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An inside look at the world of golf club design

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The design process has always fascinated me, especially when it comes to golf clubs.

The ability to create something new while also making them distinctly recognizable within a brand is impressive. The most parallel comparison I can draw would be in the car industry, where new models are released on a yearly basis that both look familiar yet refined. Add in the technological improvements, and you create something worth upgrading to.

The keyword here is “improvement,” because when OEMs release new equipment, the ultimate questions from golfers are “How is this better, and how can it help my game?” There is no doubt we are seeing advancements in technology, but whether those advancements are designed for you or a different segment of golfers is up the engineers behind the products. I have had the opportunity to speak with designers and engineers from multiple OEMs, and they all have a few things in common.

Obviously, nobody is trying to design a worse-performing golf club, and the process to create something new always starts with goal setting.

Pulling levers and reaching goals

Like with any engineering project, end goals are mapped out, with performance and looks as key factors in the success of the project. Thanks to computer modeling, and a deep understanding of materials, it’s not overly difficult for engineers to design to the far outreaches of what’s possible—but the difference between possible and playable is massive.

For example, we have seen extremely low spin drivers enter the market and help golfers hit it further, but to build that Center of Gravity (CG) location into a driver, you have to sacrifice forgiveness. On the other end of the spectrum, you can create a driver that goes very straight with higher MOI but then you lose the potential to maximize distance – its a fine balancing act and engineers are very good at pulling the right levers to balance performance depending on the target demographic.

So to answer one of the questions from the top “how is this better?”, in some individual cases it might actually not be, it could be that a previous generation had all the design characteristics to perfectly match your game. That doesn’t mean designers haven’t actually created a better club, it just means that it’s not better for you!

One of the best examples is in modern-day fairway woods. Unlike drivers where the end goal is to continue to drive the ball as far as possible, with a fairway wood it is a fine balancing act between distance and control. A 3-wood that goes as far as your driver off the tee doesn’t make a lot of sense since you already had a driver, and if it can’t be hit from the fairway, then you are basically wasting a spot in your bag.

Who’s driving the technology?

When we look at the golf industry as a whole, it is a substantial economic driver, but compared to other industries that rely on using the same raw materials to produce products, golf is just a tiny fraction of that business. No other part of the industry better exemplifies this than golf shafts.

They are made from exotic raw materials, including various forms of carbon fiber that can be quite expensive, but when you compare the types and amounts of carbon fiber used in golf shafts versus commercial and military aviation applications, then golf is obviously a very small player. This is why we see golf shaft companies utilizing materials from the aviation industry—the most recent example is the ProjectX RDX line of shafts which uses HexTow® carbon fibers to add more stability to the already extremely stable line of HZRDUS Smoke shafts. Although you might have never heard of Hexcel before this, to put them into perspective, they topped over $3.25 billion dollars in sales last year–that’s near twice the sales of Callaway’s entire portfolio.

Photo by S. Ramadier – Airbus

The same goes for club heads. Maraging steel, for example, which is used in both fairway woods and even some iron faces, wasn’t developed for golf clubs, it was developed in the 1950s, and was primarily used in military applications including rocket casings. We still use it today even though it was developed in the age or persimmon woods—How’s that for a mind-bender?

 

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Ryan Barath 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. Tank

    Sep 23, 2020 at 10:46 am

    “Obviously, nobody is trying to design a worse-performing golf club, and the process to create something new always starts with goal setting.”

    IE: Marketing!!

  2. Greg

    Sep 23, 2020 at 9:58 am

    Quote from Near the beginning “ is up the engineers behind”. Seems like it often is ????

  3. Carolyn

    Sep 22, 2020 at 12:20 pm

    Low cost club design, you go to a club manufacture in China and tell them you want iron heads that are basically copies of a major OEM (they may make the head for them) use cheaper material stamp a name on it and export it. done.

  4. Thomas A

    Sep 22, 2020 at 9:49 am

    Are you kidding me? You are seriously calling this an article on club design?

    • Rwj

      Sep 22, 2020 at 7:17 pm

      Little on the lite side for sure

    • A. Commoner

      Sep 22, 2020 at 8:39 pm

      It reads like an introduction to a real news flash.

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Morning 9: 58 on the Korn Ferry Tour | Rory on possible return to policy board

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By Ben Alberstadt with Gianni Magliocco.

For comments: [email protected]

Good Friday morning, golf fans, may a bountiful weekend of golf be in store for you!

1. 58 on the Korn Ferry Tour

KFT staff report…”Frankie Capan III went crazy low Thursday on the Korn Ferry Tour. Nearly in record fashion.”

  • “Capan carded 13-under 58 in the opening round of the Veritex Bank Championship, matching the second lowest score in Korn Ferry Tour history. He fell one shy of Cristobal Del Solar’s record 57, set at the Astara Golf Championship presented by Mastercard earlier this year, but it was a heck of a show nonetheless.”
  • “The Minnesota native played an eight-hole stretch in 9-under Thursday, following an eagle at the par-5 ninth with seven straight birdies to begin the back nine at par-71 Texas Rangers Golf Club. He “cooled off” with a two-putt par at the long par-4 17th hole. He arrived at the par-5 18th hole at 13 under for the round, but he found a fairway bunker off the tee, laid up to 134 yards and missed his third shot left of the green. He chipped to 7 feet and drained the par putt to match the Korn Ferry Tour’s second-lowest score of 58, carded by Stephan Jaeger in the opening round of the 2016 Ellie Mae Classic at TPC Stonebrae.”
Full piece.

2. Team McIlowery starts strong

Paul Hodowanic for PGATour.com…”Late Thursday afternoon in New Orleans, Rory McIlroy rested his head on Shane Lowry’s shoulder.”

  • “It wasn’t the typical post-round moment, but this isn’t the typical event. McIlroy and Lowry teamed up for this week’s Zurich Classic of New Orleans, the PGA TOUR’s lone team event, and the all-Irish duo put on a show. Sporting matching pink-on-navy getups, McIlroy/Lowry opened in a best-ball 11-under 61 in Thursday’s Four-ball format at TPC Louisiana.”
  • “This partnership might have stemmed from a boozy brunch last fall, but their opening-round performance at the Zurich Classic of New Orleans gave the field a sobering reminder: They’ll be tough to top.”
Full piece.

3. LPGA Tour: Grace Kim in front

AP report…”Grace Kim shot a 7-under 64 at Wilshire Country Club to take the first-round lead Thursday in the LPGA Tour’s JM Eagle LA Championship.”

  • “Playing in the morning session, the 23-year-old Australian capped her bogey-free round with a chip-in birdie on the par-3 18th.”
  • “Well, I chunked my tee shot on the last hole 20 meters short and then I chipped it in it,” Kim said. “I think that’s pretty cool, in front of everyone
Full piece.

4. McIlroy on rejoining policy board

Golf Channel’s Ryan Lavner…”Rory McIlroy said Wednesday that he is willing to rejoin the PGA Tour policy board if the other player directors want him.”

  • “As first reported by the Guardian, Webb Simpson has submitted a letter stating that he’d like to resign from the board, but only if his vacant seat is filled by McIlroy, who stepped down last fall because of the toll it had taken on him professionally and personally.”
  • “Five months later, what has changed?”
  • “I think I can be helpful,” McIlroy said Wednesday ahead of the Zurich Classic of New Orleans, where he is partnering with Shane Lowry. “I don’t think there’s been much progress made in the last eight months, and I was hopeful that there would be. I think I could be helpful to the process. But only if people want me involved, I guess.”
Full piece.

5. Charlie Woods shoots 81 in U.S. Open qualifier

Golfweek’s Cameron Jourdan…”Charlie Woods is going to have to wait to play in the U.S. Open.”

“The 15-year-old son of Tiger Woods played Thursday in local qualifying for the United States Golf Association’s national championship, set for June 13-16 at Pinehurst No. 2 in North Carolina. Charlie played at The Legacy Golf & Tennis Club in Port St. Lucie, Florida, and he shot 9-over 81.”

“Charlie’s round featured a bogey on his opening hole, the par-4 first. He then doubled the par-5 second. A pair of pars followed before his lone birdie on the front, but another double the next hole, the par-4 sixth, had him turn in 4-over 40.”

Full piece.

6. Photos from the Zurich Classic

GolfWRX is live on site this week at the Zurich Classic of New Orleans for the PGA Tour’s one-and-only two-man team event.

Check out all our photos at the link below!

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Tour Photo Galleries

Photos from the 2024 Zurich Classic of New Orleans

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GolfWRX is live on site this week at the Zurich Classic of New Orleans for the PGA Tour’s one-and-only two-man team event.

As usual, general galleries, WITBs, and pullout albums — including some pretty spicy custom putters and headcovers — await your viewing.

Be sure to check back for more photos from the Big Easy, as we’ll continue to update this page with additional galleries throughout the week.

General Albums

WITB Albums

Pullout Albums

See what GolfWRXers are saying about our photos from the Zurich Classic of New Orleans in the forums.

 

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Morning 9: Tiger’s TGL teammates | Woosnam’s criticism of Cantlay | Rory’s return to tour policy board

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By Ben Alberstadt with Gianni Magliocco.

For comments: [email protected]

Good Tuesday morning, golf fans, as the PGA Tour heads to New Orleans for the Zurich Classic.

1. 15-year-old finishes top 20 on KFT

Jay Coffin for Golf Digest…”During a week when most eyes were on Scottie Scheffler and Nelly Korda, the 15-year-old lefty finished off an incredible week with a five-under 66 in the final round of the Korn Ferry Tour’s LECOM Suncoast Classic at Lakewood Ranch in Florida.”

  • “After opening with 68-66-70, Russell finished at 14-under-par total to tie for 20th place. The finish in which he jumped 28 positions on the leaderboard on the final day, gives him an exemption into next week’s Veritex Bank Championship at Rangers Park in Arlington, Texas. He’s the youngest player to finish inside the top 20 on the PGA of Korn Ferry tours, according to records that go back to 1983.”
Full piece.

2. Understandably, Nelly WDs

Golf Channel’s Ryan Lavner…”Nelly Korda’s bid for a record-setting sixth consecutive win will have to wait a few weeks.”

  • “A day after capturing the Chevron Championship during a marathon final round in Houston, Korda announced on social media that she was withdrawing from this week’s JM Eagle LA Championship.”
  • “It was not an easy decision,” she wrote. “After the unbelievable week at the Chevron and grinding through the mental and physical challenges of four events in the past five weeks, I am definitely feeling exhausted. With so much still to come throughout 2024, I feel I need to listen to my body and get some rest, so I can be ready for the remainder of the season.”
Full piece.

3. Scheffler’s impressive No. 1 feat

Golf Channel’s Brentley Romine…”After Scheffler’s victory Monday morning at the RBC Heritage, Scheffler upped his points average to 15.016 and increased his advantage in the Official World Golf Ranking over No. 2 Rory McIlroy to more than double McIlroy’s 7.365 average, meaning Scheffler is ranked further ahead of No. 2 than No. 2 is ahead of the last-ranked player.”

  • “The last time a No. 1 player had a greater points average was Woods, who was at 15.4564 on Dec. 6, 2009. But Woods was less than seven average points ahead of No. 2 Phil Mickelson at the time. Earlier that year, Woods was 7.735 ahead of Mickelson, which is the last time the gap between Nos. 1 and 2 was greater than Scheffler’s current 7.651 advantage.”
Full piece.

4. Zurich field notes

PGATour.com’s Adam Stanley…”Rory McIlroy will make his tournament debut alongside good pal, Ryder Cup teammate, and Irishman Shane Lowry – a duo that was firmed up during a celebratory lunch after the Ryder Cup last fall… Patrick Cantlay and Xander Schauffele will try to reprise their 2022 win here. Cantlay and Schauffele have both the Foursomes and Four-ball scoring records at this event… Davis Riley and Nick Hardy will defend their 2023 title. No team has gone back-to-back… Three sets of brothers (and two sets of twins!) will play together with twins Rasmus and Nicolai Højgaard and Parker and Pierceson Coody in the field along with Alex and Matt Fitzpatrick. Alex Fitzpatrick and Rasmus Højgaard are sponsor invites…”

  • “Billy Horschel, who won last week at the Corales Puntacana Championship, will be without his previous partner Sam Burns, as Burns and his wife are expecting their first child any day. Horschel will instead be paired with fellow University of Florida alum Tyson Alexander. Horschel has won the Zurich Classic when it was both an individual and team event… Other notable pairings include Collin Morikawa and Kurt Kitayama, Sahith Theegala and Will Zalatoris, and Nick Taylor and Adam Hadwin. The Canadian duo finished runner-up a year ago and would like nothing more than to show Presidents Cup International Team captain Mike Weir how well they play together… Steve Stricker will play his second TOUR event this season (after earning his way into THE PLAYERS Championship), teaming up with Matt Kuchar.”
Full piece.

5. Tiger’s teammates

Field Level Media report…”Tiger Woods announced Monday that Max Homa, Tom Kim and Kevin Kisner have joined his Jupiter Links GC TGL team.”

  • “The virtual golf league headed by Woods and Rory McIlroy will begin its inaugural season next January. Woods also unveiled the team’s logo.”
  • “I have already shared my excitement and optimism for TGL as a league and product,” said Woods. “Now that we have finalized our roster with a team of world-class golfers, I am even more confident that this group will proudly represent the Jupiter (Fla.) area and connect with our fans for years to come.”
Full piece.

6. Woosnam questions Cantlay’s decision

Our Matt Vincenzi…”After the horn sounded to suspend play due to darkness, Cantlay, who’s ball was in the fairway on the 18th hole, had a decision to make. With over 200 yards into the green and extreme winds working against the shot, conventional wisdom would be to wait until Monday morning to hit the shot.”

  • “On the other hand, if he could finish the hole, he may just want to get the event over with so he could get out of Hilton Head.”
  • “Curiously, Cantlay chose neither of those options. After hitting 3-wood into the green, and still coming up short, the former FedEx Cup champion chose to mark his ball and chip and putt on Monday morning.”
  • “Ian Woosnam, who was watching from home, took to X to give his thoughts on Cantlay’s decision making.”
  • “Cantlay would end up getting up and down for par when play resumed at 8:00 am Monday morning.”
Full piece.

7. JT on Scheffler’s “weird” equipment choice

Our Matt Vincenzi…”After Justin Thomas’ third round of the RBC Heritage, the two-time major champion went in the broadcast booth alongside the CBS crew.”

  • “While Thomas was watching Scottie Scheffler play on the back nine of his third round, he wondered aloud why Scottie uses high-numbered golf balls.”
  • “Does anybody else think it’s weird that Scottie uses high numbers? I don’t know if I’ve ever seen an elite player use high-numbered golf balls.”
  • “Amanda Balionis who was on the grounds chimed in, reporting that analyst Dottie Pepper had wondered the same thing earlier that day.”
  • “I’ve been going about this wrong my whole life,” Thomas jokingly said.
Full piece.

8. Rory to rejoin PGA Tour policy board

Mark Schlabach for ESPN…”Four-time major championship winner Rory McIlroy is poised to return to the PGA Tour’s policy board, pending a vote by the board, which could come as early as this week, sources confirmed to ESPN on Tuesday.”

  • “One of the PGA Tour’s most vocal supporters during its three-year battle with LIV Golf, McIlroy abruptly resigned as a player director on the tour’s influential policy board in November.”
  • “He is expected to replace policy board player director Webb Simpson, who intends to step away before his two-year term expires in 2025.”
Full piece.

9. Weir names Presidents Cup assistants

PGA Tour report…”International Team Captain Mike Weir announced Ernie Els, Trevor Immelman, Geoff Ogilvy and Camilo Villegas as captain’s assistants for the 2024 Presidents Cup, which will be played at The Royal Montreal Golf Club in Montreal, Canada, Sept. 24-29.

Full piece.
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