Betting on a Revolution in Iron Set Makeup

Despite the brakes periodically applied by golf’s ruling bodies, clubs and balls have been constantly evolving as new materials, technologies, and designs deliver better performance.

Now that hybrid clubs have become standard issue in the bags of most amateurs and professionals, a movement has begun to create fully integrated irons sets that meld perfectly in loft and feel from the short irons through the mid irons and into the hybrids.

And, according to at least one industry leader, it’s a movement not just aimed at seniors, women and slower swingers.

I recently had the chance to hear a presentation by Chip Brewer, the president and CEO of Adams Golf, on his company’s bid to use their hybrid niche leadership to grow their sales with integrated iron sets for every caliber of player. What he had to say was so interesting I thought I’d share it with you in this week’s Bag Drop…

Chip Brewer is a pretty smart dude. You kind of have to be to carry an MBA from Harvard and lead a turnaround at a foundering business even as other companies like yours are biting the dust. And it doesn’t hurt to also carry a very low single digit handicap.

Brewer is convinced that integrated hybrid iron sets are the future of golf. After hearing his rationale, I tend to agree.

He began by tracing the evolution of iron sets from the single handmade clubs at the turn of the century to the matched set concept introduced in the 30’s. Then irons transitioned from flat back forgings to cavity backs and then to oversized heads. He believes hybrid irons sets are next.

While the early offerings from companies like Adams, Nickent, and Nike have clearly been aimed at seniors and women (see the Nickent hybrid iron set we reviewed here), the stage is set for better players to begin moving in that direction.

You just have to look at the acceptance of hybrid clubs on the professional tours. Today 74 percent of Champions Tour players, 72 percent of Nationwide Tour players, and 52 percent of PGA Tour players have at least one hybrid in their bag. Those are impressive numbers when you consider the very best players are traditionally the last to embrace new technologies.

Brewer thus makes the point that it’s a myth that hybrids are only for game improvement players. Hybrids are easier to hit than long irons for every golfer. And hybrids are easier than mid irons for the majority of golfers.

Dana Quigley, an Adams Golf endorsee, has embraced hybrids to an extreme. A 7 iron is the longest traditional iron in his bag. The rest are hybrids that have been trimmed and bent to give him proper gaping. There’s a cute little video clip accessed from the Adams web site where he explains the set to Judy Rankin.

Hybrids work so well for every player because the modern ball spins so much less than in the past. It’s thus tougher to get airborne with long irons that have evolved to stronger lofts. The hollow design and lower center of gravity in hybrids are the perfect solution to achieve optimal launch angle and spin.

Integrated iron sets bring the advantages of hybrids to a set of clubs that deliver matched swing weights, lengths, lies, and lofts throughout a set so you get more consistent feel and distance between clubs. That makes sense to me.

In the playing position these irons are classic looking with a compact head, square toe, and thin top line.

Brewer is backing up his vision with the first set of integrated irons specifically designed for the better player. Adams has introduced Idea Pro forged irons that matches the Idea Pro hybrids we covered here with forged cavity back irons running from a 5 iron to a pitching wedge.

The irons are clearly player’s clubs… thin top lines and soles, little offset and very soft forged steel. Allen Doyle used them to win this year’s U.S. Senior Open. I’m sure we’ll have a full review of these in the Sand Trap down the road.

While committed to this direction in iron set development, Brewer is also a realist who recognizes that integrated irons sets won’t become the industry standard until the big boys like Titleist, Callaway, and TaylorMade jump on the bandwagon.

Brewer points out that right now these manufacturers are perfectly content to sell you a full set of irons, have you stick the 3 iron and 4 iron in the closet, and then buy a couple hybrids to fill out the bag.

When asked if it bothered him that his company was too small to really drive the complete acceptance of integrated iron sets in the market, Brewer smiled and shook his head saying, “Not at all. We’re right where Ping was in the 60’s when they introduced their cast cavity back irons. That’s not a bad place to be.”

In the End…
As I’ve written before, choosing hybrids to match up with the irons you have can be confusing and complicated given so many options in lofts and lengths within the category. It also doesn’t make much sense to keep buying long irons you’re never going to use. I, for one, am running out of closet space.

As the leader in hybrid clubs, Adams Golf is pushing the envelope with its new “players” integrated iron set, the Idea Pro irons. I think it’s the right idea and the first of more such sets to come.