Hi Frankie,

Great question. In the past this was an option that was only available to Tour players and would require a member of our Tour Van to adjust the loft and lie of a driver through a bending process. To achieve this, bending fixtures were used to adjust loft and lie on Titleist 909 metal woods and all previous generation models. A specific bending fixture had to be created for each club model and loft.

The bending process went as follows: Insert fixture into vice; insert club into fixture; clamp down; bend to desired specs; check club in loft/lie machine; repeat if necessary.

With the introduction of the 910 family of drivers, metalwoods and hybrids along with the SureFit Tour Hosel, these bending fixtures are no longer needed and amateurs are able to get the same precision fit that is available to Tour Players. The SureFit Tour technology really is a tour van in a hosel.

Here's a great post that has a video of the bending fixtures and look inside the Titleist Tour Van. Enjoy!

http://www.titleist.com/teamtitleist/b/tourblog/archive/2010/11/24/a-fond-farewell-to-our-909-driver-molds.aspx