If you have enough money and if you hire experts in video commercial production, you can sell ice cubes to Alaskans. By no means is this fitting and not even close. Not only do the sales staff know very little about fitting, even if they did, there still would be no way they could get the OEM clubs built with all of the fitting specs altered for the needs of each golfer. But because of the money to market like this, golfers will be fooled.
Now in all this, the good news is that any marketing that talks about custom fitting to golfers will at least start to make golfers aware that 'maybe custom fitting IS important.'
Up to the past year or two in golf club marketing, nothing was ever said to consumers about custom fitting. Now that the OEMs know they are out of new technology developments that can make an immediate difference for golfers, they are turning to fitting as their "technology behind which to market."
But because no OEM can even come close to making their required sales forecasts by doing anything but selling pre made clubs off the rack, there is no way any major OEM is ever going to be able to offer full specifications fitting for ALL the important fitting specs to each different golfer.
My point is that even if I worked at a large chain golf store, the business model of the OEM side of the golf industry would prevent me from ever being able to get a golfer into a FULL SPECIFIECATIONS FITTING. The OEM's simply do not build their clubs to an assortment of fitting options for all of the 13 important fitting specs in golf clubs because they can't and won't offer that many fitting options in their clubs. They can't because to have that many headweight, head loft, head face angle, shaft weight, shaft flex, grip size, etc, options would be a very bad business practice for them to persue to be able to make their mid to high 9 figure annual sales forecasts.
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