Passionate about improving your game


Welcome to AFGOLF STORE your NEW golf store and coaching solution

AFGOLF STORE and ACADEMY is a new and exciting retail and coaching experience for golfers.

Our first store opening in October 2019 will be the start of change for golfers. We offer Honest, independent, advice with the support of the latest technology and the widest range of clothing and clubs. With our Trackman technology and SAM Putt LAB our custom fit experience will be second to none with all the leading brands available.

We will price match any online retailer and will be more competitive than every before. Our Total Lady Golfer and Total Junior Golf Brands show that we want to be a part of growing this great game and these brands will offer something very different.

Our mission is to create an experience where golfers feel they can improve their skills and enjoyment of the game with friendly, educated, passionate staff.

It is time to COACH - FIT - PLAY

Honest, Independent, Advice

With the Best Brands, Technology and Price

With our Trackman technology and wide selection of custom fit options we can offer any golfer the best in custom fit

Coach - Fit - Play


We believe in helping everyone to enjoy and play better golf. Our range of coaching sessions and Professionals means that there are plenty of opportunities to try, improve and develop your game.

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If you are looking to play better golf and you have ill fitting equipment then your going to make it hard for yourself. With every golfer having different swing characteristics no one set fits all.

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Getting you on the golf course is our primary aim. Playing the great game is the reason we exist. So if we can help you do it more then we will. From helping you with your footwear, gloves balls and tees, to selecting the right bag or trolley. Our store and Academy are set up to get you playing golf.

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Custom Fit Events

Our Academy

AFGOLF ACADEMY'S aim is to provide a world class coaching experience to every level of golfer through a range of group and individual options.

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Our Mission: is to create a platform that’s allows junior golfers to play together, learn together and gain skills that last a lifetime.

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The Total Lady Golfer has a mission to be a total solution for every lady golfer. From coaching to clothing, from clubs to shoes. We will bring the biggest lady golfer solution to the area.

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Professional Team

Luke Roberts

Senior Professional

Luke enjoys coaching all abilities but first really likes to understand what they are going wrong. If you are looking for a coach that looks further and deeper than just swing faults and fixes the Luke will be a great choice.

Dean Saunders

Senior Professional

Dean has been coaching for over 10 years and has a wealth of experience in coaching all abilities. His philosophy is to keep it simple for the student and make sure they have clear understanding without overwhelming them with information.

Chris Hattersley

Senior Professional

I have been passionate about teaching juniors for my 10 years as a golf coach. I am a Senior Professional for the AFGolf Academy at Kingsway Golf Centre in Cambridge. As of Head of Junior Coaching if your child or grandchild want to get in the game then please get in touch.

Denise Hastings AFPGA

Senior Professional

Having been a founder member of the Women’s PGA and after playing on the European tour for ten years, Denise expanded her career into coaching and has successfully taught hundreds of individuals. That background and extensive experience means she is able to work with you on the areas of your game.

Mike Murphy

Academy Professional

Whether you're a beginner or professional, Mike will provide you with a specific plan of action to improve and enjoy your game, and coaches golfers of all ages.

James Watts

Trainee Professional

James is an accomplished player and currently undertaking the PGA Qualification. James has a passion to develop a players game. He supports Chris with the junior coaching programs and is building a successful coaching following.

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  • Kingsway Golf centre, Cambridge Road, Melbourn, Cambridge, UK