FREE NEXT DAY DELIVERY * On 1000s of in-stock items
* selected products only valid within mainland UK

Get Custom Fit at Our London Store

Browse for:
Custom Clubs Personalised Apparel Personalised Balls

Custom Fitting with GolfOnline

Regardless of your age or ability level, every golfer can benefit from having a custom fitting. Not all clubs are created equal, but even more unique is the way in which each player uses them. Every factory engineered club has a little more to give, and this optimisation is known as ‘Custom Fitting.’ During a session, a club fitter will use your body size, swing and technique to help adjust different aspects of a physical golf club. The technology that supports custom fitting today is cutting-edge and can reveal game-changing results for a better and more consistent performance.

GolfOnline and GolfInstore are proud to be authorised custom fitters for the following major brands:

Not all clubs are created equal; but even more dramatic is the way each individual player uses them. Even the most perfect factory engineered clubs cannot not take into account the little nuances of your swing, which are totally unique to you. Every club has a little more 'to give' a player, and this optimisation is known as 'Custom Fitting'. Essentially, it involves adjusting aspects of the physical club, around your body's size, swing and technique. In almost all cases, the results are immediate and dramatic. And the technology supporting custom fitting can reveal life changing improvements in your game and overall score.

What is in a number?

A great golfers ‘numbers’ aren’t just restricted to shoe size and shirt size.  Knowing the number behind your loft angle (degrees), swing speed (miles per hour) and ball Revolutions Per Minute (RPM), along with several more key measurable figures about your technique, can drastically help your game, and prevent you wasting money on equipment not optimised for you.  Once your custom fit is complete, you can expect immediate extra distance, more forgiveness, better flight and a lot more.  Here are the numbers we measure for you in our state-of-the-art custom fitting centre, with experts talking you through each stage, using manufacturer authorised fitting carts.

Swing Speed (Miles Per Hour)

Tells you how fast your swing is, this will give you an indication of what shaft flex you will need. If you’re swing is smooth and fluid, a regular flex shaft will be most beneficial. If you’re looking to generate a lot more club head speed and distance, the senior flex will help you. If your swing is slightly quick and aggressive, a stiff shaft is for you. If your driver swing speed is extremely fast an extra stiff shaft will suit you. Ladies flex will deliver optimal performance for most women.

Revolutions Per Minute (RPMs)

The revolutions that your golf ball makes in a minute is studied to help optimize distance. The higher the RPM on your golf ball, the more backspin it will have, and the higher in the air it will fly. This is good to a point, until it reaches the optimum height. So if you’re hitting the ball with a high launch angle and a high RPM, you’re not hitting the ball as far as you could be.

There is an optimal relationship between ball speed, launch angle and RPM, which we calculate to maximize your distance. Based on what your ball speed is off of the club, assist you in obtaining a specific launch angle, and corresponding RPM value, that will optimize the distance the ball flies.

Club Head Speed (Miles Per Hour)

In the world of golf club fitting, club head speed and swing speed play a vital role in determining which type of golf shaft will be best for your swing. Club head speed is a direct product of swing speed. Your balance, leg stability, stretching and proper timing in your golf swing will help increase your club head speed.

Ball Speed (Miles Per Hour)

Your ball speed is the speed in which the golf ball leaves the club face after impact. This ball speed is always going to be faster than your actual swing speed or club head speed because of the laws of physics. At the moment of inertia (MOI), the power and momentum that you have built up with proper balance and timing in your golf swing in the way of club head speed is transferred to the golf ball.  This combined with your RPM and loft / lie angles, will play a huge part in your distance and accuracy.

Launch Angle (Degrees)

Your launch angle is exactly what it sounds like… the angle at which the ball leaves the club face. Optimizing your launch angle for your swing is another factor that goes into affecting overall distance. This, of course, can be altered by the club’s own manufactured loft angle, the way you place your ball at setup, your stance and distance from the ball, and angle of attack that you swing the golf club at.  It seems like a lot to factor in, but we can address most of it with a few structured observations and recommendations during your custom fit.

Lie Angle (Degrees)

During the swing, the sole of the club should contact the ground precisely at its centre in order to hit a straight shot. The angle of the shaft at this point, in relation to the play surface, is known therefore as the lie angle.  The highly aspired straight shot occurs only if the lie angle is correct. Scientific tests have proven that an incorrect lie angle of just 1 degree, equates to 10 yards directional error left or right of target while out on the golf course. If the lie angles of your clubs are not suited to your own specifications you will always struggle to hit a straight ball, which in turn will mean you cover less ground.


The indication that the lie angle is incorrect at impact comes from the marking on either the toe or heel of the club, which in turn causes directional error.  For a right-handed player, if the toe touches first, the lie is too flat (close to the ground) and the shot will start to the right with slice spin. If the heel touches first, the lie is too upright (high from the ground) and the shot will start to the left with hook spin. Other adverse effects include loss of solid feel with longer irons and poor shot trajectory. Your height combined with the 'finger tip to floor' measurement will help determine the correct lie angle for your clubs.

Length (Inches)

Having the proper golf club length is a key ingredient to being able to make a good golf swing. Clubs that are too short or too long will hinder your ability to rotate and properly transfer your weight correctly into the swing. If it’s too long, you could end up ‘grounding the club’ (i.e. hitting the ground ahead of the ball, or known as ‘hitting the ball heavy’ / ‘below the equator). If the club is too short, you could hit the ball too high above the equator, causing you to ‘top the ball’ with topspin.

While many golfers opt for the ‘standard’ club length, many golfers benefit from having this aspect of the club customised.  The process is simple and based on the distance from your wrist to the floor.  If you are coming to GolfInStore for a custom fit, we ask you wear normal street shoes, with no more than an inch of lift (heel size).  Whether you’re left or right handed, we measure the heavy crease on the wrist of your opposite hand and fit a club based on the corresponding custom fit values.


Shaft & Flex (Ladies, Senior, Regular, Stiff and Extra Stiff)

Proper shaft flex allows the player to load the shaft properly and maximize energy transfer to the ball. One of the biggest misconceptions in the game of golf is that there are only 2 types of golf shafts, steel and graphite. At a very high level, this is true, but there are many other subcategories that specifically pertain to the ability of the shaft to ‘flex’, i.e. bend when in swing motion to snap out at point of impact, or stay ‘stiff’ firm and steady.  The weight of the golf shaft is important, and has to be thought about independantly of the material used, should it be steel or graphite.
Quicker tempo swings generally require heavier shafts and firmer flexes, while smoother tempos may benefit from lighter weight shafts with softer flexes. Most players will benefit from the softest flex that produces controllable and consistent ball flight.

However, if the shaft is too flexible the ball flight will be too high, hooking it and causing inconsistancies.
If the shaft is too stiff the ball flight will be too low, weakening the shots rightwards and casuing poor distance.

Dynamic shaft fitting is quite an important necessity as its an industry rule that all shafts are labeled differently, due to the different testing methods by each manufacturer. You may not get the same stiffness from Brand X as you would Brand Y, so it is the responsibility of the custom fitter to address this for you.

Grip Size (Thick or Thin)

The correct grip size is very important to ensure the player's fingers 'fill out' properly so as to require less pressure to maintain control of the club. This will also promote a more natural timing and release of each shot.The base etching of the grip also influences the way the hands are connected to the surface of the grip, with certain patterns suiting particular players due to variations in skin type and feel.

The sharper-edged base patterns of the Lamkin grips are more aggressive and tend to “grip” the hands, whereas the smoother Golf Pride base pattern has a softer, tackier feel. Also, the variety of interior diameters (as denoted by the M58 and M60 standards) means grips have to be considered carefully in conjunction with shafts which themselves have different thicknesses.

All of the above are taken into consideration when fitting a club.  Calculating the numbers that work for you will empower you with tailored and personalised clubs with immediate results for increasing your distance, fine turning your accuracy and lowering your score.  The confidence that comes from custom fit clubs helps you mentally focus and play your best possible game.

Custom Fitting – The Process Instore

Whether it is a new Driver, Fairway, Hybrid, Irons or Wedges the process is virtually the same. We will explain the process of custom fitting from start to finish so that you understand exactly what takes place during this process.

Step - 1 : A few questions

An informal chat with you which helps us tailor clubs around what your body can do, rather than what the manufacturer would like you to do. Before you visit us, you may want to think about answering questions like:

What is your handicap?
What are the good and bad parts of your game, and what do you think is causing them?
What equipment are you using at the moment, and how old are the items?
Have you seen any golf equipment that you want to try?
Are there any restrictions in your swing stemming from your shoulders down to your toes?

Once we’ve gathered some basic answers, the fun begins!

Step - 2 : Your Game

If you are looking for a new Driver, we would ask that you bring your current club with you, and the same with the Irons (6 Iron). This way we can clearly show you a before and after, using our high-tech golf simulator to measure each key aspects of your swing.

During the custom fit, which is essentially a focused session on maximising your distance and accuracy, you will get to try the best equipment on the market, as authorised by the worlds most respected manufacturers, that all have official fitting carts at GolfInStore.  By dynamically adjusting your shafts, heads and grips, each shot should see you reach ahead that few extra yards.  As your preference and performance grows, you can choose which clubs you wish to keep refining.

Callaway OptiFit CartMizuno Swing DNATaylorMade SelectFit CartTitleist SureFit CartWilson Staff, Nike, Cobra, Cleveland Fitting

Step - 3 : Golf Simulator

Finally, we combine your preference of clubs with the scores your have generated on the simulator.  The clubs that we choose from this process, then need to be fine tuned one last time, to ensure we fully address the:

Length – Clubs that are the wrong length result in bad posture during you swing, which in turn can lead to poor positions and long term damage to both you and the club.
Lie Angle – The lie angle specifically is concerned with the point at which the sole of the club strikes the ground. Clubs are tailored to either be more upright, standard or flat, depending on which part of the club first hits the ground.  This also prevents impact resonance passing up through your arms just ahead of ball contact.
Grip Size – If the grip is too thin you will find that you hold it tighter in your hand, and find that your bad shots tend to be pulled. And if your grips are too thick you, will find that you can’t grip it tight enough and that your bad shots tend to be pushed.
Golf SimulatorGolf SimulatorGolf SimulatorGolf SimulatorGolf SimulatorGolf Simulator

Once these measurements are worked out, we will use our authorised carts to build your club of choice.  A few more swing on the launch monitor are required to fine tune the shaft flex, at which point the whole club works together, visibly increasing your performance immediately.

Online Custom Fitting

Custom fitting is the best way to make sure that your clubs are suited to your height, posture and golf swing. Therefore if you know your specifications then just click on the Custom Fit Form below and we will contact you with a quotation.

Get in touch with your Custom Fitting Requirements


Build your Custom Clubs Online

Exclusive Club Access: Unlock VIP Golf Deals‍

Join the GolfOnline Club and be the first to receive VIP offers, sneak peeks at the latest gear, exciting competitions, and more.