A golf club fitting apparatus comprises an image display unit; a linear guide having a lower end that is attached to the image display unit and rotatable in relation to the unit; an arm that is attached to the linear guide and slidable in relation to the linear guide; a first encoder coupled to the linear guide and configured to generate a rotation signal when the linear guide is rotated relative to the image display unit; a second encoder capable of generating a linear measurement signal when the linear guide slides; and image display logic coupled to the first encoder, second encoder, and image display unit and which when executed by one or more processors causes displaying a golf club head image on the image display unit, and re-displaying the image in a changed configuration in response to one or both of the rotation signal and the linear measurement signal.