Cool Clubs, the world’s custom clubfitting technology leader, announced today their flagship and headquarters Scottsdale location will now utilize a brand-new, state-of-the-art putter fitting studio during putter fittings. The new studio is double the size of the previous studio – 20 feet in length – and is mounted on actuators to simulate both left-to-right and right-to-left breaking putts. Five strategically placed high-definition cameras capture customers’ putting strokes from all angles with video immediately available for evaluation. Additionally, the integration of PuttView produces a real-time apex line of the putt for visual reference, and the incorporation of TrackMan collects real-time data to help identify the right equipment for customers’ unique putting stroke. The new putting studio was engineered, manufactured and built in-house by Cool Clubs.

We’ve put together an instructive video about how our enhanced putter fitting studio can help you.

“We’ve always been heavily invested in putter fittings simply because it’s one of the quickest ways to help people Play Better Golf,” said Mark Timms, CEO and founder of Cool Clubs. “Positioning our state-of-the-art putting studio right in the front of our flagship location is an enormous statement on the importance putter fittings have to our customers lower the number on their scorecard.”

Putter Fittings Now Incorporate TrackMan

The new world-class putter studio allows for upwards of 16 feet of measurable putting surface mounted on actuators which can simulate up to three feet of break in either direction. And the increased length of the putting surface allows TrackMan to use a combination of cameras and radar to collect data points on player tempo, launch conditions, roll percentage and overall consistency. Five strategically mounted cameras allow for immediate feedback on posture, path, grip and more.

“We want our players to have everything they need to feel extremely confident they’re using the right equipment,” said Timms. “You can get really close with a standard, flat, 8-foot putt, but when you pull it back and add upwards of three feet of break and combine it with data from TrackMan and cameras, you can be nearly 100-percent certain.”

Introducing PuttView

The integration of PuttView – an interactive, projection-based software solution– into the Cool Clubs premier putting studio allows players to see and practice any putting scenario they might encounter on the course. The technology makes it possible for players to “see the line” of any putt and provides immediate feedback for Cool Clubs Master Fitters working with customers.

“Seeing the line of a putt is a phrase that’s thrown out there a lot, but not many people can actually visualize the correct apex of a putt in real time,” said Timms. “PuttView is going to be a gamechanger because players will be able to see how a line actually looks and be able to feel the exact speed needed to hit that line on nearly any type of putt they’ll have on the greens. That’s something that just isn’t readily available in many places, and something our customers will appreciate.”

Complete TOUR fittings at Cool Clubs are $500 and include a driver fitting, iron fitting, long-game fitting, and putter fitting. Individual fittings for drivers and fairway woods, irons, wedges, and putters also are available.

Bookings are available at www.CoolClubs.com or by calling (888) 284-9292.

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Are we entering a new age of drivers? TaylorMade seems to think so with the introduction of their Stealth Driver and what they tout as a “20-year journey” towards carbon-face technology. In fact, TaylorMade is so confident in their budding new tech, they’ve gone so far as to change product category titles to reflect this new age and even state they will never make another titanium-faced driver. That’s a big bet for the company. Let’s get into the nuts and bolts of the Stealth product, see what makes the Stealth tick – according to TaylorMade – and identify if it will help you Play Better Golf℠.

WHAT IS CARBONWOOD?

Let’s make this simple. We started with “woods” because the clubheads were originally made of, well, wood. And while the golf lexicon was slow to change to “metalwoods,” the thought process was largely the same – the clubhead was made of metal, let’s call it a fairway metal or metalwood. Carbonwoods follow this same logic pattern – a Carbonwood is a driver with a carbon-fiber face. Simple.

While the Stealth driver is not the very first Carbonwood ever produced, it does seem to be the first of the new age. Both Callaway and TaylorMade have experimented with the technology before, but the Stealth represents a commitment to the technology and seems to be here to stay.

WHY GO CARBONWOOD?

Aside from being relatively “first” to market, TaylorMade suggests being on the ground-floor with new technology provides ample room for quick improvement. Here are a few potential reasons we’re excited about the switch to carbon fiber.

Carbon fiber is lighter. The Stealth’s carbon-fiber face is roughly 40 percent lighter than the titanium equivalent, suggesting TaylorMade might have some room to move around weight of other driver components for higher MOI. Will this immediately translate to enormous distance gains? Unlikely, but down the road, TaylorMade is betting on the gap between the two components will widen significantly in years to come.

Carbon Fiber is faster. Speed, speed, speed. It’s what it’s all about. Right? Speed seems to catch the eyes of just about everyone in the golf industry, and because the face itself is lighter, it changes the relationship between materials creating more flex at impact and – according to TaylorMade – creates that magic 2-3 yards of distance year-over-year.

Carbon fiber is stronger. TaylorMade has incorporated carbon fiber into different parts of the driver head in the past – specifically the SIM and SIM2 iterations – and has stated the strength of the material as one of the many reasons they made the switch. On its face, carbon fiber is an exceptionally strong material and should hold up at high impact with high swing speeds.

There’s also the customizable component of the carbon fiber face. The stock driver model comes with a in-your-face red coating, but players will be able to customize the face color to match their preference – if you’re into that sort of thing.

Here’s what TaylorMade has to say about their new Stealth Driver:

(the following information comes directly from TaylorMade and does not reflect Cool Clubs’ personal or professional endorsement)

WHY CARBON?
The future of driver performance begins with our 60x Carbon Twist Face – comprised of 60 layers of carbon sheets strategically arranged for better energy transfer and faster ball speeds across a large area of the face.

OPTIMAL SPIN & LAUNCH
Our 20-year journey to change the face of golf was made possible by an innovative nanotexture cover, which creates the face texture needed for the ideal amount of friction at impact. Polyurethane covers the entire face to fine tune launch and spin, optimizing total distance in all playing conditions.

PREMIUM SOUND
Knowing that sound is a critical component of feel, our team of engineers obsessed over creating the perfect sound with Stealth. They used a combination of curvature, shape, and internal stiffening ribs to finely tune acoustics, delivering a sound profile that is both bright and powerful to match TaylorMade drivers through recent years. Listen in as Team TaylorMade athletes tested the driver for the first time.

Features, advantages, benefits:

60X CARBON TWIST FACE
Twenty years of development marks the end of the titanium era. The all new 60X Carbon Twist Face is 40% lighter than an equivalent titanium face, while also being 11% larger than SIM2 and SIM2 Max drivers and nearly 20% larger than the 2020 SIM driver. Sixty layers of carbon fiber have been strategically designed to optimize energy transfer to deliver fast ball speeds over a large area, resulting in optimal distance and forgiveness.

NANOTEXTURE COVER
The 60X Carbon Twist Face is encased by a polyurethane cover, featuring a revolutionary new nanotexture technology. The nanotexture cover is used to fine tune launch and spin to optimize total distance regardless of playing conditions.

HIGH MOI DESIGN
The weight savings of the 60x Carbon Twist Face has allowed more weight to be positioned low and deep in the head. Additional weight savings come from the removal of the Sliding Weight Track. Compared to Stealth Plus+, this model offers 15% greater MOI.

ASYMMETRIC INERTIA GENERATOR
The Inertia Generator remains the foundational source of refined aerodynamic properties. The result is a slippery-fast head shape that aids in swing speed generation on the downswing for golfers at every level. It provides the added benefit of enhanced forgiveness vs. Stealth Plus+ with extra weight positioned low and back.

THRU-SLOT SPEED POCKET
Our most flexible Speed Pocket™ design engineered to maximize ball speeds and produce additional forgiveness on low face strikes.

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Cool Clubs recently celebrated the grand opening of the Cool Clubs Fitting and Performance Center at SunRidge Canyon – the 23rd fitting center worldwide. The state-of-the-art clubfitting laboratory located just outside Scottsdale in nearby Fountain Hills, Arizona features indoor/outdoor fitting bays, a world-class putter-fitting studio, independent robotic equipment testing and is packed with Cool Clubs industry-leading proprietary technology.

The location was part of Cool Clubs’ 2021 acquisition of the clubfitting company Hot Stix and underwent a remodel in late 2021.

“We’re absolutely thrilled to open this new incredible fitting center in one of the greatest golf destinations in the world,” said Cool Clubs founder and CEO Mark Timms. “This new location brings together all the best parts of Cool Clubs – Our Master Fitters and Builders; Cool Clubs’ proprietary technology and shaft databases and incredible attention to detail – all in one place. We’re extremely excited to open this location to anyone looking to Play Better GolfSM.”

The Cool Clubs Fitting and Performance Center caters to both indoor and outdoor fittings in the same location, enabling Cool Clubs Master Fitters to work with clients in a variety of ways suited to their individual needs. The four outdoor fitting bays provide the same world-class fitting experience as the three indoor fitting areas at the new location and are packed with the best clubfitting technology in the industry.

“Seeing the flight of the ball combined with incredibly accurate, real-time data in a controlled environment brings our measurements as close as possible to on-course playability and how the clubs will perform during a player’s normal round,” said Timms.

The new location also features a state-of-the-art putting studio with five cameras to capture all angles of a player’s putting stroke for analysis and uses software to compare the player’s putting stroke against some of the best players in the world.

The Cool Clubs Fitting and Performance Center at SunRidge Canyon houses a golf swing robot, which will be instrumental in Cool Clubs’ independent clubhead and shaft testing. Cool Clubs will conduct independent testing of all new clubheads, integrating the data into their industry leading proprietary shaft database.

Complete TOUR fittings at the Cool Clubs Fitting and Performance Center are $500 and include a driver fitting, iron fitting, long-game fitting and putter fitting. Individual fittings for drivers and fairway woods, irons, wedges and putters also are available.

Bookings at the all-new Cool Clubs Fitting and Performance Center at SunRidge Canyon Golf Club can be made now by calling (888) 284-9292.

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When you live, breathe, eat, sleep, drink and – of course – play golf, you’re bound to have a few collectables lying around the shop. At Cool Clubs HQ, CEO Mark Timms has spent the better part of three decades collecting all sorts of golf memorabilia and one-of-a-kind items, but today we’ll focus on the incredible putter collection donning the walls of the Scottsdale, Arizona headquarters location.

Brass, copper, gold, stainless steel, one-of-a-kind, handmade gauge design, hand-welded and everything in between — Mark’s putter collection has it all. As for the favorite of the collection, he cites the putter that got him started in the collectibles game: the Bobby Bettinardi .38 Special.

Check out the video to see some of the coolest and most unique putters in the collection, and don’t forget to let Cool Clubs help you Play Better Golf℠.

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The dreaded question of clubfitting: is it your clubs? Or your golf swing? The question rattles around the heads of almost every beginning player or weekend warrior who wants to Play Better Golf, but it also applies to some of the best players in the world including those who carry PGA TOUR cards. In short, poor to average players stand the most to gain from a fitting at Cool Clubs, but – like we’ll see in this case study – even competitive players find themselves thinking it could be their golf swing, especially when something feels “off.”

Pete Weber, Cool Clubs Master Fitter out of Atlanta Georgia talked to us about a TOUR-level player who came into the shop looking for an answer to a perplexing problem: overcompensating for a miss was causing a further miss in the same direction. Was it the equipment or the player?

“A really good player was gearing up for a big-time tournament and didn’t feel like his game was there in the way it need to be,” said Weber. “We did our blueprint – make, model, shaft description, loft and lie, length, cycles per minute and a swing weight analysis – and look for deviation from the target. When we saw the data, we knew the answer right away. Improper equipment was causing a poor golf swing. Less of an either or and more of a chicken/egg problem.”

Dynamic loft analysis from Trackman pointed Weber in the right direction to fix the underlying issue.

“Dynamic loft on his irons were off by three degrees – too flat. That alone, with that leading edge, is going to throw the ball out to the right, but this player was missing left. When we went back and took a look at his previous swings from other fittings, we could see the problem plain as day. The player was twisting and contorting his golf swing to compensate from the too-flat lie of his irons. We bent the irons back to where they needed to be and we were back to a tight dispersion.”

Weber noted this player will likely have to practice with a little bit more focus in order to get back to the more natural golf swing now that his equipment was back to where it needed to be.

“There was a little bit of overcompensation after bending the clubs back to where they should be, for sure, but the size of the miss reduced dramatically. The twist or manipulation of his golf swing caused by the incorrect dynamic loft he came in with will be a mild challenge to correct, but that’s certainly better and easier to do than continue to struggle and grind with equipment that is actively working against you.”

Are you changing your golf swing to match your equipment? Book a fitting at your Cool Clubs location and Play Better Golf.

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