Oliver C. Morton

Meet Oliver

Oliver has been coaching full-time for over 15 years and, during the past 9 years at Archerfield Links, has worked with more than 10,000 golfers of all levels. Known as “Golf’s Why Guy,” he stands out for explaining why things work, not just what to do, helping players make changes that stick under pressure.

A Journey of Expertise

Driven by a passion for understanding the "why" behind golf performance, Oliver has become one of the most comprehensively trained coaches in the industry. He is a PGA Tutor & Assessor, a Today’s Golfer Top 50 Coach, a TrackMan Master, and Lothians County Coach for both Men and Boys.

With more than a decade of 3D biomechanical analysis experience, Oliver is one of Europe’s most experienced GEARS 3D operators. In 2016, he moved to Scottsdale, Arizona, to work alongside Vision54 founders Pia Nilsson and Lynn Marriott, two of the world’s leading mental game coaches, further shaping his holistic approach to performance.

His expertise is supported by a wide range of industry-leading certifications, including Titleist Performance Institute Level 3 Golf & Junior, Certified Callaway Master Fitter, SAM Putting Instructor, as well as specialist training in biomechanics, club fitting, and the mental game. Through TPI methodology, Oliver identifies the key physical characteristics that influence movement, ensuring every technical solution aligns with what the body can naturally do.

He also maintains close relationships with some of the game’s most respected coaches, including Rudy Duran, Tiger Woods’s childhood coach, with whom he co-hosted a week-long junior camp at Archerfield in 2022.

Why 'Golf’s Why Guy'?

Too many golfers walk away from lessons with a list of technical changes but no real understanding. Oliver believes that when players grasp the mechanics, physics, and psychology behind their performance, meaningful and lasting improvement becomes inevitable.

Using cutting-edge tools such as GEARS 3D, TrackMan, and SAM Labs, he uncovers what others miss and explains complex movement patterns in clear, simple terms. Technology is just the starting point, Oliver translates data into practical insights and creates holistic solutions that cover every part of the game: technical, mental, emotional, physical, and strategic.

A Different Approach: Shot Development Over Swing Development

Oliver’s philosophy is centred on outcomes rather than positions. His goal is not to build a perfect swing, but to help golfers develop the shots they need to score better. Through implicit learning and VISION54 methodology, players learn feel and natural movement patterns that stand up under pressure, not just on the practice range.

The Complete Picture

Every golfer is unique, and Oliver tailors his coaching to the individual. Whether it’s understanding why a driver works on the range but not on the course, or why putting breaks down under pressure, he looks at the complete picture and builds solutions that transfer where it matters most; on the course.