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Top club fitter introduces new technology for even more impactful fittings

Willowbrook, IL – Club Champion, the globe’s top custom golf club fitter, is already recognized for a data-driven, technological approach to club fitting. Now, they’ve introduced a new level of technology to further cement their position at the top of the game — the A.I.-based “Club Champion A.I. Fitter Co-Pilot.”

This new addition to the brand’s US fitting studios was designed to help fitters get to the best equipment more quickly during a custom fitting.

“Golfers can only swing so many times during a club fitting. This new Club Champion A.I. Fitter Co-Pilot takes data from nearly one million swings per month and distills everything down to actionable data that gets our team to the solution faster,” said Nick Sherburne, founder of Club Champion and the driving force behind the new A.I. system. “Our fitters are directing the system but the program is quickly narrowing our huge demo matrix down to data-supported recommendations without wasting time or energy testing components that won’t work for the golfer.”

As Sherburne said, nearly one million swings from golfers all over the country are taken from TrackMan’s dataset per month and used to determine matches and mismatches based on a golfer’s profile. The data prioritizes the TrackMan Optimizer — essentially, what TrackMan swing analysis saw as optimal for any given swing — and triangulates that information with previous fitting data. It uses player characteristics like clubhead speed and attack angle alongside performance data like carry and ball speed to match results. In testing, the Club Champion A.I. Fitter Co-Pilot was able to suggest both clubhead and shaft components with 95-100% accuracy.

“The key here is to understand that the Club Champion A.I. Fitter Co-Pilot doesn’t replace a highly trained fitter,” said Sherburne. “Instead, it’s another tool in their toolbox and it allows them to spend more time with the golfer to tweak the details of the recommended components. You still have to understand the principles of fitting, the club technology, the golfer’s needs, how to interpret the data, and more — this is where the art and science of fitting come together for an even better experience.”

The Club Champion A.I. Fitter Co-Pilot system was created with assistance from Inspire11, a global business and technology consulting firm based in Chicago, IL. One of their developers had been fitted by Club Champion and pitched the idea of an A.I.-assisted model to reduce fatigue during the popular 3.5-hour full bag fitting. A little over a year after the initial pitch, the program was rolled out to select studios as a test; that test was successful and the program is officially in use in all US studios as of July.

This is the first A.I.-assisted fitting technology of its kind in the world. Given Club Champion’s brand agnostic approach, the system was built to include over 65 golf brands and over 65,000 clubhead and shaft combinations. Even more impressively, the system is built to continue learning — as Club Champion fitters input data, the Club Champion A.I. Fitter Co-Pilot will continue to learn and improve recommendations. The world’s best fitters are helping the world’s first fitting A.I. assistant get smarter with every fitting. This technology is proprietary to Club Champion and allows them to not only be the leader in the club fitting space, but also a pioneer in leveraging machine learning in their services.

“We’re always trying to find ways to improve the fitting process," said Sherburne. “This new system isn’t just about showing off what we can do with technology, it’s also about listening to our customers when they say they love in-depth fittings but get tired after so many swings. It improves the fitter skillset AND the customer experience.”

The Club Champion A.I. Fitter Co-Pilot data encompasses everything from driver to wedges; a putter version is in the works for the future. All fitters in Club Champion studios have been trained to employ the new system and every new trainee who enters the four-week Club Champion University program is taught how to use the program by Sherburne himself. Customers can expect their Club Champion fitters to use the Club Champion A.I. Fitter Co-Pilot in select fitting types effective immediately with plans to leverage the system in nearly all fitting types as needed by the end of the year.

For more information about Club Champion fittings, please visit


About Club Champion

Club Champion is the globe’s most prominent name in custom club fitting and building services. Established in 2010, there are now more than 120 Club Champion locations internationally, including studios in Canada, the UK, and Australia. Each US studio offers golfers access to over 60 brands and more than 65,000 hittable head and shaft combinations. Club Champion has solidified their position at the top of the industry through comprehensive Tour-level fittings, unrivaled club building, and the use of top-tier technology. The company is headquartered in Willowbrook, Illinois, USA, and boasts more than 400 employees, including hundreds of the most highly trained Master Fitters in the world. For more information about Club Champion, visit


About Inspire11

Inspire11 is an award-winning modern business and technology consulting firm that helps organizations tackle complex opportunities in a simple and sustainable manner. The firm applies leading industry expertise and capabilities in business transformation, product and experience innovation, data and artificial intelligence, as well as technology and engineering to help clients optimize operations, enhance customer experiences, and unlock new revenue streams. At Inspire11, client incentives rule and every interaction is aligned to this north star to create the ultimate level of business agility. This enables team members to deliver smarter, faster, and with iterative value as soon as they hit the ground. Inspire11 calls this disruption the 11x Effect—a smart, practical, effective, and aligned approach to delivering projects of any scale that continue to deliver long-term value. With operations in 5 US markets (and growing), global delivery, and an exclusive network of talent in the Balkans, Inspire11 has been recognized as an Inc. 5000 Fastest Growing Company for four years running and a Best Workplace among other notable recognitions. Its home page is


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