As our company grows and enters into new markets around the world, golfers of all skill levels and playing abilities are learning more and more about what we have to offer. First and foremost, we are the brand that wants golfers to #OwnTheSecondShot and with that we have officially opened the first Second Shot Fitting Centre at Wentworth Club in Surrey, England.

The centre will provide a unique custom-fitting experience for golfers of all abilities, purely for fairway woods and hybrids. The facility is not only the first of its kind in England, but the first of its kind anywhere in the world. Featuring the latest Flightscope® launch monitor technology, the centre provides the ultimate opportunity for golfers to dial-in their second shot clubs, namely those from 250 yards and in.

“We are delighted to be opening our first Second Shot Centre at a venue as prestigious as Wentworth,” said Simon Homer, Head of Adams Golf Europe. “The centre is the first of its kind and reinforces our focus on the second shot in golf; I’m confident it will provide a great asset for our business in Europe.”

The state-of-the-art facility, which is fully enclosed, houses a testing suite and workshop to provide the ultimate Second Shot custom-fitting experience. For £100 for an hour fitting, golfers will benefit from specialized custom-fitting of second shot clubs, conducted on a one-to-one basis with a Wentworth professional.

Stephen Gibson, Director of Golf at Wentworth, said: “We’re pleased to be partnering with Adams Golf on the Second Shot Centre project. The centre will be not only a great vehicle for Adams, but a great benefit for Wentworth. Adams is a brand renowned for innovation and we’re delighted to be home to the first centre of it’s kind in the UK.”

Wentworth is one of the most prestigious golfing venues in the UK. Home to The European Tour and numerous Tour Events, the club boasts three championship golf courses and some of the most impressive practice facilities in world golf.

The Centre was officially opened by Adams Golf Staff professional Ernie Els, on 20th May 2014 during the BMW PGA Championship on the European Tour. Speaking at the launch, the four-time Major Champion, said: “The facility at Wentworth provides the same custom-fit experience that we Tour players receive and makes them available to golfers of all abilities.  The Second Shot is truly the most important in golf and I would encourage all golfers, from professionals to recreational players, to take advantage of the technology and innovation available at the new Adams centre.”

The Second Shot Centre will house all the latest fairway woods and hybrids from the Adams Golf product range. As a brand that occupies an enviable position as the #1 Hybrid on Tour and following the successful re-launch of the iconic Tight Lies, also holds a strong position within the fairway wood market – the facility will reinforce Adams’ position in these product categories as well as help golfers truly #OwnTheSecondShot.