How Titleist shows golfers how to build the best bag | Fully Equipped

When you go for a fitting at Titleist, it’s as much an educational experience as it is about finding you the best golf clubs for your game.

That’s by design.

On this week’s episode of GOLF’s Fully Equipped, co-hosts Johnny Wunder and Jake Morrow asked Lucas Bro, a fitter at the Titleist Performance Institute, how he informs his customers how they can play better golf by explaining how their clubs can work for them.

“I really try to push players to think about their game and to understand all the levers and what they can pull on, and what are important and what aren’t important,” Bro said. “I try to teach every player I fit how to do my job. That’s my approach to it.”

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Wunder has now been fit by Bro twice and said he’s the first person he’s actually heard explain out loud how clubfitting is as much psychological as it is physical. Wunder used the example that a player who has a big right miss actually fears the left miss, something Bro explained earlier.

But he continued that TPI is trying to tap into the idea that all players want is just to play better golf.

“Everybody wants everybody to play good. But ultimately, like you guys are teaching people how to actually do this, which is unique,” Wunder said. “I think what you guys are kind of tapping into is more that golf IQ stuff, like, and it just happens to be around building your bag. And that’s why it’s so fascinating to me, because I feel like the next five to ten years, analytics are going to drive fitting, and analytics are going to drive performance.”

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Bro said that the whole philosophy came from his predecessor. He used another example where a player will come to him and say he wants to hit his 7-iron farther. But Bro probably wants him to hit his 7-iron higher so he can control it better.

“I’ll say, all right, what’d you shoot over the weekend? They said 80. I said, ‘Would you have more fun if you shot 65?'” Bro said. “And they go, well, yeah. It’s like, let’s all be honest about what the goal is. The goal is to shoot a low score.”

For more from Morrow, fellow co-host Johnny Wunder and Bro, listen to the full episode of GOLF’s Fully Equipped here or watch it below.

Want to overhaul your bag for 2025? Find a club-fitting location near you at True Spec Golf.