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Posted: October 14, 2010
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.
If you have a question that you don't see here, ask away in the Team Titleist discussions. Click here to join in the conversation.
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.Why
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. What
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.What's
the reason behind the decision not to release a 'DComp' version this time
around?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.What
was the thinking behind the F and Fd fairways and what are the differences
between them?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.Why
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.Don't forget to ask you question by clicking here.
I have always appreciate the selection and quality of the shafts normally associated with Titliest. Could you maybe comment on the shafts available for the 910 drivers? How much "the Diamana shafts for Titliest" differ from the widely available versions of these shafts? Thanks in advance!
wrote on January 19, 2011
when will fairway and hybrids be available in LH
wrote on January 19, 2011
Hi Eric G.,
The 910 family of fairway metals and hybrids will be available on February 1st for both right-handed and left-handed players.
Mike D., Team Titleist Manager
wrote on January 19, 2011
Just the thought of these clubs is making me horny :) Mmmmmmm Titleist.
wrote on January 20, 2011
Will one be able to change loft and/or lie with the wrench provided or will this wrench just be the tool for changing the various weights?
wrote on January 21, 2011
As an armature, is it possible for me to get a tour bag with my name on it?
wrote on January 22, 2011
If we do not live near a titleist fitter, what procedure would you suggest to fine tune the correct setting for the new 910 driver? Would it be as simple as going to the driving range and make adjustments until a tight, deep trajectory is found, or, is their a method to minimize adjustments (i.e. removing and adjusting the movable parts)? I'm a single digit handicapper.
wrote on January 25, 2011
When are the 910 fairway woods out? Or are they already?
wrote on January 29, 2011
I acquired the 910 d3 driver on nov 28th and have just ordered the 15 degree 910f and19 degree 910 hybrid both with diamana ahina shafts . have used both on my track via my pros customfit centre at lansdown gc near bath and cant get over the extra length and control i have over my old 909 equivalents, the best just got better . happy days, bring on the new season!!
wrote on February 1, 2011
my club pro ordered my 910 fairway and hybrid tuesday 1st feb and unbelievably they arrived weds 2nd feb,what can i say other than fantastic service from titleist, i was expecting at least a 7 day wait, second to none service from a second to none company. hasten to add i was up my club like a shot to collect them.
wrote on February 2, 2011
how much can the loft be adjusted? If I get a 9.5 what will be the range of change that I can make?
wrote on February 7, 2011
@Bob Mcmeans- All of the new 910 series can be adjusted from standard position either +1.5 degrees more loft or -.75 degrees.
wrote on February 7, 2011
sounds good.may be best if beats ping g15 drivers
wrote on February 15, 2011
OK...not going to panic. ...I have a 3 year old regular flex Burner driver, that was way too flexible. I could pound it 290-320 consistently but hard to keep accurate because turns out my Swing Speed was 115-120. (Finally got fitted at Golfsmith). They recommended the 910 D2 with the Project X 7C3 shaft. A-1 setting shaft. Used it today for the first time. Extremely accurate...but distance was down to 260-270 with my best drive topping out at 303.......love the accuracy ...but not the loss of 30-50 yards......I am going to try D-1 tomorrow ..but yikes am I going to lose that much distance??
wrote on February 18, 2011
they say the shaff on the D2 or D3 is a bit heavy is that true or if so what is the next size down from standard
wrote on March 4, 2011
the site no longer indicates what lofts are available for LH....can we get the 8.5 in LH?
wrote on March 4, 2011
when can I expect the AP1 replacement
wrote on March 9, 2011
Great questions and answers. Some confirmed what my local shop told me when I purchased the 21 and 24 degree hybrids and the 910F. Waiting for the stitches to heal from recent surgery to get fit for your driver. These are definitely the BEST hybrids and fairwood I have ever hit. Been through about 5 different previous hybrid brands and likewise fairway woods. These feel solid and sound great when you hit them. You know when you didn't make the best contact but still get pretty good results. Most hybrids and fairways have so much offset all I do is hook them. These go straight as an arrow and far. The 21 deg hybrid goes at least 10 yards farther than my last one. I love the way they sit on the ground, no finding the right set up it's automatic. Couldn't be more pleased with these clubs. Looking forward to replacing my irons. When will your new irons come out?
wrote on March 30, 2011
I hit the 910 D2 with 9.5 loft and Aldila RIP stiff like 20 yards longer than my 909Dcomp which is cut down 3/4 an inch and has diamana regular flex 10.5 loft, is this because of the club or shaft and loft setting? Because I don't want to spend the 400$ for this driver if I can replace the shaft, although I would like less loft.
wrote on April 5, 2011
I am a 20 handicapper and fourteen years old, and i hit the r5 dual driver with a 445cc clubhead. So what driver would you guys at Titleist recommand for me the d2 or the d3?
wrote on June 14, 2011