Loft and Lie.

Are you talking about Driver here? Or other clubs - particularly irons?

Loft is the angle of the face in a vertical plane. Lie is the angle of the sole of the club relative to the shaft (so horizontal angle).

Loft is quite important for Driver, but really important for irons.

Lie is relatively unimportant for Driver, but quite to very important for irons.

A Driver is the lowest loft club in the bag. The lower the loft, the lower the initial launch will be. The golfer's Angle of Attack - whether they hit down or up on the ball - will also be a factor for the launch and will also affect how much spin is applied to the ball. Optimising the combination of those elements will provide the best flight and distance for a Driver.

Lie is important to irons to ensure the strike is as clean as possible - with neither the heel nor toe hitting the ground first - otherwise both the distance and direction of the shot will be less than optimum!

A tall player is likely to have a more upright swing, so might require lie angle slightly more (up), while short player with flatter swing is likely to need lie to be adjusted 'down'.
 
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