Titleist's new GTS drivers take hold on TOUR with immediate results

Golfers, like other professional athletes, are creatures of habit.

While they might not have a specific in-game, gum-chewing routine like New York Yankees outfielder Aaron Judge, golfers can be obsessively particular and repetitive with everything from how they mark their ball and read greens to their bag makeup and pre-shot routines.

These methodical maneuvers instill confidence and calm. Deviating from routine can cause chaos and confusion. Making any significant change, especially to their clubs—an extension of a golfer’s body and swing—isn’t done without meticulous testing, trialing and number-crunching.

“Our goal for players is to help them play better,” Titleist Senior Director of Player Promotions J.J. Van Wezenbeeck said. “How do we get in front of as many players as we can? Our philosophy is fitting.”

Earlier this year, Van Wezenbeeck hit the road to make personal home visits to players, including J.T. Poston, Brian Harman, Ludvig Åberg and Russell Henley to showcase the new lineup of Titleist GTS drivers.

Understanding every player is different—from swing mechanics to shot shape and spin rates—Van Wezenbeeck and his team focus on three key areas when fitting a player: centering contact, optimizing flight path and spin and fine-tuning start lines and shot shape.

The new GTS lineup of drivers, including the GTS2, GTS3 and GTS4, offer a variety of personalized options for each golfer to create consistency, build confidence and get every possible yard out of a player’s individual swing. Whether at the professional or amateur level, playing golf is always more fun when the driver is working – and the data shows that when the fit is right, the resulting gains aren’t subtle.

“GTS is like a toy store for fitters,” Van Wezenbeeck said. “Whatever performance a player wants to see, everyone can get their wish list with GTS.”

Debuting on TOUR at the Texas Children’s Houston Open in late March, the highly anticipated sequel to the popular Titleist GT driver, the GTS lineup has become a welcome addition to the bags of 60+ PGA TOUR players, including Justin Thomas, Jordan Spieth, Billy Horschel and Poston.

Spieth’s switch to a 46-inch, 9-degree GTS2 hasn’t only helped him gain more distance with his driver, but he led the TOUR in Stokes Gained: Off-the-Tee for two consecutive weeks heading into the PGA Championship. Spieth averaged seven more yards off the tee at the Cadillac Championship (308 yards to 315 yards), while Thomas not only saw a nine-yard increase off the tee at Trump National Doral with his GTS2, he also hit over 66% of fairways compared to his 55% season average.

The quick adoption and positive results piqued the curiosity of other TOUR players, who summoned Van Wezenbeeck and his team of club builders to get them properly equipped with the new GTS lineup.

The “hottest driver in golf,” according to GOLF.com, recorded its first PGA TOUR victory earlier this month as Poston outlasted fellow Titleist brand ambassador Ryan Gerard in a sudden-death playoff to win the Memorial Tournament presented by Workday at Muirfield Village Golf Club.

Trailing by one stroke on the 72nd hole, Poston hit a 314-yard drive down the right side of the fairway with his GTS3 to set up a 162-yard, 8-iron shot he landed within 8 feet of the hole. His ensuing birdie putt forced the playoff that he ultimately won.

Poston and Gerard weren’t the only players in the 72-man field at the Memorial to play a GTS driver. Eighteen players in the field (25%) had a GTS driver in their bag.

So what makes the GTS lineup so popular?

Building upon the performance foundation set by its predecessor, the GT Series, the GTS introduces several major technological advancements, highlighted by a new Split Mass Frame construction, refined aerodynamics and an updated Speed Sync face design.

The foundation for Titleist’s new GTS driver is built around a full thermoform body comprised of Proprietary Matrix Polymer (PMP), a lightweight composite that allows engineers to more effectively and efficiently distribute mass among the head.

This expanded multi-material construction increases PMP surface area by 58%, creating a significant amount of discretionary mass for engineers to work with – specifically concentrating mass at opposite ends of the clubhead and creating what they call a “barbell effect.”

Pushing weight rearward improves stability and forgiveness, while additional mass positioned low and forward optimizes speed, launch and spin. Expanded PMP construction also allowed Titleist engineers to further pursue their aerodynamic goals. Optimizing contours, joint efficiency, and surface transitions, the GTS reduces drag and maintains speed through the swing.

Internal architecture and aerodynamic shaping, coupled with a new Dual Weighting System, separates the GTS from the rest of the pack.

“We look at GT as the driver that unlocked the door for us—and now GTS blows it wide open,” said Stephanie Luttrell, Director of Metalwood Product Development.

Titleist has been the most-played driver brand on the PGA TOUR the past seven seasons. Already boasting 10 wins since March 9 and the increasingly popular GTS driver lineup, Titleist appears to have the title in the bag for an eighth straight season.