Top Golf Brands of 2024: What's New and What's Hot

Why do we grow loyalties to certain brands?

There are many ways to answer that question. It can come down to the quality of a brand’s product they manufacture. It could be that a brand is consistently innovating and improving how we live in what they produce.

We experience the same with golf club manufacturers. We align with a manufacturer because we hit the ball further or better with their products. We like the feel and look of what a manufacturer produces. If we shoot better scores, we will likely remain loyal to a particular manufacturer.

Today, we will examine five of the major manufacturers that create loyalty among golfers who use their clubs.

We’ll examine some of these manufacturers’ key product launches in 2024 and take a sneak peek at some of the technologies powering them, designed to help us play better golf.

Our guide will take in the activities of the following:

• TaylorMade
• Titleist
• Callaway
• Cobra
• Mizuno

TaylorMade

2024 has been a busy year for TaylorMade. In January, the Qi10 series of drivers was launched, which took TaylorMade’s work with carbon fibre in a slightly different direction than in previous years.

TaylorMade introduced more extensive use of lightweight carbon fibre in the crown and the sole, allowing the engineers to use the saved weight strategically within the head. This created a more stable head that was less prone to twisting open or shut on off-centre hits.

Heads that are less prone to twisting are said to have high Moment of Inertia (MOI). Using the relevant scale, reaching the figure of 10,000 indicates the highest level of stability.

TaylorMade adopted this figure when naming its new series, Quest for 10,000 Inertia - Qi10.

TaylorMade launched three drivers in the Qi10 series, which are:

• Qi10 LS
• Qi10
• Qi10 Max

It should be noted that the only driver that reaches the 10K MOI figure is the Qi10 Max. The standard Qi10 and Qi10 LS still benefit from high MOI figures.

Along with the drivers, TaylorMade also introduced fairway woods, hybrids, and irons within the Qi10 family.

P-Series Updates

TaylorMade has had great success with its P.Series golf irons to date. This summer, the simultaneous launches of the P.770 and P.7CB irons refreshed both models.

The P.770 is the smaller-headed relative of the P790, aimed at better players. The 2024 model features a sleek Tour Satin Scratch finish. The head has minimal offset and thin topline, which most better players prefer the look of at address.

The P.770 still packs some serious punch, with its hollow body construction filled with Speedfoam to enhance feel and acoustics. From 4 iron to 7 iron, the Speed Pocket is in the sole to help reduce unwanted excessive spin from shots hit low in the face.

TaylorMade has also added its FLTD CG technology to optimise spin and launch throughout the golf iron set, resulting in higher launching long irons and lower launching higher spinning short irons.

The P.7CB is the latest iteration of a long-standing generation of quality player cavity-back forged irons.

The 2024 P.7CB features a tungsten insert and a metal composite matrix material insert positioned in the sole, which is covered during the forging process to enhance each iron’s centre of gravity and optimise trajectory.

New Hi-Toe Wedges

TaylorMade has upped the ante in its wedge department, and this year, the new generation Hi-Toe 4 wedges was introduced.

The Hi-Toe 4 wedges have a more streamlined look while incorporating the classic copper finish that is ever-present in the Hi-Toe range.

The Hi-Toe 4 features a prominent toe pad and a small cavity placed close to the heel to optimise each wedge’s centre of gravity to enhance optimal trajectory.

TaylorMade has engineered its Spin Tread Technology into the new Hi-toe 4 wedges.

Spin Tread technology uses a laser etching process to roughen the surface between the grooves, helping channel moisture away from the face and giving more comparable spin numbers between playing in the dry and wet.

The angled pattern and the raw finish also contribute to consistent spin numbers, making the wedges more predictable in all conditions.

As with previous generations, the lower lofted (50 and 52 degrees) Hi-Toe 4 wedges feature a normal face design. From 54 degrees upwards, the Hi-Toe 4 wedges feature full-face grooves.

Full-face grooves work well for players who like to play pitches and chip shots with the face open. Research showed that shots played with an open face came more out of the toe area of the face, which had an impact on creating consistent spin numbers.

Spreading the grooves the full length of the face means you have more purchase and predictable spin consistent with a centred strike, even if you catch the shot a little out of the toe.

Titleist

Arguably, the major headline coming from Titleist in 2024 was what the successor to the hugely successful TSR range of drivers and fairway woods would be.

The answer came in early summer as early shots of the new drivers and fairway woods were released at the Memorial Tournament on the PGA Tour, followed by teaser posts on Titleist’s social media channels.

We didn’t have to wait too long until the world was properly introduced to the new GT Series in late July. The obvious starting point was the name change. Titleist Speed (TS) was replaced by Generational Technology (GT).

The name refers to the new material Titleist was employing. The Titleist GT Series would debut Proprierty Matrix Polymer (PMP), a material similar to carbon fibre that is extensively used in aircraft construction.

PMP is lighter and stronger than titanium. Titleist’s engineers could utilise the saved weight to increase ball speeds by moving the weight further forward in the head.

Titleist also believe that using PMP overcomes one of the major hurdles associated with carbon-heavy drivers: acoustics. Titleist was very particular about how the GT Series should look and feel familiar to golfers who used previous TS generation drivers, which Titleist has achieved with the GT Series.

Improved performance across the GT Series comes from merged face technologies from the previous TSR generation. Variable Face Thickness (VFT) helps golfers get more consistent performance from off-centre strikes and, featured in the TSR 2 model, has been combined with the TSR 3’s Speed Ring technology, which helped increase ball speeds on centre strikes.

Titleist has launched the GT2, GT3, and GT4. The GT2 and GT3 are close in performance, with the GT3 having a more “tour-inspired” deeper face and more pear-shaped look in very traditional Titleist fashion.

The GT4 is the smaller-headed low-spin bomber’s option. The model also works well for golfers who like to hit draws and fades at will off the tee.

The GT Series drivers have been joined by the GT Series fairway woods, which feature the same technologies as the driver lineup.

Vokey SM10 Wedges

January saw the launch of the latest generation of golf wedge royalty, the Vokey SM10.

The SM10 features design tweaks to the leading edges, which are straighter in the pitching and gap wedges. The sand irons and lob wedges feature a more curved leading edge to add more flexibility for golfers who like to manipulate the face open or closed.

Trajectory control is a key contributor to good, consistent wedge play. The Vokey SM10 series continues the work carried over from the SM8 and SM9 series, where the centre of gravity was moved higher the more lofted the wedge got. The SM10 series moves the centre of gravity closer to the true centre of the clubface, helping to create a more neutral ball flight.

Wedges are only as good as the spin they can generate, and with SM10, Vokey has continued with narrow and deeper grooves in the less lofted wedges and wider shallower grooves in the more lofted wedges.

SM10s also feature micro-grooves between the main grooves, which help generate maximum spin and control, which is particularly useful when faced with delicate greenside shots.

Callaway

It’s been a busy 2024 for Callaway, with significant new editions coming out throughout the year.

We’ll focus on two key introductions from the range of new launches that Callaway has added this year.

Callaway Paradym AI Smoke

The year started with the launch of the new Paradym AI Smoke range of drivers. The AI Smoke range features extensive use of carbon fibre for the same reasons we have seen with TaylorMade. Callaway’s big story is how they have employed AI technology to create what is arguably their best-performing driver.

Working with real golfers, Callaway has recorded over 250,000 swings from tour players down to high-handicap golfers. Mapping out each strike across the face, Callaway has paid close attention to what happens to ball speed and spin rates on less-than-perfect strikes.

Callaway has used AI power, obtaining over 1,000,000 data points from the 250,000 swings it captured. Crunching this data together through a supercomputer, Callaway has created a face that features micro trampolines that offset the effect of a poor strike, helping to maintain higher ball speeds and improve accuracy.

Callaway has created four driver models covering the breadth of golfing ability, from the low-spinning Triple Diamond model to the Max D, which helps golfers who fight a slice off the tee.

The Max model sits in the middle, covering a wide range of golfers, while the Max Fast is designed for golfers with the lowest clubhead speeds.

A Max Triple Diamond model came out later in the year, combining the low-spin qualities of the standard Triple Diamond with more forgiveness in the Max model.

Opus Wedges

The Opus wedges are a clean break for Callaway. Starting with a blank sheet of paper, Callaway created the Opus wedge based on extensive feedback from their playing staff on what they like to see in their wedges.

The net result is a new “tour-driven” head design with a more classic teardrop finish than in previous models.

Opus wedges feature Callaway’s SPIN-GEN technology, which roughens the face between the grooves to add further traction to shots, especially when playing in wet conditions where moisture is caught between the clubface and ball, which can reduce spin levels.

Angled grooves sit between the main grooves, helping to create more spin and control, while two additional main grooves have been added to help Callaway’s claim that the Opus wedges are still some of the most aggressive in the market for spin.

The Opus Platinum wedge features a different construction process from the standard cast Opus wedges. Using a process known as Metal Injection Moulding (MIM), Callaway creates tighter tolerances in the construction of the head to make its ultimate wedge.

Seventeen grams of tungsten is also infused into the MIM build to help optimise the centre of gravity in each wedge.

Cobra

Cobra’s major launch for 2024 was the Darkspeed range of drivers, fairway woods, hybrids, and irons.

While companies like TaylorMade have opted for a narrative around stability with the Qi10, Cobra is sticking to offering golfers power.

This is achieved by extensive use of carbon fibre and aggressive aerodynamic shaping to help increase clubhead speed.

Cobra has also adjusted its PWRSHELL and PWR BRIDGE technologies with the aid of AI. PWRSHELL and PWR BRIDGE work in harmony to create more consistent ball speeds and efficient energy transfer, which create longer drives regardless of where the strike comes from.

Cobra introduced three driver models, ranging from the Darkspeed Max, designed to offer the highest levels of forgiveness, to the LS model for more powerful players.

Cobra is never afraid to push the boundaries of technology to create what it believes are the best golf clubs. Nowhere is that more evident than in its 3D Putter range.

Cobra has experimented with 3D printing technology before and is refining the process, leading to better products being created.

We need to be clear that the entire putter isn’t constructed using 3D printing. Only the visible internal lattice structure that forms the chassis of the putter head is.

Cobra argues that using 3D printing, it can create very specific designs that help distribute the weighting of the putter more effectively, leading to a more stable putter regardless of whether you opt for a more traditional blade-style model or a high MOI head design.

Mizuno

Mizuno has been busy updating its iron ranges recently, giving those loyal to the brand the opportunity to update their existing sets. Mizuno also creates fantastic opportunities to blend its iron sets, offering something for every level of golfer.

JPX 925 Hot Metal Irons

When we first think of Mizuno, we think of their blade irons. The purest of the pure with a buttery-soft feel for the best ball strikers and the artisans who always see shape and trajectory in every shot they hit. For those golfers, their sights are going to be set on the Pro 241 irons.

However, Mizuno isn’t just about blades. The JPX Hot Metal lineup has been around for some time and offers golfers the opportunity to experience the “nothing feels like a Mizuno” without having tour levels of ball striking.

2024 saw the release of the latest iteration, the JPX 925 Hot Metal series.

Three models are available: the standard JPX, the better-player JPX Hot Metal Pro, and the Hot Metal HL, for golfers who need the maximum help.

The power behind the Hot Metal lineup is Mizuno’s CORETECH technology. Using Chromoly 4335+ material for the face, Mizuno is able to create flex zones that, in some areas, are only 1.2mm thick. Mizuno has also thinned the perimeter area of the face ensuring the ball speeds and forgiveness for off-centre hits.

The main principle at play here is that thinner faces create a bigger trampoline effect, which is transferred into greater ball speeds.

While the JPX Hot Metal golf iron series has become Mizuno’s best-seller and will likely continue under the 925 series, Mizuno still offers the more traditional options.

We mentioned the pure blade 241, but you can also choose the forged player’s cavity back with the 243 or the hollow-bodied 245 model, which still retains the look and feel of 241.

Every year, the major manufacturers create more amazing products, pushing the design envelope further to help golfers of all abilities play better.

The guaranteed way to extract the maximum from today’s equipment is through custom-fitting.

As we saw above, most manufacturers have three driver models available. Using launch monitor technology will help us understand which driver head provides the optimal launch and spin rates, helping us hit better drives.

Fairway woods pack as much technology as drivers, so creating a good, consistent three-wood and adding a higher-lofted fairway wood for approach shots where you need trajectory control to hold greens can all be determined during a fitting process.

We also witnessed manufacturers like TaylorMade, Callaway, Titleist, Cobra, and Mizuno create iron sets that can easily be blended to create the perfect iron setup.

Whether you need something more forgiving in the longer irons before switching to more traditional shorter irons to maintain control can all be analysed during a fitting session.

At Nine By Nine Golf, our experienced fitters have the knowledge to help you understand the technologies seen in modern equipment. Performance doesn’t just come from choosing the right head. Marrying the correct golf shaft to the chosen head will further enhance distance, control, and ball striking.

We have in stock all the clubs we have discussed, along with a large number of custom shafts from major golf shaft manufacturers such as Fujikura, Mitsubishi Chemical, and True Temper, so you can create your perfect set.

You can book a custom-fitting session with us for any department of your game and work with our fitters to build the clubs you need.

Our website also features the full range of clubs we have in stock and the customisable shaft and grip options available. If you find what you are looking for, you can order directly from our website, and we will build your clubs in-house.

We’d be happy to help if you have any questions about the product ranges we have discussed or how custom fitting can benefit your game.