The short game is fascinating to me. I spend 2/3 of my practice time and range balls hitting shots of 100 yards or less. Other golfers look at you like you're crazy, hitting your range balls barely to the front of the tee line, like you're "wasting" your money or something. But I like the challenge of hitting short shots a given distance, on a given trajectory, from all kinds of lies. And it pays off on the course. Hitting a creative pitch shot from a tough lie is more gratifying to me than a great drive or approach. And in competition, a great short game totally demoralizes an opponent. 

Our goal is to help golfers score better. We committed to make the short game our only game. Our focus is on building wedges that help golfers exorcise the demons - those shots that ruin good rounds and lead to the most frustrations. You can't expect to hit even half the fairways and greens, but any golfer can have a short game that allows you to score in spite of that. We build wedges that help build confidence, because they are versatile enough to handle any lie you encounter and they are built to fit each customer’s unique needs.

Spin is changing. One thing you want your wedge to do is spin the ball so that you can make it stop where you want it to. The only way to achieve that is to do everything the USGA allows with groove geometry. We CNC-mill our faces perfectly flat, and then cut each groove individually to the edge of USGA specifications. The rules are changing in 2010, but I can guarantee you that EIDOLON wedges will always be among the best for optimizing spin.

Wedge shafts are overlooked. So is custom fitting. Nearly every wedge on the market has the same shaft -- one flex for all golfers -- can you imagine? We offer the golfer options.  In steel, we use the KBS Hi-Rev, which is a wonderful product developed specifically for wedges. And we complement that with our own SCoR graphite shaft, which has been enthusiastically embraced and reviewed by almost half of our customers.  Sure, these cost more than the commodity-grade heavy and stiff steel shafts the others use, but we think our customers' short games are worth it. 

Most golfers have bad wedge technique. But anyone can learn to hit good shots of 100 yards or less. Watch the tour players there. They all flex their knees and tilt their upper body a little more, so that they can keep their hands low - right across their thighs - through impact. And they rotate their body core rather than flip their hands. Low hands maintains the angle formed by the arms and shaft - don't let your arms and the shaft forma a straight line - so that the sole of the wedge returns to the ball like it was at address. People don't realize that most Tour players even have their wedges bent a degree or two flatter than their irons to help them accommodate this proper club position at impact. 

The body core is key. If you are a 'handsy' wedge player, you'll never develop consistent skills. A good short game relies on quiet hands, and a rotation of the upper body, back and through impact. If you work on keeping the club in front of the chest, with the hands quiet and low, and create swing speed with the your body core rotation, you will make dramatic improvements in your wedge play. 

"Don't decelerate" is overused advice. Golfers are so afraid of violating this too-oft-repeated advice, that their wedge technique is too quick and jerky. I like to think of a chip or pitch like a long putt - rhythmic back and through, with the core of the body driving the swing. And I think S-L-O-W. You should almost feel like gravity is dropping the club into the ball from the end of the backswing.