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I'm a relatively new golfer who has fallen in love with the game and am looking to get some new clunbs next season. Now I have some questions before I do though.. Everyone says get fitted for your clubs, but what exactly does that mean?

If I go into a pro shop or, gulp, a large golf-centric retailer what does being fitted actually involve?

Now take that to the next level is it worth getting a set of name-brand clubs "fitted" when I could have a set of clubs custom made for me?

So I guess what Im looking for is what happens during a fitting? To what extent are shelf clubs altered after a fitting? And are the name brand clubs technology worth going that route or are truly custom clubs the way to go?

Thanks in advance!