Lofts and lies, if set correctly, form a reliable progression – creating consistent distance gaps between clubs and producing the same shot direction on all normal swings. And no one has a more influential voice in the process than Ed Mitchell.
Golf customization is in, and that means club fitting is all the rage. I have gone through the process with a few major equipment makers, mostly in the line of duty as a golf writer, and watched dozens of other recreational players do the same. There are obvious benefits to a set of woods and irons made to your exacting specifications, but they do not always outweigh the occasional silliness of the ordeal.