Forged in Innovation: An Artful Journey to Custom Putter Mastery e q u i p m e n t
Dave Silbar
I n an unassuming workshop at the crossroads of Chicago’s cityscape and Wisconsin’s industrial heart, Grayslake’s Jon Carlson is quietly trying to forge a name for himself, one custom-designed putter at a time. His journey—a blend of manufacturing prowess, creative ambition, and relentless entrepreneurial grit—offers a fresh take on what it means to build a niche in the crowded marketplace of golf equipment. Carlson’s line of putters might, at first glance, seem to inhabit the familiar territory of premium golf products: solid stainless-steel heads, comfortable grips, artisanal craftsmanship. But a closer look reveals a canvas for artistry rarely seen in the industry. Four distinct head styles—blade, mallet, saber tooth, and a rounded-back—form the backbone of his collection, each distinguished further by the kind of full 360-degree laser-en- graved wrap that turns a mere club into a piece of personal expression. “It’s my biggest differentiator,” Carlson explains. “Where I know nobody else in the market can compare is my ability to laser-engrave any face of the putter— except, of course, the surface striking the ball. That full 360 wrap, with intri- cate artwork, is what sets us apart.” The technique, he notes with a smile, is a mar- riage of technical know-how and creative freedom—one that sees no limits except perhaps the golfer’s own imagination. This commitment to artistry is vivid in Carlson’s initial run of six bespoke putters, each with its own narrative and design flourish. There’s the Wrigleyville Edition, with a map of the famed Chicago neighborhood etched across the back, Wrigley Field subtly immortalized for fans to cherish. The base of that putter carries the Chicago CTA map, its subway lines rendered in accurate, vibrant detail—a miniature mosaic beneath each stroke. The other designs push the boundar- ies further: a koi fish gliding across the sole and flanked by its own hand-drawn fish scales on the putter’s sides; a sister piece adorned with a dragon and matching drag- on scale pattern. There’s also a floral skull motif executed in a 360-degree wrap, and a swirling Damask pattern beloved enough by Carlson that he regrets giving away the
prototype. Finally, the owl putter—fea- turing the majestic bird on the base and feather motifs wrapping the club—offers a whimsical, personalized touch. Customization, in all aspects, is the heart of Carlson’s enterprise. Buyers can request artwork in any location, and swap out colorways or themes, from intricate engravings to something as personal as a portrait. “You want your face on a putter? I can do that,” he laughs. Every detail, from loft angle to shaft length, is open to personalization, ensuring that each club is as unique as its owner. The price for such exclusivity is tiered: $350 for a blank putter, $575 for artwork on the bottom, and $1,250 for a fully wrapped piece of playable art—including a matching ball marker. Orders, crafted from solid billets of stain- less steel in Chicago and finished in Wisconsin, take just three to four weeks to deliver—a testament to Carlson’s roots in high-precision manufacturing. That background is the engine of his transformation from weekend golfer to putter artisan. Raised in Glenview, Carlson was a multisport athlete—football, baseball, hock- ey—but golf was never his calling. After playing four years of college baseball at Augustana College, he graduated with a business degree during the shadowed aftermath of the 2008 recession. His first professional chapter was spent as a headhunter, before a recruit- er steered him toward marketing jobs in manufacturing—a field in which he’s spent the last 15 years. What sets Carlson apart is not simply his proficiency with five-axis lasers or his tenure as sales and marketing manager at Wisconsin Engraving. It’s his willing- ness to pivot, to see untapped potential in familiar machinery. “My specialty has always been find- ing non-traditional work—firearms, then golf putters. In the end, it’s the same cus- tomer: someone who wants something special, made with care, out of metal,” he says.
Carving out a spot in an industry dominated by large OEMs hasn’t been easy. While program managers at big manufacturers are excited by Carlson’s concepts, red tape often puts the brakes on collaboration. “It got to a point where I just said, ‘Why keep beating my head against the wall?’ So, I decided to build this thing brick by brick.”
For Carlson, the summer was spent on golf courses—not playing, but show- casing—networking in pursuit of his first sales, and eyeing trade shows for greater exposure. He hopes that his presence at events like the Tinley Park and/or Chicago Golf Show will put his work on the radar of more aficionados, believ- ing that collectors, passionate players, and anyone looking for a truly one-off club will be drawn to the depth of cus- tomization and local craftsmanship his putters represent. Off the clock, Carlson is a family man: husband of thirteen years, father to an eight-year-old daughter and a two-year-old son. While his entrepre- neurship is in its infancy, his plans are undiminished, fueled by optimism and a conviction that stories—like the ones etched onto his clubs—deserve to be told, one stroke at a time.
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