Welcome to Fit Factor, a new GOLF.com series in which we’re shining a light on the importance of club fitting, powered by insights, data and other learnings from the experts at our 8AM Golf sister ...

Although this isn’t news to any golfer serious about getting the most from their game — getting fit matters. Whether it’s for a new driver, wedges, irons, or a golf ball, having the right tools will ...

Artificial Intelligence’s impact on the world may be a source of current controversy—ChatGPT legal briefs, anyone?—but AI’s expanding role in golf, particularly when it comes to club fitting, might ...

Most golfers select their clubs off the rack. They walk into a pro shop or golf store, pick up a driver, waggle it a few times and decide, largely based on feel and appearance, whether to put it into ...

The most important technology in golf equipment today isn’t limited to new titanium alloys and advances in golf ball polymer chemistry. In fact, it’s not really about traditional golf equipment ...