Mark Timms has seen plenty of advancements in club fitting since he opened his first fitting service in 1990 but says the biggest misconception about that process remains the same.

Most golfers, he said, perceive club fitting as something tailored for tour pros.

"Huge misconception," Timms said. "The higher the handicap, the bigger the difference we can make.
"Take a guy with a 30-handicap and with the right fitting, he can improve by five, 10 shots. A tour pro is just looking to improve one shot on the weekend because that means a lot of money to him, but it's harder to achieve because his game already is so fine-tuned."

After opening Custom Golf in Connecticut in 1990 and Hot Stix in 2000 in Scottsdale, Timms launched his new company, Cool Clubs, in Scottsdale last year.

Technology has grown tremendously over those 28 years but in many cases has become more affordable, allowing club-fitting services to give the average golfer more attention with their equipment.

The......