Bill Kendall, a 2025 GRAA Top 50 Clubfitter and Growth of the Game Teaching Professional, is a PGA of America Associate Golf Coach, Master Club Fitter and Director of Fitting and Sales at Top Dog Golf Center in Fallston, Maryland.
Bill Kendall on the importance of offering demo day quick fits:
At Top Dog Golf Center, our monthly Demo Days feature a free, 30-minute “Quick Fit” focused on one area of the golfer’s bag: wedges, irons, fairway woods and hybrids, driver or putter. We set up our outdoor fitting bay with our FlightScope X3 launch monitor and surround it with fitting carts from the manufacturers we carry. These sessions give entry- and mid-level golfers an accessible introduction to fitting, focusing on key performance measurements within a shorter appointment than a comprehensive private fitting. I begin with a brief interview to understand the player’s goals and preferences, establish a baseline with their current equipment and then test several options. Throughout the session, I consider the golfer’s feedback alongside the data. A game-improvement iron might produce favorable numbers, but the player may dislike its larger footprint or offset. In that situation, we explore a more appealing profile and explain any performance trade-offs. As a player, coach and fitter, I want to find equipment that performs well and gives the golfer confidence in its appearance and feel. The player’s comfort with the recommendation is an essential part of a successful fitting.
Bill Kendall on the business impact of offering demo day quick fits:
Our monthly Quick Fits have generated 45 percent of our $175,000 in custom-fit club sales, accounting for $78,750. In the two years since I developed the Quick Fit model, Top Dog has also ranked as Maryland’s top green-grass location for Callaway club sales — an accomplishment we are particularly proud of as an independent driving range. The complimentary sessions give golfers an opportunity to experience professional fitting, compare equipment and make an informed purchase. Focusing on one area of the bag keeps each appointment manageable and creates a natural starting point for future fittings. Our commitment to listening to the customer has also brought referrals directly to our Demo Days. I want golfers to leave understanding why we selected their equipment and knowing their preferences helped shape that decision. I regularly see players I have fitted return to the range and hear that they are pleased with both the experience and their new clubs. Those conversations are especially rewarding because they show that the relationship continues after the sale. Helping golfers feel confident in their purchases gives them a reason to return for other equipment needs and recommend Top Dog to their friends.
If you would like to email the author of this Best Practice directly, please email williamjkendall@yahoo.com.
