Inside Dunlop Golf Europe HQ with Product Manager, Joe Miller

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In this exclusive on-location episode of Linked by Golf, we step behind the scenes at Dunlop Golf Europe’s headquarters in Ash Vale — one of the most advanced custom golf club build facilities in the UK.

Ross tours the workshop with Product Manager Joe Miller to discover exactly how a set of clubs goes from retailer order to precision-built performance equipment — trusted by tour professionals and everyday golfers alike.

From shafts and heads to swing weight, loft, lie, and quality control, this conversation reveals the science, craftsmanship, and surprising details that determine how your clubs actually perform on the course.

• How custom golf clubs are built step-by-step

• Why custom fitting isn’t just for elite players

• The biggest equipment mistakes amateur golfers make

• Why wedges are often the most mismatched clubs in the bag

• How grip changes can completely alter club performance

• The role of loft, centre of gravity, and shaft selection

• Typical lead times for custom-built clubs

• How manufacturers ensure tour-level quality control

  
  

Joe walks us through the entire journey of a custom order:

✔ Order submission from retailer
✔ Specification review and build planning
✔ Component picking — heads, shafts, grips
✔ Precision cutting and assembly
✔ Swing-weighting and measurement
✔ Final quality control checks

Every club is built to tight tolerances, with multiple verification stages to ensure the finished product matches the player’s exact requirements.

“Small changes — length, lie, grip weight — can completely change how a club feels and performs.”

Contrary to popular belief, custom fitting isn’t only for tour pros.

Joe explains how body type, swing speed, injuries, age, and playing style all influence the ideal club setup — and why buying off-the-rack equipment can leave performance on the table.

A standout insight: many golfers carefully fit drivers but neglect the scoring clubs they use most.

This episode also explores how golfers actually choose equipment — and why looks often matter more than performance.

• The surprising importance of aesthetics

• Why golfers buy wedges that don’t match their irons

• The psychology behind club selection

• How modern iron lofts have changed the game

If you’re ordering custom clubs, Dunlop Golf Europe aims to deliver within about five days when stock is available — though supply chains and component availability can affect timelines.

Considering most golfers keep clubs for years, a short wait can deliver long-term performance gains.

Joe also discusses:

• Forged vs hollow irons

• High-launch designs and modern loft trends

• Combo iron sets used by tour players

• Graphite shafts for injury relief and vibration reduction

• Counterweighting and swing dynamics

  
  

Joe Miller is Product Manager at Srixon Europe, responsible for technical specifications, product knowledge, and supporting marketing and retail teams across the region. He has worked with the brand for nearly two decades and brings deep insight into both equipment design and real-world performance.

This episode was recorded inside Dunlop Golf Europe’s custom fitting and build headquarters in Ash Vale, offering rare access to the environment where performance equipment is assembled for golfers across Europe.

🏌️ What You’ll Learn in This Episode

🏭 Inside the Custom Build Process

🎯 Why Custom Fitting Matters (For Every Golfer)

⚙️ Equipment Myths & Eye-Opening Insights

⏱️ Lead Times & What to Expect

🧠 Technology, Materials & Performance

👤 About the Guest

📍 Recorded On Location,

Srixon players include

Shane Lowry, Hideki Matsuyama, Brooks Koepka, Sepp Straka, Ryan Fox, Keegan Bradley, Ben Griffin & JJ Spaun