We are dedicated to helping you improve your game. Matching you with the right equipment from the widest range in the UK needs the latest swing and ball analysis technology. Every one of our hundred stores is ready to help you hit longer and truer.

We advise lots of customers in-store and every one of them has a different style to their play. This is why we believe that getting to grips with latest technologies is the best way to advance your game and find the right golf equipment for you.

The Tests

Our in-store american golf pros can improve the distance golfer’s achieve when they hit the golf ball with a Driver and/or Iron by expertly fitting them with the correct equipment.

In order to prove this fact, the AG team underwent extensive data gathering to show how much improvement there was in distance after the clubs had been fitted. These were the results:

478 comparison tests with the Driver showed an overall net yards gain of 5647. When divided with the number of golfers who took the trial this gives an average improvement of 11.81 yards.

On the Iron tests, 469 comparisons showed figures were 4078 yards and 8.69 yards.

The Results…

At american golf we can improve the distance a golfer achieves when hitting their golf ball with a Driver and Iron by incorporating club-fitting technology into their game. In the above Driver tests, spanned across 478 comparisons, average distance increased over 11 yards, while across the 469 Iron tests conducted an increase of over 8 yards was recorded

Come and visit us today at one of our 109 UK stores and check out what in-game technology can do for you in lowering scores, gaining profile and eliminating those dreaded slices.

Need to find your nearest american golf store? Use our store locator here.

Personal Fitting

Because you are unique your swing characteristics are unique too, that is why our personal fitting service is unique and will help you to:

  • Buy the correct equipment for you
  • Maximise your potential
  • Raise your game and shoot lower scores

Head Design

Broadly speaking, there are 3 styles of head available:

  • Blade
  • Muscle Back
  • Cavity back

Head Weight Distribution

The placement of weight and centre of gravity in a club head controls how the club and ball behave at the point of impact.

Ideally, the centre of gravity needs to be right behind the lower quarter of the ball to achieve a straight powerful shot. Depending on your typical ball impact position on the club-face, certain clubs are more relevant to you than others.

During the fitting process, we can identify what part of the clubface you are using the most, and help you select a club that suits.


When the leading edge of the club face sits back from the shaft hosel, this is described as an offset head. Generally, offset clubs aid people with a slow hand action that need a little more time on the down swing to return the face square to target.

A good offset can straighten up faded shots and also be more confidence inspiring as you can see more of the club face at the address position. Some clubs feature progressive offset to give more help on the long irons and a more traditional look to the short clubs.

Club Length

Varying between manufacturers, a typical #5 Iron is about 38 inches long. Depending on your height and stance, you may require slightly shorter or longer clubs. However, any adjustment here affects the overall weight and flex of the club so any of our recommendations will take these into account. Clubs that are too short often result in ‘thinned’ shots with a tendency to fade the ball.

Clubs that are too long often result in taking too much earth and pulling left.

Shaft: Flex

During the back swing and switch to the downswing, energy is stored in the shaft. This is then triggered by your hand action before the ball is struck. The energy in the shaft is then released, resulting in accelerated head speed and correct club alignment.

The flex of the shaft should therefore suit the speed and tempo of your swing. Typically a shaft that is too stiff will result in shorter faded shots, too flexible and hooked or sprayed shots with low power will occur more frequently. Flex varies from manufacturer to manufacturer so proper fitting is essential.

Shaft: Kickpoint

The ‘kickpoint’ (sometimes referred to as the ‘flexpoint’) is the point along the shaft where the maximum bending occurs in the downswing. As a general rule, a low kicking shaft produces a higher trajectory and a high kicking shaft punches the ball lower.

Most golfers don’t know what kickpoint shaft they are presently using but this is a critical factor if you want optimal trajectory producing a longer flight.

Lie Angles

The lie angle of the club is the angle formed between the shaft of the club and the sole of the club. At the moment of impact, it is critical that the grooves on the face are parallel to the ground to achieve a straight trajectory.

If the lie angles are wrong, the toe or heel of the club will catch the ground first leading to an opening or closing of the club. This in turn could mean you’ve gone right into a bunker or left into the water.


The swingweight of a club is the ratio of the weight of the head to the grip end of the club. Swingweight is commonly equated to clubhead feel, which is different for every golfer.

Some golfers prefer a lighter swingweight to help them swing the club faster, others prefer a heavier swingweight to help improve their tempo. Swingweight should not be confused with the totalweight. Correct selection is critical to ensure good shaft dynamics too.

Grip Thickness

Grip thickness plays a significant role in the shape of every golfer’s shot. With a neutral grip thickness, the golfer can normally return the clubface square to the target at impact. Too thick a grip can limit the golfer’s ability to properly release the wrists through the impact area (resulting in a block and/or fade), while too thin a grip can cause an early release (resulting in a pull and/or draw). Loss of power is another symptom of incorrect grip thickness.