Given today’s technologies, just about every aspect of a golfer’s game can be customized — club fitters can match a golfer’s particular swing to a precise set of clubs, shafts can be interchanged to compensate for weather and swing conditions, putters come with adjustable weights designed to correct off-plane swings … heck, even grips, gloves and shoes can all be customized to meet a particular golfer’s needs. Yet until recently, there was little to no customization available for the most important piece of equipment in the bag — indeed, the only piece that you literally could not play the game without — the ball. Choosing between “max distance” or “hi-loft” has been just about all a golfer has had to go on when selecting a ball, besides brand names and simple trial-and-error. A new company, GolfBallSelector.com, is looking to change that. Using the combined resources of MaxOutGolf, Equip2Golf and Expert Choice, GolfBallSelector.com has developed an easy-to-use online system whereby golfers can, finally, determine with scientific precision exactly which brand and style of golf ball best fits their game. “You might say, ‘I’m not good enough to know the difference between balls,’” MaxOut’s Mitch Voges — the 1991 U.S. Amateur Champion — said to Golf.com after the company’s launch last year. “Well, I’d say, ‘Are you good enough to ignore the difference?’” Here’s how it works: over a period of nine months, thousands of balls from over 40 brands were struck by MaxOut’s human and robot testers. Ratings were then applied to each ball using Equip2Golf’s patent-pending MPI rating system considering such factors as distance, spin, durability and price. Users log on to GolfBallSelector.com, take a 10-minute survey asking questions about your swing, experience and typical ball-purchasing habits. Expert Choice’s Analytic Hierarchy Process — the same decision-making process used by the Joint Chiefs, IBM and more than 100 of the Fortune 500 — then compares those answers against the MPI ratings to determine the specific balls that will best maximize your golfing experience. It’s easy — and cool — to use. And you just might be surprised by the results. To try it out for yourself, visit www.GolfBallSelector.com.