TaylorMade Brings Its Famed Fitting Studio to London
The R&D lab and fitting experience blends performance, hospitality and design.
Summary
- TaylorMade is opening its first international Kingdom at The Grove, a five-star golf resort outside London, in spring 2026
- The new facility combines performance and hospitality, with three hitting bays, a putting studio, lounge and locker rooms
- Select Sun Day Red pieces will also be available, marking the next step in TaylorMade’s push to blend innovation and brand experience
For more than 25 years, The Kingdom—TaylorMade’s bespoke club fitting studio in Southern California—has held a near-mythic reputation within golf. Unlike Nike’s now-defunct R&D lab The Oven, which closed in 2017, The Kingdom has successfully evolved from a pros-only testing lab into a customer-facing, brand immersion experience. Now, TaylorMade is preparing to replicate that model in the outskirts of London at The Grove, a five-star hotel and golf resort.
When it opens, The Kingdom at The Grove will instantly become a hub for tour professionals and elite amateurs across the UK and Europe. Yet, its emphasis on hospitality and design signals a broader mission: attracting a new wave of golfers to the TaylorMade ecosystem.
The state-of-the-art facility will occupy a timber-clad structure equipped with solar panels, featuring a lounge, locker rooms and a retail area. Three indoor hitting bays, each equipped with TrackMan and Foresight launch monitors, will anchor the space alongside a putting studio and same-day build workshop. The Grove’s driving range is being completely redeveloped to support the project, expanding to 7.4 acres with natural grass teeing areas and a newly renovated short-game zone.
“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 enabling more golfers to experience what we do best,” said TaylorMade president and CEO David Abeles. “Since the beginning, we’ve been on a journey to become the market leader in customisation and personalisation. This new facility is a tangible sign that our strategy is thriving and will help strengthen the global position of our brand.”
Alongside its custom fitting operation, The Kingdom at The Grove will also carry select pieces from Sun Day Red—the lifestyle-performance label launched by Tiger Woods and TaylorMade earlier this year. The facility is slated to open in spring 2026.
