Why is Custom Fitting Good for the Golfer and Good for You?3 min read

PING’s longstanding reputation as the custom fitting leader has been earned through decades of research and field experience, utilising a methodology that has been adopted by thousands of PGA Professionals around the world.

You may ask ‘Why should I fit?’ but the better question is ‘Why shouldn’t I fit?’

While some may think that fitting is the latest marketing hype, in reality it’s not a fad and has stood the test of time.  It’s based on upon simple fundamentals that the consumer understands make a difference, and with golf being a game of little things, fitting addresses those little things.

With consumer knowledge on the benefits of being fitted constantly improving, more and more are planning to be fitted for their next purchase.  Offering a fitting service is becoming an essential part of maximising club sales, with the vast majority of golfers now wanting their clubs to be custom fit for them.

The benefits of being fitted have become increasingly more apparent in recent years with consumers benefitting from increased confidence, which in turn enables them to “Play Their Best”.

It has become commonplace for lessons to lead to fittings as consumers discover they are using equipment that is detrimental to their playing ability, while fittings also lead to lessons as consumers refine their technique in adjusting to properly fitted clubs.

Being fitted correctly can result in improvements in consistency, distance, accuracy, ball flight, distance control and overall confidence, as properly fitted clubs promote a more efficient swing.  Achieving the above leads to a more enjoyable experience on the golf course and enhances a consumer’s love for the game.

Custom fitting has also become a proven way of establishing one-on-one personal relationships with consumers, leading to a development of trust and loyalty, which results in repeat purchases.

Providing a high level of custom fitting enables consumer expectations to be exceeded and also allows the right level of inventory to be held and stock turned appropriately.  There are many fitting myths that exist and present barriers to those thinking about offering it as a service to their consumers.  In reality however, fitting doesn’t take long and it isn’t expensive.

While custom fitting is obviously valuable for the consumer, the benefits of offering custom fitting as a service are often overlooked.  Gaining an advantage over the competition that doesn’t offer it as a service helps to build consumer relationships, respect, trust and loyalty.

Investing in the ability to provide a high level of fitting is an effective and profitable business venture, providing the ability to tap into a niche market as custom fitting can only be conducted by a trained fitter with the correct tools.

Custom fitting is proven to work effectively with every level of golfer, ranging from touring professionals to complete beginners.  It also provides the opportunity to provide a personable service, ideal for strengthening relationships with customers and increasing the chances of repeat business from not only the customer, but the customer’s friends through word of mouth.

PING is renowned for providing the most comprehensive fitting strategy in the industry, as well as the fastest delivery service, which results in a quick turnaround to ensure customer satisfaction, meet demand and optimise cash flow.

By not offering custom fitting as a service, a major element of competitive advantage is lost, resulting in a potential loss of business due to customer requirements not being fulfilled.

Market trends indicate that more and more consumers are planning to be custom fitted for their next club purchase as the large majority of consumers want to be fitted due to the potential performance benefits to be gained.

Statistics have shown that fitting is not a flash in the pan fad and that it’s a concept that’s here to stay.  With peers regarded as the primary influencer on buyer behaviour, offering a good fitting service will cause word to spread and maximise business.

For more information on PING’s custom fitting services visit www.PING.com/fitting.

This article originally featured in International Golf Pro News. Visit the IGPN Page to find out more and subscribe for free.