FIELDREPORT
Welcome to the machine
With a remit to put the pro back into progress, Mia Sports Solutions exists to help the golf retailer harness today’s sophisticated teaching and clubfitting technology. Managing Director Andrew Keast explains how it’s done, and why he feels you ignore technology at your peril
settled down a bit – so much so that golf technology experts Mia Sports Solutions have seen fit to create a base there. Mia Sports
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Solutions was set up seven years ago on the back of something of a technology explosion – initiated by the advent of launch monitors like FlightScope and TrackMan, and fuelled by an increasing willingness by manufacturers to embrace fitting. Suddenly, it didn’t matter if you were laid off at the top so long as your spin axis was acceptable. The technology meant that lessons and clubfitting could become far more sophisticated affairs; and the demand for bespoke, tech-dominated swing studios and fitting suites grew. Beginning with launch monitor FlightScope, Mia now offer help with
advice and installation on seven sophisticated systems including Science and Motion Sports, Quintic, V1 video analysis and the cutting edge Gears 3D club and body tracking system. “Ten years ago, all this technology was the domain of the elite golfer, but
things have changed,” argues Mia Sports managing director Andrew Keast. “This technology is featured increasingly in the media; even on Sky Sports they’ll hit shots on a simulator and talk about spin rates and launch angles. Most club golfers are now aware of the technology – and are beginning to
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uddersfield hasn’t always warmed to technology. In the 19th century the West Yorkshire town was a centre for Luddite attacks on mills and machinery. Today though, things seem to have
expect a certain level of experience when going for a lesson or a club fitting.” Mia’s role begins in what Keast calls the Research/Vision phase. “This is
where people have a general idea about what they want to do, but they typically need to know about lighting, computer spec and so on. We put a number of options in front of them and show them what’s possible, demonstrating technology and showing them case studies. “Then once we know their brief we can provide costing and get to a
design and planning phase. We will work alongside their architects, making sure the needed room is available, and ensuring the room is designed properly for the technology specified. “The whole thing is about creating an environment that allows the pro to
create an experience for the customer – one the customer enjoys and wants to return to. We also offer training and support to help retailers get the most from their installation, and make a return on investment.” Keast estimates a ‘full flight’ swing studio, with opening shutters
permitting shots out on to the range – including cameras, lighting, flooring, displays, with Flightscope and video analysis and all the IT screens – would cost in the region of £27,000. A putting-specific studio would cost around £17,000, while installation of the new Gears system, with 360º cameras, could run to £38-48,000.
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