Tiger Woods has his name etched on the hosel of his Nike Method putter and his initials on the back of his VR Pro blade irons. So too has fellow Nike staff player Charl Schwartzel. Rory Mcllroy has RORS stamped on each of his Titlist Vokey wedges. The Mitsubishi Rayon Diamana shaft on Rickie Fowler’s driver once featured the Oklahoma State Cowboys mascot.

But it’s not just famous tour players who can have their golf clubs personally customized. The average golfer represents where the golf- equipment business is heading.

The future of golf isn’t about some new material discovered in Saturn’s Titan Ringlet; it’s the idea of mass customization, or the process of everyday golf consumers designing their clubs right down to the paint fills, just like tour players.

Cleveland and Titlist have been offering this service for putters and wedges. Both companies even let you see and change your club and its colors as you design it on a dedicated website. Now Callaway is getting in on the act by offering its new RAZR Fit driver in eight colors, a level of personalization even tour players don’t routinely see.

Efficient manufacturing makes personalization possible, but some players and golf companies see mass customization as a way to enhance performance, too. «Golf equipment already is very personal, certainly compared to other sports,» says Callaway’s Luke Williams, senior director of global woods and irons. «This is a way to further that. It’s clear that when a club looks good to you, it’s going to inspire.


Pushcarts need more respect. You probably think of them as declasse devices reserved for the I’ve-fallen-and-I-can’t- get-up set, but you should think of then as energy savers that offer relief for VOL back and shoulders (see accompanying story). Plus, today’s carts look nothing like the rattletraps your grandpa pulled they’re lightweight, sleek, techsawy and cool to use. Here’s a look at our top picks.

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