For those who don’t know him, James is a professional long driver and speed specialist based in St Andrews. He was previously gear editor at Bunkered, where he reviewed equipment and appeared regularly in their video content, but he also competes seriously in long drive. He finished third at the 2023 World Long Drive Championship, had the longest drive of that tournament at 452 yards, and has now won seven times in Europe, including twice this year. His own ambition is to win the World Championship

I’ve known of James for a few years and used to see him at The Duke’s when he was reviewing equipment. Earlier this year, he went independent and started advertising speed training sessions on social media, working out of the Golf Centre of Excellence. I also knew Freddie Lawrence, another professional there, so before booking anything I checked in with him.

Freddie’s response was useful because it was balanced. He was very positive about James, both as a person and as a coach, but also made an interesting point of caution. In Freddie’s view, a lot of people can gain speed in a first session simply by being encouraged to hit it harder and add a few power moves. The real question is what happens after that. Can the speed be developed? Can it be made safer? Can it become usable?

That was the caveat I needed.

I’m not trying to become a long drive competitor. I’m 57, not 27, and I’m acutely aware of the need to manage my body and accept its limitations. I want to swing faster, but not by pretending I’m younger than I am or ignoring what my body is telling me. The point is not to chase speed at any cost. It is to find out how much more speed is available without making myself less able to play.

I have always been pretty efficient with driver, but I’ve never felt I’ve fully tapped into what I might be capable of producing. My iron numbers have often suggested that I underperform a little with the longer club, which is part of what makes this experiment interesting. Is the driver really limited by my body, or am I failing to access something that is already there?

I’ve also been aware of distance gradually slipping as the years pass. It has not been dramatic, and it would be easy enough to explain it away as age, caution, technique, or the simple habit of trying to keep the ball in play. But in this first lesson, my starting driver speed topped out at 94mph. That gave us a proper baseline. Not a guess. Not a memory of what I used to do. A number to work from.

Warming Up, And A 7-Iron Surprise

We started by warming up with wedges before moving into some 7-irons. James quickly helped me add around 10-15 yards of carry. That surprised me, not just because of the extra distance, but because it didn’t feel forced. If anything, it felt easier.

The change came from something simple, and annoyingly familiar. James got me to move my hands higher, which is a recurring problem for me and something I have worked on before. In theory, that should help me make a better shoulder turn, and in practice it seemed to free up the swing without asking me to swing harder.

It was an early reminder that more speed does not always have to feel like more effort.

ROTEX, Driver And HiiTS

After the 7-iron work, we moved into the ROTEX stretching. I’ve got a pretty good daily stretching routine and I’m generally fairly flexible, so I wasn’t expecting this to be the most revealing part of the lesson. But this was different. It was mainly about rotation, sequencing, and separating movement between the torso and hips. The interesting part was not whether I could get into the positions. It was whether I could use those positions properly in the swing

We then went back to the driver to test the speed again before moving into the HiiTS work. The process was simple: light, middle, heavy, then repeat, recording the maximum swing speed each time. The idea was not to hit perfect golf shots. It was to create speed, feel the difference between the weights, and see how much speed could be accessed while still hitting a ball.

Only after that did I go back to my own driver. That is when I reached 100.2mph, up from a starting best of 94mph. With the HiiTS driver, I had been faster again, reaching 103.5mph

Those numbers got my attention, but I’m being careful not to overstate them. One fast swing in a lesson is not the same as taking it to the course, and it is definitely not the same as cruising at that speed. But it does suggest that 100mph is not some distant memory from a younger version of me. It is still there. The issue is whether I can access it more often, more safely, and with enough control for it to be useful.

James talked about lifting the ceiling speed to improve cruising speed, and that idea makes sense to me. If I want to cruise at 100mph with driver, then my maximum probably needs to be higher than that. Maybe 110mph or more. I don’t want to play golf at my maximum. I want to play golf with control, and know that there’s more there if I really need it.

Why Hitting A Ball Matters

The HiiTS driver part interested me because I’ve used weighted sticks before. I used an unbranded system with interchangeable head weights, followed the programme and watched the videos. I can see the attraction: you can swing weighted sticks almost anywhere, at almost any time, without needing a range, net or golf balls.

I’ve also been able to generate good speed with them. The problem is that I have never translated that properly into driver speed when there is a ball in front of me. It doesn’t simulate impact, and that feels like a major difference. A baseball player doesn’t learn to hit hard by only making air swings. A tennis player doesn’t learn to serve hard without a ball. Golf is not played with practice swings either.

The HiiTS driver made sense because it allowed us to work on speed while still hitting a ball. The point was not really where the ball went. It was simply that there was a ball to hit. Strike, contact, balance and intent remained part of the exercise, but without turning it into a normal driving lesson. If I’m going to train speed, I want that speed to have a chance of transferring into golf, not just into a faster empty swing.

Is there a psychological angle?

I don’t know exactly what is causing my driver ceiling, and I don’t want to pretend I do. Some of it may be physical, but my suspicion is that there is also something subconscious going on. When I’ve tried this before, I’ve always seemed to top out at around 100mph, despite the read-through from my iron numbers suggesting there should be more available.

Am I protecting myself? Am I trying too hard to hit the ball perfectly? Am I worried about the consequences of a bad drive and tightening up before I have even started down?

That would make sense. With a weighted stick, the task is simple: move it fast. Put a driver and a ball in front of me, and the task changes. Suddenly I’m not just trying to create speed. I’m trying to hit a golf shot. On the course, that is exactly what I should be doing. In speed training, though, it may be the thing that holds me back.

Homework Before Lesson Two

The homework for the next four weeks is fairly simple. At the range, after a thorough warm-up with wedges and 7-iron, the driver work will be capped at twenty balls at maximum effort, or until speed starts to drop off. That cap is probably important. I know myself well enough to know that if the number is close, I’ll want one more go, and that is exactly how sensible speed training can become something less sensible.

I’ll also keep working in the gym and add some more explosive medicine ball work, including windmill throws and rebound throws. The aim for lesson two is simple: can I get above the level I reached in the first session, or was that just the easy jump that comes from being given permission to hit it harder?

That comes back to Freddie’s point before I started. The first session can produce easy gains because you are encouraged to move differently. The more useful question is whether those gains can be held, developed and turned into something I can actually use.

So lesson one set the baseline. My driver started with a best of 94mph and reached 100.2mph. The HiiTS driver got to 103.5mph. My 7-iron carry improved by around 10-15 yards without the strike falling apart.

Those are useful numbers, but they are still only starting numbers. The real question is whether I can move the ceiling again in lesson two, and whether some of that extra speed can start to feel a little less like a special effort and a little more like something I own.

I don’t know yet.

That is why there are three more lessons to go.

If you’re interested in whether an ordinary golfer can actually build usable speed rather than just find a number on a launch monitor, follow along with the next three lessons. I’ll report back on what changes, what doesn’t, and whether any of this makes its way onto the course.

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Further Information

For anyone interested in the people and equipment mentioned in this post:

James Tait Golf - Skillest YouTube Instagram

The Centre of Golf Excellence, St Andrews
HiiTS Golf
ROTEXMotion

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This is an update to the post I wrote last year on thoughtsfromthetrain.com. I have removed many of the personal swing-specific things Freddie identified and focused more on how technology was used to enhance the experience.

At the Centre of Golf Excellence, situated in the Bassagaurd business park, only a short walk from the centre of town, that exploration starts with Sportsbox AI — a motion-capture system that builds a fully interactive 3D model of your swing. Rather than relying solely on video or ball-flight numbers, it focuses on how your body actually moves: sequencing, rotation, and weight transfer. No sensors, no wearables. Just a phone or iPad, some smart software, and a surprisingly clear picture of what’s really happening.

“Instead of being told what my swing looks like, I could finally see how it moves.”

The Centre itself isn’t a traditional range or studio. Inside are 3 Trackman-4 simulator bays that can be used individually or with friends, coaching spaces, and fitting facilities. They are also a fitting centre for Wilson clubs. Wilson has developed an AI fitting system using Blast Golf that I would be very interested to return and review.

My session began with a conversation with my instructor, Freddie Lawrence. What was I working on? What did I feel was happening in my swing? As a golf nerd, I’ve long been fascinated with the biomechanics of the golf swing. In particular, in my own swing, I’ve wanted to explore how I transition from backswing to downswing. Do I load into my lead side effectively? Do I rotate in the correct sequence? Am I maximising my power, or do I have room to improve? Once we had established my priorities, we then moved to hitting shots, gathering Trackman data and exploring Sportsbox.

What struck me almost immediately was how the technology reframed the lesson. Instead of chasing ideal positions or rehearsing moves, the focus shifted to cause and effect. Why does a miss show up? Where does the movement break down? What’s actually happening between backswing and impact?

“The technology didn’t replace the coaching — it gave the coaching sharper edges.”

Seeing my swing rendered as a skeletal model made certain habits impossible to ignore. Things I’d always felt — getting stuck, losing sequence, hanging back — were suddenly visible in a way that video alone had never quite managed. To say I was impressed by what you can do with an iPad would be an understatement.

The 3D model also helps your instructor to show you things that are difficult to describe. As a visual learner, I particularly liked this aspect of Sportsbox. It was comforting to see that my swing was actually in good shape and only needed modest tweaking rather than wholesale change. But those modest tweaks have the potential to yield big results.

The clarity given by Sportsbox made the changes easier to accept. When you can see how one small adjustment influences everything that follows, the lesson becomes collaborative rather than corrective. I wasn’t being told what to fix; I was being shown why something mattered and then how to improve it.

“The technology didn’t replace the coaching — it gave the coaching sharper edges.”

Carrying that through to the rest of the session, Freddie demonstrated how I should work on the specific areas identified. Trackman numbers added context, drills reinforced the movement changes, and everything felt connected rather than layered on. Importantly, none of it felt rushed. The technology was there to support understanding, not overwhelm it.

Afterwards, I received a follow-up summary outlining the key takeaways and drills. It’s so easy to forget the instruction after the lesson, and that kind of detail makes it far easier to practice with purpose rather than guesswork.

What stayed with me most wasn’t a specific swing thought or data point, but a broader sense of how golf lessons are evolving and how technology can help you get more out of them. Innovations like Sportsbox AI don’t promise quick fixes or perfect swings. What they offer is a greater understanding — a clearer explanation of why things happen, and a better framework for improving them.

In a town defined by history, that felt like a thoughtful step forward. Not replacing tradition, but quietly supporting it. And for a golfer who’s spent years chasing feels without fully understanding them, that alone made the experience worthwhile. Old Tom Morris might be turning in his grave, but I think Young Tom would have embraced this wholeheartedly.

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Links:

Centre of Golf Excellence

Sportsbox AI 3D Motion Capture

Freddie Lawrence

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Why get fitted? Times have changed!

The best analogy I can come up with is that buying new clubs is a bit like buying a new suit. You can buy "off the rack" and get something that's close, but not perfect. You can buy "off the rack" and have it adjusted ("tailor-made") to fit. Or you can go full bespoke, with total control over all aspects of the finished item.

While it's easy to find retailers who will happily sell you equipment "off the rack", most manufacturers now also offer "tailor-made" options with a range of different shafts as standard. Once you add in the premium up-charge shafts, the choices can get bewildering. But how do you know what will work for you? Just because a certain head and shaft combo works for your favourite tour player, or it got a good (most likely paid-for) review on YouTube, or you liked your mate's clubs when you tried them, doesn't mean it's right for you. New clubs are more expensive than ever, so before spending your money, you owe it to yourself to have a fitting. Whether you go for a free service with your retailer or a premium fitting elsewhere, the choice is yours. For the reasons discussed below, you've got nothing to lose and potentially lots to gain.

Ideally - find a fitter you know and trust

Most of us will be members of a golf club, so a good place to start is with your club professional. Given they've got to see you every time you come to play, they are much less likely to sell you something that's not right for you. They may also suggest you take some lessons before buying clubs. During my lessons with Sandy Smith at Ladybank, he identified that my current irons were a poor fit (not enough spin) and suggested I review them when we finished our lessons. While he could do fittings, there was no pressure to use him. One of the downsides to club shops is that they generally only carry a limited range of clubs, with some not stocking clubs at all. If they don't offer fittings, ask your professional to recommend someone they know. Some manufacturers have regional fitting centres where appointments need to be booked by your professional or retailer. Callaway, for example, has a fitting centre at the St Andrews Academy.

I'm fortunate to have built good relationships with Adam at Auchterlonies and the team at SGGT. I've known Scott Gourlay for over 15 years, since his early days at Craigmillar Park in Edinburgh and have had several fittings with the team. I've built my relationship with Adam since I moved to St Andrews. He now knows my game well, plays the same courses as me and understands what I'm trying to get from my clubs.

Be prepared

You owe it to yourself (and your fitter) to be armed with as much information about your game as possible when you attend your session. This helps the fitter to understand your tendencies and assess your current equipment for suitability. If you've got ShotScope, Arccos, or other playing data, take it with you or send it to the fitter beforehand. I use the Tangent App (reviews here) and have found the data useful for both fittings and general game improvement. Think about your good and bad shots, your typical shot shape, do you miss greens left or right, long or short, what are the turf conditions like at your course, is the bunker sand firm or soft, what do you like or dislike about your current clubs etc.

Also, think about what you want to achieve from the fitting and be focused. Are you looking for distance, accuracy, more/less spin, forgiveness, feel etc. If you're not prepared, then you risk being poorly fitted. The irons mentioned above had been custom fit. I went into that fitting just a bit unhappy with my previous clubs and had no real idea of what I was looking for in new clubs. The focus of that (single-brand) fitter was on distance (which flattered my ego at the time), so that poor fitting was my fault for not being prepared on the day. If I said I was struggling to stop the ball on the green, the fitting might have been very different.

Not all fittings are equal.....

...but any fitting is usually better than no fitting.

Most fittings will likely be conducted at a driving range, club practice facility or indoors in a net. Some will be brand-specific, while others will be brand-agnostic. Some will rely on the basic manufacturer fitting cart, while others will have a wider range of options. The best fittings will use premium balls rather than range balls and will also allow you to try the clubs off grass lies (which is especially important with irons and wedges). Some fitters (particularly your club pro) may allow you to take a demo club to try on the course. Indoor fittings are obviously not subject to weather conditions and enable you to use premium balls (or your own choice of ball). While I'm generally quite happy hitting into a net, my preference is to hit into the open so I can see the actual flight of the ball rather than relying on a computer simulation.

Over the years, I've done a wide variety of fittings. From single club sessions (usually driver) to irons, wedges and even full-bag reviews. From single-manufacturer to multi-brand. With irons, it's been common for the fitting to use just one club, usually a 6i or 7i and then get that shaft and head combination for the full set. For a large proportion of recreational golfers, that is probably adequate. But with the advent of hybrids and blended iron sets, how do you determine if the same clubs are right for you through the whole set? Should you still go with a 3, 4 or 5i? Do you have enough swing speed to hit a long iron well? Could you improve your speed with a different shaft in the long irons? Should you go with a hybrid? Do your distance gaps work throughout the set? With a single iron fitting, you either have to rely on the judgment of your fitter or simply guess. That's where a facility like SGGT comes into its own, as your fitting will involve trying 4, 6, 8 and PW, can bring hybrids in at the long end and will also look at the gaps to your woods.

When looking for graphite shafts last year, I had three fitting sessions covering all the styles discussed above. You can read about them in these posts:

Brand agnostic, full custom options: here

Brand agnostic, single club used for fitting: here

Brand specific but still single club used for fitting: here

You can also read about my experience at the Titleist GT launch event: here

And my experience at a similar Callaway day: here

Short-term cost, long-term saving?

As previously mentioned, golf clubs are expensive, and most of us can't just chop and change whenever we fancy. You should come away from a fitting with peace of mind that you have the best clubs for you - especially if you've done a multi-brand fitting. Unless you are about to make radical swing changes (maybe wait before buying) or have an unexpected injury, your clubs should last several years. Most golfers will never play or practice enough to wear the clubs out! With every new release, manufacturers love to play the conditional happiness game, claiming their new clubs are "better" than the last one and will take your game to the next level. But a good fitting should help you resist the future temptation of new clubs - at least for a while. A well-fit driver, for example, should last you at least two generations of new releases, if not more. I saw that with the Titleist GT range and the Callaway Paradym (link).

Some fitters can retrofit your existing clubs, which may offer a more economical solution to poorly fitted clubs. When looking at my irons last year, one of the considerations was to swap the shafts and keep my existing heads. With modern woods mostly having “screw-in" shafts, it has become much easier to fine-tune their performance. Don't give up on your existing kit too quickly. See if your fitter can improve it first.

You don't have to buy

You should never feel obliged to buy. If you are not convinced, then pay the fitting fee and walk away. But be honest with the fitter and tell them your concerns. They may offer to re-fit you at a later date or waive the fee. It is easy to get caught up in the experience of the day and the lure of the new clubs, but only you can decide if the (potentially marginal) gains are worth the (sometimes hefty) cost.

If you have paid for your fitting, you are perfectly entitled to ask for the fitting data and recommendations. Given how frequently new products are released, there is a good chance you can find your perfect clubs second-hand in a few months. Or even the same spec in a previous generation product. This is especially true of drivers and putters.

Psychological benefits:

Confidence through focusing on what you can control

I can't control the weather, the course conditions or the other players, but I can control the equipment I take onto the course with me. As an amateur golfer, I don't expect to go out and play like the professionals, but one way I can be level with them is through eliminating doubt about my equipment. We all know the phrase, "a bad workman blames his tools". Knowing I have the best tools for my swing takes that away. It clears my mind of doubt, letting me focus on the target and execute my shot.

My 3 wood is the only club in my bag that was not custom-fitted, and it's no real surprise that it's the one I am least comfortable with. Many fitters will tell you that fairway woods are notoriously difficult to fit and are often the oldest club in players' bags. When we find one that works, there's a tendency to keep it for a long time. Henrik Stenson still plays a Callaway Diablo from 2016 and describes it as his most reliable club.

Stop searching/tinkering

Some readers will probably say this is a bit rich coming from me, but a good custom-fitting session should allow you to step off the hedonic treadmill and accept that what you have is the best you can get. If you're a regular reader, you'll see that I've got a particular weakness for drivers and putters and have spent a lot of time (and money) on "experiments". I've fallen prey to the marketing of more yards or fewer three-putts, and despite having fitted clubs, I've continued to tinker. It's back to Solomon's Paradox - it can be easier to advise others than to take the advice yourself. But I am getting better!

If it hadn't been for my tendonitis last year, I would not have changed my irons, as the previous ones were already a good fit. Undoubtedly, I will still try new clubs and attend demo/launch days, but primarily because I enjoy the experience as part of my hobby. It also helps generate future review content for the blog!

Conclusion

I'm a great believer in custom fitting, and I wholeheartedly recommend it to all golfers. It doesn't have to cost the earth, and there's no obligation to buy. Clubs cost too much these days to buy them on spec. I enjoy the experience and believe the Trackman data also helps me understand my game a bit better. Ultimately, it eliminates doubts about my equipment and helps me focus on playing with, rather than questioning, my kit.