Our Team

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Founded in 2008 by renowned custom-fitting expert Jason MacNiven, Golf Principles has established a dedicated team with over 20 years combined experience offering golfers of all skill levels a personal, tailor-made golf club fitting service.


My professional career started in 1991 at Guildford Golf Club but the passion for fitting was sparked by a Callaway demo day at Coombe Hill GC where is was head assistant in 1996. This was the future and it was my future. I was offered the chance to work for Callaway later that year travelling the UK, Ireland and Europe where I quickly built up over 10,000 hours of experience fitting all level of golfers from Colin Montgomerie in his prime to complete beginners.

I joined TaylorMade in 1999 and experienced diverse roles from Head of Custom Club Production to Club Experiential Manager in EMEA. In 2006 I became Director of Golf at The Wentworth Club but I still missed that truly independent fitting with no allegiances to a brand but to give the best results for the golfer in front of you. Golf Principles was formed in 2008 and since then year on year golfers have trusted us with their equipment needs, it’s something we are very proud of and all my staff are here to get the best results we can out of you.