Ian Melham, Head of Membership Services at Foremost Golf, shares why the structure of the fitting journey is just as crucial as the fitting session itself.
Customer expectations have never been higher when it comes to custom fitting. Simply having a fitting space is no longer the differentiator it once was. The real question is, does the experience you’re delivering stand up to today’s golfer? In 2025, 45 percent of all sales through Foremost shops were hardware. To seize that opportunity in 2026, the fitting experience has to be well structured from start to finish.
From working with teams across the country, what we tend to see is that most have invested time and effort into facilities. What’s less consistent is how well the overall fitting journey has been thought through. That gap is often where confidence, conversion and long-term value are being left behind.
Designing the fitting journey, not just the session
The mistake we see most often is an over-focus on the fitting appointment itself. The strongest professional teams treat fitting as a simple, deliberate journey, not a single diary slot.
Before the fitting
A short pre-fitting questionnaire makes a real difference. It sets the tone and gives you clarity on areas such as ability, current equipment setup and goals. You can also use this as an opportunity to outline expectations on the day, turning potential nerves into excitement. With the Foremost Online Booking System, this process can be automated, saving you time.
During the fitting
That preparation pays off quickly. Conversations move towards outcomes and recommendations. This is where expertise is most visible, and trust is built. When the experience feels personal, golfers are more comfortable making decisions and conversion tends to follow.
After the fitting
This is one of the best opportunities to stand out from the crowd. A clear follow-up, a thank you and a simple check-in a few months later help reinforce the relationship and link fitting into coaching and customer loyalty.
Facilities are now an expectation, not a differentiator
Professional fitting environments are no longer a unique selling point. Golfers expect to be fitted in a space that reflects the value of what they’re buying. Does your facility make you feel proud? If not, it’s time to act!
That doesn’t mean every business needs the biggest studio. What matters is credibility. Lighting, layout and presentation all influence customer perception. If the space feels tired or cluttered, confidence drops quickly, regardless of the technology in use.
If you don’t talk about it, golfers won’t find it
Many fitting studios are well set up but lack the promotion they deserve. From a golfer’s point of view, if they don’t see it, it effectively doesn’t exist.
The strongest professional teams use clear imagery, simple messaging and consistent reminders across digital channels and in the shop. We have seen examples where the time taken from search bar to booking a fitting is less than 50 seconds for professionals on the Elite Marketing Programme. How easy is it for your customers to move from interest to booking? If that step isn’t obvious, it’s likely costing you enquiries. A clear call to action and a simple online booking process allow the studio to do more of the work.
Align and review your fitting journey
When experience, environment, marketing and service are aligned, fitting studios become a reliable and invaluable asset.
Teams that regularly step back and review the fitting journey tend to operate with more confidence, knowing what’s working and where the next opportunity sits.
Speak to Foremost
For guidance on reviewing and strengthening your custom fitting experience, speak to:
Ian Melham
Head of Membership Services, Foremost Golf
01753 218 890
ian.melham@foremostgolf.co.uk
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