is that golfers of all skill levels often have a difficult time being critical about their own games or don’t even really understand where they are losing shots.

It’s like having a club-fitter or coach follow you around for 10 rounds of golf or more—what was once only something available to the super-elite is now sitting in your pocket. All of this comes together and boom, you have recommendations for your new clubs.

Current limitations

We can’t talk about all the benefits without pointing out some of the potential limitations of virtual club fittings, the biggest being the human element that is almost impossible to replicate by phone or through video chat.

The other key factor is how a player interprets feel, and when speaking with an experienced fitter recently while conducting a “trial fitting” the biggest discussion point was how to communicate with golfers about what they feel in their current clubs. Video and data can help draw some quick conclusions but what a player perceives is still important and this is where the conversation and interview process is vital.

Who is offering virtual club fittings?

There are a lot of companies offering virtual fittings or fitting consultations over the phone. One of the biggest programs is from Ping and their Tele-Fitting process, but other companies like TaylorMade and PXG also have this service available to golfers looking for new equipment.

Smaller direct-to-consumer brands like New level, Sub 70, and Haywood Golf have offered these services since their inception as a way to work with consumers who had limited experience with their products but wanted to opportunity to get the most out of their gear and their growth has proven this model to work.

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Ryan Barath is a club-fitter & master club builder with more than 17 years of experience working with golfers of all skill levels, including PGA Tour players. He is the former Build Shop Manager & Social Media Coordinator for Modern Golf. He now works independently from his home shop and is a member of advisory panels to a select number of golf equipment manufacturers. You can find Ryan on Twitter and Instagram where he's always willing to chat golf, and share his passion for club building, course architecture and wedge grinding.

8 Comments

8 Comments

  1. Sean Foster-Nolan

    Mar 2, 2021 at 7:08 am

    Call me a traditionalist, but I like the hands on feeling of a fitting, trying different head/shaft combinations, as well as watching the ball flight.

  2. Roy Nix

    Mar 1, 2021 at 1:20 pm

    Nice article. I have been offering online fittings for some time now and it’s working for my customers. I had to close my bricks & mortar shop a few years ago, but after nearly 20 years of fitting with a Flightscope and tracking golfer’s characteristics to specific shaft types and head designs it works online. I require videos and lots of email back an forth (so I have an audit trail) I can zero in on all aspects of what my golfer needs and build it for them.

  3. dj

    Feb 27, 2021 at 7:47 am

    Quote: Any golfer with a phone and access to a launch monitor can get high-level recommendations from a qualified fitter.

    Most golfers don’t have access to a launch monitor or if they do, it’s at a golf shop that does club fittings.

  4. amgpuma

    Feb 26, 2021 at 8:29 pm

    sounds like medical consultation by phone during this distopian times. Sorry, no you cannot be fitted by sending figures from a launch monitor to a clubfitter. You need to try several shafts and heads then adjust loft, lie, swing weight etc etc etc. Does the club fitter gonna do it by telepahy or they gonna spent a fortune in shipping?Sorry dont see the point. Virtual checking of your figures achieved with your existing set is anything but custom fitting

  5. SV

    Feb 26, 2021 at 10:55 am

    What I don’t understand with a virtual fitting is how does the person being fit obtain different product to try? If everything is based on your clubs, video and launch monitor data, how does the fitter know what will be “the One” for you? There could be several that meet the need.
    Let me say, based on in person fittings, I am skeptical. As an example, I have been consistently told my irons should be 2* flat. In reality, on the golf course when I use 2* flat irons the heel catches and I hit a big hook. Bend them to 3* flat and they work fine.

    • Holden Tudiks

      Feb 26, 2021 at 12:22 pm

      Because we don’t play golf on range mats in a booth. Club fitting is a grift.

      • Carolyn

        Feb 26, 2021 at 1:32 pm

        Agree and there are no houses or fear of hazards when hitting indoors on a mat. Think about how well you hit that warm up bucked off a mat before your round only to hit your first drive out of bounds or 25 yards down the middle?? Also the article fails to mention once you get you numbers how long it is going to take for the club company to deliver your clubs…right now if you look around the web you will find club companies are anywhere from 3 weeks to months before your “Customized” club will be delivered…

      • amgpuma

        Feb 26, 2021 at 8:23 pm

        guess you havent been fitted properly, a grift is what major oem do by selling their clubs

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Opinion & Analysis

The best bets for the 2023 Scandinavian Mixed

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There could hardly be a more distinct difference between two courses holding consecutive events.

Last week, 20-year-old Tom McKibbin pounded his way around the 7500-odd-yards of Green Eagle to break his maiden in impressive fashion, courtesy of this outstanding approach shot to the 72nd hole. Remind you of anyone at that age?

Fast forward not long and the DPWT arrives at Ullna Golf and Country Club for the third renewal of the mixed-gender Scandanavian Mixed.

The welcome initiative sees male and female players on the course at the same time, playing to the same pins. Only movement of the tee boxes distinguishes the challenge, and whilst there is water aplenty at this coastal track, yardages of no more than 7000 and 6500 yards should frighten none of the top lot in each sex.

Genders are one-all at the moment, with Jonathan Caldwell winning the inaugural event thanks to a lacklustre Adrian Otaegui, and the brilliant Linn Grant winning by a country mile last season.

Most will be playing their approach shots from the same distance this week and with neither particularly stretched, this may be the most open of mixed events yet.

Defending champ Linn Grant and fellow home player Madelene Sagstrom look on a different level to the rest of the European ladies this week, but preference is clearly for the 23-year-old winner of eight worldwide events, including her last two in Sweden.

Last season, the Arizona State graduate took a two-shot lead into the final round before an unanswered eight-birdie 64 saw her cross the line nine shots in front of Mark Warren and Henrik Stenson, her nearest female rival being 14 shots behind.

Since that victory, Grant has won two events on the LET, the latest being a warm-up qualifying event for the upcoming Evian Championship, held at the same course and at which she was 8th last year. The Swede is making her mark on the LPGA Tour,

Given the yardage advantage she has off the tee amongst her own sex, the pin-point accuracy of her irons and a no-frills attitude when in contention, this looks no more difficult than last year.  If there is a a market on ‘top female player,’ there may be a long queue.

He’s been expensive to follow for win purposes, but Alexander Bjork is another home player that will revel with the emphasis on accuracy.

There isn’t a awful lot to add to last week’s preview (or indeed the previous week’s) which both highlighted just how well the Swede is playing.

Recommended Bets:

  • Linn Grant
  • Alexander Bjork

 

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Winning and the endowment effect

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A central concept in behavioral economics is the endowment effect. Coined by Richard Thaler at the University of Chicago, the endowment effect describes how people tend to value items they own more highly than they would if they did not belong to them. So how does this relate to sports, or more specifically, to golf? Let me explain.

Golf is hard. Winning is harder. Golf has created a lure where winning major championships is the hardest of all. The problem is that mathematically a win is a win. This means that valuing wins differently is actually an instance of the application of the endowment effect in golf.

Winning in golf creates an inverse normal distribution where winning can be very hard, then easy, and then very hard again. To win, players must evoke the “hot hand”; this is the idea that success breeds success. In golf, the reality is that birdies come in streaks; players typically enjoy a run of birdies over a couple of holes. The goal for every player is to hold this streak for as long as possible. The longer and more often they are able to do this, the more likely a player is to win.

Another question is, how much do players value wins? At the current moment, up to the PGA Jon Rahm sees winning as easier (or less valuable) with his recent win at the Masters and other early season events to accompany his U.S. Open win from 2021. However, that changed at the PGA, when he opened with a round in the mid-70s. All of a sudden the lure of the trophy distracted Rahm. Likewise, we saw both Corey Conners and Hovland hit extremely rare shots into the face of the bunker on Saturday and Sunday. These are shots that do not happen under distribution. In my opinion, the prestige of a major was at the root of these shots.

To overcome the barrier of becoming a champion, players must first understand that winning is not special. Instead, winning is a result of ample skills being applied in duration with the goal of gaining and holding the hot hand. The barrier for most players with enough skill to win, the endowment effect tells us, is that they overvalue winning. Doing so may prevent them from ever getting the hot hand. So maybe, just maybe, the key to winning more is wanting to win less. Easier said than done when one’s livelihood is on the line, but to overvalue a win at one specific tournament, be it the Masters or the two-day member guest, may be doing more harm than good.

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The best bets for the 2023 Porsche European Open

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Green Eagle hosts the European Open for the sixth consecutive time, missing only the pandemic year of 2020.

Known for its potential to stretch to 7800 yards, this monster course in Hamburg is able to reduce itself to around 7300, a far less insurmountable proposition that allows the non-bombers to make use of their pin-point iron play.

Of the top 16 players last year (top 10 and ties) nine fell into the top 12 for tee-to-green, split into those that made it off-the-tee (six in the top-12) and those from approach play (total of four players). Go back to 2021 and champion Marcus Armitage won the shortened three-round event with a ranking of 40th off-the-tee, whereas four of the remaining top-10 ranked in single figures for the same asset.

It’s a real mix, and whilst I’m definitely on the side of those that hit it a long way, there are more factors at work here, particularly a solid relationship with the Italian Open, as well as events in the Czech Republic and Dubai, weeks that allow drivers to open up a tad.

Last year’s winner Kalle Samooja has a best of 2023 at the Marco Simone Club, a tournament won by Adrian Meronk, and with a top-10 containing the big-hitters Julien Guerrier, Nicolai Hojgaard and Daniel Van Tonder, with Armitage a couple of shots away in ninth place.

Like Armitage, the Finn also boasts a win in China (although at differing courses) where solid driver Sean Crocker (third) carries a link between the Czech Masters, being runner-up to Johannes Veerman (10th here, eighth Italy), and another bomber Tapio Pulkkanen, whose best effort this year has been at the Ryder Cup venue to be.

Of the 35-year-old Englishman, his only other victory came in the 2018 Foshan Open, where his nearest victims included Alexander Knappe, Mattieu Pavan and Ryan Fox, all constantly there in the lists for top driving, with Bernd Ritthammer (tied runner-up here 2019) in ninth place.

Amidst plenty of Crans and Alfred Dunhill form on various cards, 2022 Italian Open winner Robert Macintyre was the second of three that tied in second place here behind the classy Paul Casey in 2019, as well as tying with Matthias Schwab at Olgiata, Italy, in the same year.

The Austrian, now plying his trade on the other side of the pond, also brings in the third of three players that ran up here, a seventh place at Green Eagle, two top-10 finishes at Albatross and top finishes at the Dubai Desert Classic and China.

Current favourites Victor Perez and Rasmus Hojgaard both disappointed last week at the Dutch Open, and whilst that occurred in completely differing circumstances, they give nagging doubts to what would otherwise be solid claims on class alone.

The Frenchman hadn’t recovered from a week away at Oak Hill when missing the cut, but probably should have won here last year when eventually third, and his ball-striking doesn’t quite have the same sound at the moment. On the other side, the Dane star again had a chance to prove best last week, but for the fourth time in nine months, failed to go through with his effort after entering Sunday in the final two groups.

If wanting a player to link up all the chosen comp tracks, then Jordan Smith would be the selection, even at 20/1 or thereabouts. However, having been safely in the draw for the weekend after 12 holes of his second round at Bernardus, the 2017 Green Eagle champ completely lost control of his tee-to-green game, dropping nine shots in his last seven holes. The 30-year-old is made for this place, as his two further top-11 finishes indicate, but last week’s effort needs a large bunker of forgiveness and I’ll instead nail my colours (again) to Alexander Bjork, the man that beat Smith in China in 2018.

I was with the Swede last week based on crossover form, and this week he makes similar appeal being able to back up that Asian form with top finishes in Dubai, Abu Dhabi (see Casey) and Crans (Armitage and shock winner of this event Richard McEvoy). Of that sole victory at Topwin, it has to be of interest that former China Open specialist Alex Levy won the last running of the European Open at Bad Griesbach before finishing second and 13th here, whilst impossible-to-read HaoTong Li, the 2016 Topwin champ, was 18th on his only try around the monster that is Green Eagle.

Last week’s top-30 made it 10 cuts in a row for 2023, with some impressive displays through this first half of the year, including top-20 in Dubai, second in Ras and back-to-back fourth placings at both the Soudal and Italian Opens.

The 32-year-old ranks fifth for overall performance over the last 12 weeks comprising 32nd in total driving, 24th for ball-striking and 12th for putting. He is exploiting his excellent tee-to-green game, and now ranking in third for scrambling, remains one of the rare players that can recover well when missing their target – although at 19th for greens-in-regulation, this isn’t that often.

Bjork has made all four cuts here, with his last three finishes in the mid-20s, but is in probably the best form of his life. With doubts surrounding many of the rivals at the top, his constant barraging of the short stuff should see him challenging over the weekend.

Home favourite Yannik Paul has been well backed from a far-too-big early price, and there is a case for making him still value at 30+, but Jorge Campillo needs forgiving for an awful display from the front last weekend, even if that was an outlier to his otherwise excellent run, that includes a victory and top-10 in Italy.

There seem to be an awful lot of doubts about the top lot in the market (save a mere handful) so take a trip downtown and try nabbing a bit of value prices that will pay nicely should they nab a place.

Whilst Gavin Green would seem to be an obvious place to go, he sits in the range between 50/1 and 100/1,  full of untapped talent and players, that have least not had too many chances to put their head in front.

Jordan Smith won on debut here, so it’s not impossible, and whilst Jeong Weon Ko may need another year or two to reach his peak, he is one that appeals as a ‘watch’ for the rest of 2023.

The French-born Korean dominated his home junior scene before taking his time through the Alps and Challenge Tours, eventually settling in during the second half of 2022. From July to September, Ko played 14 times, recording four top five finishes, two further top-10s and a pair of top-20s, those results including a fourth place finish at the Challenge Tour finale.

His rookie season at this level started well with a 30th and fourth place in Africa, and he has since progressed steadily as the DPWT ramped it up a level.

Top-20 finishes in Korea, India and Belgium, where he was in second place at halfway, suggest he should soon be competing on a Sunday, whilst in-between those, a third-round 67 was enough to launch him to inside the top 10 at St. Francis Links.

On the tour-tips.com 12-week tracker, Ko ranks 12th with positions inside the top-30 for all the relevant stats.

15th for distance, 25th for greens, and top-10 for par-5s, he has a bit of Green about him but without the question marks. Whilst he hasn’t won on the professional stage, his second to bomber Daniel Hillier at the Swiss Challenge reads nicely, as does his top-15 at the Di-Data in 2021 when surrounded by longer hitters, and he appears to be of the quality that will leave these results behind in time.

Hillier himself can be fancied, especially after last week’s fifth at the Dutch Open, but I’ll go with the man that beat him by a single shot last week in the shape of Deon Germishuys.

The DPWT rookie has already had a season to remember, leading home fellow South African Wilco Nienaber at U.S Open qualifying at Walton Heath at the beginning of May, and securing his ticket to his first major.

Interestingly, two of the other five qualifying spots were won by Alejandro Del Rey and Matthieu Pavon, all four names being some of the longest drivers on the tour.

That may well have been the boost that pushed the 23-year-old to record his best effort on the DPWT so far, his third at the Dutch Open marking another step up from the 15th in Belgium just two weeks previous, and a top-10 in Japan when just behind Macintyre, Paul, Smith and Campillo.

In what is a fledgling career, this event starts just a few days after the anniversary of his first victory on his home Sunshine Tour where he beat some of the country’s longest hitters to the biggest prize for a non co-sanctioned tournament, before nabbing his DPWT card via a 20th place ranking at the end of the Challenge Tour season.

The three mentioned top-15 finishes have all appeared on his card since the beginning of April, and this rapidly-improving player now has last weekend’s finish fresh in the mind, finishing in front of Meronk et al, despite not being able to buy a putt on Sunday.

A lot of what Deon is doing on the course reminds me of compatriot Dean Burmester, who had a terrific record at the Di-Data at Farncourt, something being repeated by the younger man (20th and 7th). Now signed by LIV, Burmy also had a solid record at Albatross and in Italy, where a best of fifth place should have been higher at the bizarre Chervo track, biased towards long-hitters but won by a demon putter instead.

I’m tempted by the names Tom Mckibbin, nowhere near a finished article and keen to attack this course, flusher Dan Bradbury, and bomber Marcus Helligkilde (still not convinced he is absolutely one-hundred percent), but they may only make the top-10/20 bets.

Kalle Samooja should go well in his bid to defend his crown, but I’m taking fellow Finn Tapio Pulkkanen to improve on his 18th here last year with the chance to again make his length count.

Having won both the Nordic League (2015) and the Challenge Tour Order of Merit (2017), the be-hatted one was always going to be a player to look out for and, in truth, it hasn’t really happened.

However, his case lies with the best of his efforts, all of which combine to believe that should organisers stretch this course to over 7500-yards at any point, then he is one of a few that could handle the layout.

Silver and bronze at the Czech Masters, Pulkkanen thrived on the open layout of the Dunhill Links, finishing top-10 twice since 2019.  Add those to a second (Hainan) and 14th in China, top-20 finishes in Dubai and Himmerland, as well as good finishes at the classier BMW at Wentworth and he just needs to show something to make appeal at one of only half-a-dozen tracks that he could be fancied around.

The 33-year-old led in Chervo in 2019 before showing he enjoys Italy with his best-of-the-season 16th at the Marco Simone at the beginning of May, where he should have done better, having been in the top five for all the first three rounds.

By no means one to place maximum faith in, he is similar to the likes of Veerman and Joakim Lagergren in that they suit certain types of tracks, and they are the only ones they could be backed at. This one, Green Eagle, together with Pulkkanen, seems like one of those times.

Recommended Bets:

  • Alexander Bjork 
  • Dean Germishuys 
  • JW Ko 
  • Tapio Pulkkanen 
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