Cool Clubs CEO Mark Timms recently returned from Orlando where he spent the week at the PGA Merchandise Show. There, he met with leading club and shaft manufacturers and investigated the newest advancements in club fitting technology.

Timms was impressed with several items including new launch monitors, equipment for putter fitting, and high-speed video. The Cool Clubs staff is still researching the leading technologies to implement and bring to you, "but it won't be much longer" says Timms. Within the next few months, look to Cool Clubs for the newest fitting technologies available.

These new technologies aren't just fun for us to tinker with; they will save YOUR golf game. That's right...because now, more than ever, it's the fitting process that will give you those extra yards and the advantage over your fellow competitors.

As the USGA continues to put more limitations on golf equipment, the advantage in hitting the ball further or straighter is definitely going to come down to fitting. Golf club manufacturers will continue to release innovative new products, but with USGA limits on length, head volume, ball speed and grooves, there really isn't much more they can do to help you play better golf.

So how does this affect you? It means your best chance of winning the Club Championship or the Sunday afternoon skins game with friends is to get fit...and we don't mean hitting the gym! Because swings change every year, slight changes in your attack angle or speed can really change your launch parameters, and thus your perfect fit.

Cool Clubs is ready to fit (or re-fit) you this year and help you start playing better golf! Remember, it's through the fitting process-matching the correct equipment with your individual swing-that you will see real advancements in your game.

Fairways and Greens,

The Cool Clubs Staff