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Titleist 910 Series drivers - a 'Tour Van-in-a-hosel'
October 7, 2010

The launch of the Titleist Tour-proven 910 Series offers all serious golfers unrivalled driving performance through a more precise fit, thanks to SureFit Tour (SFT) hosel technology

With the introduction of the Titleist 910 series, amateur golfers everywhere will soon be able to benefit from the company's long and successful history of creating high performance drivers, as they take fitting precision to a level previously available only on the major professional tours.

The technologically advanced 910D2 and 910D3 feature the most stable head designs Titleist has ever created, as well as the new SureFit Tour (SFT) dual-angle hosel, innovative, patented technology that allows the loft and lie to be independently adjusted and set to 16 unique combinations.

The Titleist 910D2 Driver The Titleist 910D3 Driver
The 910D2: 460cc, pear-shaped driver gives mid/high launch with medium/low spin, for playability and forgiveness The 910D3: 445cc, classic pear-shaped driver gives mid launch with medium/low spin for increased workability

“The new 910 drivers provide improvements in flight, fit, looks, feel and sound, and a new level of precision fitting to deliver total performance and driving confidence,” said Steve Pelisek, General Manager, Titleist Golf Clubs. “Together, these advances put the Titleist 910 drivers in a class of their own, both on Tour and in the marketplace.”

“The new 910D2 and 910D3 are not only the highest performing drivers in the history of the Titleist golf club franchise, but represent a true competitive advantage in driver performance and fitting,” said Dan Stone, Vice President of Research and Development, Titleist Golf Clubs. “The ability to independently adjust loft and lie allows ball flight to be optimised both high and low, and for more fade or draw.”

The revolutionary Titleist 910D2 and 910D3 drivers have quickly been put into play by Titleist’s Tour staff players. Rory McIlroy is using the 910D2, while Ross Fisher used the 910D3 to win the 3 Irish Open, with Adam Scott and Geoff Ogilvy also playing the D3.

Titleist 910 Series driver heads: side-by-side comparison
The larger, more forgiving head of the 910D2 is evident in this side-by-side view

Titleist 910 drivers are available in two models that provide distinct levels of forgiveness and shot control.

The 910D2 features a 460cc full-pear shaped head designed for maximum playability and forgiveness, promoting a straighter ball flight with higher launch and low-to-mid spin.

The 910D3 features a 445cc classic-pear shaped head design that produces a boring flight. The 910D3 also promotes a straighter ball flight with low spin, and provides increased workability favoured by many tour players.

The Titleist 910 Series' new SureFit Tour dual-angle hoselBoth the 910D2 and 910D3 utilise Titleist's new SureFit Tour dual-angle hosel, a breakthrough in fitting technology inspired by the bending of metal woods on Tour to achieve more precise ball flight through the adjustment of loft and lie angle.

The SFT hosel features a matrix of 16 unique loft/lie combinations that allows the fitter or golfer to make independent left or right flight improvements, mostly via lie adjustment, and launch and spin improvements, mostly via loft adjustments. The "dual angle" technology makes independent loft and lie adjustability possible, a unique feature of the Titleist 910 series driver.

“We describe SureFit Tour technology as a ‘Tour Van-in-a-hosel’, because the dual-angle hosel technology in combination with the interchangeable shaft and rear bezel weight provides a fitter with all the power of a tour van right at the point of fitting,” said Pelisek. “We can adjust loft and lie, as well as change the shaft and weight of the driver right on the tee.”

910D2 Specifications
• Head volume: 460cc (slightly higher launch and spin versus 910D3)
• Lofts: 8.5°, 9.5°, 10.5°
• Stock grip: Titleist Tour Velvet 360 degree rubber
910D3 Specifications
• Head volume: 445cc (slightly lower launch and spin versus 910D2)
• Lofts: 8.5°, 9.5°, 10.5°
• Stock grip: Titleist Tour Velvet 360 degree rubber

The new 910D2 and 910D3 drivers begin shipping on November 15, 2010, with a suggested retail price of £300. For further information visit the Titleist 910 Drivers page at, where you will also find details of the Titleist fitting services available all over the UK and Ireland.


Titleist 910 Series Fitting MatrixSureFit Tour technology: The SFT hosel features a sleeve and a ring, each with four settings. The sleeve settings are numbered 1, 2, 3, 4 and the ring settings are lettered A, B, C, D. This results in a matrix of 16 unique loft/lie combinations (right) that allows the fitter or golfer to make left or right flight improvements, mostly via lie adjustment, and launch and spin improvements, mostly via loft adjustments). The combination and interaction of the ring and sleeve provides the "dual angle" technology that makes independent loft and lie adjustability possible. Current competitive adjustable hosel drivers feature only a single angle for dependent adjustability, meaning, every time the setting is changed, it alters both the loft and lie, which limits the ability to optimise ball flight.

Fast face insert creates a 15% larger maximum ball speed area and improved launch and spin gradients for longer distance

Optimised face insert: Both the 910D2 and 910D3 drivers feature a variable thickness face insert with a thick central portion that is equidistant from all points around the face perimeter. This refinement provides for a substantially larger maximum ball speed area and an improved launch/spin face map gradient that yields increased distance potential. Compared to Titleist's previous-generation 909 drivers, the 910D2 has a 15% larger maximum ball speed area. The 909D3 boasts a 10% larger maximum ball speed area.

Thin crown: The 910 features a chemically milled, 17% thinner crown, allowing more discretionary mass to be relocated low and deep where it contributes to the club's outstanding stability.

A sloped, ultra-thin crown design and on-axis rear weight screw creates a low and deep CG for increased stability and distance

Lower rear crown profile: The rear portion of the 910's crown has been redesigned, sloping lower than the crown of its 909 predecessor. This change pushes the CG lower and deeper.

Rear bezel weight: Coupled with the thinner crown and lower crown profile, the relocation of the proprietary bezel weight lower and deeper into the chassis of the 910 head, and on-axis with relation to the centre of the clubface, optimises the CG location for increased speed and stability.

Acoustically tuned structure: Sound is a crucial component of feel and the 910 drivers have been acoustically engineered (image below) to improve feel and produce a hotter, more solid sound off the club face that tour players have described as "lively.”

Titleist 910 driver sound chart

Precision manufacturing: With the design of precision fixtures and improved manufacturing processes, 910 drivers are produced with unequalled visual and mechanical consistency. In fact, the loft and lie production tolerances set for 910 drivers are twice as tight as industry norms.

Black PVD finish:
The performance advancements of the 910 driver are complemented by the club's striking black PVD paint finish with white scorelines for an attractive set-up appearance that breeds confidence.

The Titleist 910D2 driver

Improved proprietary shafts:
The 910's high performance stock shaft options include three improved proprietary Mitsubishi shafts that feature Next Generation Diamana MDI (multi-dimensional interlay) technology and three different weight and bend profiles to fit a broad range of players. All of these shafts are also torque matched to flex and swing speed. In addition, there are more than 80 different shafts available in the Titleist custom shaft matrix.

910D2 Stock Shafts
• Titleist Diamana 'ahina 72 (White)
• Titleist Diamana Kai'li 65 (Blue)
• Titleist Diamana 'ilima 61 (Red)
• Aldila RIP 60
• Project X Tour Issue Graphite
910D3 Stock Shafts
• Titleist Diamana 'ahina 72 (White)
• Titleist Diamana Kai'li 65 (Blue)
• Aldila RIP 60
• Project X Tour Issue Graphite


Titleist 910 drivers officially debuted on Tour in late June at the AT&T National, and the first player to win with a 910 driver in his bag, barely a month later, was Ross Fisher at the 3 Irish Open, using a 910D3 7.5° model.

Charley Hoffman played the 910D3 9.5° driver to victory with a final round 62 at the Deutsche Bank Championship, the second leg of the FedExCup Playoffs, which closed with 4 of the top 5 finishers playing a Titleist 910 driver. The momentum continued at the BMW Championship, where Titleist won the driver count with 23 players in the 70-man field, including 15 who carried a 910 model.

Most recently Bill Haas played the new 910D2 8.5° in his wire-to-wire victory at the Viking Classic, breaking into the top 30 of the 2010 PGA TOUR money list. Other victories using a Titleist 910 driver include Jean Hugo’s win at the Vodacom Business Origins of Golf on the South African Tour, Aaron Goldberg who has won twice on the Canadian Tour, capturing the Canadian Tour Order of Merit in the process, and Michio Matsumura, who captured the Tokai Classic on the Japan Golf Tour.

In the three months since the 910 was seeded on Tour, over 100 players have put the new driver in their bags, including Ryder Cup participant Rory McIlroy, Marc Leishman, Michael Sim, Ben Curtis, Graham DeLaet, Jason Dufner, Ryuji Imada, Brad Faxon and Matt Jones, all playing the 910D2, while Kevin Na, Geoff Ogilvy, Adam Scott, Jason Bohn, Greg Chalmers, Brendon de Jonge and Webb Simpson are using the 910D3.

“Previous to the new 910, our fitters on Tour would have to run back and forth to the Tour Van when we needed to adjust the loft and lie of a driver, change a shaft or build an entirely new club,” adds Stone. “Not any more. Whereas it would take anywhere from several hours to a full day to fit and build new drivers for a player, with the 910 high performance heads and SFT technology we can now fit them in 30 minutes and they walk off the range with a more precisely fit driver.”



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