When they started back again this year in the USA, the model for how they are done changed slightly. The same may be true when they start back un the UK, you will have to watch and see. Ours used to be free. Now they charge $100US for the initial fitting but the full amount can be applied to the same-day ordering of the clubs you are testing. I think there were too many people just going for free fittings and not purchasing anything so this will encourage serious customers and will also allow host locations to get revenue for their time and trouble.

I think that to some people it was a chance to trial some clubs which may not be available from their local pro.
The chance to look at them close up. How they look when addressing a ball. Personally, I hate a thick top line. So when a description reads ‘a thin top line’, I want to see it before even thinking about a fitting.
I think a fitting is really for a person who has already decided they want the club(s).
I agree that fitting a driver to a golfer may well prove that’s it’s better than they thought, and/or better than their current model and unfortunately some people abuse this.
I sometimes think that some go so that afterwards they can say that they’ve tried it.
The same goes for some people viewing houses. They have no intention of buying, they are simply nosey.
Hopefully this minority won’t spoil it for everyone else.
I also feel sorry for a Titleist Representative who has had to spend valuable time with these ‘non-buyers’, time which could have been better spent with those who have a genuine interest.