My aim working in the golf industry is to educate other golfers about why custom fitting is of the up most importance if you are to play at your optimal level. Buying a golf club straight off the shelf is basically a set up for failure, Every Club you use should be custom fitted for you. Many people attend a custom fitting session, either at a driving range or at a well known retailer and are told what clubs are best for them, but they are never told why these golf clubs are good for them. One of the primary reasons for this is that the salesman who is doing the fitting doesn’t know about the equipment he/she is selling to the customer. The other reason I feel is that the level of customer service is very poor in the Custom fitting sector of golf; this is where I aim to make a difference. I aim to educate golfers as to why they need the clubs they do, why the equipment performs the way it does and what is needed in order to achieve optimal performance. Don’t waste your money buying clubs off the shelf, get them custom fitted and play at your optimal level.