Montgomery, AL – When Richard Madison heads to work every morning, he grabs his cell phone and his golf clubs – and tells his wife he’s headed to the office. Madison’s office is usually in a golf cart cruising along any one of several golf courses he frequents.

As President and CEO of Blade Golf, Madison is literally blending the two loves of his life: golf and the Internet. Blade Golf creates custom-made clubs for the serious golfer and sells them primarily from the company’s homepage on the Internet, www.bladegolf.com. "I never set out to be Titleist or Mizuno," said Madison. "I set out to be a small, niche company – at least with this product line."

Madison’s small company has some big ideas about helping golfers cut strokes off their game. All Blade clubs are built one set at a time to individual specifications. Blade does not assemble pre-finished components to build a set of clubs. Instead, they build one entire set at a time – ensuring consistent balance points and weight tolerances.

Blade Golf first cuts the shafts to the new owner’s optimum length, puts on the raw forged clubheads, and then grinds and polishes each head to exact weight tolerances to match individual customer’s specifications. Lie/loft adjustments are made before the clubheads are chromed to avoid chrome scarring and to minimize head movement. According to Madison, the next step in the custom crafting process is critical to the success of the club. "The hottest thing about the clubs," Madison says, "is our special copper undercoating which also goes on before the heads are chromed." Madison adds the copper coating enhances the "feel" and "feedback" of each club."