The second True Spec location in Orlando tells you less about Orlando's golf market and more about how premium fitting companies actually scale. True Spec Orlando West, opening June 1 at Athletic Motion Golf Club in Winter Garden, follows the playbook the company has refined across 45 global studios: find an established facility with existing traffic, install the fitting infrastructure, and let the host venue handle the overhead.
Athletic Motion Golf Club runs eight bays powered by Trackman technology, the same launch monitor system True Spec uses across its fitting network. That hardware alignment is not accidental. When a fitting company partners with a simulator facility, equipment compatibility determines whether the relationship works. Trackman's position as the default standard in both tour-level fitting and premium simulator environments makes it the connective tissue in deals like this one. The launch monitor brand that owns the fitting room tends to own the simulator room, and vice versa.
The economics of premium club fitting have shifted significantly since True Spec launched in 2014. A decade ago, the model was destination fitting: fly to Scottsdale, spend a day with a master fitter, leave with a full bag built to spec. That still exists, but the growth is in distributed locations inside partner venues. True Spec now operates 45 studios worldwide, and the expansion strategy is almost entirely partnership-driven. The company brings its 70,000-combination fitting matrix and its brand; the host venue brings the real estate and the customer base.
For Athletic Motion Golf Club, the arrangement solves a problem that high-end simulator facilities face: how to differentiate when the technology is commoditized. Trackman simulators are available at hundreds of facilities across Florida. The courses are the same, the feedback is the same, the experience is largely the same. Adding a True Spec fitting studio on-site creates a reason to choose one Trackman facility over another. It converts a simulator bay from a revenue-per-hour model to a higher-margin fitting transaction.
The pricing structure tells you where True Spec sees the market. Sessions range from $125 for a single-club fitting to $375 for a full bag. That $375 figure is competitive with Club Champion and Cool Clubs at the top end, but the True Spec model differs in one key way: all clubs are built at the company's Scottsdale headquarters rather than on-site. Centralized building ensures consistency across locations but adds shipping time. For golfers who want same-day turnaround, that is a meaningful tradeoff.
True Spec's position inside the 8AM Golf portfolio shapes how the company approaches partnerships. The 8AM umbrella includes GOLF Magazine, Miura Golf, and a growing collection of golf lifestyle ventures. That ecosystem means True Spec fittings can funnel customers toward Miura irons, PAYNTR footwear, and 8AM Travel experiences. The fitting studio becomes a customer acquisition channel for the broader portfolio, not just a standalone business. When Howard Milstein assembled 8AM Golf, the thesis was vertical integration across the premium golf consumer's spending. True Spec is the entry point.
Orlando's golf infrastructure supports this kind of expansion. The city hosts more golf tourists annually than any metro area except Scottsdale and Myrtle Beach. The first True Spec Orlando location at Grande Vista has operated since 2022, which suggests the market absorbed that capacity. Opening a second location four years later indicates either strong demand or a belief that Winter Garden's west-side geography captures a different customer base than Grande Vista's convention-area positioning.
Trackman's involvement as the technology layer in both Athletic Motion Golf Club and True Spec's fitting process reinforces the company's quiet dominance in the premium segment. Trackman does not need to open its own fitting studios or simulator facilities. It supplies the infrastructure to partners who do. That asset-light approach has kept Trackman's DORMIED ranking stable at 20th globally, even as competitors like Foresight and Full Swing have pushed harder into direct consumer offerings.
The fitting industry's next phase will be determined by whether partnership models like this one outperform standalone studio buildouts. True Spec is betting that embedded locations inside high-traffic venues generate more fittings per square foot than destination studios. The Orlando West opening is another data point in that experiment.
