Golf Firm Tees Off With Big Names

David Glod, founder of Tour Edge Golf, made the company's first clubs in his condo. Now the firm ranks in the top 10 for market share in every club category, according to industry analyst Golf Datatech.

Tour Edge is one of the few small to medium-sized players still competing in a field that's dominated by six brands: Titleist and Cobra from Fortune Brands(FO); Adidas's(ADDYY)TaylorMade; Callaway Golf(ELY); Cleveland Golf, purchased in 2008 by Sumitomo Rubber Industries; and privately held Ping Golf.

*Tour Edge Golf introduced the Exotics fairway wood in 2004, a risky move for the value-oriented company.

Glod, an instructor and club repairer, started Tour Edge in 1985. The Batavia, Illinois-based company made its name by offering cheaper gear for weekend golfers. Tour Edge has succeeded by reacting quickly to industry trends and new technology, creating lower-priced versions of the hot products introduced by larger competitors.

In 2004, Tour Edge took a risk when it rolled out the Exotics fairway wood, a multi-material club that costs $349. The price put it in competition with premium club makers.

"I still remember sitting in an executive staff meeting and discussing whether to launch Exotics," says Jay Hubbard, the company's vice president of marketing and public relations. "The majority of us, including myself, were thinking that we'd never be able to sell a $349 fairway wood. David insisted that we needed to trust him."

The club received a rapturous reception, especially from the game's better players. A later version of the club was used by the champion and one of the runners-up at the PGA Tour's recent Verizon Classic. The most recent model was named a gold medal winner in Golf Digest's "Hot List."