Posted Jan 15, 2009 by mstewart TaylorMade Performance Labs Opens New Location at Desert Springs JW Marriott Resort & Spa in Palm Desert


Fifth U.S. Location Provides Golfers with Opportunity to be
Fit like a Tour Professional

CARLSBAD, Calif. (November, 21, 2008) - TaylorMade Performance Labs (TMPL), announced the opening of its fifth U.S. location at The Desert Springs JW Marriott Resort & Spa in Palm Desert. Beginning in December, TMPL's certified fitting professionals will be permanently on-site to fit resort guests and all local golfers to a custom set of TaylorMade golf clubs.
TMPL employs Motion Analysis Technology by TaylorMade (MAT-T). Originally developed to fit clubs to TaylorMade-adidas Golf tour professionals, MAT-T works by gathering vital swing information and statistics by way of a launch monitor, six high-speed video cameras and a computer to capture the golfer's swing in sharp, 3-D animation - the same technology used in today's popular movies and video games.

"Before purchasing new equipment, it is critical that consumers are properly fitted with a set of golf clubs that best fits their swing," said Herb Meistrich, President of TaylorMade Performance Labs. "Using motion capture technology, our fitting experts are able to dissect the golfer's swing and provide invaluable feedback to the consumer. Meanwhile, the computer will produce a detailed recommendation of TaylorMade golf clubs based on the golfer's swing characteristics."

The golfer is fit by way of 34 reflective markers which are placed on strategic points on the body as well as on the shaft and head of the fitting club to capture a number of swings with the driver, iron, wedge and putter. The two and one-half hour custom fitting experience includes recommendations for a driver, fairway woods, hybrids, irons, wedges, putter and even the correct golf ball.

Following the swing analysis and club recommendations, demo clubs are built on-site with the customer's correct swing specifications and the player can then validate the system's recommendations on the driving range. New custom TaylorMade clubs built to recommended specifications are shipped directly to the player in as little as 48 hours. Each customer also receives a take-home CD with all captured swings, the swing analysis and MAT-T recommendations, viewable on computer.

"Comparing the TaylorMade Performance Lab to other swing analysis systems is like comparing the space shuttle to a hot air balloon, said Kip Puterbaugh, director of instruction, Aviara Golf Academy "The level of sophistication and the quality of the experience that MAT-T delivers is truly remarkable."

The first TMPL was developed at TaylorMade Golf headquarters to offer tour professionals a more efficient and effective club-fitting experience. Its dramatic success led to the development of off-site TMPLs which are open to any golfer who seeks a superior club-fitting experience. Located at the finest golf resorts in the world and manned by specially trained and certified PGA pros, TMPLs offer the golfer the ultimate fitting experience. Every fitting is conducted in a luxurious atmosphere, where every nuance of the swing is measured, analyzed and interpreted. The information gained makes it possible to provide golfers of all abilities the very best choices in TaylorMade equipment that's built to suit their specific needs. Custom-built clubs are built and shipped in a matter of days. Current U.S. locations include: The Four Seasons Resort in North San Diego, the Hyatt Grand Cypress Resort in Orlando, Florida, Ritz Carlton at the Reynolds Plantation in Greensboro, Georgia and The Olympia Fields Country Club in Chicago.

The Desert Springs, JW Marriott Resort & Spa:
Located on over 450 acres of lush grounds and lakes in the heart of California's Coachella Valley and framed by three majestic mountain ranges. This four-diamond property opened in February 1987 and is one of the largest, most complete resorts in the United States. Already a luxurious oasis in one of the world's premier desert destinations, Desert Springs recently completed a $40 million renovation that transformed the property's public areas into a stylish haven for socializing, fine dining, and relaxation. The resort's 884 luxurious guest rooms and suites are located in wings surrounding sparkling swimming pools, lakes, verdant fairways, lush English gardens, and well manicured lawns. Recreation and dining facilities include a new world-class 38,000-sq.ft. Spa & fitness center, exotic wildlife, popular gondolas that navigate Venetian-inspired waterways, three restaurants, three lounges, a 2,000-sq.ft. Starbucks with patio & fireplace, multiple snack bars, two Ted Robinson designed championship golf courses, an 18-hole putting course, 20 multi-surface tennis courts (Tennis facility rated #9 in US by Tennis Magazine), basketball courts, lawn croquet,& biking.

About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
TaylorMade Golf has led the golf industry's technological revolution since the company was founded in 1979. TaylorMade metalwoods, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group. adidas Golf creates high-performance, technology-infused golf apparel and footwear worn by hundreds of professional golfers around the world. Ashworth, which became a brand of the TaylorMade-adidas Golf Company in 2008, creates relaxed, lifestyle-oriented golf apparel synonymous with authenticity and quality. Learn more about TaylorMade-adidas Golf and its brands at (866) 530-TMAG (8624) or [url]www.tmag.com[/url], [url]www.taylormadegolf.com[/url], [url]www.adidasgolf.com[/url], [url]www.ashworthinc.com[/url], and [url]www.taylormadegolfpreowned.com[/url].
About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around three core segments such as adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 33,000 employees and sales of 10.3 billion.

For more information contact:
TaylorMade-adidas Golf
Public Relations Department
Christa McNamara
tel: 760.918.6466
email: [email]christa.mcnamara@tmag.com[/email]