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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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Whats in the Bag

Phil Mickelson WITB: The Match 3

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Driver: Callaway Mavrik Sub Zero (8 degrees)
Shaft: KBS TD 60 C5 TX (@47.5 inches)

2-wood: Mystery Blacked Out Club
Shaft: Accra TZ6 M5 75

4-wood: Callaway Mavrik Sub Zero (16.5 degrees)
Shaft: KBS TD 80 C5 TX

Irons: (4-PW) Callaway Epic Forged Or Callaway Epic Forged (4-6) Callaway Apex MB ‘21 (7-PW)
Shafts: KBS Tour V 125 S+

Wedges: Callaway PM Grind ’19 “Raw” (54-10, 60-12, 64-10)
Shafts: KBS Tour-V 125 S+

Putter: Odyssey WHXG Blade “Phil Mickelson”
Grip: SuperStroke Pistol GT Tour

Ball: Callaway Chrome Soft X (with Triple Track)

Grips: Golf Pride MCC (White-Black)

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Whats in the Bag

Steph Curry WITB (The Match 3)

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Driver: Callaway Mavrik Sub Zero Single Diamond (9 degrees, -1/N)
Shaft: Fujikura Ventus Blue 7 X (45 inches, D3)

3-wood: Callaway Mavrik Sub Zero (13.5 degrees)
Shaft: Fujikura Ventus Blue 8 X (43 inches, D3)

Utility: Callaway Apex UT ‘21 (18 degrees)
Shaft: KBS Tour 130X

Irons: Callaway Apex Pro Double Dot (4-PW)
Shafts: Project X 6.5

Wedges: Callaway Jaws MD5 (50-10S, 56-10S, 60-10S)
Shafts: Project X 6.0

Photo via Callaway’s Anthony Taranto

Putter: Odyssey Toulon Atlanta

Ball: Chrome Soft X

Grips: Golf Pride Tour Velvet MidSize

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2020 GolfWRX Holiday Gift Guide: Golf gifts for the Gearhead

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It’s that time of year again, GolfWRX members, the moment we start filling our wish lists with the golf gear we want this holiday season.

The GolfWRX Holiday Gift Guide was created to ensure that our readers give (and hopefully receive) the very best golf gifts on the planet. These gift ideas will suit any budget, and each item was hand-picked by our staff.

In an effort to provide more value and tailored recommendations, we’re presenting our guide as a series this year, targeting “the purist,” “the gearhead,” “the value seeker,” “the golfer looking to get better,” and “the big spender.”

You know the gearhead by his/her tired eyes from scouring the GolfWRX forums late into the night and his penchant for bringing two bags to the course—the gamer set and a bag full of demo clubs and shafts.

Here are our best recommendations for “the gearhead” in your life.

GolfWRX Holiday Essential: Perfect Practice Perfect Putting Mat: $169

In COVID-19 times, more new golfers are taking up the game, more casual players are spending more time on the fairways, and avid golfers, of course, are playing as avidly as ever.

As we all know, practicing putting at home is an important step in honing one’s stroke and distance control. The Perfect Practice Mat’s alignment lines and slope leading to the cup cater to both these needs. And from a feel standpoint, the surface itself feels as good as anything you could roll the rock next to your sofa on. We’re not sure exactly what Crystal Velvet TrueRoll Technology is, but it’s darn nice to putt on.

The other two essential elements of this GolfWRX Essential are the ball return track and the Perfect Putting Mat’s ability to be rolled up for easy storage.

Really, these things check all the boxes, so trade in the carpet and a high-ball glass for something that looks and feels better, and is much more likely to actually improve your putting.

The standard edition, which will run you $169.99, is our recommendation for most spaces, and it will fit comfortably in your living room, office, or man cave.

Buy here. 

GolfWRX Holiday Essential: Pinned Golf BlackJack: $199

In the now-competitive market of range finders, a new young company has come onto the scene driven by something we all love: VALUE. Quincy, Massachusetts-based Pinned Golf took the often complicated (and expensive) decision to buy a rangefinder and made it quite easy. The Pinned BlackJack RangeFinder simply does its job. Quick read yardages, slope, yardage lock vibration, and a long charge—the best part is its price point: under $200. In this category, it’s as close to a no-brainer as you’ll find.

This direct-to-consumer idea was cooked up by three young golfers who simply wanted to offer something to the golfing masses that made sense.

Now it must be said that the big companies in this space do it VERY well. Its not a knock on them at all. However, for the player who wants something reliable that won’t break the bank, something that doesn’t require a, “Do I get this now or wait?” decision. John Rowell and his partners at Pinned delivered.

Buy here.

Titleist TSi3 driver: $549

It’s the best driver Titleist has made in 20-plus years. Period. Not only is it long, but it’s also stable and optically pleasing. TSi3 is an impressive driver that’s been met with rave reviews, and one that will hold up for a lot longer than one season. (See our launch piece for more info)

Buy here. 

TaylorMade P770 irons: $1,225

The combination of distance, forgiveness, and spin make this iron a must-have for tour players all the way up to your 15 handicap. And if you really wanna go nuts, integrate the P7MC and P7MB into a combo set.

Buy here. 

Vokey SM8 WedgeWorks edition

If you want to get the full tour treatment, building an SM8 wedge on WedgeWorks puts Bob Vokey and Aaron Dill at your fingertips. Doesn’t get much better than that for a gearhead.

Buy here

Fujikura Ventus hybrid shaft: $200

It’s easy to say at this point that the Fujikura Ventus shaft was the go-to shaft on tour and in the hitting bay in 2020. Putting Velocore technology into a hybrid shaft gets that speed and stability even further into your bag.

Buy here.

MEVO+ launch monitor: $499

If you want tour data at the tip of your fingers, and you don’t want to mortgage your house to get it, the MEVO+ is a no brainer. Just ask Bubba and Bryson, who utilize the technology every day.

Buy here.

Mitsubishi Chemical MMT iron shafts: $65

OEMs have been trying to get graphite iron shafts right for a long time, but the MMT is the first offering that will truly insert graphite into the conversation for all players. It’s smooth, stable, and with offerings for better players at 105 TX and 125 TX, there are plenty of options to combo them up and build a perfect flighted set.

Buy here.

Wedge fitting with Artisan Golf

Wanna know where Tiger gets his wedges? You can schedule a visit to work with the man himself, Mike Taylor, who not only did all the grinding but has worked with Tiger for the past two decades. Bucket list stuff, don’t you think?

Buy here.

Custom FootJoy Icon shoes

If you really want to walk on the course like a player, then there is no better way than to go to FootJoy.com and build your own custom one-of-a-kind FootJoy Icon. It’s a rabbit hole of leather soles, alligator skin, and a rainbow of colors to really dial you in. There should be a strokes gained stat for just showing up with these.

Buy here.

Logan Olson custom putter

He’s the next Scotty Cameron—Not only is his work impeccable, but in 10 years a Logan Original will carry with it a huge price tag.

Buy here. 

TXG fitting with Ian Fraser

Arguably the hottest and fastest-growing fitter in North America, a fitting with Ian Fraser—one of the best fitters in the world and a man who as fit the best pros in the game— at TXG HQ in Toronto will turn your whole bag from good into something singular and irreplaceable.

Buy here.

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