TaylorMade is to open a new world-class club testing and fitting facility at The Grove in Hertfordshire.
Modelled on the equipment brand’s industry-leading test facility at its global headquarters in Carlsbad, California, The Kingdom at The Grove will provide Tour players, elite amateurs, and regular golfers in the UK the opportunity to ‘immerse themselves in the TaylorMade brand, products and people’.
Scheduled to open next Spring, The Kingdom at The Grove will be staffed by a highly experienced and skilled fitters utilising Trackman, Foresight, GEARS, and Quintic technology alongside the entire range of TaylorMade products for players to test, replicating many of the offerings at TaylorMade’s US headquarters.
The facility, located on The Grove’s driving range, will include three state-of-the-art fitting bays, a putting studio, a custom workshop, a lounge and a locker room. The building will be made from a timber structure with hidden solar panels on the roof helping to reduce its carbon footprint.
In addition to the new state-of-the-art building, the entire driving range at The Grove is currently being reconstructed by course architect Kyle Phillips, who designed The Grove’s championship layout which first opened in 2003. The new grass driving range will be around 7.4 acres and 320 yards long, with a 600 square metre teeing area in front of the building. The range area will also feature a 4,000 square metre short game area enabling golfers to dial in their wedge setup. During the build process around 40 new trees will be planted in the surrounding areas.
David Abeles, President & CEO of Taylormade Golf, said: “We’re delighted to unveil our first The Kingdom location outside of the US at The Grove. The Kingdom has been an iconic part of the TaylorMade brand for many years, and we’re thrilled to bring it to a new market enabling more golfers to experience what we do best. Since the beginning, we’ve been on a journey to become the market leader in customisation and personalisation. This new facility is a tangible sign that our strategy is thriving and will help strengthen the global position of our brand.”
David Silvers, Vice President & Managing Director EMEA, Taylormade Golf, added: “The Grove was a natural fit, with its five-star luxury resort aligning perfectly with the premium nature of the TaylorMade brand. Not only is it in a perfect location, just outside the biggest city in our biggest European market, but it boasts exceptional facilities alongside a top-class golf course with Tour heritage. Tiger Woods won a World Golf Championship here and more recently they have hosted the British Masters. We couldn’t be more thrilled to partner with The Grove and bring the ultimate TaylorMade fitting experience to all golfers.”
Anna Darnell, The Grove’s General Manager, said: “It’s fantastic to be able to announce this partnership with TaylorMade Golf, which haa some of the most innovative products on the market and a portfolio of the game’s most elite athletes, The Kingdom at The Grove will further enhance our guest experience and strengthen our position as the no.1 golf resort in England. We look forward to welcoming everyone to the new facility when it opens next year.”