What do you mean by custom built?

We build each club individually for our customers according to their specifications of length, flex, club head design, grip, loft, lie and weight. We make sure that each club is individually tested for:
     flex - butt stiffness (frequency matched),

     spine alignment (FLO - flat line oscillation)

     swing weight

prior to final assembly. Through each of the seven steps in the club building process, we follow strict quality control measures to make sure our clubs are of the highest quality craftsmanship.

Swing Weight Testing

Frequency Matching is the Key to Consistency

Each shaft, when set in motion on a frequency meter, has a unique dynamic vibrating frequency that is measured in cycles per minute or CPM. Clubmakers have found that to achieve consistency in the club performance from long irons through short irons, the frequency distribution must be uniform from club to club. This will make each club feel and perform alike. Now you will love all of your clubs, not just your 8-iron. We use the FM Precision scale to build our clubs as this scale gives the best results for beginner to professional. We can modify any club to within 1 CPM, or about a tenth of a flex.

“Dry Fit” Frequency Matching

Spine Alignment Creates More Accuracy

Each shaft, whether it is steel or graphite composition, has a certain degree of a "spine" or spot in the circumference of the shaft that is stiffer.  If this "spine" is not aligned properly, the shaft will not return the club head squarely to the target line at impact resulting in inconsistent shot patterns.  By testing each shaft prior to assembly, we know exactly where this spine occurs and can align the shaft properly during the building process.  In our proprietary testing, we actually reject shafts that are outside of our specifications for Spine Index.
We also test to make sure this spine is aligned even after tip trimming to get to the proper butt stiffness using a method called FLO (Flat Line Oscillation) to make sure the shaft does not oscillate during the "dry fitting" step.  This process guarantees that our customers will have clubs that perform consistently from club to club in their set.