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Callaway says the next generation of golf-club technology could be about more than incremental gains, with a new additive-manufacturing platform giving its engineers the freedom to re-think some of the fundamental limitations of driver design.
Brian Williams, Callaway’s chief technology officer, says the company’s investment in 3D printing has created an entirely new toolkit for its R&D team – and he believes the technology could deliver meaningful advances for years to come.
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“We’re not running short on ideas,” Williams tells Australian Golf Digest. “We’re not running short on a vision for how to make better golf clubs, more desirable golf clubs for our consumers. We see the future as bright from an innovation standpoint.”
At the heart of the new approach is Callaway’s Tri-Force 3D Face [pictured], an additive-manufactured titanium driver face featuring a gyroid lattice structure. The design allows engineers to control mass, stiffness and deflection in ways that conventional casting and forging cannot.
Callaway says the technology has allowed it to remove more than eight grams from areas of the face where mass is less useful, then redistribute that weight to improve aerodynamics, face…
Callaway did not suffer a significant sales hit after backlash to its controversial co-branded driver ad with Good Good Golf, the company said on its Q3 earnings call on Thursday. But the brand's public image did take a noticeable hit, Callaway's top executive admitted.
"Needless to say that that whole incident was a serious one for us. It was a tough two weeks for our team and our brand," president and CEO Chip Brewer said on the earnings call. "Fortunately, we didn't see a material financial impact. There were really no discernible changes in sales trends, even during the event."
Callaway ended its partnership with Good Good (which dated back to 2023) due to the ad, which was released online on Aug. 20—and then quickly deleted. The ad included a scene in which a co-founder of the content creator group, Garrett Clark, shoved colleague Alexis Miestowski to the ground. Callaway stopped selling the driver, which started at $650, on its website. But Good Good is still selling two editions of the Callaway driver on its online store. Major retailers, including Dick's Sporting Goods, Golf Galaxy, and PGA Tour Superstore, all pulled Good Good merchandise from their stores but not any…