We don't do trial-and-error fittings with a wall of demos. We start by getting the dynamic specification absolutely right, beginning with a 6-iron - the benchmark for your set.
Dynamic specification is the heart of how your body interacts with the club. It comes way before how the ball flies. It's about identifying the elements that allow you to strike it your best - and love the feeling of doing so. It's about understanding what gives you confidence, control, and consistency.
Dynamic spec includes all the elements of the club that you physically engage with. My firm belief is that club interaction is largely ignored by the wider industry, which often treats the club as separate from the player.
But in reality, players adjust to clubs remarkably quickly. If we understand how you adjust, we can form a working hypothesis and move forward with intention - building real ownership, not just chasing a result that might look good one day and disappear the next.
It includes loft angle, shaft profile, length and weight.
To assess this, we use a proprietary tool called ShaftMax to measure how you load the club. This gives us an early, data-backed hypothesis about what you need and why.
From there, we evolve a blueprint club - testing, refining, and validating it with launch monitor data and high-res impact images. Once the core spec is dialled in, we select the right head type based on your impact patterns.
Every club is MOI-matched and hand-built by us to uncompromising tolerances. Nothing is generic. Nothing is off-the-shelf.
I don't have time to do this for everyone. But if you care about doing it properly, then I'm all in.
This isn't a transaction. It's a collaboration.