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Miura Golf sold, new owner plans “significant investment”

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Miura Golf has a new owner who will make a “significant investment” in the Japanese golf equipment brand, sources close to the matter have told GolfWRX. We have also learned that True Spec Golf will manage worldwide sales and distribution of Miura products.

Miura currently sells a full line of ultra-premium golf equipment that is designed and manufactured by Miura Founder Katsuhiro Miura and his sons (Yoshitaka and Shinei) at the company’s manufacturing facility in Himeji, Japan. The family’s hands-on approach to its business has been an important part of its success. According to GolfWRX sources, the Miuras’ involvement in the design and manufacturing of its products “will remain the same.”

Miura Founder Katsuhiro Miura has been making handcrafted forged golf clubs since 1957. According to Miura, professional golfers have won several major championships using its clubs, specifically its forged players irons, without endorsement contracts. The company has also produced forged irons for Nike and TaylorMade, and K.J. Choi used a set of Miura CB-501 irons to win The Players Championship in 2011.

Miura was once an undisputed leader in the ultra-premium golf equipment category, but the company’s presence at retailers has declined in recent years due increased competition, specifically from upstart equipment manufacturer PXG. PXG was founded by billionaire Bob Parsons in 2014 and sells its irons at the starting price of $350 per head.

Miura's new Genesis irons are designed to be "easier to hit" and sell for $350 per head.

Miura’s new Genesis irons.

A Miura brand re-launch will focus on “exposing Miura clubs to consumers worldwide” and “simplifying” the company’s product line, GolfWRX sources said. The company currently offers more than a dozen different iron models. Just as important will also be an increased emphasis on creating highly engineered irons that are “easier for more golfers to hit,” such the company’s new Genesis irons (pictured), which were recently launched and sell for $350 per head.

GolfWRX will continue to follow this story as it unfolds. An official announcement from Miura is expected this week.

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Zak is the Editor-in-Chief of GolfWRX.com. He's been a part of the company since 2011, when he was hired to lead GolfWRX's Editorial Department. Zak developed GolfWRX's Featured Writer Program, which supports aspiring writers and golf industry professionals. He played college golf at the University of Richmond (Go Spiders!) and still likes to compete in tournaments. You can follow Zak on Twitter @ZakKoz, where he's happy to discuss his game and all the cool stuff that's part of his job.

61 Comments

61 Comments

  1. Rich

    Jan 10, 2017 at 7:52 am

    With “significant investment” comes significant expectation. Profit that is. With high profit expectation comes compromise. If you want a set of real Miura irons, buy them now before the investor/shareholder profit expectation f@&ks them up.

  2. Bert

    Jan 9, 2017 at 9:13 pm

    I was a Miura dealer for several years (as a custom clubfitter/clubmaker). I would purchase heads only and do the custom assembly as per customer’s specs that were determined through the fitting process (about 4 hours). I even had a personal set for a while. No doubt about it, they are beautiful clubs. Now when it comes to performance – did they out-perform the other brands? The answer is no. Once we determined the ideal shaft length/weight/flex for a golfer, the next step in the process is to determine the correct and best performing head for the golfer. More often than not, I could get a golfer hitting other brands (such as Wishon, Alpha, Swing Science) heads better and more consistent than the Miura designs. You can’t script this stuff, performance trumps all. The golfer could see, touch, and feel it right then and there during the fitting – FlightScope, impact labels, and golfer feedback on FEEL would concur. Many times people would come to me with the intention of buying Miura clubs from me (usually doctors, lawyers, the more “professional” type folks), [and my custom build Miuras were NOT cheap by any means], but in a very high percentage I would have them hitting another brand better (when comparing equal loft to equal loft). My personal set was very nice (and expensive too), but I did not play any better with my Miura set than I did with any of my other personal sets (three sets of Wishon irons, one set of Alpha irons, and one set of Swing Science irons). Not bashing the Miura product, as previously mentioned it is absolutely gorgeous stuff – just that the wicked high price a golfer will pay for them will not buy them a better game. The absolute most important factor with golf clubs is to have them PROPERLY fit by a certified & qualified clubfitter, and then made to YOUR specifications – that will make a difference in your game. It will be interesting to see what the new owners come up with in the future.

  3. Adam

    Jan 9, 2017 at 8:57 pm

    So has True Spec Golf bought the american part of Miura Golf, the article states Miura Golf and Miura Golf Inc is an american incorporated company from my understanding. Or has True Spec Golf bought also the Japanese based company as well, which is know as Miura Giken a.k.a Miura Giken Co. Ltd, which predominantly serves the Japanese market for products. Outside of Japan Miura golf irons and known as branded as Miura but within Japan products are branded as MiuraGiken!

  4. Mark

    Jan 9, 2017 at 7:20 pm

    Never has so small a company had so many comments. I see Miura as something like Patek in watches. Beautifully made, limited production runs and only sold through a select group of retailers to guarantee exclusivity. Problem is they tell the same time as a Rolex or Omega at a fraction of the cost. And in Golf terms won’t do anything a Mizuno or Srixon blade will do.

    • Bling

      Jan 9, 2017 at 8:21 pm

      But it’s the Bling! We all want the Bling!

    • Jim

      Jan 9, 2017 at 9:58 pm

      Actually, standard spec (closer to 80’s traditional blade lofts) Miura have been beating all comers on Trackman in our indoor/outdoor fittings.
      NO major OEM focus’ on the hosel, which has been Miura’s “secret” of success. Titleist, TM, Mizuno or Nike (we’ve reshafted or pured hundreds of sets) have loose ill fitting hosels, the heads are generally poorly weight stepped, the insert depths are inconsistent & the bore often off center.
      Miura says the hosel is the most important part of the head, and he sure seams to be right.

      Our Miura heads come with a pilot hole so we bore them for either taper or parralel tips, and have to pound the heads down to seat them fully. Mizuno dimples their shafts because there’s so much play. Vastly tighter head to shaft fit transmits more energy and the buttery soft but rock solid feel.
      I’ve witnessed DOZENS of ‘standard issue’ mid-low hcp players <90mph hit Miura 6 irons 7-14 yrds longer than ANY major OEM product (not always the same shaft – but always close weight/flex wise during fittings). Stronger players were averaging 15 yrds longer AND 30% LESS dispersion.
      We're on all Top 25, Top 50 & Top 100 fitting/custom&pro shop listsn and from 2007-2013 these numbers were consistent.
      Best Ever.

      Newer forgings and hot lofted models from EPON and occasionally PXG have edged them on length, but NEVER on feel. PXG's need spacers for TT shafts….wtf's up w/that Mr. P?

  5. Dave R

    Jan 9, 2017 at 5:09 pm

    I like the lawyer dude, he’s got it figured out.

  6. JThunder

    Jan 9, 2017 at 4:58 pm

    Yuck

  7. ZJohnson

    Jan 9, 2017 at 4:37 pm

    It could be True Spec as their owner has tons of money and tons of wealthy investors. They bought Club Conex last year and paid much more than the original owner was asking for. Granted Club Conex is nowhere near what he would have to pay for Miura. I would put my money on it being Parsons though. Before he started PXG, he had a massive love affair with Miura. He had 10 or so sets of the 1957 baby’s done in the black boron. That was just the start of it too. I bet he spent over $100 g’s on Miura product alone in less than 18 months. I could see him using their expertise to grow PXG even faster in the Asian markets.

  8. Wilson

    Jan 9, 2017 at 3:08 pm

    yeah, i’m thinking it’s TourSpecGolf, an ultra premium retailer that’s been around for a while. True Spec Golf looks like it’s a large scale golf fitting facility, which could also make sense.

    hmm…real head scratcher. if i was betting i would go with TourSpecGolf though.

    https://www.tourspecgolf.com
    http://truespecgolf.com/

    • Zak Kozuchowski

      Jan 9, 2017 at 3:54 pm

      True Spec Golf is correct

    • Bling

      Jan 9, 2017 at 8:23 pm

      TourSpec only wishes it could have that kind of money, them scammers that they are

      • Skip

        Jan 10, 2017 at 12:08 pm

        Agreed. None of their Miura product were acquired legitimately.

    • Adam

      Jan 9, 2017 at 9:04 pm

      What have they bought Miura Golf (i think an american incorporated company) or Miura Giken (Japanese incorporated company) or both companies. Miura Golf is the company for international sales, whilst MiuraGiken is for the Japanese market

      • Neil Cameron

        Jan 10, 2017 at 2:58 am

        i think they have bought Miura manufacturing,and appointed True spec as the distributer.
        will include all Miura heads,look for a coming together and simplification of the product line

  9. Tom

    Jan 9, 2017 at 3:05 pm

    $350 a head! The hood ornament on my Roll’s cost less then that.

    • Doug

      Jan 9, 2017 at 4:02 pm

      …THAN that. Sorry, I’m a 2nd grade teacher. Can’t help myself. 😉

      • RedX

        Jan 9, 2017 at 4:11 pm

        A quick read through of the contributions here suggest you have considerably more correcting to do Doug ! Don’t stop now…

      • Tom

        Jan 10, 2017 at 2:53 pm

        no prob. and thank you

    • The geek

      Jan 9, 2017 at 8:38 pm

      Nah – I drove a rolls once with the prom queen – the grill alone was 5 grand (I didn’t have 5 grand) and that was back in the 80’s

      Hood ornament has to be $$$$

    • Jeffrey Purtell

      Jan 10, 2017 at 1:03 am

      Yeah, but you can only hit it 20 yards.

    • HumbleBrag?

      Jan 10, 2017 at 7:13 pm

      Toot toot! Jack would be a great fit — played the cb57’s at father/son. I’ve owned a few sets and can say it’s more than just conspicuous consumption. Played my best golf, purest golf with these.

  10. Jericho

    Jan 9, 2017 at 3:03 pm

    The reason I’ve had three sets of Miura blades including two sets of the 1957 Limited addition baby blade is because they were forged and ground by the man himself “the hands of God” .. ..now they are going to be forged and ground by “the hands of some guy who used to work for another company and now is going to get a paycheck to drive over to the shop to work here..”. .. umm ..I was somewhat on the fence with getting another set of baby blades ..I think I’ll go look at those 0311T’s

    • Skip

      Jan 10, 2017 at 12:11 pm

      not to burst your bubble, but those heads aren’t “hand forged” like some magical sword in Game of Thrones. Hand ground yes, hand forged no.

      • Jericho

        Jan 10, 2017 at 1:12 pm

        Skip yea I know these heads had the bejesus pounded out of them with tons of pressure with a machine I’m just saying ..ok we’re kinda getting from the story here ..although the Game of Thrones magical sword reference was a good one lol

      • FlyPhish

        Jan 10, 2017 at 1:42 pm

        The “Blades of a Thousand Truths”

  11. Mark

    Jan 9, 2017 at 2:02 pm

    I have spent time in the True Spec facility at Turnberry and it is certainly high end (PXG is currently one of the brands for which they fit). So if this is going to be the access point for Miura, it is not obvious to me why this would make Miura, in a negative way, become a mainstream brand. I am also wondering if any of the True Spec investors are involved with the Miura purchase.

  12. cgasucks

    Jan 9, 2017 at 1:55 pm

    I hope they’ll still let Mr. Miura or at least his sons overlook the forging and grinding of the clubheads in Japan instead of contracting it out to other Japanese or worse, Chinese foundries. If that is the case say goodbye to its mystique that what made them so successful in the first place.

    • Tom

      Jan 9, 2017 at 3:08 pm

      who’s to say they weren’t doing that prior to the sell of the company?

      • cgasucks

        Jan 9, 2017 at 6:10 pm

        Yeah…I didn’t read the article property…from what it says, despite the new ownership, the Miura family will keep doing what they’re doing..

  13. S Hitty

    Jan 9, 2017 at 1:45 pm

    It’s the specialst, high-end, personal touch of Miura is what made it what it is. Now that it will become a global slave, it’ll just suffer like the rest of them.

    • Yep

      Jan 9, 2017 at 3:55 pm

      Almost my comment exactly. People pay for Miura. Not so bullish on Miura-by-Dave.

  14. Craigie73

    Jan 9, 2017 at 1:24 pm

    I heard it’s Jack Nicklaus

  15. Jim

    Jan 9, 2017 at 1:13 pm

    “The family’s hands-on approach to its business has been an important part of its success.” That is why they were so successful – it’ll be all downhill from here. And just yesterday I was thinking of finding a set of Baby Blades.

    • thomas murphy

      Jan 9, 2017 at 1:18 pm

      I would have that fear also, I am hoping that the “investment” is mainly in marketing and sales channel development but they will keep the product line simple – could be broader investment into wider line of product (drivers etc) but yeah, this now puts me on the path to get my next irons sooner rather than later.

  16. Justin

    Jan 9, 2017 at 12:45 pm

    I googled Tru spec Golf – are you sure that is the correct name?

  17. Dat

    Jan 9, 2017 at 12:21 pm

    Sounds like the investor wants to sell heads at or above PXG pricing. If so, say goodnight to Miura.

    • Tom

      Jan 9, 2017 at 2:51 pm

      They’re already the same price at a little over $2k per set.

  18. Dave

    Jan 9, 2017 at 12:09 pm

    Looks like my Baby Blades are going up in value. I’ve seen this movie a thousand times…new buyer capitalizes on a mostly untapped global market with a great family name by mass producing lesser quality products at the same or higher prices. I sure hope I’m wrong…

    • Joseph R Dreitler

      Jan 9, 2017 at 2:54 pm

      “…new buyer capitalizes on a mostly untapped global market with a great family name by mass producing lesser quality products at the same or higher prices.” you nailed it. The seller gets a 3 year contract to stay away (er, consult), the new buyer puts its own people running the business and decides to “leverage” the brand by putting it on a lot more “stuff” to increase their revenue and at some point, flip it public and make a bundle.
      Anyone here old enough to remember when Wilson WAS a really good brand of sporting goods, including golf clubs? The owners sold out to Pepsi Cola (seriously) and Pepsi did all of the above, the quality became garbage and Wilson has been sold and re-sold more than a dozen times.

  19. Tom

    Jan 9, 2017 at 12:03 pm

    I can’t assume they would’ve made a move if they weren’t starting to go into red figures, but I can’t see things remaining the same. They aren’t main stream irons, and shouldn’t be main stream irons. Not only do you have to have the money to buy them ( I had to wait a long time and sell a lot of clubs to get a set of these), but you have to have the game to appreciate them.

    If they become more mass-produced, I can’t see how you’ll still find the Hands of God himself at the end of the line, hand grinding every set. I know he made my sets, and I will hold onto them. This is a sad day. I guess one set will stay in the bag, and the other will go up on the wall.

    Long live the hands of god, I wish the company the best, but unfortunately I feel it’s a waste of breath to say “don’t go changin.” At best, I could see him continuing to have the same role in making the players clubs.

    Couldn’t super rich guy just have bought them to keep them the same? Between Tiger and Rory, they both owe some gratitude to this guy, maybe they could make a donation? HA.

  20. Jim

    Jan 9, 2017 at 12:00 pm

    Bummer.

  21. Joseph R Dreitler

    Jan 9, 2017 at 11:47 am

    I’ve been a lawyer for 40 years. I’ve worked on more “deals” than I can count. 99 and 44/100% of the time, the acquiring company is larger than the seller. And the acquiring company has a lot more overhead to put on top of the company they acquired. And to pay for the acquisition costs (often with borrowed funds) and to increase their profits, very often the acquiring company cuts costs. Marketing, R&D, Product Development, etc. It usually takes 2-3 years before this becomes apparent, but watch out Titleist. As for Miura, since this doesn’t say who acquired it, I would like to hope that the new owner will not cut corners to pay down the debt of the money they borrowed for the acquisition. But, my experience says I wouldn’t bet more than a Coke or a beer on that.

    • Swingblade

      Jan 9, 2017 at 2:56 pm

      Just ask yourselves what would be the likely result if Taylormade bought PXG. Within three to five years, PXG as we know it today, would simply be a memory and mass production of gimmicky twists on the former PXG design fundamentals would be the mainstay of the TM PXG line.

      But, Miura is a completely different animal than PXG in so many ways. As said above, the new owners will have an agenda to significantly increase both revenue and profits. No matter what they say, they will have no sincere or meaningful agenda to maintain the unique Miura heritage of craftsmanship.

      I hope that my pessimism based on past business experience is unfounded. I hope that the formal announcement will completely dispel such concerns in no uncertain terms.

      Sadly, the gentleman below perhaps said it best, “Cue Jim Morrison … ‘This is the end.”

      I feel very fortunate to have complete sets of CB 57’s and K Grinds.

      • W

        Jan 10, 2017 at 3:26 am

        Well yeah, Miura has been around for a while now, and their expertise is second to none, with beautifully forged clubs with individual care, rather than the clunky machine-factory pumped PXG junk with rivets from WW2.

  22. Eric

    Jan 9, 2017 at 11:46 am

    Don’t tamper with greatness. Long live the Miura treasures like the MB and Tournament Blades, CB57 Irons, and Y and K Grind Wedges

  23. Blake

    Jan 9, 2017 at 11:42 am

    Tour spec golf*

  24. Mike Honcho

    Jan 9, 2017 at 11:42 am

    Queue Jim Morrison… “This is the end…”

    • Cue

      Jan 9, 2017 at 11:52 am

      Take a cue from me… Jim Morrison waits in line for no one.

      • Queue

        Jan 9, 2017 at 12:05 pm

        What the heck would you know, Cue? You a psycho drug addict too? Yeah, huh?

      • Maggie M'Gill

        Jan 9, 2017 at 9:20 pm

        He waited in line for me.

  25. M....

    Jan 9, 2017 at 11:23 am

    As long as the CB-501 isn’t changed before I get a set…

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pga tour

K.J. Choi WITB 2018

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Equipment is accurate as of the 2018 Valero Texas Open (4/18/2018).

Driver: Ping G400 Max (9 degrees)
Shaft: Graphite Design Tour AD DI-6x

Driver: Ping G400 Max (9 degrees)
Shaft: Ozik Matrix MFS M5 60X

3 Wood: Ping G400 (14.5 degrees)
Shaft: Graphite Design Tour AD DI-7x

5 Wood: Ping G400 (17.5 degrees)
Shaft: Graphite Design Tour AD DI-8x

Hybrid: Ping G400 (22 degrees)
Shaft: Atlus Tour H8

Irons: Ping G400 (4-PW)
Shaft: Nippon N.S. Pro Modus 3 Tour 120X

Wedges: Ping Glide 2.0 (50-12SS, 54-12SS, 58-10)
Shaft: True Temper Dynamic Gold Tour Issue S400

Putter: Ping Sigma G Wolverine T
Grip: Ping Pistol

Putter: Ping PLF ZB3
Grip: Super Stroke KJ

Putter: Ping Sigma Vault Anser 2
Grip: Ping Pistol

WITB Notes: We spotted Choi testing a number of clubs at the Valero Texas Open. We will update this post when we have his 14-club setup confirmed. 

Related:

Discussion: See what GolfWRX members are saying about Choi’s clubs. 

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Accessory Reviews

I tried the great Golfboarding experiment… here’s how it went

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Corica Park Golf Course is not exactly the first place you’d expect to find one of the most experimental sports movements sweeping the nation. Sitting on a pristine swath of land along the southern rim of Alameda Island, deep in the heart of the San Francisco Bay, the course’s municipal roots and no-frills clubhouse give it an unpretentious air that seems to fit better with Sam Snead’s style of play than, say, Rickie Fowler’s.

Yet here I am, one perfectly sunny morning on a recent Saturday in December planning to try something that is about as unconventional as it gets for a 90-year-old golf course.

It’s called Golfboarding, and it’s pretty much exactly what it sounds like: an amalgam of golf and skateboarding, or maybe surfing. The brainchild of surfing legend Laird Hamilton — who can be assumed to have mastered, and has clearly grown bored of, all normal sports — Golfboarding is catching on at courses throughout the country, from local municipal courses like Corica Park to luxury country clubs like Cog Hill and TPC Las Colinas. Since winning Innovation Of the Year at the PGA Merchandising Show in 2014, Golfboards can now be found at 250 courses and have powered nearly a million rounds of golf already. Corica Park currently owns eight of them.

The man in pro shop gets a twinkle in his eyes when our foursome tells him we’d like to take them out. “Have you ridden them before?” he asks. When we admit that we are uninitiated, he grins and tells us we’re in for a treat.

But first, we need to sign a waiver and watch a seven-minute instructional video. A slow, lawyerly voice reads off pedantic warnings like “Stepping on the golfboard should be done slowly and carefully” and “Always hold onto the handlebars when the board is in motion.” When it cautions us to “operate the board a safe distance from all…other golfboarders,” we exchange glances, knowing that one of us will more than likely break this rule later on.

Then we venture outside, where one of the clubhouse attendants shows us the ropes. The controls are pretty simple. One switch sends it forward or in reverse, another toggles between low and high gear. To make it go, there’s a throttle on the thumb of the handle. The attendant explains that the only thing we have to worry about is our clubs banging against our knuckles.

“Don’t be afraid to really lean into the turns,” he offers. “You pretty much can’t roll it over.”

“That sounds like a challenge,” I joke. No one laughs.

On a test spin through the parking lot, the Golfboard feels strong and sturdy, even when I shift around on it. It starts and stops smoothly with only the slightest of jerks. In low gear its top speed is about 5 mph, so even at full throttle it never feels out of control.

The only challenge, as far as I can tell, is getting it to turn. For some reason, I’d expected the handlebar to offer at least some degree of steering, but it is purely for balance. The thing has the Ackerman angle of a Mack Truck, and you really do have to lean into the turns to get it to respond. For someone who is not particularly adept at either surfing or skateboarding, this comes a little unnaturally. I have to do a number of three-point turns in order to get back to where I started and make my way over to the first tee box.

We tee off and climb on. The fairway is flat and wide, and we shift into high gear as we speed off toward our balls. The engine had produced just the faintest of whirrs as it accelerated, but it is practically soundless as the board rolls along at full speed. The motor nevertheless feels surprisingly powerful under my feet (the drivetrain is literally located directly underneath the deck) as the board maintains a smooth, steady pace of 10 mph — about the same as a golf cart. I try making a couple of S curves like I’d seen in the video and realize that high-speed turning will take a little practice for me to get right, but that it doesn’t seem overly difficult.

Indeed, within a few holes I might as well be Laird himself, “surfing the earth” from shot to shot. I am able to hold the handlebar and lean way out, getting the board to turn, if not quite sharply, then at least closer to that of a large moving van than a full-sized semi. I take the hills aggressively (although the automatic speed control on the drivetrain enables it to keep a steady pace both up and down any hills, so this isn’t exactly dangerous), and I speed throughout the course like Mario Andretti on the freeway (the company claims increased pace-of-play as one of the Golfboard’s primary benefits, but on a Saturday in the Bay Area, it is impossible avoid a five-hour round anyway.)

Gliding along, my feet a few inches above the grass, the wind in my face as the fairways unfurl below my feet, it is easy to see Golfboards as the next evolution in mankind’s mastery of wheels; the same instincts to overcome inertia that brought us bicycles, rollerblades, scooters, skateboards, and more recent inventions such as Segways, Hoverboards and Onewheels are clearly manifest in Golfboards as well. They might not offer quite the same thrill as storming down a snowy mountainside or catching a giant wave, but they are definitely more fun than your standard golf cart.

Yet, there are obvious downsides as well. The attendant’s warning notwithstanding, my knuckles are in fact battered and sore by the time we make the turn, and even though I rearrange all my clubs into the front slots of my bag, they still rap my knuckles every time I hit a bump. Speaking of which, the board’s shock absorber system leaves something to be desired, as the ride is so bumpy that near the end I start to feel as if I’ve had my insides rattled. Then there is the unforgivable fact of its missing a cup holder for my beer.

But these are mere design flaws that might easily be fixed in the next generation of Golfboards. (A knuckle shield is a must!) My larger problem with Golfboards is what they do to the game itself. When walking or riding a traditional cart, the moments in between shots are a time to plan your next shot, or to chat about your last shot, or to simply find your zen out there among the trees and the birds and the spaciousness of the course. Instead, my focus is on staying upright.

Down the stretch, I start to fade. The muscles in my core have endured a pretty serious workout, and it’s becoming increasingly difficult to muster the strength for my golf swing. It is no coincidence that my game starts to unravel, and I am on the way to one of my worst rounds in recent memory.

Walking off the 18th green, our foursome agrees that the Golfboards were fun — definitely worth trying — but that we probably wouldn’t ride them again. Call me a purist, but as someone lacking Laird Hamilton’s physical gifts, I’m happy to stick to just one sport at a time.

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Equipment

Titleist AVX golf balls passed the test, are now available across the United States

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Titleist’s AVX golf balls first came to retail as an experiment in three markets — Arizona, California and Florida — from October 2017 to January 2018. AVX (which stands for “Alternative to the V and X”) are three-piece golf balls made with urethane covers, and they’re made with a softer feel for more distance than the Pro V1 and Pro V1x golf balls.

After proving their worth to consumers, Titleist’s AVX golf balls are now available across the U.S. as of April 23, and they will sell for 47.99 per dozen (the same as Pro V1 and Pro V1x golf balls) in both white and optic yellow.

According to Michael Mahoney, the Vice President of Golf Ball Marketing for Titleist, the AVX is a member of the Pro V1 family. Here’s a basic understanding of the lineup:

  • AVX: Softest, lowest trajectory, lowest spinning, less greenside spin and longest
  • Pro V1x: Firmer than the Pro V1, highest spinning and highest trajectory
  • Pro V1: Sits between the V1x and the AVX in terms of feel, spin and trajectory, and will appeal to most golfers

Different from the Pro V1 or Pro V1x, the AVX golf balls have a new GRN41 thermoset cast urethane cover to help the golf balls achieve the softer feel. Also, they have high speed, low compression cores, a new high-flex casing layer, and a new dimple design/pattern.

For in-depth tech info on the new AVX golf balls, how they performed in the test markets, and who should play the AVX golf balls, listen to our podcast below with Michael Mahoney, or click here to listen on iTunes.

See what GolfWRX Members are saying about the AVX golf balls

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