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Report: Callaway to revive the ‘Apex’ name

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Members of our forums have been buzzing for weeks about the possibility of a Callaway forged iron that would bear the name “Apex,” a nod to the fan-favorite forged irons produced by the Ben Hogan golf brand, which Callaway purchased as a part of its acquisition of Top Flite Golf Co. in 2003.

Last week, we snapped photos of a prototype Callaway driver and two prototype irons at the Deutsche Bank Championship. According to a report by Golfweek’s James Achenbach, the larger iron model, which had yellow tape placed in the cavity to hide its logo, will be called “Apex.”

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Unlike the Ben Hogan Apex FTX irons released in 2004 (pictured left), the new Apex irons are a multi-material iron with a deep undercut. That makes them more similar to Callaway’s 2010 Diablo Forged iron (pictured right), which were forged from 1020 carbon steel but featured welded 455 carpenter steel faces to increase ball speed and forgiveness.

In 2012, Callaway sold the Ben Hogan brand to apparel company Perry Ellis Inc., which has been the official licensee of Callaway apparel since taking over for Ashworth in 2005. According to Achenbach, Callaway retained the rights to certain Ben Hogan-related trademarks, however, such as Apex and Edge.

Callaway has yet to release any details on the Apex irons, but we expect that they will begin to surface in the near future. You can see more photos of the Apex irons in the gallery below.

Click here to see what members are saying about the irons in the forums.

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29 Comments

29 Comments

  1. Sheen

    Jul 15, 2015 at 7:31 pm

    Interesting business & marketing case :
    APEX is symbolic product identifier of Ben Hogan ironw, which casts the image of best performance and high quality forged iron like top notch product. In this case, it only can do the role of premium line endorser of Callaway Iron for whom considering or might to buy Callaway irons by comparing with Taylormade, Cobra etc…but NOT Titlelist or Mizuno something high flying payer’s brand supplier.
    So it would be NOT best strategy for Callaway. Just could be GAP closing strategy.
    But on the other hand, if Ben Hogan Equipment used this name, and reintroduced powerful old hit products such as APEX pus, Edge pro and Redlines through re-trimming in modernized version, I could image very fantastic marketing case of ‘Oldest but Goodiest’.
    Any Opinions?

  2. Jeff

    Oct 8, 2013 at 11:56 am

    Just seen the X2 Hot clubs today and I like them, the orange paint scheme along with the hyper speed frame face should perform quite well on paper. Also seen the putters for 2014 as well, nice to to see callaway releasing the versa tank line, should be a good seller. Also nice to see new additions to the versa and white hot pro lines, with new putter shapes such as the jailbird and havoc putters.

  3. joe

    Sep 12, 2013 at 12:30 pm

    oh boo hoo. complain complain complain. the golf club could be named peewee herman. long as it performs, shouldnt matter. “the ben hogan” name. WHO CARES?!

  4. Go Low

    Sep 12, 2013 at 11:21 am

    Callaway is out of touch with reality. they have no appreciation for the workmanship that was put in the apex line by the Hogan company.
    Callaway does not realize that there is suck a srong market if they make something similar to the Ben Hogan 50th Anniversary Irons. It is a disgrace they butchered the Apex name….What a Shame!!!!!!!!!!!!!!

    • JHM

      Sep 13, 2013 at 3:28 pm

      If there is such a strong market, why did the Hogan brand fold. Seems to me Callaway is very in touch with what the public will purchase.

  5. Chris

    Sep 12, 2013 at 11:02 am

    Callaway has some interesting stuff in the pipeline…Apex and Apex Pro, X hot 2 irons, X hot 2 Driver with Aldila Atx blue and green in Pro model….milled metal x coming in February….new product looks pretty darn good to me, but I agree maybe the Apex name should have been on a blade.

  6. Kyle

    Sep 10, 2013 at 2:56 pm

    I can honestly say that each and every one of you will be proven wrong. The Apex irons to be released from Callaway are fantastic. Callaway just had their sales meeting regarding 2014 product. There will be two Apex irons released. Both of them forged from a newly refined forging process which allows Callaway to introduce a new, and much faster, face design. Testing down at ECPC have shown to produce enhanced spin robustness as well as extra distance. There will be an Apex Pro series which is not the one featured. I understand that many and most of the Apex fans are desiring a beautiful blade like construction in look as well as feel. The forged Pro model, which has not been released in images will satisfy those desires in my opinion. The Apex Pro will offer the look and feel that Hogan fans are looking for. From everything I have seen and heard, this is going to be a monster year for Callaway. At least they are not offering a gimmick “speed slot” in their irons. X 2 Hot irons and fairway woods will be the best performers. Let’s hope callaway can keep up in the marketing and social community to allow their superior performance to get noticed by consumers and customers alike. On top of the two apex lines, which are both forged, there will also be a revamp in the forged players clubs series as well. I do not believe any tour level drivers or irons were discussed in the meetings. The new X Hot line will offer an even faster face design!! The new process for constructing the face gives Callaway the ability to obtain higher CT testing. Whereas before, they could not reach any closer to the limit in fear of variances causing some product to be above the CT limit. The new process allows them to approach that limit safely and provide more distance. But even more importantly, the new face designs on fairway woods and also being introduced in the new hybrids and the concepts will also be introduced in the irons. The new design does increase ball speed but most importantly is much more consistent and much better performing on off center hits than previous models. MUCH!! more consistent. Anyways, I’ll get off this little rant of mine. Keep an eye out for 2014 Callaway product. There is much more to come than you may know. Wait for the actual release photos before making a judgement. They are beautiful!!

    • OhioGolfDude

      Sep 11, 2013 at 1:57 pm

      2013 was a big step forward in regards to design and performance of all Callaway products. I personally love the look of the unbadged iron in the pix, and if the non-pro version performs anything like the DF did, look out. Current trends seem to point that even hackers like the forged feel, but could use the extra forgiveness (even players like Stenson using the Legacy black). I’m currently gaming the Razr XF and these are some of the best feeling and performing irons I’ve used.

    • tom

      Sep 11, 2013 at 11:06 pm

      AMEN brother! At least hit the dang thing first before you start complaining, people.

  7. Matthew

    Sep 10, 2013 at 1:35 pm

    You guys do know that there were cavity versions of the Apex right? I don’t see what all of the fuss is about. There just isn’t enough of a market for Callaway to make two different verisons of blade irons.

  8. Andrew

    Sep 9, 2013 at 12:47 pm

    Ely would not have approved…. hell, he would not have approved of much of what is coming out of the company these days…

  9. michael

    Sep 8, 2013 at 11:03 pm

    Callaway should be ashamed in using the apex name on any club that does not have the Hogan name attached to it. Those irons were some of the best made period. The pictures of the next generation is a disgrace to the name and to the great golfer Ben Hogan. I have often wondered why the irons have not been made they were again some of the highest quality irons made even better than the Titleist Irons that were made and I had a set in the 1980s and 1999’s.
    I hope that someone will make the irons again.

  10. Devin

    Sep 8, 2013 at 6:40 pm

    YUCK… Its probably going to come with the all too famous UNIFLEX shaft as well. Just as Callaway had made a turn for the better they try something like this. If Phil talks about what a dream his new “APEX” irons next year at TPC Scottsdale it wouldn’t even surprise me.

  11. jgpl001

    Sep 8, 2013 at 6:32 pm

    A real step backwards

    Callaway – let the Apex rest in peace

  12. MBAISLEY

    Sep 7, 2013 at 3:46 pm

    I agree 100% with the previous comments. I will be sorely disappointed if the Apex name winds up on this club. And that isn’t to say that I don’t like the looks of the new club….. I am actually quite interested to see more of it. (I can’t hit blades like I used to…. have to take advantage of some of these forged cavity irons that are out these days.)

    Mainly, I am just sad that the Hogan brand is gone from the equipment scene. I wish Callaway could’ve found a way to keep the Hogan line of forged irons alive. I guess it just wasn’t profitable to do it.

    I feel the same way about the unfortunate demise of the MacGregor brand.

    I played MacGregor forged irons for a long time, dozens of different models (V-foil, MT, Don White customs, 1991 VIPs, CB92 VIP Tours, JNPs, Muirfields, you name it), but I stopped buying MacGregor stuff when Golfsmith bought the brand. Golfsmith’s “VIP” forged iron isn’t a piece of junk, but it isn’t up to the standard that I have always associated with MacGregor forgings.

    Moreover, it’s been 4 or 5 years since MacGregor was sold to Golfsmith, and they’ve only offered a single forged iron…. the aforementioned VIP. How about some new stuff, Golfsmith? I’d be willing to give it a chance (but my hopes won’t be too high).

    Maybe if Callaway hits one out of the park with this new iron, I’ll forgive them for calling it Apex. But they’d better give it their very best effort!!

    • purkjason

      Sep 9, 2013 at 8:02 am

      I still have the Macgregor Muirfields and the Macgregor Jack Nicklaus Celebrity Iron Set. I agree that Macgregor is a timeless classic of forged beauty and quality. I still take these irons to the driving range when I need to improve my ball striking. I wish Jack Nicklaus could buy Macgregor and show the American People once again that Macgregor can rise to its past glory against all the OEM Marketing Scam giants.

  13. Roger

    Sep 7, 2013 at 1:43 pm

    Could be time for an Apex appreciation thread
    from those of us who have bagged a set and appreciate a Classic.
    Clearly, the clubs pictured are a dissapointment.
    Callaway have produced some superb products lately!
    Plenty of time for Team Callaway to LISTEN to what WRX’ers
    feel is a Club Design that pays respect to Mr Hogan’s legacy.

  14. Jack

    Sep 7, 2013 at 9:23 am

    I guess we have a consensus. Apex should be on players irons. Maybe it doesn’t even matter cuz it won’t be Ben hogan brand anyway.

  15. Mike

    Sep 7, 2013 at 7:46 am

    Calling that pig “apex” is an abomination!

  16. BigBoy

    Sep 7, 2013 at 2:26 am

    Callaway engineers/designers wouldn’t have a clue about why Hogan called it the Apex nor do they have the ability to design such an iron…hack engineers=hack clubs.

  17. John

    Sep 6, 2013 at 11:35 pm

    Make a iron for strikers to give a nod to hogan…

  18. snowman

    Sep 6, 2013 at 11:20 pm

    No Way that shovel should called Apex. The Hawk would not be pleased.

  19. TravisLG

    Sep 6, 2013 at 9:55 pm

    I hope this is all a rumor…

  20. JD

    Sep 6, 2013 at 8:06 pm

    A bloody disgrace that the classic Apex name is tagged onto that monstrosity. Shame on you Callaway.

  21. Andrew

    Sep 6, 2013 at 7:16 pm

    Definitely NOT the right product to wear that badge…

  22. Matthew Bacon

    Sep 6, 2013 at 1:47 pm

    Diablo Forged look cheap where the Apex was classic

    • Jim Santelli

      Sep 11, 2013 at 1:24 pm

      Callaway destroyed the Ben Hogan name! Walmart in Texas is carrying Ben Hogan branded clothing and now this. Won’t even look at another Callaway product ever!

      • wes

        Sep 19, 2013 at 10:27 am

        Callaway doesn’t own the Ben Hogan name…

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Equipment

The most popular golf shoes on Amazon right now (Fall 2020 edition)

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What are the most popular golf shoes on Amazon right now? From time to time, we like to get out of our little bubble of OEM releases and what’s being played on tour to look at what golf consumers are buying on one of the largest online retail marketplaces: Amazon.

Here are some of the best-selling golf shoes on Amazon as of October 2020.

1. Adidas Men’s Tech Response Golf Shoes

From the listing:Mesh/synthetic. Imported. Synthetic sole. Thintech, adituff, thintech cleat, traxion, adiwear. Lightweight mesh and synthetic upper for enhanced breathability and comfort. Soft eva insole for lightweight comfort and cushioning. 6-spike configuration with thintech low-profile technology for improved traction and stability.”

Price: $59.99

Buy here.

2. Skechers Go Golf Men’s Torque Waterproof Golf Shoe

From the listing:Synthetic. Imported. lace-up. Rubber sole. Shaft measures approximately mid-top from arch. Replaceable soft spikes. Waterproof.”

Price: $59.99

Buy here.

3. FootJoy Men’s Fj Flex Golf Shoes

 

From the listing:100% Textile. Imported. Synthetic sole. Shaft measures approximately mid-top from arch. Performance Mesh – lightweight performance mesh delivers incredible comfort, breathability and all-day comfort. Complete support – a soft EVA midsole provides increased underfoot cushioning, enhanced comfort and exceptional stability.”

Price: $89.99

Buy here.

4. PUMA Men’s Ignite Nxt Lace Golf Shoe

From the listing:100% Textile and Synthetic. Imported. Synthetic sole. Shaft measures approximately low-top from arch. Sole shield. Performance Mesh +TPU. Ignite Foam.”

Price: $99.99

Buy here.

5. Skechers GO GOLF Men’s Max Golf Shoe

From the listing:Imported. Rubber sole. Shaft measures approximately mid-top from arch. Skechers Goga Max insole delivers enhanced high-rebound cushioning for all day comfort. Durable grip tpu outsole with a spikeless bottom. Lightweight. Water resistant. Synthetic upper.”

Price: $74.97

Buy here.

6. Adidas Men’s Tour360 Xt Spikeless Golf Shoe

From the listing: Leather and Synthetic. Imported. Synthetic sole. Shaft measures approximately low-top from arch. Leather and microfiber synthetic upper. Spikeless Puremotion outsole for enhanced flexibility and grip with X-Traxion primary lugs for grip and balance.”

Price: $135.59

Buy here.

7. FootJoy Men’s Fj Originals Golf Shoes

From the listing: Built on the Austin Last, this last offers the fullest rounded toe character, fullest fit across forefoot, standard instep and heel. EVA (ethyl vinyl acetate) Fit-Beds provide lightweight cushioning underfoot. EVA does not take a set, so the cushioning will remain the same for the life of the shoe. This easy care synthetic upper offers outstanding 1 year waterproof comfort, breathability, and durability.”

Price: $89.95

Buy here.

8. Skechers Women’s Max Golf Shoe

From the listing:Imported. Rubber sole. Shaft measures approximately mid-top from arch. Spikeless, durable grip tpu outsole. Ultra-lightweight, responsive ULTRA Flight cushioning. Goga max insole delivers enhanced high-rebound cushioning. Water resistant. Synthetic upper.”

Price: $57.55

Buy here.

9. FootJoy Women’s Sport Retro-Previous Season Style Golf Shoes

From the listing: ” Lightweight – the linen-textured synthetic uppers offer lightweight comfort and durability. Cushioned rubber – the gum rubber outsole is a soft rubber compound which provides flexibility and comfort. Enhanced traction – This molded rubber outsole provides turf gripping performance and durability.”

Price: $59.95

Buy here.

10. New Balance Men’s Sweeper Waterproof Spiked Comfort Golf Shoe

From the listing: Synthetic. Imported.Rubber sole.Shaft measures approximately low-top from arch. Waterproof microfiber leather upper. REVlite 10mm drop* midsole provides lightweight cushioning & premium responsiveness. NDurance rubber outsole with removable FTS 3.0 Pulsar spikes.”

Price: $59.99

Buy here.

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Justin Thomas: What makes him an elite wedge player

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It might be easy to say that a player like Justin Thomas is near the top of the leaderboard because

  1. He hits it the best
  2. He drives it long and relatively straight
  3. He is having a good putting week

I would agree and disagree with all three. Yes, they are definitely factors, but in my opinion, it’s his wedge play that has been the most notable part of his game—especially in 2020.

If you look at the stats, you will find a player who is not only damn-near deadly from 150 yards and in, but also a player who gets out of trouble about as well as anyone in the top 10 in the world.

We are talking about 2020 as a whole FYI.

(Stats via PGATour.com)

Now strokes gained wedge stats have multiple variables affecting the ultimate stat, fairways hit, where a player misses it, out of the rough vs out of the fairway, putting, yada, yada, yada….

At this point, if I had to pick a player to get it done around the greens it would JT or Jon Rahm. True artists. Go back and watch some of the shots from the FedEx at TPC Southwind or even Kapalua this year, it was the reliance on his wedges that became the secret sauce. Like the putter, good wedge play can be an equalizer when anything else is falling short. And when the rest of the bag is decent, for a player like JT, good wedge play equals wins.

I wanted to dig in a little deeper, so I asked my old friend, Vokey’s Aaron Dill a few questions on what makes JT unique with a wedge in his hands…

JW: As far as technique, what in his action makes JT so good? And if you could compare him to someone who would it be?

AD: Justin’s technique is really something to watch. His ability to stay loose, calm, and maintain effortless speed while delivering the wedge accurately really shows his comfort with a wedge in his hands. Justin keeps the club out in front of him and he has mastered the ability to control his golf ball’s flight and spin.  I could compare him to many, but I sometimes feel he is in a league of his own.  

JW: Beyond the great shots we see on highlight reels, where does JT really get it done from an SG perspective? What do you see that the average person wouldn’t? 

AD: Justin does it all very well. You know this because he is 9th in SG around the green and this is partly due to his spotless technique but his ability to scramble in difficult situations. Something he does that amazes me is his creative vision of shots. There are times when he is in a situation where he hits a shot we don’t expect or think of. His comfort with a wedge is fun to watch, he makes all short game shots seem like they are no big deal and you can see this by his free-flowing, loose and speedy wedge action. You can tell he feels at peace with his wedge technique.

JW: He has an interesting set up for his wedges that has been well covered, but since you first met him, how has his understanding and approach to his wedges and wedge play evolved?

AD: Justin’s wedge set is unique, however, a lot of thought and intelligence has gone into crafting this matrix. Since the first time I met him, he has worked hard and he has always had the desire to want to improve and push himself. You can see it in his strength training, his increase in ball speed, and his general approach to competitive golf. His knowledge of his short game has improved over the years and it shows in his success. You can see how comfortable he feels when a wedge is pulled from the bag, you can bet he will be landing the ball close to the hole setting himself up for a makable putt.

Justin Thomas’ wedge specs 

Wedges: Titleist Vokey Design Raw SM7 (46-10F @47.5, 52-12F @52.5), Vokey SM8 (56-14F @57), Titleist Vokey Design WedgeWorks (60T @ 60.5)

Shafts: True Temper Dynamic Gold Tour Issue X100 (46), True Temper Dynamic Gold Tour Issue S400 (52-60)

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Equipment

How to pick the right putter

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In the game of golf, putting is the great equalizer. It doesn’t take speed or strength and simply requires you to select a line and hit a ball at the right speed—easier said than done. But regardless of your skill level, it is the one club in your set you really never have to upgrade once you find the right one, which is why knowing how to pick the right putter is so important.

This is the GolfWRX guide to selecting the right putter for you.

How to pick the right putter: The right look

This one seems simple, but you have to like the look of your putter and feel comfortable lining it up. For some golfers, that means finding a more traditional heel and toe weighted blade with a basic metal finish, for others that could also mean a larger mallet style that inspires confidence thanks to its larger footprint and contrasting colors.

Between the two aforementioned styles, there are still varying hosel/neck (where the shaft meet the head) configurations that can change how a putter wants to naturally rest when being held which can, in turn, change the natural toe hang of the putter and how it will fit.

How to pick the right putter: Understanding putter toe hang types

  • Face Balanced – Depending on the hosel configuration, this style can be found on both mallet and blade-style putters, and when being balanced by the shaft, the face will sit perpendicular to 12 o’clock. These are intended to fit golfers with a straight back-straight through stroke/minimal face rotation.

  • 1/2 Toe Hang – This is the most neutral type of toe hang and sits between the face balanced and full toe down. It is found on most heel-toe blade putters with full-shaft offset (Scotty Cameron Newport 2 shown) and is for slightly arcing strokes with medium face rotation.

  • Toe Down/Full Toe Hang  – This type is only going to be found on the most heel-shafted blade-style putters, and when being balanced by the shaft, the toe will face “6 0’clock”—directly down to the ground. These are intended to fit golfers with the most extremely arcing stroke and high level of face rotation.

NOTE: There are multiple variations of 1/2 toe hang that sit both closer to full toe down and face-balanced all designed to fit various stroked depending on the amount of arc and face rotation.

Whatever reason you have for picking the putter you ultimately use, make sure you like the looks of it because you’re going to be seeing a lot of each other.

How to pick the right putter: Understanding your stroke style

Your putting stroke will inevitably play a big role in the putter you select because certain styles are going to work better for certain golfers depending on their putting stroke style, which is referenced above. To make it easy to understand—putting strokes can be put into three categories, and for visual reference, check out the handy guide below with pictures supplied by our friends at Ping.

Slight Arc

Fitter and golfer reviewing PING Color Code Chart

This is where most golfers fit in since it is the most natural stroke to make. A slight arc is also what I like to call a neutral stroke, meaning that when it comes to picking a putter it gives the golfers the most options for finding one that is going to fit best.

Straight back and straight through

Fitter applying impact tape to bottom of iron

A straight back and straight through stroke can help a lot of golfers eliminate variables, and when paired with the right putter can really help those that struggle to get putts started on line. Golfers in this category usually perform best with a face-balanced putter.

Strong Arc

Fitter watching golfer hit shots

A strongly arced stroke is the exact opposite of straight back-straight through and requires the most amount of practice and technique to maintain consistency. Players with a strong arc generally also use a lot more wrist in their stroke and because of the inconsistency, this stroke creates, there are fewer putters on the market that fit this type.

Putting it all together

Once you have selected your putter, the last step is getting it dialed into your final spec for length, lie, and loft. For length, the goal is to be able to stand in a comfortable putting position with your eyes over the ball or, just inside of your eye line.

For lie and loft, it is best to see a fitter, since it requires specialized tools to properly adjust, but if you are trying to get an idea for the direction your putter will need to be bent use the reference guide below.

To see how a professional putting fitting is conducted, check out the video below from TXG

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