Breakdown: SAM PuttLab Technology

To continue our month-long celebration of the flatstick, we’re breaking down the Science & Motion (SAM) PuttLab technology found in every Club Champion studio and how it helps fitters to find your perfect putter.

For most golfers, putts make up around 40% of the strokes on a scorecard. In nearly every round, you’ll use your putter on every single hole — it’s the only club in the bag that gets that much mileage. So why not employ the gold standard when it comes to putter fitting technology?

Let’s break down how the technology actually works. SAM uses ultrasound scanners and lasers to track the core function of dozens of different putting parameters. There are a lot of factors that go into a putting stroke and SAM takes all of them into account. The machine tracks where you make impact, how your striking speed differs or compares to your tap-ins, your stroke path, and many, many more elements.

The SAM Triplett tracks the motion of the club during your stroke.

You’ll see a funny-looking machine in a Club Champion putter studio, called the SAM BaseUnit, that uses attachable lasers to show precisely where the putter is aimed. There are also overhead projectors that illustrate the correct break of the green and motion capture systems to track the “before,” “during,” and “after” of the stroke.

All the tracking and data is recorded in real-time, so you’ll be able to see what you’re doing while you’re doing it. But the comprehensive analysis reports that SAM provides are where the real magic happens.

Based on the information generated from first testing your gamer and then testing a few other putter options, your fitter will be able to recommend the best combination of elements to suit your unique needs. Putter length, toe hang, head style, loft, even grip size — everything can be dialed in using the data generated by SAM and the knowledge of a Club Champion fitter on both the fitting tech and the putter options available on the market today.

After a putter fitting, 40% of your game can be 100% fitted to you. Book a Club Champion putter fitting on the unmatched SAM PuttLab at Club Champion today — and don’t forget, for the month of September, that fitting is FREE when you purchase a putter!

Putter Fitting Month Is Here!

It has arrived.

Putter Fitting Month is here and Club Champion is coming at you all month long with special collaborations, deals and content centered completely around the putter and how getting it fit can be the best thing for your game.

From September 1-30, 2021, all Club Champion locations will waive the putter fitting fee, valued at $100, for any golfer who purchases a new putter or custom putter shaft with Club Champion installation.

So how does it work? It starts with an unrivaled number of putter options, including models from all the major brands and boutique brands alike. Some of those brands and models are showcased below, to give you a taste of what Club Champion offers beyond just the usual suspects.

SIK Golf

SIK Golf is looking to combat inconsistent launch angles and poor distance control on the green with a unique tech called Descending Loft Technology (DLT). With DLT on the face of each of SIK’s five putter models, each putter head delivers consistent launch angles regardless of the shaft lean at impact, which leads to consistent rolls. With four varying degrees of impact on the face of the putter, consistency is brought to each putt regardless of the angle at which you strike the ball.

As mentioned above, SIK has five putter models – Pro, Jo, DW, Sho and Flo – and each are available through Club Champion in plumber’s neck, slant neck or post neck styles. SIK also has several armlock putters with different hosels and specs depending on what fits the golfer best.

L.A.B. Golf

Lie Angle Balance (L.A.B.) is a patented technology intended to simplify putting. According to the brand, it eliminates torque from the design of a putter, allowing all golfers to consistently repeat their stroke — especially when the pressure is on. Club Champion carries the Directed Force 2.1 model, an aesthetically unique and performance-driven mallet, as well as the B.2 model, a blade-style putter with a minimalist design that fades into the background at address.

L.A.B. putters are 100% milled in the USA and are fully customizable. With RH and LH options, golfers can choose from five alignment options, numerous finishes, custom shaft options, and even faces with or without grooves. Like all Club Champion options, length, loft, grip style and more can be completely optimized to the individual player.

SeeMore Putters

The patented Rifle Scope Technology (RST) on each SeeMore putter head allows golfers to set up the putter perfectly each and every time in relation to the intended target. The bottom portion of each shaft is lined up between two white lines on the top of the clubhead and covers SeeMore’s signature red dot on the heel of the top line. Like a radar locking in on a target, the two parallel white sight lines frame the shaft and serve as an indicator that the golfer is in a perfect position to make a consistent and reliable stroke.

SeeMore has a plethora of putter models to choose from and all can be found and fitted at Club Champion. With a focus on perfect putting alignment and having different variations of shaft location and head design, SeeMore putters are a fitter’s dream.

Edel Golf

Edel’s goal to provide the perfect fitted putter to sink more putts is perfectly aligned with Club Champion, and the technology they bring to the table is what makes them a perfect partner for us.

The Edel Alignment System (EAS) is a unique putter building strategy with interchangeable weights and alignment plates that are individualized to the golfer using the putter. Every golfer perceives putter shapes and alignment scenarios differently, and with Edel’s arsenal of multiple putter heads, shaft offsets and the interchangeable components, they can create a putter that perfectly fits everything about your game on the green.

Bettinardi Golf

If you’re looking for milled putters, Bettinardi Golf has you covered. Through precision face milling techniques, “one piece technology” and constant adaptations, Bettinardi offers a collection of beautifully crafted, performance-inspired models like the BB1 Long Neck (a collaboration with Club Champion), the Queen B Series, the Inovai Series and more.

Breakthrough Golf Technology

Breakthrough Golf Technology (BGT) has revolutionized the putter shaft with their original Stability shafts, Stability Tour shafts and the brand new Stability Carbon shafts. Traditional putter shafts have always been relatively the same: a steel pipe. However, the brand posits that traditional shafts are inherently inconsistent and can limit how well golfers perform.

BGT’s shafts remove inconsistencies and help compensate for the typical mistakes any golfer makes on the green. Cooperating with a variety of putter heads available through Club Champion, a BGT Stability shaft can help any golfer unleash their full putting potential.

These brands and more combine with Science and Motion (SAM) PuttLab technology to help Club Champion master fitters to pinpoint the perfect putter. Our fitters are trained to understand what each putter brings to the table, and their only goal is to find the best combination of components to lower your scores.

To complement the expansive equipment knowledge and options, Club Champion master fitters are also trained to analyze SAM PuttLab metrics to precisely break down what’s going on with your existing putter. Key criteria about your stroke — club path, face angle at impact, loft, lie angle, consistencies of rotation — should be considered when seeking out a new putter. Data from the SAM PuttLab helps us address those things, as well as other elements like head style, weight, putter length, face balancing and even toe-hang. Your Club Champion fitter will explain what areas need to be changed with a new putter or simply adjusted on your current putter.

Whether you are an occasional golfer or on the links weekly, every player benefits from a custom-fitted putter. To take advantage of our limited-time Putter Fitting Month promotion, please visit

Golf Health at Club Champion

There’s a lot more to the game of golf than equipment.

While our primary goal is to find the best possible clubs for your unique swing, we also want to ensure that your muscles and joints maintain their health so that you can enjoy the game of golf for as long as possible.

An easy jumping off point for this blog about your golf health is to flash back to our post about how to prepare for your fitting.

During one of our fittings, you’re going to hit hundreds of balls in the bay. We always encourage you to stretch before the fitting to prevent any pain or injury afterward. We also keep nutritious snacks and water to help fuel you during your fitting. Whether you’re hitting one ball or one hundred, a golf swing can wreak havoc on your body and you need to be prepared to safely perform at your best.

From an equipment standpoint, a set that works with your swing motion instead of against it can tremendously improve your score but also your health on the course. Say you currently play with an old set of irons that are too short but you make them work. That overcompensation requires you to bend down, forcing you into an awkward position to swing. This not only hinders your full range of motion but it invites injury.

From a body standpoint, stretching is one of the most important things you can do to maintain a healthy body and lifestyle, especially on the golf course. Generally, stretching is a great way to decrease soreness and pain in your muscles and joints, as well as improve posture and range of motion. It can even help relieve stress, which is a welcome side effect for most golfers.

It doesn’t take much to translate what good posture and solid range of motion can do for your golf game. Elbow soreness, knee soreness, back soreness, etc. are all commonalities for golfers and without stretching, those commonalities can become repeatedly or permanently painful. Stretching can mitigate or eliminate those issues for better health and better results when you play.

A set of perfectly fitted clubs pairs well with a thorough stretching session, but there’s a third element that can take your game to the next level. Therabody’s revolutionary percussive therapy, Theragun, is sold at 40 Club Champion locations nationwide and all four versions of the Theragun – the PRO, Elite, Prime and Mini – are ready to help relieve nagging pains and stiffness after a tough round. With varying speeds and interchangeable heads, a Theragun session before, during and after your round will maximize your body’s performance and recovery on and off the course.

If you’re looking to improve your golf game and your lifestyle, Club Champion’s got all the bases covered.

Book a fitting today!

Fitting existing sets

It may come as a surprise, but we love to fit existing sets at Club Champion. Golfers frequently bring in clubs that are 5, 10, 15, and sometimes even 50 years old! While we always recommend the equipment that performs the best, sometimes that means sticking with the tried and true.

For those with an attachment to their current set, there might be a reason: maybe there’s an emotional attachment but sometimes, we see older sets that can perform wonderfully. The ol’ “if it ain’t broke, don’t fix it” mentality is not lost on the golf industry.

The moral of the story: not every club fitting results in a brand new set.

But you might be wondering, “How does that change the fitting process?” Great question.

We’re going to take those Titleist AP2 712 irons from 2011 and have you set some baseline data with them so we can ensure that you aren’t sacrificing performance for nostalgia. We’ll analyze all your data points, your striking, etc. and see if there are small tweaks like loft and lie adjustments that can milk even more out of the set.

At that point, we’ll discuss shaft upgrades or other updates. Sometimes we keep the clubheads and upgrade the rest; sometimes all you need is a quick loft adjustment and a new grip. It’s all relative and we have thousands of ways to optimize what you already have in the bag. It’s all about blending the old and the new for the best possible performance.

Some golfers might ask, “If I’m spending the time to get fit, shouldn’t I just roll with the latest technology?”

Take it from me — I play Select Model Pro Design irons from before I was born. I got them adjusted and I’ve never played better golf. We’re talking about saving seven strokes (or more) per round compared to pre-fitting Danny. Had my fitter found something that blew these out of the water, I would have absolutely considered a new set. But sometimes, the devil you know leads to better scores than the devil you don’t.

If you’re sold on upgrading your existing set, just talk to your fitter about your options. The great thing about custom fittings is that they’re, well…custom. Let us help you find the best configuration, even if that means holding onto elements from back in the day.

Click here to schedule a fitting.

All About SST PURE

Could you define “plane of oscillation” without Googling it? Good. Neither could I before I started working at Club Champion.

Even with the definition for context, I imagine you’re still unclear how it relates to golf. For the sake of this blog, it relates directly to the SST PURE process. This process is designed to make you hit the golf ball straighter and more consistently, with less deterioration.

We like to call PUREing the golf industry’s best kept secret, but the problem with secrets is: people don’t know about them. The ins and outs of the PUREing process can be confusing so let’s break it down and explain how PUREd clubs = better clubs.

What is SST PURE?

It is a shaft alignment process that analyzes and ensures a golf shaft is installed in a clubhead at its most stable orientation. Any cylindrical object can be PUREd. Pipes, fishing rods and even a Pringles can all have a perfect alignment — the SST PURE system finds that alignment and makes it a reality.

For golfers specifically, this means more consistency in your swings. Consistency means more repeatable successes (and a better understanding of your misses) which leads to better performance.

Why do shafts need to be PUREd?

Golf shafts are like fingerprints; no two are the same. In the manufacturing process, any little thing can create the smallest irregularity in a shaft’s straightness, roundness and stiffness.

Structural imperfections may give a shaft its personality, but they can also lead to inconsistencies that your body needs to overcome during a golf swing. SST PUREing pinpoints imperfections to find the ideal plane of oscillation (I hope you paid attention above!) to minimize or eliminate those inconsistencies. Additionally, any shaft can be PUREd: graphite, steel or otherwise.

What are the benefits to having my shafts PUREd?

The simple answer: better golf. The longer answer: the process adds a level of consistency to your swing and ball flight that is otherwise unachievable with imperfect shafts. Instead of working against the torque of the club, your body can swing though more effortlessly for a cleaner impact and softer feel.

How much does PUREing cost?

Club Champion charges $30 to PURE new shafts and builds that cost into the price of wood shafts.

RetroPUREing, or PUREing clubs that were previously assembled, is also an option. It is a bit more costly due to the disassembling/reassembling that is required (about $65 per shaft at Club Champion).

What else should I know about SST PURE?

Almost $2 billion has been won on the professional tours by golfers with PUREd shafts. Everyone from Tiger Woods to Lexi Thompson has experienced the benefits of SST PUREd shafts during a tournament.

On a more personal note, I’ve gotten to actually PURE a fair amount of shafts myself — I may have even done your set! The coolest thing to me is that the machine itself looks like something straight out of the Bat Cave. Working on the machine literally makes me feel like Batman trying to track down the Joker using crazy technology — who wouldn’t want to feel like Batman?

In conclusion…

The SST PURE process helps you play better golf by making your shaft perform better. We believe in it so ardently that our founder, Nick Sherburne, said on our Fits With the Founder podcast, “If you’re not gonna PURE your golf clubs, you’re doing it wrong. I’m just going to be that blunt with you.”

How to prepare for your fitting

So you want to upgrade your golf game.

You’ve heard great things about custom fittings and that Club Champion is the best place to go, so you booked an appointment and you’re dreaming of lower scores. But how do you get the most out of your fitting?

Here are some of our best tips to maximize your time and fitting session:

1) Bring your current clubs

Whether you want new clubs or just want to upgrade your current set, you’re going to need to bring your existing gamers. It seems self-explanatory, but in order to hone in on areas of improvement, we need to set a performance baseline with what you’ve got. 

Note: For travelers or people who do not currently own a set, we can still perform a fitting without your existing clubs. We just recommend against this so we can show you measurable improvement by comparing your baseline to the combinations we try in the bay.

2) Wear comfy golf clothes

It’s not so much about style as it is about being comfortable while you’re hitting. We’ll explain it further down, but it’s important to wear clothes that don’t hinder your swing. Further, it’s important to wear clothing that will keep you comfortable over the course of a few hours.

3) Be on time

Make sure you know the address of your Club Champion and plan to arrive about 15 minutes ahead of your start time. You are paying for time, after all, so be ready to maximize every minute. This also gives you plenty of time to stretch, which is highly recommended.

4) Know your goals

One of the first things your fitter will ask is what you want to get out of your fitting. Wanting lower scores is a fine answer, but we need a plan of attack to get you that lower score. For example, do you want to hit the ball farther? Do you need more accuracy on your approaches? Do you three-putt every time? Knowing the specific areas of your game that you want to improve will only make your fitting session better.

5) Be ready to swing

Depending on the type of fitting you’re getting, you could be hitting hundreds of golf balls. That’s right, hundreds. Bolded and italicized. 

That’s why we mentioned wearing comfy clothes above. You could be in the fitting bay for hours. Make sure you don’t come to your fitting right after you run a half-marathon or if you’ve just eaten a hefty portion of chicken alfredo. You probably won’t feel at your best during your fitting, which means you won’t hit your best. 

We already mentioned stretching, but keep strength and stamina in mind as well. Our stores have snacks and water to keep you hydrated and energized, but you’re welcome to bring your own energy-boosters as well. 

6) Know your budget

Talking money is never fun. But, it’s extremely important that you communicate with your fitter about your budget and cost concerns. We have stock options and lower-price points available because we want to fit everyone. 

You shouldn’t feel uncomfortable making your budget known to your fitter because in the long run, he or she will be able to fit you into realistic components that best suit your game and your wallet.

7) Have an open mind

This is critical for golfers who’ve never been fit as well as returning customers. We’ve built our company on brand agnosticism — we now have over 50,000 hittable club combinations and club components from over 50 manufacturers. Our fitters are trained to be brand agnostic, but many of our customers aren’t.

More often than not, someone who comes in with a specific brand in mind ends up finding better numbers with something else. Golfers are more than welcome to test the latest and greatest from their favorite brands but we try to encourage branching out so we can be sure that brand is truly the best for your specific needs. Fittings are meant to find the best option for your swing – not the option that hooked you with the best commercials.

8) Have fun!

Your fitting shouldn’t be a stressful process. A bit tiring, sure, but the tips above should help you get the most out of your fitting. Many golfers have never experienced any fitting, let alone the comprehensive process at Club Champion, so relax and enjoy the process!

For more information or to book a fitting, please visit

Why does Club Champion fit indoors?

We get this question a lot.

What consistently makes us the top club fitter in the nation is our consistency across our 80+ locations. The weather in all of our locations will be perfect and there will be no external variables hindering your data.

All of our fittings are in a temperature-controlled environment without wind, humidity, or other unpleasant weather phenomenons. In a static indoor environment, you don’t have to worry about anything other than you and your swing.

The most common follow-up question is about grass versus artificial turf. Again, consistency is key.

In each of our fitting bays, we use Fiberbuilt mats that perform very close to turf and the TrackMan technology has proven that. Some small outlying factors may exist, but Fiberbuilt has been tested and performed at levels proven to be very similar to grass. The low friction fibers in the Fiberbuilt mats avoid grabbing or twisting the club on iron swings, while fairway woods and hybrids sweep through for pure ball contact. This yields accurate launch angles and ball spin, with no club head bounce. You can consistently swing down and through the Fiberbuilt, leaving ground deficiencies out of the equation in your swings. This also eliminates any issues with uneven grass, dryness, or other variables that might come along with natural grass.

Consistency is massively important in the game of golf, so it should be a no-brainer in your club fitting.

Book yours:

Who should get fitted?

Who should get fit for golf clubs?




But really — we at Club Champion pride ourselves on being the nation’s top club fitter and our goal since day one has been to make Tour-level golf equipment fittings available to everyone. If you’re able to wear the same clothes and play with the same equipment, you should have access to the same club customization that the pros have.

That’s where we come in. Our custom club fittings match equipment to your unique swing metrics. Whether you swing smooth like Rory McIlroy, hitch your swing like Jim Furyk or slap-shot it like Happy Gilmore, our job is to find clubs that fit with you so you can lower your scores.

A lot of casual golfers wonder, “Am I good enough to get fitted?”

The simple answer is yes. We fit every level of golfer from beginners to Tour professionals; all you need is a consistent swing motion (which is not the same thing as a perfect one) and we can collect data. 

All ages, all skill levels, doesn’t matter. In fact, we’ve found that the higher your handicap, the more measurable improvement can be seen in our fitting bays and out on the course.

Having the proper shaft flex, weight, profile and length coupled with the right swingweight, lie, loft and grip can all help you reach your golf goals. Each of these metrics are measured and are accounted for when you’re fitted by our Master Fitters.

Others may ask, “My kid is just beginning to play golf. Should they be fitted?”

We really do fit players of all ages. If your child is dedicated to the game and wants to begin playing with the best equipment, a fitting should be considered. Playing well with the right equipment at an early age can help inspire confidence in a young golfer, which will only make them want to play more. Just don’t Great Santini your kid.

Someone who asks a lot of questions might ask next, “What will a fitting do for me?”

It will simply help you play better golf. At the end of the day, someone that wants to improve their game should look to improve their equipment. A properly fitted club will benefit the individual far more than an off-the-rack set of clubs because it’s working with your body, not against it. 

The only question left to ask is, “When should I get fit?”


Book here.

Father’s Day at Club Champion

It’s the same question every year: what can you possibly get for a man who has everything and doesn’t use most of what he has? You could settle for a dozen golf balls and a World’s Greatest Dad coffee mug from the grocery store. Maybe a new tie. Or you can be the world’s greatest gift-giver by getting your dad a Club Champion gift card.

Michael Breed

He is already a pro in the father arena, but during a Club Champion fitting, Dad’ll feel like a pro golfer, too. With over 50,000 hittable combinations in our studios, your dad will be immersed in the top customization options in the golf industry.

The process involves working with a master fitter to test Dad’s unique swing. Using TrackMan launch monitors, dozens of metrics like smash factor, ball speed, clubhead speed, carry and more will be analyzed in real-time. The data is invaluable and far more interesting than another tie!

Following the unforgettable fitting and the purchase of his new favorite toys, your gift will keep on giving. With a properly fitted set, your dad will be playing his best golf and he’ll have you to thank for that.

To sweeten the deal, we’ve got a special Father’s Day promotion happening for a limited time online: $75 toward Dad’s equipment purchase when you buy a gift card for $150 or more. This offer is only available until 6/20/21 and can be purchased here.

You won’t find a better deal for your dad this Father’s Day. Club Champion is the perfect fit for every World’s Greatest Dad.

Club Champion

Tale of the Tape: Club Champion vs. The Field

So you want to make some changes to your golf game. 

Maybe you just retired and you have more time to golf. Or maybe you just picked up the game and want to progress. Maybe you’ve been doing “just fine” for the last few years and you want to be better than fine. Or maybe you just want bragging rights.

Regardless of the reason, you’ve come to the right conclusion: it’s time for a golf club fitting. 

It doesn’t take much effort to find a plethora of companies, club pros and back-door build shops that claim to offer club fittings. But there’s only one company that can guarantee the perfect fit.

Club Champion claims the title of the nation’s top club fitter and builder, but it isn’t just hyperbole. There are four key factors that set them apart from the competition.

Demo Equipment

The sheer number of clubheads, shafts and grips that Club Champion has available is simply unmatched. 

Built upon a commitment to brand agnosticism, they have over 50,000 hittable club combinations in their arsenal with equipment from 50+ manufacturers including Callaway, TaylorMade, Titleist and many more.

With an astounding amount of club combos, their master fitters can confidently fit every unique swing that comes through the door. Using a universal connector system that can’t be found at most other fitters, they’re able to mix and match any brand of head and shaft that best fits you and your swing.

Most golf retailers and local clubs are only able to fit using a couple of demo bags and aren’t able to mix between brands. Is it even a true custom fitting if your options are that severely limited?


If you weren’t convinced by the vast amount of club combination options, then maybe some tech talk will tickle your fancy.

To improve your game, you need a launch monitor, but not just any launch monitor. TrackMan is the gold standard for the PGA Tour, there’s one in every Club Champion fitting bay. With TrackMan’s proven 3D radar tech, you’ll be able to measure smash factor, ball speed, clubhead speed, carry and more in real-time. 

And don’t forget about your short game — as putts make up around 40% of your strokes, you’ll want to have the best tech on your side to help you sink ‘em.

Also found in each Club Champion location is a Science & Motion (SAM) PuttLab, designed to analyze the 28 most important parameters of your putting stroke. Using ultrasound measurements, SAM provides on-the-spot data and insight that enables fitters to identify the best putter for you.

The tech-focused philosophy extends beyond the stores to the build shop, where you’ll find SST PURE Shaft Alignment systems along with perfectly calibrated swingweight machines and loft and lie machines that match the machines in stores.

Our Fitters

The art and science behind properly fitting each unique swing takes education and proper training, just as it would to learn how to play the game itself. 

Club Champion educates all of their fitters through an intensive in-house training course called Club Champion University (CCU).

CCU has been proven to create the most highly trained fitters in the industry. Through 200+ hours of initial training, plus bi-weekly refresher training for graduates, fitters are consistently the best and most informed from coast-to-coast.

Club Building

The build process is what separates Club Champion from other club fitters because that is where the true difference is made for the golfer. Most other fitters identify your specs and send them to a club manufacturer to build. The intricacies that make your swing unique can be lost in translation with exchanges like that.

At each Club Champion location, the loft, lie and swingweight machines are perfectly calibrated with those in the build shop to ensure that the clubs you tested in the fitting bay are the same ones you purchase. There’s hand-off of information with a hope of accuracy; there’s a coordinated effort to ensure it. 

Additionally, all the master builders work in the shop full-time. They take a great amount of personal pride in their work and are passionate about each unique club they’re building for you. Every detail matters to them because it matters to you.

The Takeaway

Now that you know the difference between Club Champion and the field, it’s time to book a fitting at your nearest location! Head to for more information.

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