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All-new Titleist AVX for 2020

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With the introduction of the all-new 2020 Titleist AVX ball, the company is delivering on its promise to continually improve and provide golfers with performance-driven products created with direct input from golfers at all levels.

The AVX ball’s reformulated low compression core works in combination with a redesigned high-flex casing layer which together aims to provide players with greater ball speed and low long game spin for more distance.

By their own admission golfers are a finicky bunch, especially when it comes to golf balls, and sometimes the variables they are looking for in a ball have less to do with performance and are instead focused on things like feel.

In the development of the 2020 AVX, Titleist asked golfers what they loved about the previous version and what attributes they would like improved, the results were unanimous: more feel and more short game control (spin) without sacrificing distance (Something I think most golfers would want from any ball).

But before we get to what new, let’s offer a quick refresher for those unfamiliar with the Titleist AVX. It was initially introduced in the spring of 2018 following a four-month test market from October 2017-January 2018 in key markets. It was the first new premium urethane ball brand from Titleist since the introduction of the Pro V1x and was developed as a lower flight, lower spin alternative to Titleist’s Pro V1 balls.

Titleist AVX golf ball: Time to Re-engineer

Every golf ball is built from the core out, and the 2020 AVX got a whole new engine thanks to a larger, reformulated low-compression core. The core works alongside a redesigned high flex casing layer to deliver greater ball speed and low long game spin for more distance. The easiest way to understand golf ball construction and how it relates to performance is that with more direct and faster hits the more the core gets “activated.” As hits to the ball start to happen at lower speeds and with greater friction as a result of loft the outer layer construction becomes more important to short game spin and feel.

The new addition from Titleist contains a catenary aerodynamic dimple design engineered with the aim of producing a piercing, low trajectory while also providing a consistent ball flight on all shots.

To improve the feel and spin the way golfers requested a new thinner cast urethane cover was used to deliver the performance. It was easier to make the cover thinner too, thanks to the increased core size. Like I said golf balls are built from the core out.

“The improvements to AVX are a direct result of their insights and the inventiveness of our R&D team to take this design to the next level – and we expect golfers to see better numbers across the board. The new AVX is faster and longer, it performs better around green, and delivers even more of the incredibly soft feel that golfers love about this product.”
– Frederick Waddell, Senior Product Manager, Titleist Golf Balls

The last part of the in-to-out story is the aerodynamics, the engineers at Titleist use a unique aerodynamic dimple design to deliver a piercing, low trajectory that provides a consistent ball flight on all shots.

Price and availability

Titleist’s new AVX ball arrives in both white and high optic yellow and is available in golf shops worldwide beginning Jan. 22. with a MAP of $47.99.

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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.

6 Comments

6 Comments

  1. dixiedoc

    Jan 22, 2020 at 4:48 pm

    For me I found the Chrome Soft to be a better ball all around

  2. jz

    Jan 22, 2020 at 4:34 pm

    I play the AVX because it doens’t spin. Does this mean the ball is going to spin more off the driver and irons? If one wants more spin, why not play a ProV?

    I hope TXG does a comparison of the two models.

    I’m a flipper and come in steep (And am too old to try and change it) and generate way too much spin. Does anyone have a recommendation of another premium ball that doesn’t spin? Would appreciate the help.

  3. Magnus Skold

    Jan 22, 2020 at 1:52 pm

    @Ryan

    Do we know what the compression is for the new ball?

    I’m surprised Titleist says that people just said more green side spin. The main feedback from interviews I’ve read and my own experience is that the original AVX was excellent except too soft for driving. Most third party tests also confirm it’s extremely short in carry. Therefore I’m interested in what the actual compression is.

  4. Rich Douglas

    Jan 22, 2020 at 10:35 am

    The original AVX seemed like an NXT Tour with the price jacked up. Not sure how this is much different.

    It really doesn’t matter which tour-level ball you play. Each now offers two or three variations between their own models, but from brand to brand it’s pretty much the same. This is also true with below-tour-level balls. The biggest difference there is some are incredibly soft (but they’re lacking some greenside spin).

    Pick your tour ball. Enjoy. If it’s too pricey, go with a Supersoft or TopFlite Gamer. You’ll be fine.

  5. Daniel

    Jan 22, 2020 at 10:03 am

    Lack of short game spin was my chief complaint with the AVX. Price the other.

    I got stupid distance gains over the ProV1 I was playing. 10 plus yards off the driver.

    But a Chrome Soft goes almost as far with significantly better short game spin. Much better price as well.

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Equipment

Bettinardi signs LPGA duo Muni He and Albane Valenzuela

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Bettinardi Golf has announced its partnership with LPGA rising stars Muni He and Albane Valenzuela.

Muni He, who qualified for the LPGA Tour in 2019 and is well-known for her large platform and fashion influence on social media, will use Bettinardi’s DASS QB8 Mid-Slant Tour Dept. putter.

He’s DASS QB8 Mid-Slant Tour Dept. putter is milled to 360 grams and features an oil rubbed bronze PVD finish. The flat-stick is constructed of double aged stainless steel and contains the brand’s F.I.T face milling.

The 21-year-old returned to action last week at the LPGA Tour’s Marathon Classic and will tee it up once again with the Bettinardi putter in her bag at this week’s Aberdeen Standard Investments Ladies Scottish Open.

Speaking on joining Team Bettinardi, He stated

“I’m very excited to join the Bettinardi family. The putter gives me great confidence on the greens and hoping that I could bring out my best game for the rest of the season with the support of the Bettinardi team.”

The company have also signed the Chilean Albane Valenzuela to its tour staff, who will tee it up this week using Bettinardi’s INOVAI 6.0 Tour Dept. putter.

The 22-year-old joined the LPGA Tour after being awarded the Pac-12 Women’s Golfer of the Year while at Stanford University. Other accolades include representing Switzerland at the 2016 Olympics, twice finishing runner up in the U.S. Women’s Amateur as well as being an ANNIKA Award finalist.

Speaking after joining Bettinardi, Valenzuela said

”I am thrilled to partner with Bettinardi Golf as I begin my professional career. The company’s technology, craftsmanship and attention to detail give me the confidence that I will be competing with the best putters in my bag. The ability to work with Bettinardi’s designers to customize a putter that optimizes my stroke will be a huge asset for me.”

He and Valenzuela are the latest LPGA players to join Team Bettinardi which features the likes of Annie Park and China’s No. 2 player, Yu Liu.

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From the GolfWRX Forums: Ping putters at the 2020 Albertsons Boise Open

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This week on the Korn Ferry Tour it’s the 2020 Albertsons Boise Open, and in our forums, we have a jam-packed thread showcasing the array of Ping putters present at the event. Check out the new Ping flat-sticks below and let us know what you think.

For more photos, check out the full forum thread here.

Entire Thread: “Ping putters at the 2020 Albertsons Boise Open”

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Whats in the Bag

WITB GolfWRX Members Edition: Pgarob

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Recently we put out the call for our members to submit their WITBs in our forum to be featured on the GolfWRX front page. Since then, our members have been responding in numbers!

Now it’s time to take a look at the bag of WRX member: ‘Pgarob’

*Full details on the submission process can be found here, and you can submit your WITB in this forum thread.*

Member: Pgarob

Pgarob WITB

Driver: Titleist TS4 (10.5-degrees, A-1 Setting)
Shaft: Mitsubishi Kuro Kage 70 X

3-wood: Titleist TS2 (16.5-degrees, A-1 Setting)
Shaft: Fujikura Rombax P95 X

Irons: Titleist 716 TMB (3), Titleist 680 (4-9)
Shafts: KBS Tour 130X

Wedges: Vokey Raw SM8 (48, 52, 56, 60.06K)
Shafts: AMT Tour White X100

Putter: Scotty Cameron Big Sur S. 47.5″

Grips: Golf Pride Tour Velvet Midsize

Ball: 2015 Titleist Pro V1

Glove: Footjoy StaSof

Get submitting your WITB in our forum as we’ll be publishing more and more of them on our front page over the coming days and weeks.

Feel free to make it your own too by including some thoughts on your setup, your age, handicap, etc. Anything you feel is relevant!

Share your WITBs here.

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