Island’s New Golf Store Offers Custom Fitting, Clubmaking

By Lance Hanlin,

Chris Wycoff has opened a new retail golf store on Hilton Head Island.

Like most of its kind, his shop offers the usual equipment, accessories and apparel from all the top manufacturers.

Unlike most shop owners, though, Wycoff isn’t interested in selling his best merchandise.

The goal of Golf Etc. is to find what works best for each individual.

“We take the standard golf store, then we go a lot further with our ability to do custom fitting and custom clubmaking,” Wycoff said. “We can really help golfers improve their performance without changing what they do. We take the time to find and fit equipment that works for them rather than forcing people to adjust to the equipment.”

The shop uses the Better Golf Faster proprietary fitting system. Every golfer’s natural swing is unique. By analyzing swing motion, the software can determine the proper equipment type, length of club, weight, swing weight and type of shaft. The data is based on findings from more than 10,000 fittings.

Wycoff and his team take those recommendations and refine them, based on what the golfer is trying to accomplish.

“A lot of times, you don’t need a new club,” Wycoff said. “If you’re playing last year’s driver and it’s just not doing what you need, we can improve the performance and save you money by using that head and just getting you the proper shaft.”

The entire process takes about an hour and a half and is much more in-depth than the “How does this one feel?” method most fitters cart out to the driving range.

Most fitters have a limited number of steel or graphite shaft options to pick from and only in basic stiffness levels of Senior, Regular and Stiff. Golf Etc. takes it further by incorporating shaft weight, desired launch angle and torque into the equation.

Once the perfect club has been identified, a certified on-site club maker can build it before your eyes.
“We can actually build everything to those exact specifications,” Wycoff said. “Really nobody else in the area can do that.”

Hilton Head Island golfer Scott Callen recently went through a series of fittings.

“It’s helped me add a little distance, it’s helped my accuracy and it’s helped my consistency,” Callen said. “It’s for the guy that maybe has plateaued a little bit and wants to get better.”

Golf Etc. is located in the Island Crossing shopping center, beside Publix on Palmetto Bay Road. Hours are 10 a.m. to 6 p.m. Monday through Saturday and 11 a.m. to 5 p.m. on Sundays.
Reservations are not required for custom fitting or clubmaking but are encouraged.

What: Golf Etc.
Where: 11 Palmetto Bay Rd. Suite 106B, Hilton Head Island
The skinny: Offers custom club fitting and clubmaking along with the latest equipment, apparel and accessories.
More information: Call 843-341-7000 or go online to


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