How to power up your custom-fitting experience

18/06/2025

James Hare PGA, Foremost Business Development Consultant, shares six key tips for you to take your custom-fitting service to the next level

1. Gather the Necessary Information in Advance

Before the appointment, try to collect as much information as possible – whether that's through an online questionnaire during the booking process or by training staff to ask key questions in person. Being forearmed with relevant details allows you to prepare the right equipment and avoid customer frustration if, for example, you don’t have left-handed gear ready. Preparation shows professionalism and respect for their time.

2. Keep Your Fitting Area Clean and Ready

Make sure your custom fitting area is tidy and well-organised. All equipment should be fully charged, in working order and ready to go – including high-quality balls – from the outset. Avoid making customers wait while you tidy away shafts or clubheads from a previous session. Your customer is excited and ready to spend their hard-earned money – don’t give them a reason to hesitate. The fitting environment should reflect the premium service they expect.

3. Know Your Stuff

When a customer is potentially spending £500 on a driver or over £1,000 on a set of irons, they need to feel total confidence that you’re fitting them with the right equipment. Stay current with the latest technology and product ranges. Make a habit of attending brand education events and completing online training whenever possible – your credibility and knowledge are key to building trust.

4. Depth over Breadth

You don’t need to carry every brand under the sun to run a successful custom-fitting service, but offering depth within the brands you do fit goes a long way in elevating your custom fitting proposition. By stocking a thorough range of heads covering various lofts and performance profiles, and a versatile selection of shafts, you can deliver an exceptional fitting experience without overwhelming the customer. The goal is to provide meaningful options that suit different swing types and standards.

Offering well-considered options gives the customer confidence in their final decision and reinforces the value of going for a custom fit in the first place.

5. Make Them a Customer for Life

You’ve done the hard work, now it’s time to turn your customer, and potentially their friends and family, into customers for life, with a first-class after-sales experience. Make sure your customer knows you genuinely care about their game and how their new clubs are performing. A personalised follow-up email, a quick phone call, or a friendly chat next time you see them at the club can go a long way.

One major benefit of this approach is that you can catch and resolve any issues early, before they become bigger problems that could affect your reputation, or your customer’s golf game. Better still, schedule a 20-minute check-up around 30 days after they’ve collected their clubs. It shows continued support and can open the door to additional sales.

6. Grow your Reputation

Custom fits aren’t just a chance to sell equipment, they’re a golden opportunity to grow your reputation and credibility in the marketplace. When a customer walks away from a great fitting experience, it’s the perfect moment to ask for a review or testimonial. Whether it’s a quick Google review, a social media post,or a written quote for your website, these endorsements carry real weight. Over time, this can really build and strengthen your reputation, making it more likely that new customers will come through the door on the back of a recommendation. Even better, a glowing review often reflects well on your wider business, not just your fitting service.

About James

James Hare began his career in golf alongside Mark Rogers at Seaton Carew, gaining initial industry exposure which expanded to teaching and custom fitting. He completed his PGA training during this period, establishing a strong foundation for professional development. Currently responsible for supporting PGA Professionals and golf clubs in the North East of England, Scotland and Ireland, James’ responsibilities as a Foremost Business Development Consultant include leveraging industry experience to help members grow their businesses.