There is nothing worse for a golfer than putting in time at the range, adjusting their swing, and seeing real progress only to have it not translate at the tee. That gap between practice and performance is where Michael Morgan created Fitted Fairways to step in. The vision for these stores is succinct: get your clubs professionally fitted to you, and practice your swing on their state-of-the-art simulators.
What began as a single location in St. Simon’s Island, Georgia, proved to be exactly what golfers across the region were needing. The concept expanded, serving golfers across Northeast Florida, with each location built to offer the same full-service club fittings, and accessible, high-level practice experience, the newest location being in Julington Creek. The expansion reflects a growing demand in the sport of golf for a modern approach to the game that can seamlessly merge with everyday life.
The biggest obstacle for most golfers is access to the right courses, facilities, and equipment. Fitted Fairways was formed so that instead of fighting weather, range crowds, or unreliable feedback, members can step into a controlled environment, managed by technology and designed for consistency. “If you’re always practicing in changing conditions, you’re never practicing the same swing twice,” Morgan says. “When you remove the variables, you find your true baseline, and that’s when real improvement starts.” Inside simulator bays, every swing is measured against the same constants, which allows golfers to understand their game without outside interference. At Fitted Fairways practice can shift from repetition to refinement, allowing swings to be captured with precision, tracking ball flight, spin, speed, and club movement. Elevation can be adjusted inside the simulator, replicating how a ball behaves at higher altitudes or in different regions, with some of the most globally iconic courses pre-coded into the simulator.
What most golfers don’t recognize is how much traditional practice can work against them. Outdoor ranges rely on worn, waterlogged balls that rarely behave like the ones golfers personally use on the course. Wind, temperature, and turn conditions change daily, subtly altering outcomes, making it hard to measure improvements. They need a controlled environment. “Most golfers only get access to this kind of practice in really expensive, exclusive settings,” Morgan says. “We wanted to build something where people could actually come in regularly, figure out what works for their swing, and not feel like they had to save it for a special occasion.” At Fitted Fairways membership offers regular access compared to one-time sessions at a range, prioritizing flexibility. Instead of carving out time for a single session, members have daily simulator access to be used at their convenience, making room for families in ways that traditional practice spaces doesn’t.
The professional club fittings only add to the draw of training with Fitted Fairways. “Everyone who works with golfers and does fittings is a PGA professional,” Morgan says. “When you’re looking at swing data and equipment together, that matters, and you need people who truly understand how the game works.” The full training environment has only made the club fittings more beneficial to golfers–supporting every part of their game. With practice sessions in the simulator bays involving swing analysis or equipment adjustments, golfers can work through changes in real time rather than waiting weeks between lessons and fittings. The process is designed to give golfers the ability to move between practice, feedback, and adjustment without leaving the building or restraining the process.
Michael’s approach comes from a lifetime in the game and a career that has bridged both golf and technology. Growing up, he competed across multiple sports before golf took hold and became his focus. His background in education was focused in tech influences and guides how he thinks about the data, systems, and repeatability, but the foundation has always been the game itself. At the Jacksonville location, that vision is reinforced by store manager Bob Everett, a PGA-recognized Director of Golf with more than two decades in the profession. He is well known in the Northeast Florida golf community for his expertise. That leadership is what allows for skill and equipment improvements for clients that can be easily replicated on the course.
“Once golfers know what their swing produces in a controlled environment, adapting outside becomes much easier,” says Morgan.
That outcome became commonplace for those using Fitted Fairways, and many requested to bring the same experience home–so Michael launched SimCraft Golf. A service-based company that designs and installs custom simulator setups for private residences and commercial spaces, allowing golfers to take advantage of the same training at home. The continued expansion of Fitted Fairways across Northeast Florida is bringing a new way to practice and grow to local neighborhoods, making consistent, high-level practice part of everyday life, accessible for all golfers.
FITTED FAIRWAYS
605 State Rd 13 N #108
904-209-5539
www.fittedfairways.com
