The FJ FitLab uses 3D scanning to determine a golfer's ideal shoe size and structure. Courtesy FootJoy Titleist has long believed in custom fitting for both golf balls and golf clubs. The theory is simple: proper fitting will lead to better scores, which leads to more enjoyment and likely increased frequency of play. Now its sister company FootJoy is getting into the custom-fitting business for footwear. It could change how golfers view footwear, how golf shoes are fit, and how they are sold at golf courses. FootJoy has begun to roll out a service at golf courses called FJ FitLab. This is a system that takes a 3D scan of a golfer’s foot that measures five key characteristics to ensure a proper fit. Those characteristics are foot length, width, arch height, instep height and heel width. The system, similar to what you might find in a running store, relies on state-of-the-art technology and artificial intelligence to provide the best fit possible. “It’s about performance, but it is also about serving the golfers,” said Jason Sigler, the...