Custom fitting has emerged as a growth area in golf but nobody has offered the complete fitting experience… until now.

Archer Golf has launched their groundbreaking Protest irons that promise every golfer improvement in their iron-play via a unique custom-grind program and custom-fitting service.

The company’s clubheads have been designed to perform in relation to varying swing characters by focusing on an area usually overlooked in golf club fitting: the way the golfer ‘attacks’ the ball at impact and the way the clubhead subsequently interacts through the turf.

When a custom sole grind is matched to an individual’s swing type it results in better divot patterns, higher-quality ball strikes on a repeatable basis that provide more consistent ball flight, longer distance and tighter dispersion patterns.

From a traditional Japanese-style head shape, Archer irons are increased in size by 11 per cent to allow a larger club-face area and combined with the forging process provide a soft feel with great feedback through impact.

The iron design also incorporates a large weight bar at the base of the back cavity that creates a lower, deeper centre of gravity making the iron head more stable through impact. Overall ball flight is improved, as spin rates and launch angles are optimised for maximum results.

Unlike other mass-produced golf clubs, every single Archer iron is individually manufactured to a bespoke specification with CNC milling of the raw head. This ensures it reaches an exact shape, size and weight, with a specially developed computer program calculating the ideal manufacturing requirements for each club.

The Archer Protest Iron range offers three different shapes - or grinds - Round, Square and Neutral - each catering for one of the three most common types of golf swing and the inconsistencies they cause.

Each shape has a different combination of grinds to areas including the heel, top line, toe, leading edge and sole, to ensure both club and swing are working in harmony to maximise performance benefits.

Golfers with larger divot patterns benefit from cleaner contact produced by the Round grind, as the club’s tendency to dig at impact is reduced, creating a crisp strike. On the other hand, the Square grind will help players who tend to catch shots ‘thin’ to pick the ball cleanly from the turf. The Neutral sits in between the two extremes, providing a well-balanced performance option for players who suffer from both.

Archer Project takes the custom grind process one step further, and allows players who may want to modify individual elements of the Protest iron to combine different grinds and shapes to optimise, and personalise, their irons even more.

Nearly 600 different grind combinations are available to choose from and golfers can even choose to have their name and other custom engravings etched on to the clubhead, giving the ultimate in club fitting.

The Archer concept is the brainchild of Dean Klatt, who came up with the idea while managing Cleveland Golf’s distribution and tour program in Australia. He explained: “While I was working with Cleveland, I noticed the better amateur golfers I played with were aware of the custom grinds tour players used and wanted to get something similar from us

“We’d often get requests for the ‘Tour’ style grind, but you just couldn’t get them. This was the type of club I wanted to play with, and I could see that other golfers wanted that perfect set of irons too, a set made for them that suited their swing and their eye. I could see no reason why that shouldn’t be available to all, and that’s why Archer Golf was born.

“An Archer Project is just that: a golfer’s own Project, offering the chance to modify and personalise a set of irons to best suit their game, whether they’re a tour professional or a 28-handicapper.

“When people try the Round, Square and Neutral grinds they can literally see the difference just by viewing the improved divot pattern, feeling the crisper ball strike and watching the improved ball flight. It’s a similar concept to the one fitters have been using with wedges by recommending a high, low or standard bounce club and now we’ve brought something similar to irons.”

Archer Golf creates irons tailored to suit golfers’ individual needs and helps them hit balls as straight as an arrow.

The Ireland-based company is the first in the world to bring all golfers the custom grind technology used on professional tours, by expanding the fitting process to include the iron’s sole grinds, clubhead shape and personalisation.

In addition to its existing range, the brand has plans to launch a blade iron and wedge range in early 2012. All will be available with the company’s unique custom grind and Project grind program.

Archer Golf irons’ precision nature requires the most skilled and knowledgeable custom-fitter, so Archer has elected to partner with a network of specialist club fitters to market and sell the brand in the UK and abroad.

For further information on the products available or to find your nearest Archer Golf centre email info@archergolf.com or visit www.archerproject.com.