Titleist Launches Tour-Proven 910 Series Fairway Metals and Hybrids

High Performance Designs combined with Patented SureFit Tour Hosel Technology Provides Total Performance and Precision Fit.

Fairhaven, MA (January 27, 2011) –  Dedicated to providing serious golfers with the highest performing equipment from tee-to-green, Titleist takes long game performance and fitting to a new level with the introduction of the tour-proven 910F and 910F-d fairway metals and 910H hybrids.  The revolutionary 910 fairway metals and hybrids feature the fastest, most stable head designs Titleist has ever created, as well as the new SureFit Tour (SFT) dual-angle hosel.  SFT is innovative, patented technology that allows the loft and lie to be independently adjusted and set to provide golfers an unrivalled level of fitting precision previously available only on the major professional tours.

“The performance of the new 910 fairways and hybrids perfectly complement the 910 driver,” said Dan Stone, Vice President of R&D, Titleist Golf Clubs.   “The same advanced design concepts that went into the 910 driver have enabled us to achieve substantial gains in ball flight, looks, feel and sound throughout the long game clubs.  In combination with the new level of precision fitting that can be realized through SureFit Tour technology, the new 910 fairway metals and hybrids achieve total performance in the long game for all serious golfers.”

910F AND 910 F∙d  FAIRWAY METALS:  Titleist 910 fairway metals are available in two models that provide distinct performance.  The 910F is a versatile, maximum forgiveness fairway metal designed for outstanding performance from the turf or tee.  The 910F features a pear shaped head design with a deep CG for easier launch off the turf and straighter more consistent ball flight.  The 910 F∙d is a stable, larger volume fairway with a higher moment of inertia specifically designed to optimize distance and performance off the tee.   The 910 F∙d features a deeper face that produces a medium trajectory with low spin for a more boring ball flight.

910H HYBRIDS:  Titleist 910H hybrids are the most versatile hybrid line ever created by Titleist.  Titleist R&D partnered with the Titleist Tour staff to create a new confidence inspiring head shape, which is characterized by a five percent larger chassis with square toe profile.  The 910H features a higher moment of inertia for enhanced control and produces higher launch, lower spin and a straighter flight.  The profile, offset and center of gravity in the new 910H hybrids transitions throughout the lofts to create optimal trajectory and spin for each club.   The new 910H provides improved flight, sound, feel, looks and overall performance. 

SUREFIT TOUR TECHNOLOGY:  The 910F, 910 F∙d and 910H all utilize Titleist's new patented, innovative SureFit Tour dual-angle hosel, a breakthrough in fitting technology inspired by the bending of metal woods on Tour to achieve more precise ball flight through independent loft and lie adjustment.  The SFT hosel features a sleeve and a ring, each with four settings.  The sleeve settings are numbered 1, 2, 3, 4 and the ring settings are lettered A, B, C, D.  This results in a matrix of 16 unique loft/lie combinations that allows the fitter or golfer to make left or right flight improvements (mostly via lie adjustment), and launch and spin improvements (mostly via loft adjustments).  The combination and interaction of the ring and sleeve provides the "dual angle" technology that makes independent loft and lie adjustability possible.

“We describe SureFit Tour technology as a ‘Tour Van-in-a-hosel,’ because the dual-angle hosel technology, interchangeable shaft and rear bezel weight provides a fitter with all the power of a tour van right at the point of fitting,” said Steve Pelisek, General Manager, Titleist Clubs.  “We can adjust loft and lie, as well as change the shaft and weight of the club right on the range.  The new 910’s are not only the highest performing metals  in the history of the Titleist golf club franchise, but represent a true competitive advantage in performance and fitting.  Previous to the new 910, our fitters on Tour would run back and forth to the Tour Van when we needed to adjust the loft and lie, change a shaft or build an entirely new club.  Not anymore.  Whereas it would take several hours to fit and build new clubs for a player, with SFT technology we can now fit them in minutes.  In addition to the process being faster, players now walk off the range with a more precise fit.”



TOTAL PERFORMANCE, PRECISION FIT – 910 fairways and hybrids are Titleist’s most technically advanced designs to date.  The head designs are faster and more stable and feature the patented, innovative dual-angle SureFit Tour hosel to optimize ball flight - higher or lower, and for more fade or draw – for increased distance and shot control.

OPTIMIZED FACE INSERT - Both the 910F and 910 F∙d metals feature a variable thickness face insert with a thick central portion designed specifically for fairways.  This refinement provides a larger maximum ball speed area and an improved launch/spin face map gradient that yields increased distance potential.   Variable thickness in the face also allows discretionary weight to be redistributed to more optimally position the club’s center of gravity.  The face design contributes greatly to the livelier feel and sound of the new 910 fairways.

ACOUSTICALLY TUNED STRUCTURES:  Sound is a crucial component of feel and the 910 fairway metals and hybrids have been acoustically engineered to improve feel and produce a hotter, more solid sound off the club face that tour players have described as "lively.”

PRECISION MANUFACTURING:  With the design of precision fixtures and improved manufacturing processes, 910 fairway metals and hybrids are produced with unequalled visual and mechanical consistency.  In fact, the loft and lie production tolerances set for 910 fairway metals and hybrids are twice as tight as industry norms.

BLACK PVD FINISH:  The performance advancements of the 910 fairway metals and hybrids are complemented by the club's striking black PVD and paint finish.  Contrasting white scorelines provide an attractive set-up appearance that breeds confidence.

IMPROVED PROPRIETARY SHAFTS:  The 910's high performance stock shaft options include three improved proprietary Mitsubishi shafts that feature Next Generation Diamana MDI (multi-dimensional interlay) technology and three different weight and bend profiles to fit a broad range of players.  All of these shafts are also torque matched to flex and swing speed.  In addition, there are more than 80 different shafts available in the Titleist custom shaft matrix.

PLAYER BENEFITS:  Titleist 910 fairway metals and hybrids deliver superior looks, feel and sound along with the core performance requirements that have made Titleist long game clubs one of the top choices of tour players, PGA club professionals, and top competitive amateurs for more than a decade.  The Titleist 910 fairway metals and hybrids deliver greater distance, more shot control, and more consistency than any long game metals that  Titleist has ever introduced.

910 FAIRWAY METALS AND HYBRIDS ON TOUR:  Titleist 910 Fairways and hybrids officially debuted on the PGA Tour in late August at The Barclays.  About a month later, Titleist Brand Ambassador Bill Haas became the first player to win with a 910F fairway metal in his bag, capturing the Viking Classic with a 910F (13.5) model.  A week later, Titleist Brand Ambassador Mark O’Meara gamed the 910F (13.5) fairway metal and the 910H (17.0) to capture his first Champions Tour title at the Constellation Energy Senior Players Championship.  In November, Titleist Brand Ambassador Adam Scott became the first player to win with the 910 F∙d, relying on a 15-degree model that helped him rank in the top-5 in driving accuracy as he captured the European Tour’s Barclays Singapore Open.

Other victories to date with a Titleist 910 fairway metal include Titleist Brand Ambassador Robert Karlsson at the European Tour’s season-ending Dubai World Championship.  Karlsson relied on 13.5 and 19 degree 910F’s in the win.   In another season-ending event, the winner of the Nationwide Tour Championship relied on a 15-degree 910F in his victory, earning his card to the 2011 PGA Tour in the process.  On the Australian PGA Tour, Titleist Brand Ambassadors Peter O’Malley and Geoff Ogilvy trusted 910F fairway metals in their victories at the NSW Open and Australian Open, respectively.  Add to these wins Titleist Brand Ambassador Michio Matsumura’s win with a 17-degree 910H hybrid on the Japan Tour’s Casio World Open, and 910 fairway metals and hybrids have been played by the winners of eight worldwide tour events in the brief time since their tour introduction.


910F Specs

• Compostion: 17-4 Stainless Steel body with a 455 Carpenter Steel face insert
• Lofts: 13.5, 15, 17, 19 RH & LH
• Stock grip: Titleist Tour Velvet 360 degree rubber
• 13.5, 15 Head volume: 155cc (slightly higher launch and spin versus 910 F∙d)

910F∙d Specs
• Compostion: 17-4 Stainless Steel body with a 455 Carpenter Steel face insert
• Lofts: 13.5, 15 RH & LH
• Stock grip: Titleist Tour Velvet 360 degree rubber
• Head volume: 180cc (slightly lower launch and spin versus 910 F)

910F, 910F∙d Stock Shafts
• Titleist Diamana 'ahina 82 (White)
• Titleist Diamana Kai'li 75 (Blue)
• Project X Tour Issue X8 Graphite
• 83 other custom shafts also available

910H Specs
• Compostion: 17-4 Stainless Steel body with a 455 Carpenter Steel face insert
• Lofts: 17, 19, 21, 24 RH & LH
• Stock grip: Titleist Tour Velvet 360 degree rubber

910H Stock Shafts
• Titleist Diamana 'ahina 90 Hyb (White)
• Titleist Diamana Kai'li 80 Hyb (Blue)
• 23 other custom shafts also available

Each 910F, 910F∙d and 910H includes:

  • Headcover

SureFit Tour Wrench Kit Available for Purchase:

  • Lined valuables pouch
  • Ergonomic torque wrench
  • Foldout instruction booklet with Performance Guide

SureFit Tour Weight Kit Available for Purchase:

  • Adjust for swingweight and feel preference
  • Kit contains 2,5,7,9 and 12g screw weights, locking weight caddie, and instruction booklet
  • Uses the SureFit Tour Wrench
  • SureFit Tour Wrench Kit $20 MSRP
  • SureFit Tour Weight Kit $50 MSRP


The new 910 fairway metals and hybrids will begin shipping to golf shops on February 1, 2011.  The 910F and 910F∙d fairway metals will carry a suggested retail price of $279 (MAP: $249).  The 910H hybrids will have a suggested retail price of $259 (MAP: $229).  For more information about the family of Titleist 910 fairway metals and hybrids, shaft matrices and performance comparisons, please visit the Titleist 910 Fairway Metals and 910 Hybrids pages at Titleist.com.

Titleist and FootJoy comprise the major golf brands of the Acushnet Company, an operating company of Fortune Brands, Inc. (NYSE - FO). For more information, please contact Joe Gomes, Director of Communications, Acushnet Company (508.979.3211) or joe.gomes@acushnetgolf.com.

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