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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

WRX Insider: Top 5 equipment stories at the PGA Championship

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This week at Harding Park had a few key stories to track from a WITB standpoint. Some were huge, some were subtle. All are interesting.

Here are the top five equipment stories from the PGA Championship.

#5. Fleetwood goes to Ventus

SAN FRANCISCO, CALIFORNIA – AUGUST 07: Tommy Fleetwood of England plays his shot from the 14th tee during the second round of the 2020 PGA Championship at TPC Harding Park on August 07, 2020 in San Francisco, California. (Photo by Ezra Shaw/Getty Images)

Tommy Fleetwood has one of the most eclectic bags on Tour. The Englishman is the epitome of finding the right 14 sticks no matter what. This week at Harding Park, he made what I would call a pretty substantial change to his driver set up. Being a player that has trusted the Mitsubishi Kuro Kage XTS 70 TX for a while now, Tommy not only switched shafts but switched companies going into the ever-popular Fujikura Ventus Black 7 X.

According to my source, Tommy was fighting a left miss with the normal setup and was searching for a way to stabilize the head a bit. The Ventus not only helped that but also kicked up the ball speed a touch. Obviously it helped, at the time this article was written he was two back of the leaders having put on a ballstriking display with a Friday 64.

#4. Fleetwood swaps in TM Proto 4 and 5-irons

SAN FRANCISCO, CALIFORNIA – AUGUST 07: Tommy Fleetwood of England plays a shot on the tenth hole during the second round of the 2020 PGA Championship at TPC Harding Park on August 07, 2020 in San Francisco, California. (Photo by Ezra Shaw/Getty Images)

Tommy also swapped out his Srixon Z765 4 and 5-irons for two TaylorMade prototypes. The switch was in an effort to bridge the gap between his 5-wood and 4-iron. In past weeks, he had tested a TaylorMade SIM Max 4 Rescue. The switch required him to strengthen his 5-iron to gap properly, but ultimately that recipe wasn’t the right fit.

#3. Koepka goes back to his M5

If anything has been holding Brooks Koepka back this year, it has been his driver. Notoriously an intimidating player off the tee (especially on tough golf courses), Koepka had been struggling in 2020.

He started the season with SIM Max and quickly swapped that for the Callaway Mavrik he used up until early this week. According to my source, BK liked the ball speed and feel from the Callaway but felt going back to the M5 he used in 2019 put him back in a comfortable pocket, and as you can see, he is right at the top of the leaderboard again.

Another interesting nugget is the M5 switch required no tweaks, straight into the bag. When no wrenching is needed, you know that club is dialed.

Koepka has also gone back to his trusty Nike Vapor Pro 3-iron. Previously, BK had the TaylorMade P790 UDI in play, but this return comes as no surprise—that particular club draws strong affections from certain players, namely Koepka and Tony Finau.

#2. DJ lands on a 7-wood

Height, spin, and gapping have become a huge theme in the past weeks—especially in that no man’s land between 3-wood and 5-iron. Dustin Johnson is a player who is not afraid to experiment, and he has checked off every possible box.

At any given point this year he has had a 3-iron, 4-hybrid, utility, and now a 7-wood. Although these changes will be course-specific, the trend I’m seeing is players are looking for spin and versatility wherever they can find it. Most clubs in that range tend to be low spin, so if there is a way to find 400-500 RPMs flying out of the same window, its a bonus.

#1. Tiger ditches the “Elder Wand” (it won’t last)

At this point, I think the story even made it to CNN. When Tiger switches anything its world news, especially his trusty Scotty Cameron. In this case, he moved into a Scotty Cameron “Timeless Prototype,” which is a lead into the 2020 Studio Select collection at retail.

Two things going on here

  1. Ability to manipulate head weight to match up with green speed. Tiger’s gamer is, by today’s standards light at 327 grams. This experiment allows him to add subtract weight out of the head via weight ports in the sole.
  2. Added length to take the pressure off his back. Not the first time a player has done this. Freddy Couples, Rocco Mediate, and many others have gone to longer putters to encourage more upright posture.

At posting time, Tiger putted it all over the place on Friday, so although this switch is newsworthy, it won’t last. He’s just putting the Elder Wand in the reflection chair as I do with my kids.

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Whats in the Bag

Jason Day WITB 2020 (August)

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  • Equipment accurate as of the PGA Championship.

Driver: TaylorMade SIM Max (10.5 degrees)
Shaft: Mitsubishi Kuro Kage XTS 70 X

3-wood: TaylorMade SIM Max (15.0 degrees)
Shaft: Mitsubishi Chemical Kuro Kage XTS 80 X

5-wood: TaylorMade SIM Max (18.0 degrees)
Shaft: Mitsubishi Chemical Kuro Kage XTS 80 X

Irons: TaylorMade P760 (4-PW)
Shafts: True Temper Dynamic Gold X Seven

Wedges: TaylorMade MG2 Satin (50-09SB, 54-11SB, 60-10SB)
Shafts: True Temper Dynamic Gold Tour Issue S400

Putter: Taylor Made Itsy Bitsy Spider Limited Red

Ball: TaylorMade TP5

Grips: Golf Pride Tour Velvet

More photos of Jason Day’s WITB in the forums.

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Whats in the Bag

Paul Casey WITB 2020 (August)

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  • Equipment accurate as of the PGA Championship.

Driver: TaylorMade SIM Max (10.5 degrees)
Shaft: Mitsubishi Tensei AV Raw Orange 75 TX

3-wood: TaylorMade M3 (15 degrees)
Shaft: Mitsubishi Diamana D+ Limited 80 TX

Irons: Mizuno JPX 919 Hot Metal Pro (3, 4), Mizuno MP-5 (5-PW)
Shafts: Nippon N.S. Pro Modus 3 120 TX

Wedges: Titleist Vokey Design SM7 (52-08F, 56-10S), Vokey Proto 60-T (60T)
Shafts: Shafts: Nippon N.S. Pro Modus 3 120 TX

(Pics c/o Titleist’s Aaron Dill)

Putter: Scotty Cameron Special Select Fastback

Grips: Golf Pride ZGrip Cord

Ball: Titleist Pro V1

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