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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

GolfWRX Spotlight: TaylorMade SIM Max Rescue review

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TaylorMade on the tech features of the TaylorMade SIM Max Rescue

  • V Steel Sole design

    The v-shaped sole allows for clean turf interaction and provides additional versatility when playing from tight or difficult lies

  • Twist Face

    Uses corrective face angles designed to overcome inherent golfer tendencies on mis-hits and to produce straighter shots

  • Thru-Slot Speed Pocket

    Our breakthrough Thru-Slot Speed Pocket technology delivers enhanced sole flexibility to create additional ball speed as well as improved forgiveness on low-face mis-hits

  • C300 Ultra-Strong Steel Face

    High-strength C300 steel allows for a stronger, faster face engineered for explosive speed performance *Only SIM Max Fairway and Rescue

How it looks: TaylorMade SIM Max Rescue

I’ll be honest here: I hate hybrids. They look goofy and I hit em high and left 101 percent of the time. However, every once in a while I’ll find one that I can warm up to. It’s happened twice in the last five years: PXG Gen 2 and SIM Max. I’m not sure what it is exactly, but this hybrid looks like it’s gonna get into the turf and I’m actually gonna hit a good shot. The color scheme is clean and simple. The lines are sleek and not boxy, which is always a bonus. Sometimes hybrids look like a brick on a stick to me. This one does not.

How it feels: TaylorMade SIM Max hybrid

This is where I got really intrigued: the feel. It’s solid. Really solid. Now, I must say that TM didn’t reinvent the wheel with this thing, but the SIM Max is just a simple solid hybrid that is easy to hit and gets through the turf. The V Steel helps that I reckon. It has a nice heavy hit which is good since this is supposed to transition from woods to irons.

Overall: TaylorMade SIM Max Rescue

It’s a winner. Not hybrid of the century or anything, but a club that could stay in the bag for a while and produce solid results. Look, we have 14 slots to play and they all have a job to do. You cannot go wrong by giving this one a slot in the starting lineup!

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What GolfWRXers have spent more money on – Drivers vs Putters

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In our forums, WRXer ‘2down’ has got our members talking about their purchase history and whether drivers or putters have taken more of their money. For ‘2down’ the answer is putters, who has a respectable seven flat-sticks sitting around his home, and our members divulge their history with drivers slightly edging it so far.

  • getitdaily: “Putters, but I change drivers more frequently…how does that make sense? When I change putters I will go through 7-10 of them until I find my bride. Then I stick with my bride for a while. I’ve had 2 brides…an old scotty newport beach studio stainless. Took about 10 putters to find it and then played it for like 12 years. Current bride is a spider tour plumbers neck. It’s been in the bag for 1.5 years now. Took about 8 putters to get to it, including a somewhat long term relationship with a 2ball fang. Since 1996 I think I’ve had 10 drivers total. 4 in the last 4 years.”
  • platgof: “I would say 24 drivers and 12 putters thereabouts. Took a long time to find what I wanted. I am still looking all the time though, it’s a disease, totally incurable. Now it is the wedges, and the SM7’s have my eye for now!”
  • CDLgolf: “Thats a really good question. At the moment I have 4 putters and 2 drivers. Over the last 25 years I’d have to say I’ve bought more drivers.”
  • Ray Jackson: “Definitely drivers as have used the same putter for at least the last 5 years. In that time frame I’ve probably had 4 drivers.”
  • dekez: “Drivers for sure. I go 6 – 7 years before even thinking about a putter switch.”

Entire Thread: “Your history – Drivers vs Putters”

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Whats in the Bag

WITB Time Machine: Phil Mickelson WITB, 2016 Waste Management Phoenix Open

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  • Equipment is accurate as of the Waste Management Phoenix Open (2016).

Driver: Callaway XR 16 Sub Zero (8.5 degrees)
Shaft: Mitsubishi Fubuki J 60 X (tipped 1 inch, 45.5 inches)

3-wood: Callaway X Hot 3 Deep (13 degrees)
Shaft: Mitsubishi Fubuki J 70 X (tipped 1.5 inches)

Hybrid: Callaway Apex (18 degrees)
Shaft: Mitsubishi Diamana S Hybrid 100 TX

Utility iron: Callaway Apex UT (21 degrees)
Shaft: KBS Tour-V 125

Irons: Callaway Apex Pro ’16 (5-PW)
Shafts: KBS Tour-V 125

Wedges: Callaway Mack Daddy PM Grind Wedge (56-13, 60-10, 64-10)
Shafts: KBS Tour-V 125

Putter: Odyssey “Phil Mickelson” Blade
Grip: Odyssey by SuperStroke JP40

Ball: Callaway Chrome Soft (2016)

Grip: Golf Pride MCC Black/White

WITB Notes: Mickelson uses the rearward weight setting in his XR 16 Sub Zero driver.

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