Abstract: To adjust loft and lie angles of golf clubs, a laser beam projector is mounted coaxially in a bore of a golf club head hosel, a laser beam projected, and the hosel is bent in a single direction until the beam aligns with a target or mark placed on a fixed surface which has a predetermined relationship to a clamp for the club head. Each club head is clamped in a predetermined position relative to its face and sole and the clamp is mounted in a predetermined relationship relative to the target surface. The target is arranged coaxially with the desired end position of the hosel axis. The projector is mounted in the hosel bore by means of an expanding collet which is inserted into and then snuggly aligned internally and coaxially in the hosel bore.