Nearly three decades after The Kingdom first opened in Carlsbad, Calif., TaylorMade is finally bringing its legendary fitting experience across the pond.
Past due, innit?
In partnership with The Grove, one of Europe’s premier luxury resorts, TaylorMade announced plans for The Kingdom at The Grove, scheduled to open next spring. The facility will replicate many of the offerings found at TaylorMade’s California headquarters, where everyone from Scottie Scheffler to Rory McIlroy gets fitted.
The timing makes sense. Premium fitting experiences appear to be having a moment. Titleist recently opened a dedicated retail and fitting experience at Pinehurst Resort, while Mizuno’s Foundry facility at the Standard Club in Johns Creek, Ga., has been drawing golfers seeking the ultimate Mizuno fitting experience. TaylorMade’s expansion to the UK suggests these destination fitting centers might be the next evolution in golf retail.
“We’re delighted to unveil our first The Kingdom location outside of the United States at The Grove, near London,” said David Abeles, TaylorMade’s President and CEO. “The Kingdom has been an iconic part of the TaylorMade brand for many years, and we’re thrilled to bring it to a new market.”
Long overdue
The original Kingdom opened in 1998 so it’s fair to say TaylorMade has taken its time expanding the concept. But for a company that’s serious about custom fitting and has built its reputation around the art and science of optimization, bringing The Kingdom experience to its biggest European market seems past due.
The Grove location will feature three state-of-the-art fitting bays equipped with Trackman, Foresight, GEARS and Quintic putting technology alongside the entire TaylorMade product range. There’s also a custom workshop, lounge and locker room housed in a sustainable timber building with hidden solar panels.
What? No wind farm?
But TaylorMade isn’t just dropping a building on the property and calling it good. The entire driving range at The Grove is being reconstructed by Kyle Phillips Golf Course Design. The new grass range will span 7.4 acres and stretch 320 yards, with a 6,400 square-foot teeing area. A redesigned 43,000 square-foot short-game area will allow golfers to dial in their exact wedge setup.
The full treatment
The Kingdom at The Grove isn’t just about technology and data—it’s about the complete experience.
“The Grove was a natural fit with its five-star luxury resort aligning perfectly with the premium nature of the TaylorMade brand,” said David Silvers, TaylorMade’s Vice President and Managing Director for EMEAP. “Not only is it in a perfect location, just outside the biggest city in our biggest European market, but it boasts exceptional facilities alongside a top-class golf course with Tour heritage.”
That “Tour heritage” includes Tiger Woods winning a World Golf Championship at The Grove, plus the venue’s recent hosting of the British Masters. It’s the kind of golf pedigree that pairs well with TaylorMade’s roster of elite athletes.
Destination fitting
What’s interesting about these premium fitting destinations is how they transform what’s traditionally been a utilitarian experience into something more aspirational. Getting fitted for clubs used to mean hitting balls into a net at a golf shop. Now it can mean a multi-day experience at a luxury resort where the fitting is just one part of a golf-focused getaway.
Anna Darnell, General Manager at The Grove, sees the partnership as enhancing their position as England’s top golf resort.
“To partner with TaylorMade, who have some of the most innovative products on the market, and a portfolio of the game’s most elite athletes, The Kingdom at The Grove will further enhance our guest experience.”
Worth the wait
For TaylorMade, The Kingdom at The Grove represents more than just international expansion. It’s a statement about the company’s commitment to the European market and its belief that golfers will travel for the right fitting experience.
Whether this signals the beginning of a broader Kingdom expansion or remains a unique partnership will likely depend on how golfers respond.
Bookings are planned to open later this year for a spring 2026 opening. After nearly 30 years, The Kingdom experience is finally coming to the UK. Some things are worth the wait.
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