Titleist’s ‘Finding Feel’ Series Chases What Makes a Perfect Iron Shot

What is the perfect iron shot to you?

Titleist is after that exact answer, surveying minds from both the amateur and professional level to answer the question that drives the company to continue refining its already world-class product: “How do you engineer emotion?”

Everyone who has ever played golf has felt the compression and feel of a pure shot. It only takes one to catch “the bug,” which keeps all of us coming back for more.

Feel is what players seek the most. As Titleist develops and redefines its iron lineup every year, it narrows in on what all golfers, from professional to amateur, want.

Steve Pelisek, President of Titleist Golf Clubs, said:

“Every time we do a survey on what dedicated golfers want, the number one response regarding irons is, ‘I want feel.’” 

Perhaps the constant chase to provide players at all levels with exceptional feel is what has made Titleist the most desired club manufacturer on the PGA Tour for 19 of the last 20 seasons. T100 is the most played iron model on the PGA TOUR and has been since the first generation’s introduction on the PGA Tour in 2019.

Titleist has not forgotten about what other things players need as well, including forgiveness. Walking the fine tightrope between forgiveness, feel, and shaping ability is where the company has truly set itself apart from everyone else.

Will Zalatoris said:

“I just didn’t know that it was possible to have that much feel in an iron and then still have the forgiveness.”

Along with Zalatoris, Cameron Young recognizes Titleist’s objective of finding the perfect feel that caters to all players who pick up the company’s clubs:

“I think the work [R&D puts in] to make them feel consistent throughout the line from anMB all the way up through some of the bigger heads I think, one, creates a consistency that you need to know what you’re going to get because that way, you know what you’re looking for in that strike. Two, I think the way these new ones feel, the new T100s are unbelievable. They feel so much like a blade. Just to know that it’s going to be that rewarding when you do get it right is something that obviously, you strive for.”

How would you describe the perfect iron shot?

Watch the first episode of Titleist’s “Finding Feel” series below:

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