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New 2020 Cleveland Launcher HB Turbo driver

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The all-new-for-2020 Cleveland Launcher driver has been designed to hit the ball higher, straighter, and—thanks to a redesigned cup face, and higher balance point shaft—faster, too.

The Cleveland Launcher name is synonymous with distance. Multiple versions of the flagship Launcher driver found their way into players bags dating back to pre-400cc drivers, through composite products (Cleveland Comp, anyone?). It’s not an understatement to say the club transformed Cleveland’s metal wood segment.

2020 cleveland launcher

2020 Cleveland Launcher crown detail.

After a bit of a hiatus, the Launcher name was relaunched (sorry, had to do it) two years ago to glowing reviews and positive player feedback. The engineers at Cleveland decided 2020 was the time to turbocharge the new Cleveland driver.

 “(With the Launcher HB Turbo) We’ve squeezed discretionary weight out of every corner of the head in order to produce one of the most forgiving drivers we’ve ever made.”

-Vice President of Research and Development at Cleveland Golf Jeff Brunski

2020 cleveland driver face

2020 Cleveland Launcher HB Turbo: Details

When talking about discretionary mass, every single gram matters. In a 200g driver head, every two grams saved is one percent more mass to move around. When talking about a driver head and collisions taking place at over 100 mph, every percentage point matters. One of the most wasteful parts of any clubhead is the hosel—whether it be because of adjustability or just a traditional glue in a non-adjustable head.

The original Cleveland Launcher HB was not adjustable, which meant it was already saving some mass, but the engineers at Cleveland went a step further with the new HB Turbo and implemented more than just one technology beyond the hosel to make this new Cleveland driver even faster.

2020 cleveland launcher hb turbo crown

  • Ultralight hosel: By redesigning the hosel both inside and outside of the head, more mass was able to be distributed low and further away from the face to increase forgiveness.
  • Turbocharged CupFace: OEMs cant make the center of the head faster— it’s the rules—but it doesn’t mean they cant speed up more of the face. The new Turbocharged CupFace, has been enhanced with a new variable face thickness to provide higher CT (characteristic time) over a larger area for increased ball speeds and more distance—because nobody hits the middle every time.
  • HiBore Crown: The newly shaped crown on the Launcher HB Turbo lowers the CG (center of gravity) by a full 2.2mm when compared to the Launcher HB. This improves overall forgiveness and helps to better optimize launch parameters for shots hit all over the face.

When it comes to improvements, Cleveland isn’t stopping with the clubhead either. The new Launcher HB Turbo is being paired with a new proprietary high-balance point Miyazaki C. Kua shaft. By raising the center of gravity closer to the grip end of the club, players have the ability to swing the driver faster, even though more mass has been added to the head to give the Launcher HB Turbo an MOI boost.

This is where club designers are looking beyond just the driver head and analyzing the club as a whole system. The better the whole system works together, the better you are going to hit the ball. It’s also beneficial that Cleveland is under the SRI Sports Umbrella, which also includes Srixon and Miyazaki. Miyazaki shafts are extremely high quality and are all proprietary to SRI products.

New Cleveland driver: Options and availability

The Cleveland Launcher HB Turbo driver is available in two different models

Standard/neutral weighting will be available in lofts of 9, 10.5, and 12 degrees.

There will also be a Launcher HB Turbo Draw model with more discretionary weight placed towards the heel. It will come in a 10.5-degree loft.

cleveland-launcher-hb-turbo-driver-specs

The suggested retail price of both models will be $349.99, and the drivers will be available starting October 4.

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Ryan Barath is part of the Digital Content Creation Team for GolfWRX. He hosts the "On Spec" Podcast on the GolfWRX Radio Network which focuses on discussing everything golf, including gear, technology, fitting, and course architecture. He is a club-fitter & master club builder with more than 17 years of experience working with golfers of all skill levels, including PGA Tour players. He is the former Build Shop Manager & Social Media Coordinator for Modern Golf. He now works independently from his home shop and is a member of advisory panels to a select number of golf equipment manufacturers. You can find Ryan on Twitter and Instagram where he's always willing to chat golf, and share his passion for club building, course architecture and wedge grinding.

14 Comments

14 Comments

  1. Carolina Golfer

    Sep 10, 2019 at 7:54 am

    Another WRX article with negative replies. Do you guys like anything or just like to complain?

    • JP

      Sep 11, 2019 at 3:16 am

      I like to complain about poor golf design ideas.

  2. SV

    Sep 9, 2019 at 4:51 pm

    I don’t see the lack of adjustability as a problem. As a whole most people are probably better off without it. Find the right loft and leave it alone (says the guy always adjusting). But come on Cleveland, only one option for lefties? At least give us two (9* & 12* or 10.5* & 12*).

  3. George Steer

    Sep 9, 2019 at 2:52 pm

    All of the writing on the clubhead comes off as cheap. If they feel the need to explain the features, utilize peel of stickers.

    • Donn

      Sep 14, 2019 at 7:27 pm

      peel off stickers seem cheapo to me. I prefer them writing on the clubhead. a few years down the line and you are shopping used, the info written on the clubhead helps you to know what’s the important design stuff.

  4. JP

    Sep 9, 2019 at 2:10 pm

    Turbo? Why? Why? Why?

    Do they actually know what a turbo is?

  5. DukeOfChinoHills

    Sep 9, 2019 at 12:32 pm

    I had a Launcher back around 2004-05ish and really liked it. This new one looks cool, but I’m not in the market now.

  6. Getemgoose

    Sep 9, 2019 at 12:24 pm

    So the Cleveland Turbo threw on some Ping turbulators. Cool story.

  7. Jarnio Bubly

    Sep 9, 2019 at 11:49 am

    It’s always faster than last year! The faster we say it is the more consumers will get over how hideous it looks. Get out your pocket book! ????

  8. 15th Club

    Sep 9, 2019 at 11:21 am

    Wait just a minute. Is this a non-adjustable hosel? If so; uh, yeah it will be lighter. A lot lighter. At the cost of any adjustability. If I am wrong about this, somebody please correct me ASAP.

    Also; this is just me talking but how many players who are GolfWRX readers want and need a higher-launching driver? For my part, a driver head that launches LOWER is usually better, all other things being equal. I would love to own a driver with 10.5 degrees of loft. But I would hit it way too high. More static loft = more control and more straight. Like a 7-iron. But that kind of loft produces balloon drives. I want the highest loft possible, in the lowest-hitting driver possible.

  9. PI

    Sep 9, 2019 at 10:05 am

    I’ve been testing this driver out for the last year or so and I have to say it is right up there with the best drivers. I have the TS3 in play now and this club in testing was just as good if not better than the TS3.

  10. JP

    Sep 9, 2019 at 9:47 am

    Seriously?!? Writing on the crown?!? And why do they all have to copy each other with raised fins on top? It’s busy and ugly.

    • Angus

      Sep 9, 2019 at 3:11 pm

      What on earth has the writing got to do with anything, you can’t even see it when using the club, how it performs is what is important

      • JP

        Sep 12, 2019 at 3:55 am

        You’re blind if you can’t read all about the hibore tech on the crown at address…

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Whats in the Bag

Jimmy Walker WITB 2020

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  • Equipment accurate as of the Farmers Insurance Open

Driver: Titleist TS3 (8.5 degrees @ 7.75, C1 SureFit setting)
Shaft: Fujikura Ventus Blue 6 X

Fairway wood: Titleist TS3 (18 degrees @ 17.25, C1 SureFit setting)
Shaft: Mitsubishi Tensei CK Pro Blue 90 TX

Irons: Titleist 620 CB (3), Titleist 620 MB (4-PW)
Shafts: True Temper AMT Tour White X100

Wedges: Titleist Vokey Design SM8 WedgeWorks (54-M, 60-04L), Titleist Vokey Design SM8 (64 degrees)
Shafts: True Temper Dynamic Gold Tour Issue X100

Putter: L.A.B. Directed Force 2.1T

Grips: Golf Pride Tour Velvet

Ball: Titleist Pro V1x

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What It’s Like: TaylorMade Golf’s “The Kingdom”

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One of the best parts of this job, beyond the people we get to meet, is the facilities. All of the core OEMs have a “place” that is exclusive, away from anything normal, and you gotta know someone to get a ticket in.

That’s what the “What It’s Like” series is about. Those certain OEM places with no doors open to the public. Those places that if you happened to sneak in, there is no way you can Fletch your way around into two steak sandwiches and a bloody mary.

I never admit this, but I used to manage a night club in Los Angeles called Les Deux (it was cool for a minute). It was a fun although soul-sucking endeavor but the thing that made the experience stick out was the exclusivity of it. If you got in by knowing someone, greased the door guy (me), or got invited, it was four hours of awesome. Yes, it’s a lame example, but there is, unfortunately, something about getting to the other side of a closed door that is just awesome.

TaylorMade Golf’s Kingdom is location No. 1, and as you would expect, it’s nothing short of pure golf ecstasy.

My Experience

I have been to TaylorMade HQ quite a number of times, and typically those visits involve time at what I call the gear junkie mecca (short of Tiger Woods’ garage or the Nike Oven graveyard now called Artisan) AKA The Kingdom.

The coolest thing about it is how subtle the location is. Located just steps away from the front door of TM HQ (and a very random corporate basketball hoop) sits a small-yet-elegant building that if you didn’t know was there, you would fly past it. Once you pull into the side parking lot, unload your sticks, and head to the door, there is still that feeling of “will they actually let me in?”

Here’s the thing. The best (all of them) have been in here. To test, practice, hang out, get fit, get wowed to potentially be on staff and everything in-between. A schmuck like me should get nervous, but then it happens, the door opens and you are not only let in but you are greeted by the master of ceremonies and a man I truly adore Tom “TK” Kroll.

With the passion to match not only yours but anyone else who walks in, he makes sure every nuance is seen and experienced. From the lobby with current TM athletes on the wall to the locker room with your custom locker that sits next to an exact replica of Tiger’s bag. There are snacks, extras shoes, gloves, swag, coffee, beer, and all your wildest dreams…and we are barely in the facility.

From a 35,000 foot view, The Kingdom has everything a golfer would ever want, need, or wish for. Starting with Duane Anderson’s putter studio that has tested thousands of strokes from players ranging from a 20 handicap to Rory McIlroy. The data compiled in this room is staggering. We did a video (link below) that gives you the full rundown.

There are three (one with an Iron Byron for testing) main inside hitting bays with all the bells and whistles you would assume. TrackMans, cameras, big screens, fresh gloves hanging on the wall, and a club fitting matrix with every TM combination you could think of.

The outside hitting area is heaven on earth. There is no other way to describe. Huge hitting area with multiple styles of grass, lies, pins, etc. Any shot you would need to hit can be recreated here on grass with a ball flying into the air and not into a screen. My favorite area is the Flick Tee. In honor of the great teacher and longtime TM staffer Jim Flick. Its tucked up high and privately in the corner of the range under a tree and this may sound ridiculous but you can almost feel Mr. Flick standing there with you as you look out onto the facility. I get goosebumps just thinking about it.

As mentioned, the man who manages your experience is Tom Kroll. He’s about as respected and beloved as anyone in the industry and for good reason. You combine passion with service you get an awesome human to hang out with. Everyone that has been through these doors has a TK story, which includes a chuckle and a smile.

I chatted with him recently about The Kingdom, and this is what he had to say.

JW: Walk me through how The Kingdom came to be what it is now? Basically origin to current day…

TK: Back in 1994, I was in R&D, running player testing, and we needed to find our own testing range. We built our headquarters in Carlsbad in the 1990s and added the range in 1998. Only robot, cannon and player testing were done at the start. Once in a while, a tour or staff pro would come out and test, but it was all operated from one building. At the time, what’s currently the clubhouse at The Kingdom was actually a maintenance building. But in 2010, The Kingdom was reimagined to the layout we have now.

Over the last three years I’ve been at The Kingdom, we’ve added GEARS, Quintic high-speed cameras, and a Foresight simulator bay. We transformed the putting lab with a Perfection Platforms articulating floor and SAM technology. Last year we resurfaced the main tee, redesigned and dedicated the Flick Tee, underwent a complete renovation of the short game area with new bunker complexes, redesigned the targeting downrange, and developed a par-3 routing. We partnered with Kurt Bowman Design, a longtime designer under Jack Nicklaus.

Our superintendent Mark Warren and his crew have done incredible work with our current maintenance equipment, and I can’t wait to see the conditions after we deliver a brand new fleet of brand new Toro equipment. We structured a long-term partnership with Toro and Turf Star Western.

JW: What is the simple function of The Kingdom? 

TK: We still have the robot bay and R&D does development work almost every day. We are mostly a resource for the entire company: Global Sports Marketing (Tour), developmental pros and ams, AJGA standouts, our Crusaders (club professionals), and commercial teams. We host pre-lines to introduce new product to our at-large teams and training events. We’re even a PR resource, hosting media, social influencers, celebrities, and professional athletes.

We also act as a hub for our Crusaders. They send their members to us, and we wholesale back to the staff account. I’ll do a significant amount of corporate events, charity events and have had “Flicks at The Kingdom” where we set up a giant projector and our employees bring their kids, beach chairs and blankets to watch a movie out on the range. Really a fun and cool event.

JW: Give me three awesome stories or experiences from your time there that you are cool sharing.

TK: It’s tough to only pick three! From Reggie Jackson stopping by to Matt Ryan, Drew Brees, Aaron Rodgers, Albert Pujols, Mike Trout, Jake Arrieta, Zack Greinke, President Bush. Those may be the most haughty name drops of all time! What can I say, it is beyond the coolest job I have ever had! It’s truly tough to pick, but here are my three…

Story 1: Tiger was preparing to make his first PGA Tour start after fusion surgery and he just spends the day grinding out here. He was testing an early proto of the TW irons and to see how much speed he still had. There’s a sound that only he and maybe two or three others make when they center it up. That sound is something that goes through your body, I can still hear it. It sticks with you.

He’s playing old school lofts, which are three degrees weaker than any other tour pro, but the carry distances were still there, the windows he hits it through, holding it against the wind, flighting a 6-iron even ripping a 5-wood 275 yards. His feedback and ability to discern the most minute details working with the advanced teams developing the irons was fantastic to witness.

To come full circle, I played with him in the Southern Cal Amateur when he was 16-years-old and had a front-row to his 62 at Hacienda, I was keeping his scorecard so he has my autograph. To again be standing three feet from him while he goes through the process is just special.

Story 2: I’m going to put two guys in the same bucket (because The Kingdom is so magical, I hope the golf gods are okay with it). Rory now spends a day out here the week of Farmers–he has for the last two years, and with the U.S. Open there 2021, I think he’s a lock for the next few. He went through two sets of irons in a wind quartering off the right at 20-25 mph. The consistency of launch, speed and spin were shockingly close! It was one of the greatest ball-striking exhibitions I’ve ever witnessed. We handpicked the range after his day, it took us 10 minutes He’s also the most gracious, down to earth person.

Jon Rahm stops by five or six times a year. To watch his sessions in the putting lab, to see Duane show him what’s changing and getting Jon back to baseline and see his confidence, to the 4-iron flop shots after we tell our Seve stories. Jon is part of the family. His brother and dad came out before Jon and Kelly’s wedding. He’s one of the two or three others where the sound goes through you.

Story 3: Has to be Operation Game On (OGO). We have partnered with  Tony Perez for over 15 years, we are the cherry on top of a 6-10 week program where wounded veterans take lessons and the graduation is a fitting at The Kingdom. I had a dear friend, Joe Horowitz, who’s a golfer and a musician, here late one day and I mentioned the OGO guys were coming the next day. It’s Veteran’s Day and the Marine Corps Birthday. Not to mention Jon Rahm would be here for a last tweak before he left for Dubai. Joe shows me a video of him singing the national anthem at the Jaguars game a few weeks before, and we both say let’s do that for the OGO guys. I get in early and send an email to all employees to be on the tee at 9 a.m. sharp. We have the OGO guys arrive and Jon is hanging in the locker room. I’m stalling to get all the employees onto the tee through the side gate, I walk the boys into the bay and hit the roll up door. Outside are 250 employees cheering these guys on! Joe sings the anthem (goose bumps every time), then happy birthday to Jon and the marine corps. There’s fittings, a pizza truck, Jon Rahm signed U.S. Open staff bags for the OGO boys. Then, get this, Jon goes on and wins that week in Dubai!

JW: If you could change anything about the property or the experience what would it be?

TK: At TaylorMade, the relentless pursuit of improving is in our DNA. The Kingdom is no different. We’re constantly innovating and reimagining the downrange experience. From targeting, to conditions and turf types, we’re always nuancing and squeaking out ways to be better. One example, we’re designing each of our targets with a specific purpose. When players are testing at The Kingdom, we want them to feel that every shot has a consequence. So, we want to deliver a real-world experience in every testing situation. We went through a massive redesign last fall and are currently still working with the advanced research team on new ways to enhance our testing and fitting experiences to meet the way that players perform in competition.

When it comes to the overall experience, The Kingdom has transformed from a predominantly R&D and fitting facility to the most capable environment to test, measure and understand how equipment performs and how golfers interact with their equipment. I call it the ultimate truth machine. We help golfers at every level uncover the insights they need to improve. After each session, we’re going to know everything about the club, the player and the ball flight.

So we came from a place where we were mainly focused on research, fitting, and selling. Our goals have changed. Now we obsess over how to help golfers get better.

What would I change? If you’re curious and passionate about making change, the answers are out there. The first thing we do is listen. We’re going to change everything that needs to be changed in order to meet our goals. I have an incredible focus group to bounce ideas off of. To ask our tour pros, club professionals, and teachers for feedback on the design ideas and what they like and prefer is fortunate. We’re constantly learning, we’re constantly improving, and if there’s a better way do something, then we’re going to figure it out and do it.

JW: What does the kingdom look like in 10 years?

TK: We have a lot of incredible plans for new targeting, bunker complexes, and refining the purposeful design of the range and short game area. Beyond that, we have designs for new teeing areas, a new short game complex, adding another GEARS system and Foresight Simulator, along with other new technologies. I can’t disclose all we do, since the R&D guys get a bit jumpy when I start going on about all the cool stuff and high science! I don’t know exactly what The Kingdom looks like in 10 years as technologies and our understanding continue to improve, but I do know give me six months, and we’ll have done something new. Always grinding to get better!

JW: Tell me a little bit about your career at TaylorMade.

TK: 31 years is hard to do in a “little bit” but I’ll try to give you the Clif Notes! Bob Vokey ran our Tour department and had me running his repair shop in Vista after George Willett took a job driving the Tour truck for TaylorMade. I was refinishing wooden clubs and repairing clubs for the local country clubs. I told Bob I was going broke making $4.50 an hour and driving all over San Diego. I asked if he could get me a job at TaylorMade and I started on the custom line with Wade Liles! Get to work at 2 p.m., off at 1 a.m. and golf in the morning. It was the life! Not to mention, I was lucky enough to meet my wife who worked for the company.

I started our player testing and worked for the great Dr. Benoit Vincent–the smartest man I know. I was a pretty good player, and I played a bunch of USGA and national amateur events. But when I did a TV commercial, I lost my amateur status and made the decision to turn pro. I quit my job and started that journey. Our CEO wanted me to take a leavem and I said: “I need to be all-in on this.” I had two children, a mortgage, car payments and had to buy health insurance while getting through all three stages of Q School. I realized I was a better amateur than a tour pro. We had our third child, and then I got the sales rep job in San Diego. After 10 years of sales, I moved inside the building and the ran innovations department before taking over our metalwoods category when we hit our highest market share in history. I spent a few years in product creation, ran global experiential for a few years and then got the best gig in all of golf here at The Kingdom. Been here for three years, and we’re just getting started!

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Puma Golf teams up with Ernie Els in support of Autism Awareness Month

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Puma X Els Autism

April is National Autism Awareness Month, and Puma Golf has teamed up with ambassador Ernie Els in support of the Els for Autism Foundation.

Throughout April, Puma will donate a portion of every individual sale of the brand’s Ignite Pwradapt Caged shoes with the proceeds going towards the Els for Autism Foundation.

Puma X Els Autism

Every pair of Caged shoes sold this month will include a blue Els for Autism shoe bag and puzzle piece ribbon lapel pin – with the color blue and the puzzle pieces representing Autism Awareness.

Puma X Els Autism

The Els for Autism Foundation helps deliver and facilitate programs designed to serve individuals with autism spectrum disorder. You can purchase the shoes here.

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