A new groundbreaking study that will shatters preconceived notions on why golfers cannot improve performance to be announced at the 2011 PGA Merchandise Show.

Commissioned by the Sports Illustrated Golf Group and Golfsmith and conducted by the Sports and Leisure Research Group, the study’s findings will showcase how EVERY golfer can improve their golf game and have more fun on the course.

The study consisted of almost 6,000 golfers and examined the relationship between golfers and their woods, irons, putters and golf balls.

“The findings in this study will be a wake up call to every golfer who wants to play better. It is one of the biggest perception differences I’ve observed between two test populations in my 20+ years of researching American golfers,” said Jon Last, president of the Sports and Leisure Group.

The results will impact millions of golfers, golf retail businesses and manufacturers of golf equipment.

World leading golf instructor Hank Haney will also share his insights on Custom Club Fitting and will discuss how custom fitting can benefit almost every golfer.

When: Thursday, January 27, 2011 2:00 PM ET

Where: 2011 PGA Merchandise Show
Orange County Convention Center
Orlando, Florida
Room 202 A

Don’t worry if you’re not able to attend the show, I’ll be in attendance, gonna grab a front row seat and I’ll share the results of the study with you all.

It looks like the study is hinting at custom club fitting, but that territory isn’t really groundbreaking so I don’t think that’s it. It could be something along those lines, like a way to simplify the process to make it cheaper and more widely available to your weekend hack. But, even that, I believe is ground that’s already been trodden upon.

What do you think?

Have a custom club fitting question? Visit our Ask the Fitter page, post your question and you’ll be entered to win a free custom club fitting from the TaylorMade Performance Lab!