TAKE A WHACK AT IT. Morley Custom Golf, a local family-owned business, has quietly been serving first-time and lifelong golfers in the Chippewa Valley. After over two decades, Dave Morley (middle) has passed the reins onto his son and daughter-in-law, Eric and Kati, pictured.

Eau Claire's Morley Custom Golf has new owners — Eric and Kati Morley — and the apple didn’t fall far from the tree! They’ve taken over the small business from Eric’s dad, Dave Morley, a retired Eau Claire and New Auburn educator, who opened the small biz in 2005.

Morley Custom Golf’s mission is also its mantra: Golf shouldn’t be a luxury. It aims to widen the accessibility and affordability of a sport both father and son have loved since their youth.

Over its 20-plus years, the small business has grown largely by word-of-mouth, bolstered by Dave’s vast golf knowledge, teaching prowess and just plain integrity in building a golf community for everyone.

In practice, the small business offers golf lessons for all ages and abilities; it also sells used and new golf clubs (including hickory shafts clubs), golf merchandise and offers golf club repair services. 

”

We believe golf should be for everyone.

It’s one of the few sports that just about anyone can play and it can be played indoors and out.

ERIC MORLEY

CO-OWNER OF MORLEY CUSTOM GOLF

Now, Eric and his wife Kati look to take the business to the next level, broaden its services and lean further into its affordability aims.

The husband-wife duo stepped into ownership roles in January 2026 when Dave looked to step back after two decades at the helm. 

It was fortuitous timing, as Eric had recently been downsized out of his own two-decade long career, in IT. That’s when Eric and Kati went to what they call the "board room" (their home’s primary bathroom) to have a major discussion on what to do next. 

Kati blurted out, “what if you take over the golf business?” and saw Eric’s eyes light up. 

Through a family group chat, Eric and Kati learned Dave and wife Janna, also a 36-year career local educator, had already been considering the same thing.

As one door closed, another sprung open. 

Passing The Torch, From Father to Son

Lifetime golfers, Dave first picked up a club while playing at Mondovi Junior High School. Eric learned to play from his dad at an even younger age – as a toddler – and continued into his own teenage years, at Eau Claire’s Memorial High School.

Father and son continued bonding over their love of the sport and, as of this year, through the business. Dave has taught Eric all the building and repair techniques that he has learned over the years; they have worked together at least weekly since January (and enjoy lunch once a week, spending valuable father-son time beyond their work).

“No pretense, nothing fancy. Just good, kind peoplewho love sharing their immense knowledge of this game called golf with anyone who wants to listen and learn.”

KATI MORLEY

CO-OWNER, MORLEY CUSTOM GOLF

“This golf business is truly a family affair,” Kati said. “The guys all golf and golf well. They play in leagues and all that. The women — me and my mother-in-law, Janna — and our daughters try our best not to suck and are good at picking out the music to play from the cart.”

“Dave and Eric’s super power is patience, which helps a lot with students like us,” Janna added.

“Many of our customers are like Kati and Janna – late-in-life golfers,” Eric said.“They would never go to a fancy golf club to learn, or a facility where lots of people could watch (them), or pay upwards of $150 for one golf lesson.

Morley Custom Golf's in-house simulator, pictured. (Photo via Facebook)

“They just want to be good enough to not look like a fool at a charity golf scramble; or make it through and enjoy a round of golf with their boss at a work outing; or a weird uncle at a family reunion,” he said.

An example of the range of customers they serve, Eric shared, includes some recent first-time customers: a pilot in town on layover and another person looking for a repair. 

“Recently, a pilot in town on layover, who had found us online, stopped by for a quick lesson and said he'll reach when he's in town next,” he said. “And then another guy, covered in tats, was at our door with a broken club asking me, 'can you fix this?' And my answer was, 'of course.' ”

Eric and Kati have also made additions during the first several months of ownership, including a new golf simulator inside the shop.

Eric and Kati have also made additions during the first several months of ownership, including a new golf simulator inside the shop.

Eric, who is a certified member of the Professional Golf Teachers Association of America, also teaches golf at local outdoor courses like Hickory Hills, Princeton Valley and Dick’s Divots. He uses the shop's new simulator with his students too – and it’s picking up speed, in terms of bookings, with fall and winter slots already being snagged.

“We believe golf should be for everyone,” Eric said. “It’s one of the few sports that just about anyone can play and it can be played indoors and out.”

A Growing Family Business, For Everyone

Another like-father-like-son, Eric and Kati hope their own children will have interest in Morley Custom Golf in the future. The Gen X couple have four children – Gen Z-ers, ages 16-27 – with their own talents that could lend to the family business.

Their oldest, Joey, recently graduated from the University of Wisconsin-Milwaukee with a degree in kinesiology. His expertise and skillset could apply well to Morley Custom Golf, Kati said. 

Their daughters, Ella and Anna, have a keen eye for thrifting and upcycling, which could become a unique addition to the family business – designing and selling one-of-a-kind, upcycled golf clothing and merchandise. 

Simon, their youngest, is a junior at Memorial High School. He, of course, loves golf. 

As new owners of the family business, Eric and Kati want Morley Custom Golf to continue being a welcoming place for all. That's something they plan to truly emphasize.

“No pretense,” Kati said, “nothing fancy. Just good, kind people who love sharing their immense knowledge of this game called golf with anyone who wants to listen and learn.”

“Both Dave and Eric have the ability to connect with people from all walks of life, treat everyone fairly and with respect,” she continued. “They make the game fun – combined with their ability to teach anyone, which is an art form in and of itself – and it's what we believe the community really wants.”

If you're looking to take your first-ever swing at playing golf, are in the market for new gear or a club repaired, or just want to use a golf simulator, Morley Custom Golf is here to help – from one generation to the next. 

Morley Custom Golf is located at Banbury Place (930 Galloway St., Building 13, Suite 126, Eau Claire) • Reach out via email or give the business a call at (715) 513-7097 • Keep up with the business on Facebook, Instagram and learn more at morleycustomgolf.com