Golf News for Monday, April 8, 2013 | Technology

Edwin Watts Golf announces newly released "ClubSmarts Report"

FORT WALTON BEACH, Fla. -- Edwin Watts Golf, one of the world's largest specialty golf retailers, and the first to conduct scientific robot testing of golf club performance, released the "ClubSmarts Report," featuring the 2013 Driver Test and providing golfers with a "first-of-its-kind" club matching matrix. The report, which highlights the playability attributes of new drivers introduced in 2013, is the centerpiece of Edwin Watts Golf's ARC (Advanced Robot Certified) Club Matching System, designed to objectively "club match and performance fit" golfers with products that best perform to their swing characteristics.

Introduced in January 2013, the ARC Club Matching System, using advanced RoboFit Technology, tested drivers using an 11-point face system, based on six key impact areas: full-face, center impact, off the toe, off the heel, low on the face and high on the face. As a result, the ClubSmarts Report's Club Matching Matrix, which is available online at and published in the popular Edwin Watts Golf Catalog, allows golfers of all playing levels to easily and effectively match their swing with the top performing drivers in several categories, including most distance/longest drives; highest ball speeds generated; most accurate; and highest and lowest launch angles generated, among others.

The ARC System also establishes a benchmark for game improvement by enhancing the in-store club fitting experience, as Edwin Watts Golf's expert clubfitters now have access to unmatched golf club performance data to support fitting sessions via the in-store launch monitors and simulators. This enables golfers to quickly and easily choose clubs that best match their swing and will optimize their performance.

"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 enables us to develop the ClubSmarts Report which provides a wealth of data, enabling 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."

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, are 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. On the heels of the driver test, the ARC System, which is operated out of Edwin Watts Golf Uinta in Salt Lake City, Utah, will focus on fairway woods and eventually hybrids and irons.

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."

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."

For more information on the ARC Club Matching System, the ClubSmarts Report and the Club Matching Matrix, visit

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 ( 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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