One decision. One shot. Commit.
Our Story
Why KaddieIQ exists, and what we believe about the decisions that actually change your score.
The problem we started with
Most golf technology tells you what already happened. A launch monitor tells you what the last shot did. A shot tracker tells you where the last round went. All of it looks backward.
KaddieIQ looks the other way — at the moment before the shot, when you still have a decision to make. We started with the ball in your bag, because it is the one piece of equipment involved in every single shot you hit, from a driver at full speed to a two-foot putt — and most golfers have never had it properly fitted at all.
Brand-agnostic, on principle
KaddieIQ Ltd does not sell golf balls, clubs or any other equipment, and no manufacturer pays to be recommended. When BallFIT tells you which ball suits your game, that answer is made on the measured characteristics of the ball against your own numbers — not on what happens to be nearest the till. We think that is the only honest way to run a fitting, and we have built the company around it rather than treating it as a footnote.
“Golfers deserve fitting decisions based on their own numbers, not on brand marketing. That is the whole idea behind KaddieIQ — the right decision beats more data every time.”
Paul Cottingham — Founder, KaddieIQ Ltd
Who’s behind it
KaddieIQ was founded by Paul Cottingham, who spent thirty years in software development and business systems consultancy before starting the company. That background shows up directly in how BallFIT works: a deterministic fitting engine built on a real, measured ball database, not a marketing quiz dressed up as one. KaddieIQ Ltd is based in Beaconsfield, Buckinghamshire, and registered in England and Wales (company no. 17096125).
What we believe
Decisions before data
More numbers are not the point. The point is the one decision those numbers should lead you to — which is what every KaddieIQ product is built to deliver.
Evidence, not endorsement
Every recommendation is made on merit. We would rather tell you a ball you already own is right for you than sell you one you do not need.
Golf gets better with good decisions
From our first ambassador, Teddy Dean, to every golfer who runs a free BallFIT check, we back players who think their way round a course — not just the ones who hit it furthest.
Where we are now
BallFIT — our free, two-minute ball-fitting check — is live today. BallFIT Pro, a professional version for PGA fitters and venues working from launch-monitor data, launches 2 November 2026. Beyond the ball, we are building out the rest of the decision — Lie Detector and Flight Plan are both in development, and ShotIQ, your on-course caddie, is coming spring 2027. You can read the thinking behind all of it in Golf Intelligence, our library of short, evidence-checked articles.