Golf stores offer upgraded technology to measure swing, fit clubs

Golfsmith International Holdings Inc. has redesigned and upgraded the technology at its Golfsmith stores in Downers Grove and Schaumburg.

The so-called playground for golfers is designed to help them find the right equipment with the right fit, said Jeff Morgan, Golfsmith's experiential services manager based n Austin, Texas.

The expanded stores have a six-bay indoor driving range with new launch monitors and advanced software that measure how the ball leaves the club, its miles-per-hour speed and backspin. It shows how the ball performs in flight and on the ground, he said.

"(The computer) does what the naked eye can't see," Morgan said.

The stores also have new technology in virtual reality fitting studios. This software provides a simulator on how you hit the ball and how it's played. The data is analyzed by sales associates, who then will recommend the proper clubs that fit the customer's swing, size, strength and performance.

Anyone can try all the new technology without obligation or cost, Morgan said.

Certified PGA Instruction and Hi-Tech Swing Analysis also lets golfers take advantage of in-store PGA teaching professionals who provide coaching and advanced instruction using the same biofeedback techniques, including video and swing analysis technology, used by PGA pros.

This type of golf-related technology isn't new to the industry, but these suburban stores are offering it for the first time, Morgan said.

Golfsmith (www.golfsmith.com) has more than 70 stores nationwide. You also can follow the company on Twitter (@golfsmith) and Facebook at www.facebook.com/golfsmith.

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