Word: customizers
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Dates: during 2000-2009
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Late last year, Ergas launched Atmosphere, a $20 million, custom-built, 28-passenger ship, with which he plans to merge the family tradition of making money with his love of fly fishing in the isolated fjords of Chilean Patagonia. Charging fly fisherman $15,000 a week and ecotourists $10,000, Ergas' lure is the chance to travel in style to the end of the earth - and leave no trace. Onboard, it's like a trendy Scandinavian penthouse: white floors, outdoor jacuzzis, ambient grooves trickling through iTunes. The staff of 33 read like a Who's Who of Chilean military...
Back in 2004, TPI was one of the first centers to give mere mortals the same in-depth analysis and custom fitting that are available to tour pros. But increasingly, golf manufacturers are realizing that opening their knowledge vault to a wider audience not only makes good marketing sense (can any avid golfer visit a clubmaker and not walk away with at least one new toy?) but also allows hackers to improve their game quickly. In January, Callaway, based in Carlsbad, Calif., introduced its VIP Experience, a two-day golf immersion and pampering program featuring the experts who work with...
...Callaway craftsmen get busy. Based on the data generated during the day's testing, they create an entire set of clubs tailored to each player's specifications. The following morning the golfers are met at the nearby Aviara golf course with a monogrammed bag and their new set of custom-fit clubs, all ready for 18 holes of green-grass testing under the watchful eye of Peterson. After lunch, the club technicians get back to work, tackling any lie, loft or shaft adjustments that the round reveals...
...request custom reprints, photocopy permission or content licensing, e-mail timereprints_us@timeinc.com...
Nina Garduno has captured this mentality in her Malibu, Calif., store, FreeCitySupershop, which carries, along with the hand-designed, vintage-style graphic T shirts, an ever changing array of custom turntables, teepees and free fresh-squeezed orange juice. "People say, 'Is this a rock shop? A clothing shop? A bike store?' It's whatever you want to take from it. I'm just putting it out there," says Garduno, who, as a vice president for Ron Herman menswear and a buyer there for 20 years, has made a career out of predicting trends, including vintage denim and studded jeans...