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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

‘My brief blade experience’ – GolfWRXers react

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In our forums, our members have been reacting to an interesting experience WRXer ‘LongJohnPeter’ had when testing out blades for the first time. ‘LongJohnPeter’ writes:

“For reasons unbeknownst to myself, I have been obsessed with playing blades lately. So I took a trip to my local range today and picked out an old Lynx USA 7 iron blade from the rental rack (I don’t own a blade and had never hit one previously). While I did see a reduction in distance (more of a result of EXTREMELY crappy range balls and a 50 degree day), I couldn’t believe how much more consistent my face contact was, compared with my Ping Zing’s I currently use. And even on the few mishits, they weren’t punished nearly as bad as everyone and their mother said they would be, and I knew exactly what had happened and could adjust accordingly.

Anyone have a similar experience? Is this just a honeymoon phase? Or is the golfing elite trying to preserve the sanctity of blade irons?”

And our members have been reacting to the post and sharing their thoughts in our forum.

Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • uglande: “I switched back to blades this year (had not played them in decades), and I will never give them up. They are so pure and consistent and easy to maneuver. I prefer the thinner soles, which give me better turf interaction. Blades will never produce those nuclear shots that go 15 yards longer than you expected. And, yes, GI clubs help retain ball speed on mishits, but I would rather be 10 yards short of the green than in the bunkers or other garbage on either side of the green. And I certainly don’t want to torpedo one (happened frequently with my P790s) that goes over the green, which is always where the worst hazards lie.”
  • NotTheGuyOrAmi: “I ’m far from a technical expert, but I have concluded that increased MOI may give some incremental benefit, and of course less loft means clubs with a particular loft might hit father, but the point of most of the “improvement” in-game improvement irons is to allow people who hit the ground before the ball with a slow swing speed to get a better result from a lower center of gravity. This, by the way, is not a good thing.”
  • CCTXgolf: “For some people a smaller club makes them concentrate a little harder, and that extra little bit of concentration can certainly help you find the center of the club face more often. Problem is it’s tough to keep that going for 18 holes. Much less day to day. I just went to blades in my short irons (8-P) and don’t really find that much difference in those shorter irons. They sure are pretty though.”

Entire Thread: “My brief blade experience”

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Whats in the Bag

Charles Barkley WITB: The Match 3

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Driver: Callaway BB21 (9 degrees)
Shaft: Ventus Blue 6 X (@46.5″)

3-wood: Callaway BB21 (15 degrees)
Shaft: Ventus Blue 7 X (@44″)

Hybrid: Callaway Mavrik (19 degrees)

Irons: PXG

Wedges: PXG

Putter: PXG

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Whats in the Bag

Peyton Manning WITB: The Match 3

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Driver: Callaway Mavrik Sub Zero (10.5 degrees)
Shaft: Graphite Design Tour AD TP 6 X

3-wood: Callaway Rogue

Irons: Callaway Mavrik Pro (3-PW)
Shafts: KBS C-Taper Lite 110 S

Wedges: Callaway Jaws MD5 (50-10S, 56-10S, 60-10S)
Shafts: KBS C-Taper Lite 110 S

Putter: Scotty Cameron SB+

Ball: Bridgestone Tour B XS with #18

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