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Edwin Watts tees off at Turkey Creek

Brock Lovett, 29, knows what it’s like to be an addict.

Lovett is addicted to the game of golf, and it’s a malady that has done wonders for his career as the Edwin Watts Golf store

manager. The store, which opened Sept. 29, has made its mark in the Knoxville golfing community.

“The community has responded real well to us,” Lovett said. “Our customers are primarily men, but this is also a heavy area for women golfers. I’d say the ratio is about sixty-forty.”

Lovett said the large golf population is one of the reasons the Fort Walton Beach, Fla., based company decided to establish a presence in Knoxville.

“We have a store in Memphis and the company has been looking at Nashville and Knoxville for a long time,” he said. “We have sixty-two stores and five franchise locations.”

Lovett said Edwin Watts Golf specializes in all kinds of equipment needed by both the professional and amateur duffer.

“We do drivers, fairway woods, irons, beginner sets, kid sets, sets for left-handed people,” he said.

The new Edwin Watts Golf store, located in the Turkey Creek Shopping Center at 11360 Parkside Drive, is stocked with all the newest golf products and top of the line amenities. Countless clubs and numerous bags grace the floor from dozens of different brands.

Lovett said each Edwin Watts Golf employee is trained to help customers through amenities such as the Callaway Opti-Fit system and About Golf virtual simulator so they can find the clubs and grips that will help them play their best.

The Callaway Opti-Fit system, he said, uses a series of cameras to monitor a golf ball as it is hit by a golf club off a tee. The cameras note the rate of launch, angle of launch, degree of backspin and a host of other factors as part of their evaluation of the way a customer swings a club.

“We can usually help a customer get six to eight more yards out of their swing,” Lovett said.

Once customers have a chance to optimize their swing, Lovett takes them over to the About Golf simulator. This device allows customers to hit the ball into a computer-generated course. A radar device behind the simulator projection screen detects the rate and angle of the ball’s ascent and projects where it would land on the computer-generated golf course.

“This gives people the opportunity to see how they would hit if they adjust their swing,” Lovett said.

Lovett said he has been with the company for more than nine years. He started in Jackson, Miss., and moved to Shreveport, La., for the company. When the Knoxville opening became available, Lovett said he looked forward to the opportunity to come to East Tennessee.


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