[Report] "Only 3 People a Day"... Korea's Top-Level Fitting Center 'TPC-Oak Valley'

Visiting Titleist Performance Center Oak Valley

Private Reservation System Mainly for Affiliated and Teaching Pros
Purpose Is Providing the Best Service, Not Generating Profit

On the 15th, after driving about two hours from Seoul, I visited 'TPC-Oak Valley' located within Oak Valley Country Club (CC) in Jijeong-myeon, Wonju-si, Gangwon-do. This place is the eighth performance fitting center opened by Titleist in Korea last July. Upon entering the sleek TPC-Oak Valley building, the open field in front of the outdoor hitting bays immediately caught my eye. TPC-Oak Valley is the only Titleist fitting center equipped with two outdoor hitting bays. Two professional fitters are stationed here, and the facility includes grass hitting bays, an approach practice area, and a practice green.

Titleist Performance Center (TPC) at Oak Valley Golf Academy, Wonju, Gangwon-do.

The data analysis equipment TrackMan, the colorful shafts, and the various heads and lofts on display were truly impressive. Choi Hyunmuk, the Performance Center team leader, explained, "TPC-Oak Valley not only has the most equipment in Korea but also boasts a world-class scale," adding, "There are about 300 to 400 shafts alone." Customers can freely test clubs using the equipment available at the center under the guidance of professionally trained fitters.

TPC-Oak Valley operates on a private reservation system. While general customers can make reservations by phone, the system is primarily open first to Titleist-affiliated pros, lesson pros, and national team members, making it difficult for general customers to secure a spot. Additionally, the fitting time per customer is about 1 hour and 30 minutes, providing ample time compared to any other fitting center in Korea. According to officials, fittings covering the full line from driver to wedge can take up to three hours.

Kim Jinseong, a Titleist professional fitter, said, "What differentiates TPC-Oak Valley from other locations is that we provide services to each customer with sufficient time," adding, "On average, we handle two single-item fittings and one full-line fitting per day, serving up to three customers."

Jinseong Kim, Titleist Peter, is explaining using user data collection materials at the Titleist Performance Center, Oak Valley Golf Academy, Wonju, Gangwon-do, on the 10th.

The fitting process follows Titleist's official procedure, sequentially combining components such as the head, loft, club length, shaft, and grip. Customers test multiple times to find the optimal club that yields the highest launch conditions. After the entire process, a so-called 'prescription' is sent via personal message. This document contains the best club model and specifications tailored to the golfer. Subsequently, the clubs ordered online by the customer are manufactured at the Titleist Building Center located in Baegam-myeon, Cheoin-gu, Yongin-si, and individually delivered to the customer. The fitting and sales processes are strictly separated.

Team leader Choi emphasized, "Titleist separates fitting and purchasing to accommodate some customers who feel burdened by buying," adding, "As a leading company in domestic fitting, we focus on providing the best service rather than generating profit through sales."

The recent surge in domestic 'fitting boom' is strongly felt by Titleist professional fitters as well. As the importance of fitting becomes more widely known, not only experienced golfers but also beginners increasingly visit the center. The rate of purchases following fittings has also significantly increased. The purchase rate of Titleist's 'custom clubs,' made with parts tailored to individual golfers, rose from 28% in 2015 to 45% in 2022, an increase of about 17%.

Fitter Kim said, "Working at the center, I truly feel that interest in fitting has grown much more than before," and predicted, "I expect domestic fitting technology and culture to improve further in the future."

This content was produced with the assistance of AI translation services.