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Titleist is releasing new “AVX” premium golf balls, made for more distance

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GolfWRX has learned that Titleist is testing new “AVX” golf balls — made with premium performance urethane covers and designed for more distance and a softer feel — in three different markets. The new three-piece golf balls will hit the shelves of golf shops and retail stores for the same price as Titleist’s Pro V1 and Pro V1x golf balls on October 6 in only Florida, California and Arizona to evaluate the demand for such a product.

Discussion: See what GolfWRX members are saying about Titleist’s AVX golf balls here

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The golf balls will be available in both white and high optic yellow based on the photos of the packaging and golf balls.

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According to language written on Titleist’s AVX packaging, the golf balls will have a new, “high speed,” low-compression core that’s designed for a softer feel and more distance. There is also a “high flex casing layer” to enhance speed and control spin. The “GRN41 urethane cover” is said to deliver scoring control, a soft feel and durability.

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It’s clear from the photos we’ve obtained that the AVX golf balls feature a new dimple pattern, at least compared to the Pro V1 and Pro V1x golf balls. According to the packaging, it’s a “352 tetrahedral catenary dimple design” to make it more aerodynamic for flight consistency.

Discussion: See what GolfWRX members are saying about Titleist’s AVX golf balls here

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71 Comments

71 Comments

  1. Tyler Brooke

    Oct 23, 2017 at 12:00 pm

    For Dummies Version: A ball that will go father then their prov and prov1X but is supposed to perform better around the greens and on the green.

    They also flight iron shots lower and come hot off the face.

  2. Bert

    Oct 20, 2017 at 8:09 pm

    Played the ball today for the first time. Felt good off club face and checked well on full shots into the greens. Distance was OK, not sure I picked up any with my 85 MPH swing speed. What I didn’t like about the ball was how it played for short pitch shots. I usually play a gap wedge, if possible, within 60-30 yards and it will bounce once, twice and then bite hard. This ball felt good but would bounce once, twice and then let go and roll. It tried to get it to bite off tight lie, but usually let go and rolled out more than I like. I switched to the B-330 RXS and got the check I wanted. I hit a few side by side and noticed the difference in bite characteristics. I could get used to it, but not sure. I did like the reaction off my driver, like I mentioned, not sure it was any longer, but flight was good for me. I’ll play them for a few more rounds and get a better feel.

  3. Jerry

    Oct 19, 2017 at 6:01 pm

    What is GRN41 Urethane??

    Not as spinny as their Elastomer Urethane in the ProV1?

    AVX – Amateur VX (ProV1X)

  4. Mat

    Oct 13, 2017 at 11:22 pm

    NXT + Urethane…

  5. Mad-Mex

    Sep 24, 2017 at 4:06 am

    Heard next year they will have a rubber wound balata covered premium golf ball,,,,,,

  6. Bobo

    Sep 23, 2017 at 3:46 pm

    The upgrade to the AVX is now in the minds and mill of the folks at Titleist.
    AVX now….. BWY coming soon!!! (CXZ next year).

  7. Mike Tomasi

    Sep 23, 2017 at 2:15 pm

    They should have just come out with a 70 compression pro v1 and called it the pro v1s. Just my marketing idea.

    • SK

      Sep 23, 2017 at 6:02 pm

      AVX now…. BWY soon…. CXZ coming next year…. otherwise no change

  8. retired04

    Sep 23, 2017 at 6:28 am

    Slower swing speed? Try the Srixon Q Star Tour and do your own comparison. I’m 70. 75-77 swing speed-took the time to hit dozens of full and short game shots actually comparing the Pro Vs to the Srixon ball and the Srixon ball was as good or better at $30 or less per dz.. Had to convince myself and I did.

  9. BO

    Sep 22, 2017 at 9:24 pm

    urethane…. non-urethane…..uranusthane?

  10. 2putttom

    Sep 22, 2017 at 4:12 pm

    lol .. these comments and responses remind me of public comment time at a city council meeting

    • abxgolf

      Sep 22, 2017 at 4:58 pm

      golf clubs and balls are gearhead heaven and let no man put that asunder

  11. James Strachan

    Sep 22, 2017 at 3:57 pm

    VICE are made in yellow.

    • abxgolf

      Sep 22, 2017 at 4:59 pm

      try finding one of those in autumn leaves lol

  12. Jack Nash

    Sep 22, 2017 at 3:48 pm

    Re-Branding
    Re-Engineering
    Re-Thinking
    Re-Imagining (the latest BS acronym)
    Re-Jigging
    Re-Treading

    All great ideas run thru the Constant Mill of failed actual new ideas.

    3 piece balls go far Correct.
    3 piece balls can have a soft cover.
    3 piece balls will never have enuff spin greenside.

    • abxgolf

      Sep 22, 2017 at 4:57 pm

      rush down to yer nearest big box golf mecca store and buy a dozen or two is you loose lotsa balls.

  13. DrB

    Sep 22, 2017 at 1:33 pm

    It is their way of catching up to Bridgestone, Callaway, Wilson (!), and perhaps others without having to eat crow and change their narrative of the last few years. Titleist has always maintained that either ProV1 or ProV1x is the best ball for your game regardless of your swing speed. (Their other balls exist for those players for whom price is a consideration.) Other companies have brought out tour-quality balls optimized for sub-100mph swings and have found great success with customers. So, Titleist had a problem: they could ignore the success of the likes of the Chrome Soft, B330RX, et al, and continue to lose market share, or come up with a new ball optimized for the sub-100mph swing that has a urethane cover, great distance, tour-quality short game performance, but not contradicting their previous proclamations that ProV1(x) is still best for everyone. Enter the AVX

  14. asugrad1988

    Sep 22, 2017 at 12:36 pm

    It sounds like the Bridgestone E5 golf ball. 3 piece ball with a urethane cover. About $20 a dozen.

    • Jack Nash

      Sep 22, 2017 at 3:49 pm

      Add the name Titleist and double the cost. Re-Branding.

    • Mat

      Oct 13, 2017 at 11:20 pm

      And probably not as good as the e5.

  15. MamasBoy

    Sep 21, 2017 at 10:55 pm

    Mo’ distance….. Lo spin…… Hi shot….. Hit da pin

  16. Speedy

    Sep 21, 2017 at 8:51 pm

    No thanks, another of their overpriced balls.

  17. MamasBoy

    Sep 21, 2017 at 5:00 pm

    “made for more distance”??
    I need more distance so I’m gonna switch to AVX and they will match my PXG’s
    AVX + PXG = APXXVG ….. woooh

  18. Rich

    Sep 21, 2017 at 10:55 am

    Flat dimples , looks like the Wilson Staff C golf ball of a few years ago. It seems Wilson Duo had it right after all, Callaway has copied it in the soft, TaylorMade has tried to copy the idea of softer and now another attempt by Titleist to copy the DUO ball. Titleist has again put a ball out that is in the upper ranks in price thinking they will buy it just because of the name…. Titleist over priced and under delivered on most of their goods. They are like the car companies of the mid seventy era.

    • Brian

      Sep 22, 2017 at 7:43 pm

      Golf is a game of ‘status’ and the boys with the newest toys play together. You will never find a foursome of buddies with one playing 5 y.o. clubs. If you wanna play, you gotta pay.

  19. Acew7iron

    Sep 21, 2017 at 8:44 am

    Their answer to the Kirkland ball?

    • Brian

      Sep 21, 2017 at 4:28 pm

      Except it’s still over 3x the price of a Kirkland…

      • Bert

        Oct 4, 2017 at 5:30 pm

        Whatever happened to the Kirkland ball? Is it finally on the shelves again; and if yes, is it really the same specifications as the one that stirred everyone up?

  20. Tanner

    Sep 21, 2017 at 7:47 am

    Perhaps their answer for calls for a yellow pro v ?

    • carl spackler

      Sep 21, 2017 at 8:25 am

      but, but they said they couldn’t make a ball with a urethane cover yellow due to the nature of urethane

  21. stevemac

    Sep 20, 2017 at 10:09 pm

    Yeah we do play golf in Texas year round!!!!!!!! Sure hope I am going to get my test balls here. How do you leave out Texas?

  22. Rich Douglas

    Sep 20, 2017 at 9:32 pm

    Too little information. Are these some cool, new breakthrough? Or are they just re-packaged Titleist Velocity balls? Something in between? Something else?

  23. TigerArmy

    Sep 20, 2017 at 5:16 pm

    Where the hell do these fit in between the ProV1s and the NXTs???
    Looks a lot like the Bridgestone strategy where they try to sell sub par tour balls RX / RXS as premium balls to hackers.

  24. AllanA

    Sep 20, 2017 at 5:01 pm

    AVX … AVX … AVX??? ….. Oh, I get it ….. A (Pro)V(1)X …. LOLOL

  25. Guia

    Sep 20, 2017 at 4:30 pm

    I will give it a try. Personally though, I use any number of brand balls and have seen very little difference.

    • AllanA

      Sep 20, 2017 at 4:58 pm

      Oh, no… there must be a difference… look at all the claims and promises… it must be better because it’s the newest.

    • larrybud

      Sep 21, 2017 at 10:01 am

      There is certainly a difference between urethane and non-urethane balls as far as spin goes, especially on approach shots.

      Distance? Eh, all within your margin of error.

  26. Davey Dave

    Sep 20, 2017 at 4:17 pm

    Looks like a good target for an after-hours water hazard diving expedition. Seriously, I’d like to try them to see if they change my second shot.

  27. golfraven

    Sep 20, 2017 at 4:10 pm

    Looks loke a NXT to me. Same packaging but different name?

  28. Brian

    Sep 20, 2017 at 4:08 pm

    Until their balls are reasonably priced, the only Titleist’s I’ll play are those I find on the course.

  29. Judge Smeills

    Sep 20, 2017 at 3:52 pm

    Still waiting for the release of new DT Solo and the Tour Prestige

  30. Irma

    Sep 20, 2017 at 3:47 pm

    Titleist, starting to lose their ball market badly to Srixon, Bridgestone, TM, so they decide to copy and say why fight them, join them. Typical of a Korean-owned company looking to cash in, like always, with copies.

    • Thomas A

      Sep 20, 2017 at 4:24 pm

      Fila Korea sold Titleist. They are American, publicly owned now. If you read GolfWRX you’d know this.

      • CCGolfTx

        Sep 20, 2017 at 9:44 pm

        Acushnet owns Titleist but Fila Korea still owns Acushnet and owns the controlling percentage of the company.

      • Irma

        Sep 21, 2017 at 2:16 am

        No, it didn’t. You would know that if you lived in the outside world
        https://en.wikipedia.org/wiki/Acushnet_Company

        • surewin73

          Sep 21, 2017 at 11:00 am

          From your Wikipedia page….

          The Acushnet Company is an American company and a subsidiary of Fila Korea, Ltd. that makes golf equipment and clothing.

          Acushnet is still owned by Fila Korea!

        • ibo

          Sep 22, 2017 at 10:43 am

          Irma it literally says The Acushnet Company is an American company and a subsidiary of Fila Korea, Ltd. that makes golf equipment and clothing. in the first line of the article. LOL

          • Irma

            Sep 23, 2017 at 6:35 pm

            Yeah. I was answering Thomas A’s retort that Fila Korea sold Titleist. It didn’t.
            You would know that if you understood how the reply listings worked here. Duh

  31. Double Mocha Man

    Sep 20, 2017 at 3:35 pm

    Did they stop making the “Velocity”… it was their long ball?

  32. Golf64

    Sep 20, 2017 at 3:13 pm

    So 4 balls in the same price category?! Only thing I like about this is it comes in yellow. No customer here at ProV1 prices!

  33. Scott

    Sep 20, 2017 at 3:12 pm

    Hey why not right? Give it the old Billy Baron!

  34. cgasucks

    Sep 20, 2017 at 3:12 pm

    A 3 piece Urethane covered ball at the same price as the Pro V1? There’s no incentive for the golfer to buy the AVX (maybe a dozen or two for curiosity’s sake) long term and might as well buy the tried and true Pro V1 for the same price.

  35. Teaj

    Sep 20, 2017 at 3:08 pm

    im confused, someone needs to do a review with these, PROV1 and PROV1X

  36. Golfinnut

    Sep 20, 2017 at 3:08 pm

    with their quarterly golf sales down the toilet … why come out with a premium distance ball priced just like the V1? No one buys the ProV1 for just that reason. It’s just too damn expensive. No wonder it’s only in 3 states.

    • Golfandpuff

      Sep 20, 2017 at 3:59 pm

      Stats? Proof sales are down? Why don’t you get me the mfg cost per ball while you are at it? Thanks!

      • Brian

        Sep 20, 2017 at 4:12 pm

        A simple google search will tell you what is common knowledge on Titleist’s recent sales decline.

        • AllanA

          Sep 20, 2017 at 4:55 pm

          Golf equipment sales to the recreational golf market is down because the average golfer is aging and giving up the game. The demographics backs this up.
          So the golf OEMs are shifting their sales to the upscale market because that’s where the money is. It’s happening to drivers, irons, wedges, balls, everything.
          Most on these forums are not so rich that they don’t have to ask for the price of the equipment; they are mostly gearhead wannabes who fall in love with the newest and fanciest toys.

      • Cdub

        Sep 20, 2017 at 6:51 pm

        They are a public company. Read their last Q earnings release.

  37. AllanA

    Sep 20, 2017 at 2:25 pm

    Titlesist Promises:
    – More distance
    – Softer feeel
    – Enhanced speed
    – Control spin
    – Scoring control
    – Durability
    – More aerodynamic
    – Flight consistency
    – Optic color
    – Fancy dimples
    Premium performance at a premium price on par with ProV1-x.
    Sooo, if you want to be a good golfer you must spend more $$$$ on your equipment, shoes, accessories and clothes too. It only makes sense.

  38. new stuff!!

    Sep 20, 2017 at 2:25 pm

    what I don’t understand is why they don’t make the v1 or v1x in yellow.
    waiting for tp5 to come in yellow as well.
    until then… chrome soft it is

    • AllanA

      Sep 20, 2017 at 5:05 pm

      No ‘yaller’ ball for me…. maybe a pink Volvic…. maybe not …..

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Equipment

Talking New Level Golf with founder Eric Burch

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“If you want to make a small fortune, start with a big fortune”

It’s a phrase I’ve heard many times before, not just with the golf industry but in other industries that are, let’s call them — leisure or sports-focused. It’s an uphill climb to enter any market, but golf might be on another level. There are the big players that are worth BILLIONS, and spend millions of dollars in research and development, along with equal amounts marketing, to make sure that every golfer is aware of their new club technologies. They also have well-oiled systems of distribution.

But in this new world of brand-agnostic fitting centers, boutique brands, social media, and the ability to reach your target demographic like never before there are a LOT of new companies creating high performance, high quality, well-engineered products. But when it comes to forged irons for golfers of all abilities, industry veteran Eric Burch’s New Level Golf stands on its own.

If you don’t know Eric Burch, and you’ve gone through a custom fitting recently, then you are at least partially aware of some of the breakthroughs he’s helped create in the golf industry, including the Club Conex system. His newest endeavor New Level Golf was only started in 2017, but in that short time, it has made some very big strides including distribution in over 150 brand agnostic club fitting facilities and now some professional golfers signed to the roster (including PGA Tour winner Ken Duke).

So how do you go from designing club fitting components to designing forged irons and starting a company that has products on the Golf Digest Hot List? I got the chance to talk to Eric about New Level Golf, his background and how after his years in the golf industry he wouldn’t want to be anywhere else.

RB: Based on your history in the golf industry you seem to be a real problem solver with a “Be your own boss” mentality, is that how you would describe your self?

EB: I’ve been in business for myself since my early 20s. Other than a few short stints for other golf companies, I have primarily been my own boss involved with golf. I would consider myself a problem solver. Not necessarily by design, but mainly due to starting companies that have always been undercapitalized which forces your hand to learn a variety of tasks to help the business move forward.
Although I’ve received notoriety as a club fitter/retailer, Club Conex, and now New Level. I’ve been fortunate to have won the professional Clubmaker’s Top Shop Award (2004), Golf Digest Top 100 Club Fitters (2016),  & have products I’ve designed be on the Golf Digest Hot List (2019).

RB: What was the first product & club head you ever designed, and how does the workflow go now with New Level?

EB: The first golf products were, of course, the Club Conex prototypes and those were generated from hand-rendered sketches. I still believe, given what I did with Club Conex and the universal system I designed, I hardly get the credit I deserve. I bought a milling machine without really knowing how to use it and over the course of 6-7 months taught myself how to use it and started creating prototypes. Those prototypes eventually became the Uni-Fit system.

The first clubs I ever designed were putters dating back to the mid 2000s, but in terms of New Level, I know what I am trying to accomplish in design as well as fitting into player categories that comes from my years working at my own shop and fitting golfers from professionals to higher handicaps. Since product is made overseas, the engineers I work with at our factory have done a very good job of helping bring my concepts and designs to fruition. I really enjoy doing the designs and creating something that will one day be in someone’s golf bag.  The only current issue with the success we’re seeing now is if the company continues to push forward we will at some point be forced to bring on an industrial design engineer to further help with product development, but that would be in 2021 as most of our products for next year are in development, or have already been developed.

RB: On that note, how long from having an initial concept to that first set of irons or at least a prototype head in hand?

EB: This is heavily dependant on the complexity of the design. The 4995 HB took almost 9 months to get it where we wanted, whereas the 902 took just about four months. Typically we can get a first article sample of a playable sample in less than 60 days.

RB: When you consider the logistics and tooling involved, that’s quite an impressive turnaround time. From a design perspective, what do you think is the most misunderstood part of creating an iron head and the manufacturing process that you face?

EB: This is a hot topic with me since most people just don’t understand the depth of the manufacturing process. A lot of people think of the term open model (a factory’s in house design produced to create a starting point for some companies), they think we are just stamping our name on a head that is already been refined and finished by someone else which couldn’t be further from the truth.

Like with many aspects of club designs some of the tooling we use are openly available, but for example the raw forged blank head is on average 407 grams on a 6 iron that needs to be designed into a profile that weighs just 262 grams. So as you can imagine a club head overweight by more that 35 percent, it’s far from being a finished product. We call all the shots when it comes to every pertinent parameter and specifications of our design. The only thing incorporated into using this process and something we can’t change is the offset of the club. All other facets of the design are facilitated by my directive and incorporated into the final design.

I chose this method of manufacturing for New Level because it allows a far more flexible range of experimentation before a final design is consummated and brought to market. As a new company starting out it would have been near impossible to use a process similar to other OEMs that create a final tool for each and every design solely based on scale. We had several designs that were not used because they didn’t make the cut when it comes to performance and if we had gone the other route we would have had hundreds of thousands of dollars in tooling alone from products that never saw the light of day.

This process is called the “near net” process, and I find it to be much more in tune with today’s industry. I will take it one step further by saying regardless how good one may be at hand grinding and polishing, a human will never be as consistent and effective as a CNC machine. This entire process allows us to keep our costs reasonable and offer a…uniquely designed, full one-piece forged club for a fair price. There are a lot of other companies using this process you’d just never suspect it.

RB: As a club builder and fitter myself, I have encountered my fair share of misconceptions from golfers, what do YOU feel is the number one thing golfer misunderstand from a design perspective of their clubs?

EB: I can only speak from my experiences, but most golfers are scared of the word “forged” as it has been far too long associated with blades and hard to hit designs. I believe the average weekend warrior still views forged as a design methodology as opposed to a manufacturing process. That is a major objective for New Level to prove that forged clubs can be forgiving, can produce great ball speed, & can be used by your average mid handicap player. Our 1126, for example, is longer from heel to toe, has a shallow profile, and deep undercut – lots of forgiveness for any level of player. From a fitting perspective, I’d say that over 80 percent of players are using shafts that are too heavy, and too stiff for them.

RB:  We’ve talked a lot about the product, and now I need to know – How many retail outlets currently carry your irons and wedges. And lastly, what advantage do you believe New Level irons and wedges have over the competition?

EB: New Level products can be found at roughly 150 locations worldwide and growing almost weekly. If I had my way, we’d never sell another club off the website since I truly believe getting fit by a professional is the best way to get the right set, but saying that as the brand is growing and during the infancy stages, I am trying to get as much product in the field of play as possible to spread brand awareness. We get positive feedback on a daily basis. We have an extensive questionnaire on our site to help those that are not close to one of our retailers, and we also have a lot of people that see our clubs, like what they see and order to their known specs.

As far as our advantages go, I believe it’s pretty simple — being small allows us to pay more attention to each and every client and ensure they are getting the attention that they deserve. The mentality is always to be big enough to make money, yet no matter how we grow, act small and care about every single customer. Currently, we have the care part down very well. My belief is with any business I’ve ever been involved with is that if you do the right thing and stay focused eventually the money will take care of itself. It’s funny because I experience many of the same challenges with New Level as I did with Club Conex early on. Although I am mixed in with a ton of larger players in the golf industry, with New Level I am starting to see our awareness with golfers grow. I hope that this growth continues and we still maintain a great rapport with our customer base.

If you are interested in New Level products check out their website, or call and check with your local club fitter for availability.

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Forum Thread of the Day: “New irons from Mizuno”

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Today’s Forum Thread of the Day showcases new irons that are on the way from Mizuno. Reportedly two years away from being released, but that hasn’t stopped our members from discussing and speculating on the new irons from the Japanese manufacturers.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • halfsumo: “I told myself no new irons until the new MP line comes out. Chris Voshall on TXG’s youtube said something along the lines that the new irons are “not what you’d typically expect from Mizuno”….”
  • deep18: “The one on the left in the bottom pic kinda looks like a 919 Tour.”
  • BlackM00Nlight: “Bottom picture, iron on the right appears to have a beveled leading edge, CB design, and chrome finish.”

Entire Thread: “New irons from Mizuno”

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Callaway ERC Soft Yellow now part of “Play Yellow” campaign to benefit Children’s Miracle Hospital

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Callaway Golf has today announced its ERC Soft Yellow golf ball is part of a new program: Play Yellow.

The Play Yellow campaign is an initiative from Callaway where the company will donate $4 for every dozen ball pack sold of their ERC Soft Yellow golf balls in support of Children’s Miracle Hospital Network (from today until the end of May).

The campaign runs from April 19 to May 31, and speaking on the initiative Callaway President & CEO, Chip Brewer stated

“Callaway Golf is honored to support the Children’s Miracle Network Hospitals — an outstanding organization — through this Play Yellow initiative. We’re inspired by the golf industry’s broad effort to rally around this important cause and campaign.”

As a recap, the ERC golf ball from Callaway features their Hybrid cover which is designed to create a combination of faster ball speeds for longer distance, softer feel, and higher spin for excellent control around the green. The ball contains a Graphene-infused Dual SoftFast Core which through a larger inner core seeks to maximize compression energy while minimizing driver-spin for high launch and greater distance. The balls also include Triple Track lines for improved alignment.

 

 

 

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