As we close in on the mid-November launch date for the new Titleist 910 drivers we have received a lot of great questions during the course of the past couple of months, so we decided to go to the experts to get the answers. Chris McGinley, vice president of golf club marketing recently sat down to provide some more insight into the design of the new Titleist 910 family, tour-player response, features and benefits among other topics.
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were the overall goals Titleist wanted to achieve with the design and
construction of the 910 Metals?
Our goal is to always
improve the overall product performance versus the prior generation and for 910
we specifically wanted to add our SureFit Tour hosel technology to be
able to more precisely fit golfers for metal woods. With the new 910
drivers we wanted to improve speed and stability. Speed provides greater
distance potential and stability improves shot control and essentially that is
what golfers want from a driver, distance and shot control. We improved
speed through a new fast face insert design and stability through weight
distribution improvements made to the crown and rear bezel weight. In
combination with our new SureFit Tour technology we have created our best performing
driver heads with an ability to fit them more precisely.
do Titleist's tour players think about 910?
The tour acceptance
speaks for itself. In less than three
months since the seeding process began, over 100 players across the worldwide
professional tours have transitioned into the new 910 driver, and secured a
combined eight victories. It is by
far our most successful and quickest conversion of players in the Titleist
driver category to date, and that is due to the total performance and precision
fit that the 910 drivers deliver.
do you think the 910 driver has been picked up so quickly on tour?
It’s the combination of the
performance of the head and the ability to better fit players through our
SureFit Tour hosel technology.
We call the SureFit Tour technology "tour-van-in-a-hosel" because its design was inspired by the bending, shafting and weighting of metals that used to occur
only within our tour vans. With SureFit Tour we now have the power of a tour van right at the point of fitting. It's faster and more effective and
players walk away with a better golf club.
are the performance differences between the D2 and D3 driver models? What kind
of player will be best-suited to which club?
The base performance
differences of the 910D2 and 910D3 are similar to prior models. The 910D2 is larger
at 460cc and offers more forgiveness. The 910D3 is smaller with a deep face at
445c and offers additional shot and trajectory control. With the powerful
adjustability offered by SureFit Tour we don't really characterize one club as being
better suited for a certain player type. The best way to find the best
one for you is to be custom fit.
the reason behind the decision not to release a 'DComp' version this time
The 909DComp driver used a composite crown designed to move weight lower and deeper thus improving the CG location. The new 910 drivers use ultra-thin casting technology to create a thinner titanium crown which accomplishes the same thing in a more efficient single material construction.
was the thinking behind the F and Fd fairways and what are the differences
The new 910 fairway
line comes out of direct feedback from the tour and our serious golfer target
audience. Some players want and need a versatile, all around fairway metal
that performs well in a variety of different lie and turf conditions. The
new 910F is just such a club and is our best performing fairway metal to date.
Some players hit their fairway metal more from the tee than the turf
which led directly to the design of the Fd. The new 910 Fd with its
larger, deeper face provides enhanced performance and stability from the tee, but
also works off the deck.
How has Titleist been able to
design such high-performing clubs without jeopardizing the look?
Our audience demands
overall performance including ball flight, looks, feel and sound. We pay
attention to each of these areas with every club we design.
has it taken until now for Titleist to become involved in adjustable face/hosel
technology? Why is its entry into the market different from other brands?
Our SureFit Tour
hosel technology comes directly from improving the fitting processes a player
goes through when being fit for a metal. We studied these processes and
how they were being done on tour first - bending, shafting and weighting - and
made them more efficient and precise. Being first to market does not mean
being better. We developed a truly better system and are now bringing it
does the SureFit Tour system work?
SureFit Tour uses what we call
dual angle technology which allows loft and lie to be independently adjusted
and set to optimize performance and ball flight. We can enhance or correct left-to-right ball flight and
enhance or correct launch and spin to provide the best trajectory. The ability to do these things
independently is our competitive advantage. The SureFit Tour system features a hosel sleeve with four settings
and a specially designed ring with four settings. The combination of these two angled components produces four
lie angle and four loft angle settings for a matrix of 16 unique loft and lie
does SureFit Tour make it easier for serious golfers and pros to get clubs that are
custom fit for them? How will it make a difference on tour?
SureFit Tour brings a new
level of precision to metals fitting. The system is intuitive and easy to
use once properly educated. A trained fitter can find the setting that
truly optimizes ball flight. Our tour players have commented that finding
that setting gives them more confidence and our tour counts and early
performance success validates that the system works.
will people know which setting is the best for them, for example, if their
swing should change?
We strongly recommend
working with a trained fitter to find your best SureFit Tour hosel setting. The
power of the SureFit Tour system is that it allows for very precise changes with the
option to return to the standard setting or the initial fit setting. If a
player is working on swing changes they can always go back to a trained fitter after their initial fit to try different settings under the watchful eye of an
kind of potential does the SureFit Tour system have for helping people
customize their metals and can you give us any hints as to where the system
might take us next?
SureFit Tour brings a new level of precision to metals fitting. Our goal and promise is to continue to make the system more
robust and effective to help serious golfers play better. The system is intuitive and easy to use
once a fitter is properly educated. A trained
fitter can find the setting that truly optimizes ball flight.
Can you explain the bezel weight feature and what it does?
We used the bezel weight in combination with the thinner crown and lower rear crown profile to improve the weight distribution which in turn improves stability. The added stability results in longer distance and less dispersion on off-center hits.
Can you buy bezel weights to adjust your clubs?
We will be offering an aftermarket weight kit with 2,5,7,9, and 12g weights. These weights can be changed by using the wrench provided with the purchase of each 910 metal. The weights are targeted at those players that want to change the feel and/or swingweight of their club.
What can we next look forward to from Titleist?
Our goal is to continue to push the envelope when it comes to providing our players, both professionals and amateurs, with equipment that delivers total performance and a precision fit. You can expect to continue to see metals and iron products that deliver on that message.
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