Tailor made for success

Suspiciously viewed and subsequently dismissed as the preserve of the despairing golfer, the process of having ones clubs custom fitted has traditionally cornered a minuscule percentage of the market.

A phenomenon of the last decade in Ireland, more accurately the last three years for the majority of options offered, those who subscribe to this process are gradually shedding the perceived stigma of golfing outcasts. These hapless individuals are not dogged by accusations of utter incompetence, nor is the process the folly of the wealthy, theories spawned by ignorance.

There remains a certain macho image with which male golfers identify, namely that they are able to play the sport with any clubs - don't need graphite shafts, waste of money. Attitudes are changing and common sense threatens to prevail.

One would scarcely walk into a sports shop and buy a tennis racket because it looked nice. The dynamics of grip and weight would be central to any purchase. Ironically, in the past, golfers were prepared to buy with the eye, walking into professionals' shops and, at times with little guidance, spend £500 on a set of clubs that may not have suited.

At a recent golfing trade show in the USA, it was announced that Callaway boasted the biggest share of the American market at nine per cent. However, a whopping 33 per cent of American golfers owned custom fitted clubs.

Manufacturing giants Ping, Titleist and Nick Faldo's new interest Adams, offer agents in Ireland a custom fitting service, while Pro Fit Golf in Blackrock boasts an even more personalised service. Owner Colin Kirwan makes every set that he sells custom fitted. So what is the purpose of custom fitting? A statement from Titleist contends that "it is to determine the specifications which enable a golfer to more consistently hit shots in the centre of the clubface, with the clubface aimed directly at the target. The more finely tuned the custom fit the more shots will be hit in the centre or close to it."

The procedure involves determining the length, composition and flex of shaft, the lie and loft angle of the clubhead, the size of grip and swing weights. Most custom fittings take between 30-45 minutes with the purchaser providing the bulk of information.

Physical attributes like height, weight and age are demanded along with handicap, years playing, driving tendencies (left, right, high low). It's the same with irons - players' objectives and status, occasional or serious exponent. White lies tarnish the results.

The practicality involves a player hitting a succession of five iron shots, followed by a series of adjustments until the club feels comfortable and the end result is acceptable.

Custom fitting is not a panacea for all ills. Lessons in some cases and practice are still required. Both Pro Fit and the major manufacturers do suggest though that custom fitting can improve someone's game by upwards of 15 per cent. That applies to young and old, male and female whether they slice or hook, hit the ball high or low.

Latest figures suggest that there is a growing awareness among Irish golfers and that the process of improvement may extend to clubs and that it is simply another avenue to be explored.