When I sat down with Adams Golf late last year, they said to expect some big things from them in 2014.
Having signed Ernie Els at the start of the year, re-invented the company's famous Tight Lies fairway wood, launched a new XTD range of clubs and become the number one played hybrid on the European and PGA Tour, I thought Adams were done for their "big year".
However, there is more.
On the week of the 2014 BMW PGA Championship they invited me down to Wentworth to meet Ernie Els as he officialy opened the the world's first Second Shot Centre.
Ernie Els, alongside representatives from Adams Golf and Wentworth, cut the ribbon on the unique new custom-fitting centre, purely designed to help fit players with hybrids and fairway woods.
"Why a Second Shot Centre?", I hear you say.
Since Adams Golf was bought by TaylorMade early in 2012, their focus has been on helping players of all levels improve their second shots. With the success they've had both on Tour and with everyday golfers using their range of fairways and hybrids, Adams now uses the tagline "Own The Second Shot" and the new centre adds to that idea.
Simon Homer, Head of Adams Golf Europe told me,
We are delighted to be opening our first Second Shot Centre at a venue as prestigious as Wentworth. The centre is the first of its kind and reinforces our focus on the second shot in golf; I’m confident it will provide a great asset for our business in Europe.
The facility is not only unique in the UK, but is also the first of its kind anywhere in the world. Flightscope launch monitor technology provides the hitting bays with the ultimate opportunity for golfers to dial-in their second shot clubs, namely those from 250 yards and in.
We got an exclusive Tour of the new development and heard from both Adams, Wentworth and Adams Tour Player, Ernie Els. Despite the fact the facility is located behind the range where players were practising for the BMW PGA Championship, Ernie struck the first shot unannounced, smashing a hybrid over the range fence and through the crowd of bemused players and caddies in front of him. Needless to say, Ernie seemed to find it quite entertaining.
Having officially, and safely, opened the Second Shot centre, Ernie gave his opinion the new facility:
The facility at Wentworth provides the same custom-fit experience that we Tour players receive and makes them available to golfers of all abilities. The Second Shot is truly the most important in golf and I would encourage all golfers, from professionals to recreational players, to take advantage of the technology and innovation available at the new Adams centre.
So if you want to try and "own the second shot" like Ernie, you can book your fitting session, starting today, for £100. You will have an hour-long, one-on-one session with a Wentworth pro and get custom-fitted for whatever second shots you might face.
To keep up to date with all the latest Adams Golf equipment and news, check out our exclusive Adams Zone.