pga tour superstore studio fitting

IT'S ALL IN THE FIT

Introducing PGA TOUR Superstore STUDIO at Five Iron Golf

Five Iron Golf has teamed up with the country’s leading golf specialty retailer, PGA TOUR Superstore for a premium club fitting and building experience.

FITTING FOR ALL

Offering an unparalleled brand-agnostic club fitting environment, certified fitters combine TOUR-level expertise, TrackMan technology, and thousands of club and shaft combinators of the latest equipment for an unbiased recommendation fit to your swing.

How to prepare

Bring your current golf clubs – if you have them (not required) and all your usual attire and accessories.

Swing to success

Discuss your goals and assess your equipment with our expert fitters before you take some shots with various combinations to find your fit.

Walk away with a plan

Get a recommendation for clubs and/or instruction (if needed) based on your goals and a detailed TrackMan report from your fitting.

Find a PGA TOUR Superstore STUDIO location

Learn more about pga tour superstore studio, fittings may be booked online or by calling the pgatss customer service line 1-888-200-7428, subscribe to stay in the 5i loop.

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PGA TOUR Superstore Club Fitting Review: A PGA Pro’s Experience

I recently took one of my students for a full bag fitting at our local PGA TOUR Superstore in Altamonte Springs, FL. In doing so, I thought it would be a great opportunity for me to do a professional PGA TOUR Superstore Club Fitting review.

Our  PGA TOUR Superstore full bag fitting was an amazing experience for us. Our fitter, Charles Moore, was a master fitter with over 20 years of experience. He used high-end technology like the Trackman Launch Monitor and SAMPuttLab putting analysis tools and software to diagnose any issues.

The three-hour session ran through all of the clubs in Lincoln’s bag. Charles started with irons, followed by Lincoln’s putter, wedges, and finally with his woods and driver. The time flew by, and the insights we learned will surely help Lincoln going forward.

After a 3-hour fitting, a few things we learned were:

• Change Lincoln’s 7-iron to a more upright degree to tighten his shot distribution.
• Shorten his driver to gain more control off the tee.
• Minor tweaks were made to his wedge lofts, gapping, and bounce.
• The putter was looking good.

I’ve been a golf instructor for 27 years and have been certified by the PGA for 15 years, and this is my first full bag fitting. After this experience, I’m convinced that a proper fitting is something all serious golfers need to do.

The only drawback could be the cost. Individual club fittings start at $40 to $50, while a full bag fitting at PGA Tour Superstore costs $99 to $300 ( check your local PGATSS stores pricing ). The more expensive fittings use more premium technology to analyze your swing.

If you spend hundreds or thousands on golf equipment and hours at the range or course, I think most golfers will consider this a solid investment. But please read on to decide for yourself, and at the end, I dive into the specific costs.

This review will include:

• Pros & Cons

Iron Fitting

Putter fitting, wedge fitting.

• Driver and Woods Fitting
• PGA TOUR Superstore Costs
• Can a Club Fitting Improve Your Game?
• Benefits of a PGA TOUR Superstore

Pros & Cons of a PGA TOUR Superstore Fitting

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A PGA TOUR Superstore club fitting uses readings from technology such as Trackman  and SAM PuttLab  to recommend the best way to improve issues with your game.

That was exactly what our Studio Fitter, Charles, did as we went through the fitting, starting with Lincoln’s irons and then moving on to his putter, wedges, woods, and driver.

Here is a quick bit about our Studio Fitter:  Charles is originally from Gainesville, Florida. It was clear he had a true passion for golf. In talking with him, we found out he began his golf journey at 7, and today, at age 45, he is still just as passionate. He originally got his start in the golf industry in 1995, where he worked as a caddy, and then moved into the retail space in 1999, working for a store in Myrtle Beach. Charles has been a master fitter for over 20 years  after becoming certified through major golf vendors, including Callaway, Taylormade, PING, and Titleist.

Check this out: 7 Reasons For Golfers To Shop At PGA TOUR Superstore

I was thoroughly impressed with the Studio Full Bag Fitting at the PGA TOUR Superstore, and I know that my student Lincoln was also. The following are the positives and negatives we both took from the experience.

• It can help you get a good understanding of your swing tendencies
• It can help you see where your equipment is helping you
• It can help you see where your equipment is hurting you
• It can instantly help you improve your game with equipment modifications
• A fitting is not a cure-all for an ailing game, but a compliment to lessons as well as practice
• It could be considered too expensive for some (I’ll cover the full costs below)

Lincoln and I will remember the Studio Full Bag fitting at the PGA TOUR Superstore in Altamonte Springs, FL, for years. Our fitter, Charles, shared his decades of experience and sincerely wanted to help Lincoln reach his full potential.

Additionally, all the various reports from tools like Trackman and SAMPuttLab provide a great deal of valuable information after the fitting. As a coach , that information is great for me to go through with my students after a fitting session and when we are at our next session together.

I would absolutely recommend it to anyone to go through a fitting, even if it’s not a full-bag fitting.

Lincoln will work with a 7-iron with a more upright degree to help balance his contact on the face. After looking through the SAMPuttLab reports, it was good to see that his putting and putter were right on. His wedges also looked good, with some minor suggestions to change the gapping or the distance between clubs. He could also tweak the widget lofts and bounce.

The driver fitting takes the most time, and Charles had some expert insight to share. He noticed Lincoln’s driver was too long, and this is a common problem for many golfers. He cut down his driver right there, which should immediately save Lincoln some strokes.

I’ll go into more detail as I cover each club and what was looked at and share some pictures.

“It was cool to learn about different aspects of equipment and how it can affect your game. It was very helpful and helped coach and I make  some good decisions about equipment changes I should make to help further the work we are doing together. It’s crazy that only a degree or two of lie angle can make such a big difference. Getting a fitting can help a golfer in many ways, and it might be a good idea to consider getting one done.” ~ Lincoln Nascimento [My student who received the fitting]

In our club fitting , Charles had Lincoln warm up and get loose in the hitting bay. After that, Lincoln hit several 7-irons to get some baseline numbers from Trackman . Key areas that were looked at included:

• Where on the clubface strikes were made at impact
• The path Lincoln was swinging as he approached the ball at impact
• Whether his clubface was square, open, or closed at impact
• His spin rate on shots
• His overall shot dispersion

Once these baseline readings were made, Charles measured the lie angle of Lincoln’s 7-iron and its length . These factors often play a key role in the patterns a golfer shows in their shots.

Lincoln’s irons were pretty close to the standards for the club brand he plays.

Result: With all the information gathered, Lincoln hit a second 7-iron that was more upright than the standard . This significantly helped balance out where on the face he was making contact with the ball and tightened up his shot distribution.

Next up was the putter fitting stage of the session. The Science and Motion , or SAM PuttLab, was used in this area. This awesome technology helps take a deep dive into the dynamics of golfers’ putting and how their path and face react at impact.

Putting is very much an individual thing and is as much a feel and comfort thing as anything else.  If a golfer can consistently deliver the putter face squarely into the ball at impact, then how they accomplish that does not matter. What you are looking for with poor putters is issues with face control   at impact  and things like distance control.

Lincoln’s putting is consistent regarding how his face comes into the ball at impact. While there were some suggestions for putters to try, we were both pleased with how his baseline numbers looked .

Result: No changes were made to his putter.

More from Golf Span: The Best Online Golf Stores – As Good As In Person?

Following the putter fitting, Charles worked with Lincoln on his wedges. With a wedge fitting, like with the irons, the fitter looks first to see a player’s tendencies.

Charles had Lincoln hit several full swing, half swing, and open face lob shots with each of his wedges . Things that are being looked at with the wedges include:

• The bounce on each wedge
• The grind on each wedge
• Gapping a player has between wedges
• Club length, shaft type, and grip

Result:  Based on the findings of Lincoln’s tendencies and performance with his current wedges, some suggestions were made to slightly modify his gapping, lofts, and ever so slight changes to his bounces.

The final stage of Lincoln’s full bag fitting focused on his woods and driver. Most of the time spent in this area was focused on his driver.

Once again, the process is pretty much the same as was the case with the irons and wedges. Lincoln started by getting warmed up and then proceeded to get into capturing data with his current driver.

Again, a baseline is set to see his tendencies, and then the actual fitting or suggesting of changes is made.

Key Takeaway: The biggest insight with this portion of the fitting was the massive difference between the length of a driver on the PGA TOUR vs. what the average amateur carries in their bag. The PGA TOUR average driver length is 44.75”, compared to the average amateur’s driver clocking in at 45.5” to 46.5”.

Charles quickly pointed out that most drivers are simply too long for the average golfer , which is a big reason why control is such an issue.

Result: Lincoln and I agreed, and he chopped his driver down to help gain more control off the tee.

Now, this may sound great, but what is the cost of a PGA TOUR Superstore Club Fitting? Well, types and pricing may vary depending on the store location. The following is pricing at my local store in Altamonte Springs, FL.

At stores using technology like the Trackman and SAMPuttLab, most individual club fittings range between $49 and $99. The Full Bag Fittings cost $300.

Here’s a quick breakdown:

• A 25-minute performance evaluation for any club: $49
• A fairway, hybrid, or wedge fitting: $59
• A driver, iron, or putter fitting: $99
• A Studio Full Bag Fitting (3 hours): $300

At stores that don’t use as expensive technology, you’ll pay around $40 for an individual club fitting. The Full Bag Fittings cost $99.

Club Fittings to Consider:

Our fitter, Charles, walked us through a prioritized list of clubs you should get a fitting for if you couldn’t afford a full bag fitting or just need help with one or two clubs.

Each store has varying options and prices, so check the offerings and prices at your local store . You can book a reservation now if you’re ready.

I always believed that combining regular golf instruction and club fitting could pay big dividends to any golfer. After going through a full-bag three-hour fitting session at the PGA TOUR Superstore, I am now convinced that a proper fitting is something that all serious golfers need to do.

Golf equipment off the shelf or purchased online is not one-size-fits-all.

• Having clubs that are too long, too heavy, or don’t have the right lie angle can absolutely cost you strokes.
• Having a toe-hang putter, when you are better off with a face-balanced one, can cost you strokes.
• Having wedges with improper gapping or an incorrect bounce can also cost you strokes.

Getting a proper fitting done can truly help your game.

“Regardless of your level of play, getting custom-fit golf clubs offers some key advantages. From drivers to putters, it’s important that each club in the bag adds to a player’s skills while compensating for their tendencies. It is far better to improve your game using golf clubs that match your swing characteristics and don’t impede your improvement.” Alyssa Hockenbury, General Manager of PGA TOUR Superstore in Altamonte Springs, FL

Read on: What Does A Golf Club Fitting Cost And Is It Worth It?

The PGA TOUR Superstore brand is owned and operated by Arthur Blank . In addition to the PGA TOUR Superstores, Blank is also the co-founder of Home Depot and owner of the Atlanta Falcons and Atlanta United FC.

Founded in 2003, the PGA TOUR Superstore is headquartered in Atlanta, Georgia, and currently has 76 locations throughout the United States. Florida has the most locations with 10, followed by Texas with nine, and California and Illinois with six locations each.

In addition to being one of the country’s largest “big box” golf stores, offering a massive selection of golf equipment, apparel, and more, PGTSS offers other great services and benefits, including:

• Club Repair
• Fitting Services
• Numerous Lesson Programs and Packages
• In-Store Special Events
• Indoor Practice Bays
• Indoor Putting Greens
• Online Buying Guides
• Rewards Membership Program
• Tennis & Pickleball Needs
• An Online Store with a Money-Back Guarantee

Check this out: How To Buy Golf Clubs: 10 Tips

PGA TOUR Superstore uses varies types of high-quality launch monitors by Trackman and Foresight GC2s. Both are premium launch monitors professional golfers use to track and improve their swing. Trackman is the leader in the launch monitor sector of the game. The data from the Trackman monitors at the PGA TOUR Superstore are very accurate.

PGA TOUR Superstore is owned and operated by Arthur Blank, the co-founder of Home Depot. Blank is also the owner of the Atlanta Falcons and Atlanta United FC.

Employees of the PGA TOUR Superstore do not make commissions. Sales associates won’t try to pressure you for a sale to make a commission. Glassdoor.com says they make between $40 and $63K annually regardless. Indeed.com states Retail Sales Associates make around $14 per hour.

You can try out a large selection of irons and other clubs at the PGA TOUR Superstore. The best way to truly see what clubs may be best for you is to get a fitting while there. If you are buying clubs, you can get a basic fitting for free as the associate helps you find the right clubs.

You can get free fittings at PGA TOUR Superstores if you are buying clubs from them. A rep will let you test out the equipment in the hitting bays and help you find the right clubs to fit your swing tendencies. But it won’t be as in-depth as a full-bag club fitting. Pricing varies by location, but you can review the prices at your local PGATSS and book a reservation online.

I hope this PGA TOUR Superstore Club Fitting review has proven helpful for you. It is crazy to me, after 27 years working in the golf business and the last 15 years as a PGA Professional, that I have never watched a full bag fitting in its entirety.

When I left the fitting my student Lincoln went through at the PGA TOUR Superstore, my appreciation for the work club fitters do to help people enjoy the game more grew by leaps and bounds. I sincerely appreciated my experience at the PGATSS and know my student also gained a great deal from it.

If you have been on the fence about getting professionally fit for golf equipment, I will say this… don’t hesitate any longer, as a fitting can be what your game has been looking for.

Brendon Elliott

Brendon is Class A PGA Professional and founded Little Linksters, LLC, and its nonprofit arm, the Little Linksters Association for Junior Golf Development. He won 25+ prestigious industry honors, including the 2017 PGA National Youth Player Development Award. He graduated from the PGA of America Management Program and has a handicap index of 7.8.

He has played golf for over 40 years and currently plays twice a month at the Eagle Dunes Golf Club near Sorrento, Florida. He loves Srixon clubs and plays a ZX5 driver with Z 585 irons. He's written over 60 articles on GolfSpan and specializes in sharing tips to improve your golf game. You can connect with Brendon at  LinkedIn , X , IG , FB , his website , or [email protected] .

• Best score : 69
• Favorite driver : Srixon ZX5
• Favorite ball : Srixon Z Star
• Favorite food at the turn : Turkey and cheese on white
• Brendon Elliott https://www.golfspan.com/author/brendon-elliott Bombs Away: The Longest Drives in Golf History
• Brendon Elliott https://www.golfspan.com/author/brendon-elliott 10 Longest Drives in PGA Tour History
• Brendon Elliott https://www.golfspan.com/author/brendon-elliott Are Refurbished Golf Balls Any Good?
• Brendon Elliott https://www.golfspan.com/author/brendon-elliott Masters Ticket Prices in 2024: What I Pay as a PGA Pro

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PGA Superstore Fitting Review: In-Depth Analysis

In the world of golf, nothing is quite as satisfying as the perfect swing. But to achieve that perfect swing, you need the perfect club.

Every golfer, from the seasoned pro to the weekend warrior, deserves equipment that fits their unique swing mechanics.

Enter the PGA Superstore, a fitting institution that promises just that: a tailor-made golfing experience that could transform your game.

This review will take a deep dive into the world of PGA Superstore fittings and break down their process, offerings, and customer experience to provide an all-encompassing perspective of what you can expect.

The Fitting Process – A Personalized Approach

Upon entering the PGA Superstore, clients are greeted by knowledgeable and friendly staff, who carefully guide them through the fitting process.

This personalized approach begins with an interview to assess your skill level, goals, and any physical limitations.

The fitter then analyzes your existing equipment, swing mechanics, and launch data, which sets the foundation for the club fitting experience.

Cutting-Edge Technology

The PGA Superstore employs state-of-the-art technology during the fitting process to ensure the most accurate and precise results.

Clients are fitted in dedicated hitting bays equipped with launch monitors, such as TrackMan or Foresight GCQuad, which capture crucial data points like ball speed, launch angle, spin rate, and carry distance.

This advanced technology, combined with the expertise of professional fitters, enables the customization of club specifications to suit each golfer’s unique swing characteristics.

A Comprehensive Club Selection

One of the most significant advantages of the PGA Superstore fitting experience is the extensive selection of clubs from leading manufacturers, such as Callaway, TaylorMade, Ping, Titleist, and more.

This diverse range ensures that the fitting isn’t skewed by limited club or shaft options and allows you to find a club that feels just right.

PGA Superstore also offers a broad range of club customization options, from lie angle adjustments to grip replacements, further enhancing the tailored experience.

Furthermore, the PGA Superstore fitting experience is not exclusive to the elite players. Their services cater to all skill levels, from the eager beginner to the seasoned professional.

This inclusivity, coupled with the relaxed, no-pressure environment, means golfers of all abilities can benefit from their expertise.

However, it’s important to note that while the PGA Superstore fitting service is comprehensive, it comes with a price tag.

Fitting fees, although comparable to those of other major golf retailers, may feel steep to some, particularly those new to the sport.

It’s an investment, certainly, but one that many will argue is worth making for the noticeable improvement it can bring to your game.

Irons, Woods, and Putter Fittings

The PGA Superstore fitting services cover every club in the bag, offering comprehensive fitting solutions for irons, woods, and putters.

Iron fittings focus on factors like shaft material, flex, length, and lie angle, while wood fittings emphasize loft, shaft, and clubhead design.

The putter fitting process, often overlooked, is a critical aspect of the overall experience, as it can significantly impact a golfer’s short game.

Through the use of specialized technology, such as the SAM PuttLab, the fitter analyzes a golfer’s putting stroke and recommends the ideal putter type, length, and lie angle to improve consistency and accuracy on the greens.

Additional Services and Support

The PGA Superstore fitting process does not end once the optimal club specifications are determined.

Clients receive continued support, including club adjustments and fine-tuning, to ensure their equipment remains tailored to their evolving needs.

Furthermore, the PGA Superstore offers extensive follow-up services, such as golf lessons and practice facilities, to help golfers refine their technique and develop a deeper understanding of the game.

This holistic approach to the golfing experience sets the PGA Superstore apart from competitors, as it emphasizes ongoing improvement and fosters a lasting relationship with clients.

The PGA Superstore fitting experience is an invaluable resource for golfers seeking to elevate their game through custom-fit equipment.

The combination of personalized attention, cutting-edge technology, and an extensive club selection ensures a comprehensive and accurate fitting process that caters to each golfer’s unique needs.

While the cost of a professional fitting session may be a concern for some, the long-term benefits, such as improved consistency, increased distance, and overall enhanced performance, make the investment worthwhile.

Furthermore, the PGA Superstore’s commitment to providing ongoing support and additional services, like golf lessons and practice facilities, demonstrates its dedication to helping clients achieve their full potential on the course.

If you’re a golfer looking to take your game to the next level, the PGA Superstore fitting experience is a must-try.

With a team of experts, state-of-the-art technology, and a wide selection of clubs, this fitting process will provide you with the tools and knowledge necessary to unlock your golfing potential.

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Get 50% Off Studio Fitting At PGA TOUR Superstore

We think getting fitted for your golf clubs is absolutely vital, so why not take advantage of this fantastic saving at PGA TOUR Superstore.

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In order to make sure your money goes further when buying the best golf clubs , we firmly believe getting properly fitted for your clubs at a custom fitting session is imperative to helping you improve as a golfer.

And while fitting sessions can sometimes be expensive, we've got great news, as you can get 50% off a Studio fitting session at the PGA TOUR Superstore . Included in that appointment, you'll be able to take advantage of the excellent facilities the retailer has to offer. 

During your appointment, you'll get measured up by an expert, who will match up your unique golf swing to the ideal clubs for you. Factoring all kinds of data from your club head speed to your angle of attack, a fitting session at PGA TOUR Superstore goes into great detail to ascertain the right clubs for you. For example they will provide a detailed shot-by-shot Trackman report from your fitting.

You'll also be able to take advantage of the knowledge of the brand's excellent club fitters who can guide you in your buying decision. You'll start by discussing your goals with them and any current problems you have in your game. 

They'll then make an assessment on what fit might be right for you before trialing several combinations of heads and shafts to get the right set-up. This will involve hitting a lot of shots so be sure to bring your own clubs, golf shoes, a glove and also wear athletic attire

You'll come away from the appointment with guidance on the best clubs and instruction to help you improve your personal goals. So if you want to improve your golf, be sure to take advantage of this fantastic offer! Through the website you can make a reservation via selecting different states and then which store you want to go to in that state. It really is a seamless process.

If you are looking for other golf deals, check out our PGA Tour Superstore discount codes .

Get 50% Off PGA TOUR Superstore Studio fitting sessions

Attending a club fitting session is perhaps one of the most important things you can do when looking to get fully kitted out with new golf gear. A session with an expert at the PGA TOUR Superstore can help you find a set of clubs that compliment your swing and can help you improve as a player.

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Ed has been playing golf for as long as he can remember and is obsessive about the sport. He is regularly sought after by family members and friends for advice on what equipment to buy and uses his background, having written extensively on golf in the past, to produce equipment orientated content for Golf Monthly.  

Having obtained a Masters in Law with Medicine from the University of Liverpool, Ed has recently changed paths into journalism and just last year achieved his NCTJ Sports Journalism Diploma with the Press Association. 

He has written for a variety of media outlets over the years and has interviewed some big names in sport, including Premier League managers, All Blacks Coaches and Grand Slam tennis superstars. He has also worked on some huge sporting events, including the 2021 Australian Open and the 2022 FIFA World Cup. And when he's not writing for Golf Monthly, you'll find him producing news and feature articles for the MailOnline's sports desk, where he covers everything from football to rugby union. 

During his weekends off, you'll likely find Ed heading out for a round at one of his local golf clubs with his friends, and was, up until recently, a member at the Leatherhead Golf Club in Surrey. Ed also plays the saxophone, can tell you some pretty terrible dad jokes and can knock up a very tasty carbonara!   

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Custom Studio Fitting Cabinet Programs

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Client Objective

Client Objective 2

Looking to make in-store updates, the PGA TOUR Superstore sought to create a studio fitting cabinet that could serve multiple objectives, including:

• A studio fitting cabinet that functions as both a work and consultation station
• Pull-out drawers that house drivers and iron heads
• Counters engineered to incorporate a swiveling computer monitor
• Two retail cabinet stations separated by an inline refrigerator or drawers

Design Conception

A development process that brings concepts to life

Initial concept sketches were based on the client’s goals, and 3D renderings of different retail fixture options were created to help the client visualize the features and select which display choice would best fit their needs.

Program Detail

Part of the PGA TOUR Superstore Studio experience

The fitting cabinets are a feature of the PGA TOUR Superstore Studio program that pairs customers with certified fitters and and professional instructors who offer performance evaluations and share golf swing, equipment, and performance knowledge.

Read more about the program here .

Fitting Cabinet Features

Consultation station.

Instructors and customers can discuss results and equipment options over the large countertop workstation.

Drawer System

The system consists of different-sized drawers to hold custom organizers for products like shafts as well as drivers, hybrids, and iron heads.

Swiveling Computer

Cabinets were manufactured to allow for swiveling computer monitors to enhance the interactive consultation experience.

A popular experience amongst beginners and pros alike

As an integral part of the PGA TOUR Superstore Studio experience, the fitting cabinets have had positive feedback from both the client and their customers. Currently, the cabinet golf store fixture is installed at select PGA TOUR Superstore locations nationwide.

Other Golf Displays and Merchandising Programs

Over the years, we’ve launched multiple golf store display programs for some of the biggest names in golf. Our experience has provided us with unique insight into the challenges, objectives, and goals of this specific industry.

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• WRX Club Techs

PGA Superstore Fitting?

By VanTheMan0519 June 21, 2021 in WRX Club Techs

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Vantheman0519.

I am traveling for business and thinking of setting up a fitting session at one on the stores next month.   

Wanting to know any thoughts or experiences?

My local club is all all Titleist, which is fine, but want to make sure I give all brands a shot. 

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Cactus jack.

June 21, 2021

The PGASS offers a few different fittings ranging from free to paid studio quality.   The free fittings are basically demos where a floor employee will grab clubs for you to try. You get to

Keep in mind that big box store employees are not (usually) fitting experts. They are more or less just retail workers who happen to have a job at a golf store. Therefore, those fittings are very hit

June 22, 2021

I have been fit at club champion and at PGATSS. It all depends on who the fitter is. My fitting at PGATSS was far superior to CC. However, the person fitting me was much more qualified and experienced

AcesAndHoles

If you have the opportunity to try different shafts with the Titleist head of your choice, do that first. At the very least you'll have an idea of stiffness/ weight and if you want an extension or not. When you're trying different heads, you can adjust accordingly. 

In my experience the PGA monitors are a bit juiced so take it with a grain of salt, but then again, maybe I'm just indoorBryson 🤣

Driver: Callaway Epic Flash SZ 9* w/ Hzrdus Smoke Black

Irons : Callaway Apex Pro '21 5-AW-- S400 (S)

Woods: Callaway Epic Speed 3W

Putter: TM HydroBlast Del Monte 1

Keep in mind that big box store employees are not (usually) fitting experts. They are more or less just retail workers who happen to have a job at a golf store. Therefore, those fittings are very hit or miss. You might end up in a place with a huge selection and a very knowledgeable employee, or you might end up with very limited options and someone who has no idea what they are doing. 

You're best option would be to try and find someone who specializes in teaching and fittings. Most medium-large metro areas should have people that do this, and they are more often than not located at area golf courses. A simple google search should show turn them up in the results, and then you can call and get pricing, selection, available dates, etc... 

I would think of your time at the PGA Store as more of a demo session than a fitting. You're not likely to get detailed look into a bunch of shafts and whatnot. There's a high chance a store employee will just grab various 7 irons off the rack with stock stiff shafts and have you swing away. There's nothing necessarily wrong with demoing different OEMs but if you want an actual fitting, I suggest searching for fitters in your area.

Maybe find one or two OEMs that you liked from your PGA Store session and then bring that knowledge to get fitted

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The PGASS offers a few different fittings ranging from free to paid studio quality.

The free fittings are basically demos where a floor employee will grab clubs for you to try. You get to hit shots on a CC2 launch monitor, swap stock shafts etc. The experience is fun, and if you say you want a "fitting" you'll get a dedicated bay and you can swing away. 

The studio experience, at least here in Scottsdale, is very similar to the Club Champion fittings I've done. The fitting section is secluded, only a handful of folks are allowed in, leather seats, bottled water, it's a nice environment. The people I've worked with in this area are dedicated fitters, and they don't work the floor at all. They are trained up on SAM Putt Lab, and Trackman and fit golfers all day every day. The selection of shafts and heads is comparable to other places I've been. The best part, the fitting fee is credited toward a purchase, and you can go back for additional tuning sessions as needed. 

26 minutes ago, Cactus Jack said: The PGASS offers a few different fittings ranging from free to paid studio quality.   The free fittings are basically demos where a floor employee will grab clubs for you to try. You get to hit shots on a CC2 launch monitor, swap stock shafts etc. The experience is fun, and if you say you want a "fitting" you'll get a dedicated bay and you can swing away.    The studio experience, at least here in Scottsdale, is very similar to the Club Champion fittings I've done. The fitting section is secluded, only a handful of folks are allowed in, leather seats, bottled water, it's a nice environment. The people I've worked with in this area are dedicated fitters, and they don't work the floor at all. They are trained up on SAM Putt Lab, and Trackman and fit golfers all day every day. The selection of shafts and heads is comparable to other places I've been. The best part, the fitting fee is credited toward a purchase, and you can go back for additional tuning sessions as needed. 

Thank you. The location does have a studio setup and that’s what I’m interested in. Also noticed the same city has a Club Champion literally on the same street. Decisions decisions. 

Both places use Trackman, SAM, and have ~80% of the same product. I would give the edge in putter fitting to PGA as they have hundreds of putters available, whereas my local CC had a very limited selection. Besides that, both places are great.  

The guy I use at my pgass is pretty decent. It’s nice to use the mizuno shaft optimiazer and swing different heads.   The driver numbers seem juiced, my swing speed was over 125 with 180mph ballspeed.   Every other monitor I’ve used in a outdoor setting I’m around 120 and 175. 

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Cobra LTDX 3W - Tensei 1K 75 TX 

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31 minutes ago, Phabs said: The guy I use at my pgass is pretty decent. It’s nice to use the mizuno shaft optimiazer and swing different heads.   The driver numbers seem juiced, my swing speed was over 125 with 180mph ballspeed.   Every other monitor I’ve used in a outdoor setting I’m around 120 and 175. 

5mph could be down to the machine. Now if the PGASS was 16-20 higher I would agree. The studio fitting are equivalent to Club Champion

4 hours ago, VanTheMan0519 said: I am traveling for business and thinking of setting up a fitting session at one on the stores next month.    Wanting to know any thoughts or experiences?   My local club is all all Titleist, which is fine, but want to make sure I give all brands a shot. 

It’s like anything else. Depends on the fitter, not the location. I’ve seen good fitters at a Golf Galaxy, and bad ones at Club Champion. I’m sure some wrxers can give you recommendations if you let them know where you are going for business.

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4 minutes ago, hammergolf said: It’s like anything else. Depends on the fitter, not the location. I’ve seen good fitters at a Golf Galaxy, and bad ones at Club Champion. I’m sure some wrxers can give you recommendations if you let them know where you are going for business.

Good point!

Columbus Ohio. I live in WV and there’s just not anyone close. My CC does fittings but basically it’s Titleist or Titleist. 

4 minutes ago, VanTheMan0519 said: Good point!   Columbus Ohio. I live in WV and there’s just not anyone close. My CC does fittings but basically it’s Titleist or Titleist. 

Maybe edit the title and ask “Best clubfitter in Columbus, OH. I’m sure you’ll get plenty of response. When it comes to clubfitting, it’s kind of like a plumber. They all have the same title, but not the same knowledge or talent.

I have been fit at club champion and at PGATSS. It all depends on who the fitter is. My fitting at PGATSS was far superior to CC. However, the person fitting me was much more qualified and experienced. It all depends on the club fitter. As mentioned earlier you never know unless you ask locally. 

2 hours ago, Cactus Jack said: The PGASS offers a few different fittings ranging from free to paid studio quality.   The free fittings are basically demos where a floor employee will grab clubs for you to try. You get to hit shots on a CC2 launch monitor, swap stock shafts etc. The experience is fun, and if you say you want a "fitting" you'll get a dedicated bay and you can swing away.    The studio experience, at least here in Scottsdale, is very similar to the Club Champion fittings I've done. The fitting section is secluded, only a handful of folks are allowed in, leather seats, bottled water, it's a nice environment. The people I've worked with in this area are dedicated fitters, and they don't work the floor at all. They are trained up on SAM Putt Lab, and Trackman and fit golfers all day every day. The selection of shafts and heads is comparable to other places I've been. The best part, the fitting fee is credited toward a purchase, and you can go back for additional tuning sessions as needed. 

I'm local... Which location in Scottsdale do you like better?  Have you given the Scottsdale 2nd swing a chance as well? 

13 minutes ago, R_Swanson said:   I'm local... Which location in Scottsdale do you like better?  Have you given the Scottsdale 2nd swing a chance as well? 

Currently the location off Shea is the best. However, the North Scottsdale location is currently being remodeled and will state of the art when they’re done. Also, Eric Hickman is the fitter I work with up there. He’s is a young fantastic fitter who knows his stuff.  He’s the type of guy I could see getting poached by tour truck/high end fitting studio sooner than later. Head to North Scottsdale and see him. 

1 minute ago, Cactus Jack said: Currently the location off Shea is the best. However, the North Scottsdale location is currently being remodeled and will state of the art when they’re done. Also, Eric Hickman is the fitter I work with up there. He’s is a young fantastic fitter who knows his stuff.  He’s the type of guy I could see getting poached by tour truck/high end fitting studio sooner than later. Head to North Scottsdale and see him. 

Will do... Fantastic feedback, thank you. 

26 minutes ago, R_Swanson said:   I'm local... Which location in Scottsdale do you like better?  Have you given the Scottsdale 2nd swing a chance as well? 

I forgot to mention 2nd Swing. In my opinion, the 2nd Swing Scottsdale location is not nice. The store is small and if more than five people are in the place it gets claustrophobic feeling.  The putting area is maybe 5x10 and totally awkward if two people are looking at putters at the same time. They say they offer the "Tour Van" fitting experience, but it's just hitting balls in one of their bays, and not the experience they promote on their website. I'm sure they have a good staff, and they can do high level fittings, but why go there when you can walk across the street and have a better experience? With that said, I do still pop into 2nd Swing once in a while to check out used putters. While their prices are inflated, they're the best place to find something from years past. 

3 hours ago, VanTheMan0519 said: Good point!   Columbus Ohio. I live in WV and there’s just not anyone close. My CC does fittings but basically it’s Titleist or Titleist. 

I just did the studio fitting at the Columbus PGA Superstore. My session was with Matt Riley, I thought he did a great job. Mine was a driver fitting, I hit 5 different heads and multiple shafts with each head. His goal is to keep you as stock as possible but I hit both stock and aftermarket shafts. I was very happy with his fitting.   

there’s a club champion in the same plaza and also a true spec just down the street at Brookside CC which I believe is hitting from a bay to the outside so you can see the ball flight. 

1 hour ago, PeteW said: I just did the studio fitting at the Columbus PGA Superstore. My session was with Matt Riley, I thought he did a great job. Mine was a driver fitting, I hit 5 different heads and multiple shafts with each head. His goal is to keep you as stock as possible but I hit both stock and aftermarket shafts. I was very happy with his fitting.    there’s a club champion in the same plaza and also a true spec just down the street at Brookside CC which I believe is hitting from a bay to the outside so you can see the ball flight. 

Prior to PGATSS, Matt was a fitter for PXG.   He was my fitter a couple of times at the Scottsdale corporate headquarters.  He was as good as any fitter I've been to and that includes over the years Cool Clubs, True Spec, Hot Stix and CC.

Thanks all. Booked my appointment with Matt for driver and putter. 

23 hours ago, Cactus Jack said:   I forgot to mention 2nd Swing. In my opinion, the 2nd Swing Scottsdale location is not nice. The store is small and if more than five people are in the place it gets claustrophobic feeling.  The putting area is maybe 5x10 and totally awkward if two people are looking at putters at the same time. They say they offer the "Tour Van" fitting experience, but it's just hitting balls in one of their bays, and not the experience they promote on their website. I'm sure they have a good staff, and they can do high level fittings, but why go there when you can walk across the street and have a better experience? With that said, I do still pop into 2nd Swing once in a while to check out used putters. While their prices are inflated, they're the best place to find something from years past. 

Yeah the store is tiny, totally agree.  I love rummaging through all the clubs though, reminds me of the golf store I used to work at as a kid and I like older clubs better than new ones half the time, haha.

That being said, I just want the best overall fitter... once my elbow tendonitis clears up I'll schedule a fitting with Eric.  Thanks again for the recommendation.

The PGATSS in NY (Long Island) is decent. Their fitting van experience. Some of the reg sales do try to push Titleist on you but not the actual fitters.

As mentioned above, you get the free GC2 demo guys, or the actual fitting experience. They just only really carry the alt stock shafts of that brand (no upcharge ones). They are also limited to which brands actually have fitting carts there. So Honma, Miura, Srixon for instance don’t seem to be options. GC Quad.  The fittings themselves (not the shaft) are comparable to others I’ve tried (Pete’s, CC, Golftec) at a third or fourth of the price. 

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Travelers' Bessette uses Olympic experience as impetus to help young pros

Beyond the Ropes

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Andy Bessette loves golf. But try as he might, he knows he can’t hit the caliber of shots he’ll see the PGA TOUR’s best play this week during the Travelers Championship.

He does understand better than most the commitment, training and just plain hard work that goes into being a world-class golfer, though. That’s because Bessette, the EVP and chief administrative officer of Travelers, was a member of the 1980 U.S. Olympic track and field team.

Bessette was a hammer thrower, and his toss of 232 feet, 10 inches to win the trials was a U.S. Olympic qualifying record at the time. But he couldn’t compete in the XXII Summer Games in Moscow when the United States led a 65-nation boycott over Russia’s invasion of Afghanistan.

Bessette doesn’t dwell on that missed opportunity, though. Instead, he prefers to look at all the others he got along the way. The coach in Scotland who helped him move to the next level. The business leaders who gave him full-time pay for part-time work when he was training for the Olympics. Even the man who played in the Boston Symphony Orchestra and gave him those trumpet lessons when he was young.

“Embedded in that entire story is many, many people – and I could name every one of them – who gave me an opportunity to get better and to excel,” Bessette says. “And that's why at the Travelers Championship every year we give three or four of our exemptions to the young kids. …

“I love that. That reminds me so much of what I did, of the people who helped me as I grew as an athlete. To me, it's almost emotional. And so important, so important, as to what we all can do in life is to give young people the opportunity. Now, they either seize it or they don't.”

Bessette seized his chance, just as recent PGA TOUR University grads Ludvig Aberg and Sam Bennett, who both received sponsor’s exemptions this week, are doing. The gregarious Travelers executive grew up in Rhode Island, which at the time was the only state that sanctioned hammer throwing in high school athletics. Bessette, though, was more musically inclined – he played the trumpet and the piano – and sports wasn’t really on his radar screen. That is, until his dentist, whose sons both were hammer throwers, suggested the 6-foot-2, 180-pound 14-year-old think about track and field.

“So, I went to their house, and they taught me how to weight lift,” Bessette recalls. “I said, ‘wow, how'd you get that many trophies?’ And here I am, a freshman in high school. I'm like, ‘whoa, this is really cool.’ … So, I said, ‘I want to try that.’ And it was so much fun.”

Bessette started throwing the hammer when he was a sophomore. His first throws were in the 120-foot range – “which is terrible,” he says. By the time he was a senior in high school, though, he was throwing 200 feet and attracting scholarship offers from the likes of Southern California and the University of Texas-El Paso. He ended up choosing the University of Connecticut over Rhode Island and Worcester Polytechnic Institute because his parents wanted him to stay closer to home.

The transition from a 12- to 16-pound hammer in college proved to be no problem for Bessette. He threw farther than any college freshman ever and qualified to compete in the first USA-USSR international track meet. He became a four-time college All-American – which at the time meant finishing among the top three at the NCAAs, no small feat itself. He worked with other elite athletes who threw the hammer, discus, javelin and shotput at the U.S. Olympic Committee’s developmental camp.

By the time Bessette graduated from college in 1975, he had thrown more than 213 feet. After earning a master’s degree from the University of Rhode Island, Bessette got another boost from the USOC when he was among the first athletes hired into its Olympic Job Opportunities Program, designed to provide full-time employment with flexible schedules for aspiring members of the U.S. Team.

“These two gentlemen, they're both CEOs of big companies, Canteen and Sheraton hotels, called and they said, ‘we're going to hire you,” he recalls. “You're going to work from like seven to noon, and then the rest of the day you go train because we want to beat the Russians.’”

Bessette’s stellar hammer-throwing career “exploded” after college when he went to Scotland to train with national coach, Stewart Togher, who was known for his innovative circuit training approach that involved short bursts of intense exercises like chin-ups, dips and sit-ups. Bessette calls the program “ahead of its time stuff.” He also worked with a yogi and a sports psychologist before it became the norm.

“He taught me how to train, how to become more of a fit athlete,” Bessette says of Togher, who eventually came to the U.S. to work with him. “I was doing burpees and I was doing all kinds of circuit training. It was dips with weights, with plates tied to my waist, and he wouldn't let me weightlift until I passed a certain level in circuit training.”

By the time the Pan-Am Games rolled around in 1979, Bessette was throwing more than 220 feet. He finished fourth, “which I was really proud of, but I was kind of mad because remember back in the early days, I was impressed with the trophies,” Bessette says. Determined to get some of that shiny hardware, he lived in a one-room apartment made out of a converted chicken coop for two years leading up to the Olympic Trials. A panel separated the sleeping and living areas. He cooked on a hot plate or in a toaster oven and shared a bathroom with the man living next door.

“I looked at that because I wanted to be rotten, miserable and to have nothing that I could fall back on that would be comfortable,” recalls Bessette, who was in his “mountain man” phase with long hair and a Fu Manchu moustache. “… You have to always be a little uncomfortable, I think, to be really good.”

Bessette came into the 1980 season throwing farther than he ever had. He won the nationals and then two weeks later, dominated at the Olympic Trials in Eugene, Oregon.

“I beat everybody that day,” he recalls. “And to most amateur athletes, if you can finish in the top three of the Olympic trials and qualify for an Olympic team, that's like the epitome of your life. What you can do at the Olympic Games is gravy and good. But winning the Olympic trials was such a big deal.”

Bessette acknowledges the boycott was devastating, even to this day, “because you always have an asterisk next to your name, even though you did really good.” He harbors no illusions that he or his teammates could have stopped the East Germans or the Russian onslaught, but he’ll never know.

“What did I learn from that? You know, I learned that you don't always control your own destiny in life,” Bessette says. “You work as hard as you can in life. And you just have to appreciate and enjoy the people you are around while you are on the journey.”

The Liberty Bell Classic, a track and field event that attracted athletes from 29 of the boycotting nations, was held in Philadelphia three days after the 1980 Olympics began. Bessette finished third, which he calls “tremendous” and a “nice feeling.” He was an alternate for the 1984 Games before trading the throwing circle for the boardroom at Travelers where he has worked for more than 43 years.

Interestingly, the first international meet the Americans competed in after the 1980 Olympics was in Leningrad, which is now called St. Petersburg – so it was “back to freaking Russia,” Bessette says with a laugh. But he was touched by athletes from other countries who competed in the boycotted Games and brought him souvenirs from the competition.

“I thought this was so special that all of my friends in Russia brought me trinkets from the Olympic Games,” he says. “They weren't jerking me around. They were not trying to be mean. They just knew that athletes were used as pawns in this game and so they brought me gifts.”

These days, Bessette is content to play the piano – and occasionally the trumpet – a couple of times a year. Several years ago, he did get an age-adjusted hammer, went out in a field with his son, Chris, and threw it about 160 feet, which was only about 3 feet short of the national championship for his age group. When his son brought up the Senior Olympics, though, Bessette laughed and told him he’d been there, done that.

This week Bessette is focused on the Travelers Championship, one of the PGA TOUR’s designated events. Just as he appreciated the individuality of his sport, he sees the same singular focus in TOUR’s best. “There’s no wide receiver to go catch my drive off the tee – they’re all out there by themselves,” he says. So, he and his staff work hard to make sure the players have the opportunity to be their best selves this week at TPC River Highlands.

“We have to treat them with respect and appreciation and give the young kids opportunities and let them concentrate on sport,” he says. “Because when the fans come out, they're not coming out to worry about all the issues going on around golf right now. They're coming out to see good athletes, world class athletes, perform at a world class level. And that's what I find so special, because that's all I knew growing up as a young athlete. That's all I knew.”

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Golf’s Big Deal Veers Off Course

The Masters tournament should be all about sport, but the unresolved fight between the PGA Tour and LIV Golf looms over the competition.

By Lauren Hirsch ,  Sarah Kessler and Bernhard Warner

In the rough

The Masters is a tournament steeped in tradition and hosts one of sports’ most storied gatherings: the champions dinner, when former winners meet at Augusta National Golf Club, and the previous year’s winner sets the menu.

But this week’s dinner was overshadowed by the fight between the PGA Tour and the Saudi-backed LIV Golf series that has split the sport. Last June, the two sides agreed to combine forces and end their battle. A deal hasn’t materialized — and possibly never will.

The only certainties, according to insiders who have spoken to DealBook, are that a final agreement isn’t imminent after a series of deadlines have come and gone. The players, who have become more powerful than ever, want an agreement. And whatever happens between the PGA and LIV may permanently shape the future of professional sports.

The Masters and the dinner highlight the schism. The 2023 winner, Jon Rahm, designed a menu that reflected his roots in the Basque region of northern Spain. There was, however, a bitter taste to his triumphant return: He quit the PGA Tour for LIV almost four months ago.

It took a legend of the sport, the two-time Masters winner Tom Watson , to take on the issue that was on everyone’s minds. “Ain’t it good to be together again?” he recounted telling them at a news conference two days later. “I hope that the players themselves took that to say, you know, we have to do something. We have to do something.”

The tours haven’t been sitting back. LIV is confident that more players will follow after Rahm’s defection.

The PGA Tour, meanwhile, is trying to build up its firepower and reach. In January, it secured an investment of up to $3 billion from a group led by Fenway Sports Group, owner of the Boston Red Sox. The group included Arthur Blank, a co-founder of Home Depot and the owner of the Atlanta Falcons; the hedge fund billionaire and New York Mets owner Steve Cohen, via his family office; the basketball star LeBron James ; and the rapper Drake.

As part of the deal, the PGA Tour set up a for-profit company to better manage its commercial operations and better connect with younger fans. Players received equity as part of the deal, an effort to help retain talent as LIV Golf continues to poach them.

Crucially, the U.S. investors aren’t trying to outspend the Saudis, and the deal was structured to allow for the possibility of additional funds from LIV’s backers.

Talks are intermittent and a lot of obstacles need to be navigated. Yasir al-Rumayyan, governor of the Saudi sovereign wealth fund that finances LIV, held a summit in the Bahamas that included his first official meeting with the players on the PGA Policy Tour board, which includes Tiger Woods. The meeting was productive for fostering good will between the sides, DealBook hears, but there was no agreement on merger details. In the words of one insider: The longer a couple are engaged, the more doubtful it is that the marriage will ever happen.

Big questions remain unresolved, including:

Would a deal create a monopoly? The Justice Department plans to scrutinize any tie-up. If LIV were to disappear, it would be a red flag to regulators. But it could also be contentious if LIV continues. As part of the original framework agreement , al-Rumayyan would serve as the chairman of the joint entity. Serving on the board of both entities could irk regulators, who are already investigating directors who simultaneously serve on boards of competitors .

What is LIV’s value? To sign a deal, the two sides need to agree on a valuation. LIV is propped up by the huge amount of capital the Saudi wealth fund can tap. It touts the individual teams it has created as a part of the tour, but the dollar value of those teams has yet to be determined, and there are questions within the tour over whether that model works at all. Revenue from LIV’s media rights, which include a deal with the CW network , is thought to be paltry. The likelihood that LIV makes a significant amount on site at tournaments is also slim, given the high cost of putting on the events.

The expensive fight can’t last. Even the oil-rich Saudis, who are investing in sports worldwide to diversify their economy, are signaling a rethink on spending. This month, the kingdom scaled back its ambitions for a new $1.5 trillion desert city in what may be a sign that even golf can’t out-drive financial reality. — Lauren Hirsch

IN CASE YOU MISSED IT

A hot inflation report scrambles Wall Street’s bets on interest rate cuts. The Consumer Price Index came in higher than forecast for the third consecutive month, prompting a slew of banks to slash their bets on Fed rate cuts this year. Higher inflation is expected to force the central bank to keep borrowing costs higher for longer, a scenario that spooked investors.

Jamie Dimon sees “unsettling” global risks weighing on the markets and his firm. The JPMorgan Chase C.E.O. delivered the sober assessment yesterday after mixed first-quarter results. Dimon didn’t predict a recession, but said that “the chance of bad outcomes is higher than people think.” In his annual letter to shareholders earlier this week, he warned that the economy was resilient but said high government spending and deficits and global uncertainty couldn’t be ignored.

Amazon and Apple double down on artificial intelligence. Andy Jassy, Amazon’s chief, told shareholders this week that its push into generative A.I. would produce new products and business lines, and that it would ramp up investment to develop its own A.I.-ready chips. Separately, Apple plans to overhaul its Mac line of personal computers with in-house M4 chips to make the devices more A.I.-capable, Bloomberg reports .

Shareholders speak out on Paramount’s talks with Skydance. A number of investors publicly voiced their concerns about Paramount’s decision to enter exclusive negotiations with Skydance. They worry that the deal will see the controlling shareholder, Shari Redstone, sell her shares for a premium but leave other investors with diluted stakes. Paramount also disclosed in a regulatory filing that four of its directors would not run for re-election at the company’s annual meeting in June.

National Security Inc.

Whether they like it or not, companies are playing a bigger role in national security. Big Tech often spots suspicious activity by rogue state actors before the Pentagon does. Ahead of Russia’s invasion of Ukraine, for example, Microsoft figured correctly that Moscow would launch a cyberattack before a land invasion.

These details (and more) are laid out in “ New Cold Wars ,” the latest book by David Sanger, The Times’s White House and national security correspondent. This interview has been condensed and edited for clarity.

How are companies being used for national security?

Companies, especially the big internet service providers, frequently see malicious activity long before the government can because U.S. intelligence services are, by and large, barred from operating inside the U.S. and inside American corporate networks.

In the Ukraine case, it was Microsoft and then Google that picked up the signs that the Russians were beginning to place code in both critical infrastructure and government offices — an effort to bring the Ukrainian government down electronically before a physical invasion.

Microsoft and other companies, including Amazon, then stepped in to help move Ukraine to the cloud and keep the government operating. That’s a role companies have really never played before.

To what extent does the government consider private companies that control critical infrastructure to be national security risks?

Elon Musk briefly was a poster child for the risks of companies getting deeply involved in national security. The Ukrainians famously called him and asked if he would open up Starlink, his satellite internet company, to enable them to basically attack Russian ships off Crimea, and he refused for fear that it might start a nuclear war because someone had told him that.

Suddenly you had a C.E.O. making the kinds of decisions you would expect to be made by the national security adviser. He got so much heat for this that he’s now working with the Defense Department on a separate, classified version of Starlink, called Starshield, that will be run entirely by the Pentagon so that he can get out of making those decisions.

What risks are posed by artificial intelligence?

A.I. may make it far easier to make deepfakes and far easier to spew out disinformation. On the other hand, it enables you to automate cyber defense to a great degree.

There are already discussions underway with China about whether or not A.I. should ever be entrusted with making decisions about how and when you might use nuclear weapons.

The real question of the new Cold Wars is whether or not nations that are pitted against each other as fiercely as China, Russia and the U.S. are can also agree to some common-ground rules that would govern A.I. and its offshoots. And we’re far from that.

“It’s a little bit like fixing a car while its running.”

— Ben Bernanke , the former Fed chair, on the need to radically reform how the Bank of England makes its forecasts for the British economy. The central bank commissioned Bernanke to lead a review after it failed to predict surging inflation, and he found “significant shortcomings” in the bank’s economic modeling that was made worse by using antiquated software.

Person in the news: Nicolai Tangen

Microsoft’s Satya Nadella, Citigroup’s Jane Fraser, Exxon’s Darren Wood — they’re among the parade of business leaders to appear recently on “ In Good Company ,” a buzzy podcast developed by Norway’s massive sovereign wealth fund and one of the world’s most important investors.

The interview-style series is the brainchild of Nicolai Tangen , the 57-year-old C.E.O. of Norges Bank Investment Management. The former hedge fund manager returned from London to his native Norway in 2020 to take the job , triggering a kind of national reckoning over whether a wealthy investor was the best choice to oversee the rainy day fund in a famously egalitarian country.

Less than four years later, the fund has swelled to a $1.6 trillion behemoth , helped by rising oil prices. Tangen saw the fund’s size as an opportunity to open doors at some of the most consequential companies in the world. He’s right: The fund has a stake in almost every listed company in the world. “I thought, you know, we own all these companies, we own big stakes, we actually have access to these C.E.O.s,” he told The Wall Street Journal .

Tangen has a knack for getting his interviewees to open up. This week, Elon Musk made headlines by predicting on the show that artificial intelligence would surpass human intelligence next year. The shows have covered vast ground, including the energy transition, the colonization of Mars and whether — in a conversation with Russell Weiner, chief executive of Domino’s Pizza — it’s ever OK to put pineapple on pizza.

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Lauren Hirsch joined The Times from CNBC in 2020, covering deals and the biggest stories on Wall Street. More about Lauren Hirsch

Sarah Kessler is an editor for the DealBook newsletter and writes features on business and how workplaces are changing. More about Sarah Kessler

Bernhard Warner is a senior editor for DealBook, a newsletter from The Times, covering business trends, the economy and the markets. More about Bernhard Warner