Computer Vision Fitting System Increasing Customer Satisfaction By 45%
About LAB Golf
LAB Golf is an innovative putter manufacturer headquartered in Scottsdale, known for their Lie Angle Balanced (L.A.B.) technology. Their putters are designed to resist twisting during the stroke, delivering more consistent face angles at impact. As a growing direct-to-consumer brand competing against legacy golf equipment companies, LAB Golf needed a way to differentiate their buying experience and help customers find the ideal putter configuration for their unique stroke characteristics.
What LAB Golf was facing
The challenge
Traditional putter fitting relies on subjective assessments by in-store staff, often limited by the fitter's experience and available inventory. LAB Golf's customers — many of whom purchase online — had no reliable way to determine which putter head, length, lie angle, and grip configuration matched their stroke. This led to a 22% product return rate, inconsistent customer satisfaction, and high support costs from post-purchase fitting questions. The challenge was to bring a data-driven, personalized fitting experience to every customer regardless of whether they visited a retail location or shopped online.
What we built
We built an AI-powered putter fitting platform that uses computer vision to analyze a golfer's putting stroke from a simple smartphone video.
The system captures key biomechanical data points — stroke arc, face angle at impact, tempo, and hand position — then runs them through a trained recommendation model that maps stroke profiles to optimal putter configurations. The platform integrates directly into LAB Golf's e-commerce flow, turning what was once a 45-minute in-person fitting session into a 5-minute guided digital experience. On the backend, an analytics dashboard gives LAB Golf's product team aggregated insights on stroke patterns across their customer base, informing future product development.
Key results
Post-purchase NPS scores increased from 62 to 75 after implementing the AI fitting tool.
Average fitting time dropped from 45 minutes in-store to under 5 minutes via the digital platform.
Customers who used the fitting tool were significantly more likely to return for additional products.
Return rate dropped from 22% to under 8% as customers received better-matched equipment.
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