• Golf Principles

  • Unleash Your Potential

  • Golf Principles

  • Play Your Best

  • Golf Principles

  • Get Custom Fitted

  • Golf Principles

  • Know Your Game



We want to show you that a good set of clubs and a powerful swing are not enough for you to play your best golf. It's all about finding that perfect combination of shaft, loft and flex that all together work in complete harmony with your natural swing..... Then and only then, can you start to play golf to your full capability.

Who we are

We have 20 years Custom Fit experience, we understand the physics behind the game and the golfer's technique. We are Golf Principles

Our mission

To advise, define and provide you the perfect combination of heads and shafts to match your unique golf swing.

What we do

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We love our clients

Nothing is more satisfying than hearing that a client has reduced their handicap after being Fitted by us for their new Golf Clubs


We are PGA qualified, we are Golf Club experts, we operate from our independent golf studio in Basingstoke. But we are pleased to say our customers come from all over the Europe!

With 20+ years experience, what JMac doesn't know about club fitting is not worth knowing

Jason MacNiven

MD & Founder

4 years in and still learning all the time from JMac


Club Fitter & Technician

Linda is the organizer, if your clubs need shipping Linda will make sure its done on time :-)

Linda MacNiven

Organizer Extraordinaire

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Our numbers so far

- 1079 happy clients
- 956 custom fits
- 1268 cups of coffee
- 4280 clubs built

Our Services

If you're serious about playing golf then think about getting your clubs custom-fitted. The modern equipment you can buy off of the shelf in your local sports shop is designed to suit everyone even though we're all different shapes, sizes and heights. To have professionally-fitted clubs is essential to getting the most out of your game and we do this by reading your 'signature' swing.

Custom Fitting Your Golf Clubs

Like your fingerprint, your golf swing is unique to you, therefore an in depth analysis using our Trackman system is needed to be able to fit your clubs

Your Stats

Its important that you know what distances each and every club delivers you, our Trackman analysis shows your averages club by club

Coaching & Advice

At Golf Principles all of our staff are PGA-qualified. We coach using Trackman to link the numbers and help you enhance the mechanics of the swing

Club Repairs

We offer a complete repair service for all your golf clubs, from a quick re-grip or shaft replacement to a complete MOT including loft & lie adjustment


  • super super super


  • I have finaly managed to get below 18 for the first time ever

    Anon 2

  • Jason really knows how to get the most from your golf swing, my drives are now average 20yards longer with a much tighter dispersion.

    Clive Riches

  • Fantastic results 3 months in and I have taken 2 shots off my handicap

    Anon 1

Our Video Channel

See our informational Videos and keep up to date with all of our latest news and social feeds.

  • Mac Daddy Tour Grind Wedges
  • Ping Ketsch
  • Taylormade SLDR Mini Driver
  • Improve your Posture
  • Turf Hound Golf Mat
  • Oban Tour Limited
  • Vokey SM5
  • Accra Tour Concept
  • Importance of knowing your numbers
  • yes putter donna 2014
  • Adams XTD
  • Honma Golf
  • How to Fit for S.L.D.R Fairway
  • How to Fit for S.L.D.R driver
  • Driver shaft length
  • Nippon Zelos 7
  • Callaway X 2Hot Hybrid
  • Yonex I-Ezone Irons
  • yonex Ezone XP
  • Taylormade Jet Speed
  • Callaway Apex Pro/Apex
  • tour trusty
  • Cobra Bio Cell Fairways
  • Bio Cell/Bio Cell+

Price indication

Putter  Fit

Don't Ignore Your Putter, its 50% of your game

  • Correct Length
  • Correct Lie
  • Correct Grip
  • Correct Alignment
  • Correct Stroke
  • = Less Putts per round

Woods  Fit

Make sure you have the correct shafts, loft & spin for your Woods

  • Correct Flex
  • Correct Loft
  • Correct Spin
  • Correct Length
  • Correct Grip
  • = Hit More Fairways

Full Bag

Right through your bag, Putter to Driver

  • Correct Flex
  • Correct Loft
  • Correct Spin
  • Correct Length
  • Correct Grip
  • = More Consistency

Distance Check

Know your distances with each club

  • Driver Distance
  • Fairways Distances
  • Irons Distances
  • Wedges Distances
  • Lofts & Lies Check
  • = More Confidence

Contact us

We are located in Basingstoke in a very easy to find location, just a few minutes from J6 on the M3.


Basingstoke, RG24 9NP
01256 359 865

Twitter Feed

@GolfClubWankers u clearly haven't been truly fitted 4 them,much better than people think.The RZN ball in 2014 is a massive improvement.
@kbucko123 @garyedwingolf shape is critical and primary cause of poor shape is ill fitting clubs.
@kbucko123 @garyedwingolf two legends. Don't think I know two more passionate people about our beloved game.
@garyedwingolf great to see the driver is working. Hope you are all well.
@seanhbrady @cozypete great call guys. Rory winning can only inspire young kids to get into and want to play golf like that.
So looking forward 2 next Thursday & the Dave Alred day,if u wish to attend dm me as there are only a few spots left.Learning from the best.
Mac Daddy Tour Grind Wedges: http://t.co/aBpAQge84g via @YouTube
@PirbrightGCPro it's a family affair the more the merrier.
@PirbrightGCPro it went really well this morning he still hits it good.
@GNev2 surely getting better technical players who play regularly must be the building blocks but is 2022 is a logical long term target?
RT @GNgolfpro: @GOLFPRINCIPLES ...where's the ice cream!
So much for the diet just on the menu at zizzi's. Desert pizza with strawberry and chocolate. #zizzifavourites. http://t.co/RcGE9mx6VJ