ASU Men’s Golf Signs Innovative Partnership with Scottsdale-based Company

(Photo: Courtesy of Sun Devil Athletics)

TEMPE – Arizona State’s men’s golf is going high-tech this season, and it’s joining forces with a local company to do it.

The Sun Devil Athletic Department announced an innovative partnership on Tuesday with True Spec Golf, a Scottsdale-based company that specializes in custom golf club fitting and building. The partnership, which extends through the 2026-2027 season, gives the ASU men’s golf squad access to True Spec’s full range of services, including ongoing tune-ups for loft and lie, regripping and gap analysis.

As part of this deal, True Spec will also be donating to the Sun Angel Collective, a name, image and likeness fund used to compensate Arizona State student-athletes.

Founded in 2014, True Spec Golf has been a leader in the club-fitting industry for over a decade, working with players from the PGA and LPGA tours.

TSG is a brand-agnostic company, which means they are not exclusively affiliated with any specific brands. Their fitting matrix offers over 70,000 combinations of shafts and clubheads from all of the top manufacturers.

In 2020, Golf.com named True Spec the No. 1 ranked clubfitter in North America. The company is headquartered in Scottsdale and has over 40 locations worldwide.

The local connection between the university and the clubfitting company is a major reason this deal makes sense for both parties.

“Scottsdale is our home,” said President of True Spec Golf, Scott Anderson. “We’re a Valley business through and through, and it gives us a tremendous amount of pride to invest our resources into the ASU golf program.”

The ASU players are equally as optimistic about partnering with an industry-leading company like Tru Spec.

“Our team is really excited to work with True Spec Golf,” second-year player Boston Bracken said. “To have access to club fitting in our own neighborhood is super valuable.”

A member of Tru Spec’s marketing team who previously worked for ASU Athletics was the one who put the gears in motion for this partnership to get done. The nature of the deal allows both sides to be positively impacted.

“It’s a perfect deal,” said Sun Devil Men’s Golf head coach Matt Thurmond, “It’s a great local partnership with ASU and an up-and-coming local company that benefits directly the student-athletes through one of our programs. The reach of our program creates a lot of opportunity for True Spec to get exposure.”

The Sun Devils have long been one of the top programs in collegiate golf and this partnership demonstrates their commitment to innovation. Having local access to state-of-the-art clubfitting technologies will ensure that they hit the links with the highest-quality equipment.

In a sport like golf, where small adjustments can lead to major changes in performance, having an exclusive clubfitting partner can take a program to the next level.

“Competition is very strong out there,” said Thurmond. “So any little edge we can get will make a big difference. And we think True Spec gives us a big edge.”

One of the things that makes this deal unique, beyond the equipment benefits, is the contributions that Tru Spec is making to ASU’s NIL fund.

Many NIL deals in college athletics are purely financial – the company pays a team or certain players to promote their products or services. This partnership has the potential to help the athletes financially, but also elevate their performance.

“We now have access to [services] to make sure our guys are perfectly dialed with all their equipment.” said Thurmond of the unique structure of the deal. “At the same time, they’re benefiting financially from it.”

True Spec joins iconic brands such as Adidas and Coca-Cola as companies that have partnered with Arizona State to support Sun Devils Athletics. This marks the first time ASU golf has had an exclusive club-fitting partner.

The Sun Devil squad will kick off their fall season on Sep. 12 at the Sahalee Players Invitational hosted by the University of Washington.