Equipment
Report: Callaway to revive the ‘Apex’ name
Members of our forums have been buzzing for weeks about the possibility of a Callaway forged iron that would bear the name “Apex,” a nod to the fan-favorite forged irons produced by the Ben Hogan golf brand, which Callaway purchased as a part of its acquisition of Top Flite Golf Co. in 2003.
Last week, we snapped photos of a prototype Callaway driver and two prototype irons at the Deutsche Bank Championship. According to a report by Golfweek’s James Achenbach, the larger iron model, which had yellow tape placed in the cavity to hide its logo, will be called “Apex.”
Unlike the Ben Hogan Apex FTX irons released in 2004 (pictured left), the new Apex irons are a multi-material iron with a deep undercut. That makes them more similar to Callaway’s 2010 Diablo Forged iron (pictured right), which were forged from 1020 carbon steel but featured welded 455 carpenter steel faces to increase ball speed and forgiveness.
In 2012, Callaway sold the Ben Hogan brand to apparel company Perry Ellis Inc., which has been the official licensee of Callaway apparel since taking over for Ashworth in 2005. According to Achenbach, Callaway retained the rights to certain Ben Hogan-related trademarks, however, such as Apex and Edge.
Callaway has yet to release any details on the Apex irons, but we expect that they will begin to surface in the near future. You can see more photos of the Apex irons in the gallery below.
Click here to see what members are saying about the irons in the forums.
- LIKE3
- LEGIT1
- WOW0
- LOL1
- IDHT0
- FLOP0
- OB0
- SHANK0
Driver: Callaway XR 16 (9 degrees)
Shaft: Mitsubishi Rayon Diamana W-Series 60 X
Length: 45.5 inches
3-wood: Callaway XR 16 (15 degrees)
Shaft: Mitsubishi Rayon Diamana W-Series 70X
5-wood: Callaway XR 16 (19 degrees)
Shaft: Mitsubishi Rayon Diamana W-Series 80X
Irons: Callaway Apex UT (2, 4), Callaway Apex Pro (5-9)
Shaft: True Temper Dynamic Gold X100 Superlite
Wedges: Callaway Mack Daddy 2 (47-11 S-Grind) Callaway Mack Daddy 2 Tour Grind (54-11, 58-9)
Shaft: True Temper Dynamic Gold X100 Superlite
Putter: Odyssey Versa #1 Wide (WBW)
Lie angle: 71 degrees
Ball: Callaway Speed Regime SR-3
Check out more photos of Willett’s equipment from 2016 here.
- LIKE7
- LEGIT0
- WOW1
- LOL0
- IDHT0
- FLOP0
- OB0
- SHANK0
Originally, Project X was known for low-spin steel iron shafts. However, the company might now be known for wood shafts. Denali is the newest line of graphite shafts from Project X. With the Denali line, the company focuses on feel as well as performance.
There are two profiles in the Denali line, Blue and Black, to fit different launch windows. Denali Blue is the mid-launch and mid-spin profile for players who are looking for a little added launch and Denali Black is designed for low-launch and low-spin. Both models are going to offer you a smooth feel and accuracy.
For a full in-depth review check out the Club Junkie podcast on all podcast streaming platforms and on YouTube.
Project X Denali Blue
I typically fit better into mid-launch shafts, as I don’t hit a very high ball so the Denali Blue was the model I was more excited to try. Out of the box, the shaft looks great and from a distance, it is almost hard to tell the dark blue from the Denali Black. With a logo down install of the shaft, you don’t have anything to distract your eyes, just a clean look with the transition from the white and silver handle section to the dark navy mid and tip.
Out on the course, the Blue offers a very smooth feel that gives you a good kick at impact. The shaft loads easily and you can feel the slightly softer handle section compared to the HZRDUS lineup. This gives the shaft a really good feel of it loading on the transition to the downswing, and as your hands get to impact, the Denali Blue keeps going for a nice, strong kick.
Denali Blue is easy to square up at impact and even turn over to hit it straight or just little draws and most of the flex of the shaft feels like it happens right around where the paint changes from silver to blue. The Blue launches easily and produces what I consider a true mid-flight with the driver. While it is listed as mid-spin, I never noticed any type of rise in my drives. Drives that I didn’t hit perfectly were met with good stability and a ball that stayed online well.
Project X Denali Black
When you hold the Denali Black in your hands you can tell it is a more stout shaft compared to its Blue sibling by just trying to bend it. While the handle feels close to the Blue in terms of stiffness, you can tell the tip is much stiffer when you swing it.
Denali Black definitely takes a little more power to load it but the shaft is still smooth and doesn’t give you any harsh vibrations. Where the Blue kicks hard at impact, the Black holds on a little and feels like keeps you in control even on swings that you try and put a little extra effort into. The stiff tip section also makes it a little harder to square up at impact and for some players could take away a little of the draw from their shot.
Launch is lower and more penetrating compared to the Blue and produces a boring, flat trajectory. Shots into the wind don’t rise or spin up, proving that the spin stays down. Like its mid-launch sibling, the Black is very stable and mishits and keeps the ball on a straighter line. Shots low off the face don’t get very high up in the air, but the low spin properties get the ball out there farther than you would expect. For being such a stout shaft, the feel is very good, and the Denali Black does keep harsh vibrations from your hands.
Overall the Project X Denali Blue and Black are great additions to the line of popular wood shafts. If you are looking for good feel and solid performance the Denali line is worth trying out with your swing. Choose Blue for mid-launch and mid-spin or Black for lower launch and low spin.
- LIKE4
- LEGIT4
- WOW2
- LOL0
- IDHT0
- FLOP0
- OB0
- SHANK0
Bryson DeChambeau fired an opening-round 7-under 65 at Augusta National, hitting an impressive 15 of 18 greens in regulation in the process. Golf’s mad scientist’s play grabbed headlines and so too did his equipment. In place of the Ping i230 irons he had in the bag last week for LIV Golf’s Miami event, DeChambeau is gaming a prototype 5-PW set of irons from little-known direct-to-consumer manufacturer Avoda.
What is Avoda Golf?
Founded by Tom Bailey, also a Mike Schy student like Bryson DeChambeau, Avoda Golf is a direct-to-consumer golf equipment company that currently manufactures both single and variable-length irons in one model that are available for pre-order.
What irons is Bryson DeChambeau playing?
Per multiple reports, DeChambeau is playing a custom-designed set of single-length irons that incorporate bulge and roll into the face design. The two-piece 3D-printed irons were reportedly only approved for play by the USGA this week, according to Golfweek’s Adam Schupak.
Regarding the irons, DeChambeau told Golf Channel the irons’ performance on mishits was the determining factor in putting them in play this week. “When I mishit on the toe or the heel,” DeChambeau said. “It seems to fly a lot straighter for me and that’s what has allowed me to be more comfortable over the ball.”
What can we tell about the design of the clubs?
These days, it is a little hard to speculate on what is under the hood with so many hollow body irons. DeChambeau’s irons look to be hollow on the lower section as they do flare back a decent amount. That “muscle” on the back also looks to be fairly low on the iron head, but we can assume that is progressive through the set, moving up higher in the short irons.
A screw out on the toe is probably used to seal up the hollow cavity and used as a weight to dial in the swing weight of the club. From pictures, it is hard to tell but the sole looks to have a little curve from heel to toe while also having some sharper angles on them. A more boxy and sharper toe section looks to be the design that suits Bryson’s eye based on the irons he has gravitated toward recently.
What are bulge and roll, again?
Two types of curvature in a club face, traditionally incorporated only in wood design. Bulge is heel-toe curvature. Roll is crown-sole curvature. Both design elements are designed to mitigate gear effect on off-center strikes and produce shots that finish closer to the intended target line. (GolfTec has an excellent overview of bulge and roll with some handy GIFs for the visual learner)
What else is in DeChambeau’s bag?
Accompanying his traditional Sik putter, Bryson builds his set with a Ping Glide 4.0 wedges, a Krank Formula Fire driver and 5-wood, and a TaylorMade BRNR Mini Driver, all with LA Golf graphite shafts.
- LIKE118
- LEGIT39
- WOW31
- LOL17
- IDHT9
- FLOP9
- OB10
- SHANK25
Dave Portnoy places monstrous outright bet for the 2024 Masters
John Daly stuns fans into silence with brutal opening tee shot on PGA Tour Champions
Things got heated at the Houston Open between Tony Finau and Alejandro Tosti. Here’s why
Tiger Woods arrives at 2024 Masters equipped with a putter that may surprise you
Scottie Scheffler WITB 2024 (March)
Photos from the 2024 Arnold Palmer Invitational
The total sum that Sergio Garcia needs to pay in fines if he wants to return to DP World Tour revealed
Report: Tiger Woods has ‘eliminated sex’ in preparation for the 2024 Masters
Joaquin Niemann names 3 PGA Tour events he’d love to play each year ‘in a perfect world’
Spotted: Bettinardi irons at the Arnold Palmer Invitational
WITB Time Machine: Danny Willett’s winning WITB, 2016 Masters
Driver: Callaway XR 16 (9 degrees) Shaft: Mitsubishi Rayon Diamana W-Series 60 X Length: 45.5 inches 3-wood: Callaway XR 16 (15 degrees) Shaft: Mitsubishi...
WITB Time Machine: Scottie Scheffler’s winning WITB, 2022 Masters
At the 2022 Masters, Scottie Scheffler delivered a steely Sunday performance to capture the green jacket in the 86th contesting...
WITB Time Machine: Hideki Matsuyama’s winning WITB, 2021 Masters
At the 2021 Masters, Hideki Matsuyama broke through to claim his first major championship, winning the first major for Japan...
WITB Time Machine: Patrick Reed’s winning WITB, 2018 Masters
At the 2018 Masters, Patrick Reed bested Rickie Fowler by a stroke at Augusta National to win his first major...
-
19th Hole4 days agoDave Portnoy places monstrous outright bet for the 2024 Masters
-
19th Hole3 weeks agoJohn Daly stuns fans into silence with brutal opening tee shot on PGA Tour Champions
-
19th Hole2 weeks agoThings got heated at the Houston Open between Tony Finau and Alejandro Tosti. Here’s why
-
19th Hole5 days agoTiger Woods arrives at 2024 Masters equipped with a putter that may surprise you
-
19th Hole1 week agoReport: Tiger Woods has ‘eliminated sex’ in preparation for the 2024 Masters
-
19th Hole3 weeks agoCharlie Woods finds it tough going on American Junior Golf Association debut
-
19th Hole2 weeks agoAddiction, spinal fusion, and scam artists – Everything Anthony Kim revealed in candid interview with David Feherty
-
19th Hole1 week agoAnthony Kim says doctors told him that he ‘may not have much time left’ ahead of LIV return
Sheen
Jul 15, 2015 at 7:31 pm
Interesting business & marketing case :
APEX is symbolic product identifier of Ben Hogan ironw, which casts the image of best performance and high quality forged iron like top notch product. In this case, it only can do the role of premium line endorser of Callaway Iron for whom considering or might to buy Callaway irons by comparing with Taylormade, Cobra etc…but NOT Titlelist or Mizuno something high flying payer’s brand supplier.
So it would be NOT best strategy for Callaway. Just could be GAP closing strategy.
But on the other hand, if Ben Hogan Equipment used this name, and reintroduced powerful old hit products such as APEX pus, Edge pro and Redlines through re-trimming in modernized version, I could image very fantastic marketing case of ‘Oldest but Goodiest’.
Any Opinions?
Jeff
Oct 8, 2013 at 11:56 am
Just seen the X2 Hot clubs today and I like them, the orange paint scheme along with the hyper speed frame face should perform quite well on paper. Also seen the putters for 2014 as well, nice to to see callaway releasing the versa tank line, should be a good seller. Also nice to see new additions to the versa and white hot pro lines, with new putter shapes such as the jailbird and havoc putters.
joe
Sep 12, 2013 at 12:30 pm
oh boo hoo. complain complain complain. the golf club could be named peewee herman. long as it performs, shouldnt matter. “the ben hogan” name. WHO CARES?!
Go Low
Sep 12, 2013 at 11:21 am
Callaway is out of touch with reality. they have no appreciation for the workmanship that was put in the apex line by the Hogan company.
Callaway does not realize that there is suck a srong market if they make something similar to the Ben Hogan 50th Anniversary Irons. It is a disgrace they butchered the Apex name….What a Shame!!!!!!!!!!!!!!
JHM
Sep 13, 2013 at 3:28 pm
If there is such a strong market, why did the Hogan brand fold. Seems to me Callaway is very in touch with what the public will purchase.
Chris
Sep 12, 2013 at 11:02 am
Callaway has some interesting stuff in the pipeline…Apex and Apex Pro, X hot 2 irons, X hot 2 Driver with Aldila Atx blue and green in Pro model….milled metal x coming in February….new product looks pretty darn good to me, but I agree maybe the Apex name should have been on a blade.
Kyle
Sep 10, 2013 at 2:56 pm
I can honestly say that each and every one of you will be proven wrong. The Apex irons to be released from Callaway are fantastic. Callaway just had their sales meeting regarding 2014 product. There will be two Apex irons released. Both of them forged from a newly refined forging process which allows Callaway to introduce a new, and much faster, face design. Testing down at ECPC have shown to produce enhanced spin robustness as well as extra distance. There will be an Apex Pro series which is not the one featured. I understand that many and most of the Apex fans are desiring a beautiful blade like construction in look as well as feel. The forged Pro model, which has not been released in images will satisfy those desires in my opinion. The Apex Pro will offer the look and feel that Hogan fans are looking for. From everything I have seen and heard, this is going to be a monster year for Callaway. At least they are not offering a gimmick “speed slot” in their irons. X 2 Hot irons and fairway woods will be the best performers. Let’s hope callaway can keep up in the marketing and social community to allow their superior performance to get noticed by consumers and customers alike. On top of the two apex lines, which are both forged, there will also be a revamp in the forged players clubs series as well. I do not believe any tour level drivers or irons were discussed in the meetings. The new X Hot line will offer an even faster face design!! The new process for constructing the face gives Callaway the ability to obtain higher CT testing. Whereas before, they could not reach any closer to the limit in fear of variances causing some product to be above the CT limit. The new process allows them to approach that limit safely and provide more distance. But even more importantly, the new face designs on fairway woods and also being introduced in the new hybrids and the concepts will also be introduced in the irons. The new design does increase ball speed but most importantly is much more consistent and much better performing on off center hits than previous models. MUCH!! more consistent. Anyways, I’ll get off this little rant of mine. Keep an eye out for 2014 Callaway product. There is much more to come than you may know. Wait for the actual release photos before making a judgement. They are beautiful!!
OhioGolfDude
Sep 11, 2013 at 1:57 pm
2013 was a big step forward in regards to design and performance of all Callaway products. I personally love the look of the unbadged iron in the pix, and if the non-pro version performs anything like the DF did, look out. Current trends seem to point that even hackers like the forged feel, but could use the extra forgiveness (even players like Stenson using the Legacy black). I’m currently gaming the Razr XF and these are some of the best feeling and performing irons I’ve used.
tom
Sep 11, 2013 at 11:06 pm
AMEN brother! At least hit the dang thing first before you start complaining, people.
Matthew
Sep 10, 2013 at 1:35 pm
You guys do know that there were cavity versions of the Apex right? I don’t see what all of the fuss is about. There just isn’t enough of a market for Callaway to make two different verisons of blade irons.
Andrew
Sep 9, 2013 at 12:47 pm
Ely would not have approved…. hell, he would not have approved of much of what is coming out of the company these days…
michael
Sep 8, 2013 at 11:03 pm
Callaway should be ashamed in using the apex name on any club that does not have the Hogan name attached to it. Those irons were some of the best made period. The pictures of the next generation is a disgrace to the name and to the great golfer Ben Hogan. I have often wondered why the irons have not been made they were again some of the highest quality irons made even better than the Titleist Irons that were made and I had a set in the 1980s and 1999’s.
I hope that someone will make the irons again.
Devin
Sep 8, 2013 at 6:40 pm
YUCK… Its probably going to come with the all too famous UNIFLEX shaft as well. Just as Callaway had made a turn for the better they try something like this. If Phil talks about what a dream his new “APEX” irons next year at TPC Scottsdale it wouldn’t even surprise me.
jgpl001
Sep 8, 2013 at 6:32 pm
A real step backwards
Callaway – let the Apex rest in peace
MBAISLEY
Sep 7, 2013 at 3:46 pm
I agree 100% with the previous comments. I will be sorely disappointed if the Apex name winds up on this club. And that isn’t to say that I don’t like the looks of the new club….. I am actually quite interested to see more of it. (I can’t hit blades like I used to…. have to take advantage of some of these forged cavity irons that are out these days.)
Mainly, I am just sad that the Hogan brand is gone from the equipment scene. I wish Callaway could’ve found a way to keep the Hogan line of forged irons alive. I guess it just wasn’t profitable to do it.
I feel the same way about the unfortunate demise of the MacGregor brand.
I played MacGregor forged irons for a long time, dozens of different models (V-foil, MT, Don White customs, 1991 VIPs, CB92 VIP Tours, JNPs, Muirfields, you name it), but I stopped buying MacGregor stuff when Golfsmith bought the brand. Golfsmith’s “VIP” forged iron isn’t a piece of junk, but it isn’t up to the standard that I have always associated with MacGregor forgings.
Moreover, it’s been 4 or 5 years since MacGregor was sold to Golfsmith, and they’ve only offered a single forged iron…. the aforementioned VIP. How about some new stuff, Golfsmith? I’d be willing to give it a chance (but my hopes won’t be too high).
Maybe if Callaway hits one out of the park with this new iron, I’ll forgive them for calling it Apex. But they’d better give it their very best effort!!
purkjason
Sep 9, 2013 at 8:02 am
I still have the Macgregor Muirfields and the Macgregor Jack Nicklaus Celebrity Iron Set. I agree that Macgregor is a timeless classic of forged beauty and quality. I still take these irons to the driving range when I need to improve my ball striking. I wish Jack Nicklaus could buy Macgregor and show the American People once again that Macgregor can rise to its past glory against all the OEM Marketing Scam giants.
Roger
Sep 7, 2013 at 1:43 pm
Could be time for an Apex appreciation thread
from those of us who have bagged a set and appreciate a Classic.
Clearly, the clubs pictured are a dissapointment.
Callaway have produced some superb products lately!
Plenty of time for Team Callaway to LISTEN to what WRX’ers
feel is a Club Design that pays respect to Mr Hogan’s legacy.
Jack
Sep 7, 2013 at 9:23 am
I guess we have a consensus. Apex should be on players irons. Maybe it doesn’t even matter cuz it won’t be Ben hogan brand anyway.
Mike
Sep 7, 2013 at 7:46 am
Calling that pig “apex” is an abomination!
BigBoy
Sep 7, 2013 at 2:26 am
Callaway engineers/designers wouldn’t have a clue about why Hogan called it the Apex nor do they have the ability to design such an iron…hack engineers=hack clubs.
John
Sep 6, 2013 at 11:35 pm
Make a iron for strikers to give a nod to hogan…
snowman
Sep 6, 2013 at 11:20 pm
No Way that shovel should called Apex. The Hawk would not be pleased.
TravisLG
Sep 6, 2013 at 9:55 pm
I hope this is all a rumor…
JD
Sep 6, 2013 at 8:06 pm
A bloody disgrace that the classic Apex name is tagged onto that monstrosity. Shame on you Callaway.
Tyler
Sep 9, 2013 at 1:34 pm
+1
Andrew
Sep 6, 2013 at 7:16 pm
Definitely NOT the right product to wear that badge…
Matthew Bacon
Sep 6, 2013 at 1:47 pm
Diablo Forged look cheap where the Apex was classic
Jim Santelli
Sep 11, 2013 at 1:24 pm
Callaway destroyed the Ben Hogan name! Walmart in Texas is carrying Ben Hogan branded clothing and now this. Won’t even look at another Callaway product ever!
wes
Sep 19, 2013 at 10:27 am
Callaway doesn’t own the Ben Hogan name…