Rhys Atkinson, started out as a trainee PGA Professional in 1996 and has accumulated over 25+ year’s experience, specialising in equipment fitting and club building. He is a PGA Tutor for both subjects and he also worked as Custom Fit Manager, Product Manager and Training Manager at Callaway Golf Europe for 15 years. He also worked on the European Tour for 2.5 years fitting equipment at tournaments around the world for 10 Major champions, 150+ players on the European Mens, Ladies and Challenge Tour players , as well as working with thousands of amateurs. It’s not a secret that golfers are always looking for an edge with their equipment choices. The right clubs are a key part of your best performance but how do you know where to go to get the most effective advice? No matter the ability or the experience, Eclipse Golf will find the best equipment for any part of your game with their Performance Fitting™ approach. What would you say is your core mission as a company, Rhys? “In short, Eclipse Golf specialises in removing doubt and giving the golfer more confidence over every shot.” “The clarity of our message has evolved over time but the driving idea behind every service we provide (and the reason I started Eclipse) is that we are not selling golf clubs. We are selling improvement, confidence over every shot and inspiration every time you pull out a club.” “We understand the frustration golfers experience and the passion they have to improve. We know their time on the course is precious and spending time working on their game is a choice. We strive to remove that frustration and make every second count by helping them find equipment that works and that they love.” Tell us more about your team and your unique offerings. “Eclipse golf is a small but passionate team. As well as me we have our Performance Fitting™ advisors, Charlie (customer experience & marketing coordinator ) and Jack (customer systems coordinator) who both deliver critical elements for the business by advising our clients which service is best and then looking after them every step of the way.” Could you talk us through your unique selling points, and how they benefit your customers? “Our Performance Fitting™ approach is different from most custom fit services in that it focuses on performance rather than sales. “We’ve gone to great lengths to remove the negative influences on advice from our service including commission on club sales, brand incentives and a large stockholding so golfers only get advice motivated by what they need. For example there has been a trend in recent years for the big custom fit outlets to focus on high margin, after market shafts to support their larger facility overheads. We offer the same after market shaft options but our approach means they are recommended only when necessary rather than as a default. “We expect the clubs we specify for our clients to not only deliver straight away but to last a long time so the investment made gives a high return on the course that becomes more cost effective each year.” “We hope our experience and approach removes the doubt a golfer will have when deciding where to get fit for their equipment. Trust is earned but it’s reassuring when a golfer can see their guide has the knowledge and desire to solve their problems.” Winning Best Custom Golf Club Fitting Service 2023 – South East is an excellent achievement. What’s next? “We have just launched a brand-new, free service called the ‘Equipment Evaluation’. This session allows golfers to assess and remove doubts about their current equipment’s suitability without risking their budget on a custom fit session”. If you’re not sure if your clubs are right for you, then that’s the perfect session to book before you do anything else.” Contact: Rhys Atkinson Company: Eclipse Golf Web Address: www.eclipse-golf.co.uk With over 14 different clubs you can use to meet every challenge that golf throws at you, it’s an important part of your performance development to find the right equipment for your game. Finding the right advice is critical, and we’ve located a business which has the experience and knowledge that can help every step of the way. Here we interview Rhys Atkinson, Founder of the Performance Fitting™ approach at Eclipse Golf, as the company wins its title in the Southern Enterprise Awards 2023. Best Custom Golf Club Fitting Service 2023 – South East Eclipse Golf – “Because every golfer deserves to play golf with clubs that remove doubt and instil confidence.”
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