Below are some of things we look for when we do a dynamic fitting.

Lie Angle
This is the angle formed by the shaft and
the sole of the iron, and it affects the balls direction.

Shaft Flex
This refers to the stiffness of the shaft and
assists with the club head control during the swing.

Shaft Kick Point
This is the point at which the shaft bends and affects the flight of the ball.
A low kick point drives the ball higher and vice versa.

Sweet Spot
This is the effective striking area on the face of the clubhead.
In recent years the design advances have led to an increased "sweetspot" size.
The move away from the traditional blade style irons and conventional wooden woods to perimeter weighted irons and metal drivers has led to clubs that give greater control and are more forgiving.

The Grip
The right grip size is vitally important. People have different hand sizes: some have oily hands, others may have arthritis. All these factors can be accommodate.