You would never run a marathon in shoes that don’t fit properly, so you shouldn’t golf with clubs that aren’t matched to your size.

That’s the philosophy behind Custom Craft Golf in St. Catharines (www.customcraft.ca), a retail company that uses advanced technology to design custom-made golf clubs for clients.

“You don’t come into our store and buy a set of golf clubs that are sitting on a shelf,” explains company owner Tony Viele, an avid golfer who came out of retirement six years ago to open the business. “We custom fit them for you.”

Tony says that off-the-shelf clubs are designed to fit an “average” person by determining a common height, weight and arm length. But most people don’t fall within that category.

When customers arrive at the Custom Craft Golf studio, they undergo a professional fitting. A sales person take a long list of measurements and use state-of-the art computer technology and software to analyze your swing.

“We measure just about everything except your breathing,” says Tony. “We have 11 computers hooked up to you and a body motion and weight system. Everyone has a specific way of standing, a way they hold the clubs, the length of their arm  ... it all means something to your golf game. We build clubs based on these specifications.”

Custom Craft can even help golfers choose the perfect golf ball, based on an analysis of their swing.

The price for custom-fit clubs depends on the material from which they are made and can range from as low as $300 to a high of $1,500.

Made-to-measure golf clubs can benefit both veteran and novice golfers, according to Tony.

For new players, having properly fitted clubs will help them learn the game easier, and with less frustration.

“The right-fitting clubs can correct bad habits and help develop good habits,” he says, noting that golfers often use clubs that are too long or short, depending on their arm length.

“If your clubs don’t fit properly you are always compensating, so your success rate will be lower. Custom-fit clubs will give you a more dependable swing.”

A longtime golfer will see an immediate difference in their game with made-to-measure clubs.

“For a consistent golfer who shoots 85 or 90 and knows how to golf, the right equipment will help him reach his potential, instead of holding him back,” explains Tony.

And for those not-so-great golfers out there, custom clubs can even help your game.

“A guy with a low skill level but good clubs can play a fantastic game,” says Tony. “The club is the most important thing.”

Tony isn’t just a perfectionist when it comes to his golf game; he also demands top-notch service from his suppliers.

He recently switched from a competing telecommunications provider to Allstream Small Business because he was annoyed with the bad service he had been receiving.

“With my previous provider everything that went wrong was never their fault, it was always my fault,” he explains. “So when I got a flyer from Allstream Small Business, I phoned them. I liked what they said and how they treated me. They played the game fair so I was sold.”

Just like Custom Craft Golf, Allstream Small Business recognizes that no two companies are alike. That’s why they have created a series of four service bundles, ranging from a basic two-phone line package to larger bundles with Internet and up to eight lines. This way customers can choose a bundle that fits with their needs.

If you require a specific phone, fax or Internet feature that isn’t included in the bundle, that isn’t a problem -- and you don’t have to move up to a larger, more expensive package that may contain services you don’t want. Instead, you simply customize your bundle by purchasing individual features on an a la carte basis, from a long list of add-on tools. So you build your own bundle from the ground up.

“Allstream Small Business has new ideas and is following the marketplace and the trends. They know what companies are looking for,” says Tony. “And their prices are phenomenal. I am getting the same service for half the price I was paying with a competitor.”

Custom Craft golf purchased a Phone 500 plan, a basic bundle that includes two phone lines (with two calling features of their choice), 500 U.S. and Canadian long distance minutes, and a business listing in the local White Pages.

But with all the money he is saving, Tony plans to customize the bundle, by adding on two more phone lines to increase Custom Craft’s efficiency and the company’s ability to serve its customers better.

“The bundles offers so many value-added services that would have cost me a lot in extra charges with my previous provider,” says Tony. “But with Allstream Small Business it is all included in the monthly fee. In fact, the price is so low you can afford extra services to help your business.”

Tony says moving from the competitor’s service to Allstream was quick and hassle-free. Custom Craft Golf kept its phone number and the switchover was seamless.

Allstream Small Business prides itself on fast and dependable customer service. A sales team is available from 8 a.m. to 8 p.m. no matter where you are located across Canada, and the customer support centre is available 24-7.

“The service is fantastic,” says Tony. “When you call you don’t get a computer and you aren’t put on hold for hours. Allstream Small Business understands that as a company owner your time is precious. I would never go back to my old provider for any price.”