Titleist | Finding Feel

The feel of a pure iron shot is a sensation every golfer chases. It’s a personal experience that’s difficult to describe – and even tougher to create. “Finding Feel” is a Titleist original that brings you inside the team’s efforts to unravel the mystery of feel and find an answer to the bewildering question, “How do you engineer an emotion?”

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What does a ped iron shot feel like to you a pure it’s a tough one the perfect feel with an iron shot I man it’s hard to describe it’s a whole experience right but it’s really hard to explain a pure iron feels uh H that’s a really good one I got time when I come home I just come out here and I hit 20 or 30 balls just to decompress this is a club I use it’s an old muscleback five iron it’s one that you have to be very precise to hit well but when you just pure one it’s

Unlike any other feeling you experience there you go that one was right in the middle it lights up your brain a pure iron shot feels like when God and Adam are touching in the cine Chapel feels like the perfect wine pairing like hitting a ball of

Clay feel is one of the main feedback mechanisms you get when you hit a golf shot it feels like the club and the ball are just connected for a little longer that sensory experience that you flush that shot that’s really what you’re chasing when that happens that second

That you know oh man I just got that one oh you’re just like well how soon can I do it again the feel of a great iron shot is just the best before you even look up and see the ball you know you hit that one

Good and so every time we do a survey on what dedicated golfers want the number one response regarding irons is I want feel be good now of course the science are going to go for the 3DS distance dispersion angle of descent but if it doesn’t have great feel it’s kind of a

Non-starter but it’s a difficult problem for an engineer because when you add complexity to the design of the club head in order to gain advantages such as easier launch conditions or better off-center impact these are naturally in conflict with the best feel performance we want to be able to give

Every player that feel that everybody wants but the challenge of trying to engineer feel is that there’s a subjective nature to it so it’s hard to wrap your arms around it when you hit it good like that the ball just feels light the feel of the perfect golf shot

Is really hard to describe so that feels more like chopping wood we’re dealing with something of such a short duration that was a good one sweet spot yet your brain processes that very quickly into emotions such as desire love feelings of quality and consistency yeah that felt great and the

Feel response is going to tell you when you hit a good shot or a bad one oh that felt like hitting a human skull that’s not good you have much experience hit in a human skull so we’re having to develop the physics and the measurement methods to

Try to understand what is it that your brain is so good at it’s a big challenge developing a technical road map to try to describe or Define something that quite frankly is a motive but if you want to fine feel it’s there you just have to dig a Little

Deeper all right so I’m going to give you these headphones I want you to close your eyes and you get them on there we’re just going to play a little something for you and just kind of let it kind of wash over you There Oh my God the impact between a golf ball and an iron lasts for less than half of a millisecond in that time vibrations are created which then radiate from the impact half a millisecond and there’s so many different things that can make that impact really good or really bad how the club interacts through the

Turf how the shaft is optimized for your Swing the grip is also sensory it’s tactile but then beyond that it’s Acoustics that’s insane you know you’re doing research when you have to work in an office that has like a you know 9 in thick steel door so largest civilian use anak Coke chamber in the United

States built in the 60s for the skunkworks project for the stealth fighter for an engineer this is like bucket list you know it really is yeah this is cool yeah Acoustics really entered the equation early to mid 2000s Engineers realized that there was more more to feel than just Soul design and turf

Interaction is more about the player’s experience and one of the big keys of that experience is what you’re hearing that was when we started taking sound recordings of everything we could what club is first let’s do the MB Proto MB Proto your better knife how good does that

Sound waveform are just so rich in Information and when you take these recordings over 20 years then you really start to have a catalog of what works and from there we can start to take a analytical approach and a predictive approach where we start to simulate Acoustics in a virtual environment the hard part is that every

Aspect of every component of the golf club has its own modal frequency modal fre frequency can be thought of as the natural frequencies that the different components of an iron want to vibrate at how is the thin face interacting with the polymer of Max impact what is the

Back doing what is the badge doing so we can run these different virtual experiments taking Parts out or putting them in and see how they’ll manipulate the sound frequency the simulation can be thought of as an instrument and you’re tuning each component every time to see if it’s

Producing the cord that you’re hearing in the recording if you get the correlation it allows you to quickly iterate through a ton of different models so before we would only run a handful of different ideas and with simulation you can run hundreds of ideas some combination of those creates

A signature which is the best sound the best feel when we began was how much loss in terms of you can we tolerate engineering all this performance into a club now we’re asking the question how can we have it all how far can we push this holy cow

A pure iron shot that’s the ultimate feeling that I’m chasing for just a split second all of my doubts and my worries go away once you’ve peered an iron it’s almost like starting a little addiction you just want to keep playing to feel it again the sensation when I pure one is I

Feel like I want to find a mirror and highfive myself it’s just the ultimate feeling of confidence Nice Shot like I could do it every time beautiful thank you get up be good a and then it’s something I can’t do every time when you can deliver a product to

Help people play better golf there’s no better feeling because you know how difficult golf is to everyone we’re trying to give our golfers the best experience of the game all right there we go Marne let’s go and feel in a golf club it’s really really important to having a good experience of

Golf every golfer likes maybe something a little bit different but for us we tried to simplify it a little bit by focusing on the best players in the world and what they consider to be the best field so you have the Prototype irons in here Marne and his team that

Was their biggest Focus was to find something that uh they could do to improve the feel and get the feedback that you’re looking for throughout the set that feels just like the MBS all the way through the bag love the sound of it I mean oh my God that came out so

Good here’s crazy this is great yeah t350 all the speed all the launch we always afforded ourselves a little bit more leeway in the game improvement category right but we asked ourselves why why can’t we engineer the same level of feel into the 350 this thing’s so fun not

Traditionally a club for a player of your caliber but that’s sick I know who it’s made for but I could put this in my bag if it’s going to come out that Nice all we do is help dedicated golfers play their best so we’re going to give you tremendous feel in four unique models and then you go get fit for the right one you’re going to play your best golf everybody always likes you know a

BL or a t00 in the way it feels not everybody can play those two golf clubs so now that everything feels the same solid we’re removing barriers there’s no more excuses with I don’t want to play this golf club cuz it feels a certain way you should play it because it

Performs better it helps you score better I think engineering field particularly in irons is their Perpetual challenge because we actually have to Delight golfers make them fall in love with our product and that as an engineering problem to me is absolutely fascinating after all the physics is

Being applied does it actually make us feel good it can be very easy to beat yourself up on the golf course cuz we don’t hit perfect shots every time but that instance when I do makes me feel like I’m capable of doing anything like I did that I did

That I’ve got two kids so squaring it up nice it’s one of the few times when you know I kind of feel like I’m in control woo you work so hard to accomplish this one perfect connected moment that had to feel good sure did when you’re swinging the club well it

Just feels like you’re hitting a Marshmallow I mean that’s felt good too it feels like I’m almost hitting a cotton ball it’s coming out exactly how I think it’s going to come out and then you look up and somebody in your group’s looking at you like that thinking man what a perfect iron shot we just [Applause] it