Golf News for Thursday, January 24, 2013 | Technology

Edwin Watts Golf announces debut of new ARC Club Matching System

FORT WALTON BEACH, Fla. -- Edwin Watts Golf, one of the world's largest specialty golf retailers, redefined the club fitting process with the introduction of the ARC (Advanced Robot Certified) Club Matching System, powered by RoboFit Technology. With the proprietary new system, Edwin Watts Golf becomes the first and only golf retailer to implement scientifically proven robot testing of golf club performance, enabling the Company to both "club match and performance fit" golfers with products that best perform to their unique swing characteristics. The ARC System, which establishes a benchmark for game improvement in golf, is being offered as a free service at more than 90 Edwin Watts Golf Shops located in the U.S.

Based on the ARC Club Matching System's RoboFit Technology, golf clubs sold at Edwin Watts Golf stores, online and through the Company's popular catalog will be tested by a state-of-the-art robot made by Golf Labs, one of the golf industry's foremost experts on golf club testing and analysis. The new ARC system, which is presently testing drivers and will then focus on fairway woods and eventually hybrids and irons, is being operated out of Edwin Watts Golf Uinta in Salt Lake City, Utah. The testing will yield performance data based on multi-point face (center, heel, toe) performance of each manufacturer's respective club models. This will allow the system to most effectively and objectively analyze a club's performance and how that club matches up with a golfer's individual swing characteristics.

In addition to enhancing an in-store club fitting experience, customers ordering clubs direct from edwinwattsgolf.com or via Edwin Watts Golf's popular equipment catalog will benefit from the ARC System via information featured in the ClubSmarts Report, a detailed analysis of the clubs tested. Select data from this report, which will be published online and in the catalog, will highlight key performance attributes of clubs tested by the ARC System, enabling golfers to quickly and easily choose clubs that best match their swing.

"The ARC System is a game changer for our customers because it adds an extremely easy and golfer-friendly dimension to the club fitting process," said John Watson, CEO, Edwin Watts Golf. "Using our exclusive robot testing, we can effectively club match and performance fit golfers based on independent scientific analysis of a golf club. This testing will yield a wealth of data that will enable golfers of all levels to get objectively matched with a club that performs to their swing, while helping them recognize the true benefits of today's advanced club technology."

Watson adds, "In developing the ARC System, Edwin Watts Golf is the only golf retailer to own and operate a robot testing machine to test golf clubs, similar to the hi-tech machines used by the governing bodies of golf, as well as leading golf equipment manufacturers. It will not only have a positive impact on millions of golfing customers across the Edwin Watts Golf portfolio, but we hope it will change the conversation that currently exists regarding club fitting, and emphasize the importance of club matching."

The centerpiece of the ARC Club Matching System, the Edwin Watts Golf ClubSmarts Report provides an analysis on every club that has been tested by the Company. Each report will highlight the key performance attributes of the brands tested, while categorizing the type of golfer that would benefit most from the specific clubs. The Company will also assign an ARC Seal of Performance to any product tested; informing golfers that the product has gone through the ARC System and a store associate can now evaluate how it performs against their swing characteristics.

Watson concludes, "The ARC System is not created to judge a golf club as good or bad, but to independently evaluate its key performance features and how they match up to a golfer's distinct swing. For newcomers to the game, or avid golfers, this is the best way to get fit with the right clubs, and it's how we can truly enhance game improvement."

About Edwin Watts Golf
Edwin Watts Golf Shops, LLC (an affiliated portfolio company of Sun Capital Partners, Inc.), headquartered in Fort Walton Beach, Florida is one of the world's premier specialty golf retailers. The company operates as an integrated, multi-channel retailer, offering the freshest assortment of brand name golf equipment, apparel, and accessories through its more than 90 domestic Retail Locations, eCommerce Internet site (www.edwinwattsgolf.com) and Telephone/Catalog/Direct Mail sales (1.800.874.0146). Edwin Watts Golf touts a team of highly experienced and knowledgeable sales associates who can assist customers of all skill levels with lessons, performance fitting, special orders and repair services. The combination of the highest level of customer service, price match guarantee and reputation as the most trusted retailer in golf for nearly 45 years has earned the organization the right to be known as America's Golf Club.

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Michele Cooper (michele@mastrocomm.com)
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