Golf Etc. Lakeland helps golfers through the entire process of upgrading their arsenal, from finding brand-name equipment to adjusting their current gear to fit their game. Brothers Luke and J.J. Miller—the latter of whom coaches golf at Southeastern University—run the shop and personally oversee the custom club-fitting process. In the hitting bay in the back of the store, visitors are likely to see Luke—who fits and maintains clubs for many local pros—analyzing a client's swing with technology that helps him prescribe the right club or zone in on any modifications, such as adjusting the length of the shaft or replacing the club head with a jai-alai basket. Golf Etc. also features an indoor putting green for golfers to test out prospective flatsticks, and J.J. and Luke regularly perform club re-gripping and repair services.