With new Pro V1 and Pro V1x still several months away, Titleist has decided to pass the time by launching Tour Speed. It’s the company’s first foray into the not-quite-tour-level urethane golf ball category. I discussed this and other categories in my recent diatribe on soft golf balls. One of the defining characteristics is that despite urethane covers, per-dozen costs are less than the tour ball category. As it happens, most are also soft.
As a consequence, performance stories associated with these balls sometimes defy the laws of physics. Still, there’s little doubt that the category appeals to average golfers who prefer soft feel. For the most part, we’re also talking about golfers who aren’t keen on spending more than $40 on a dozen balls. By previously not offering anything in the category, Titleist was inarguably leaving money on the table.
So, to address what Titleist sees as both a performance and market opportunity, the company expanded its Ball Plant #2 by 4,300 square feet, filled it with the equipment necessary to make injected TPU covers and launched the new Tour Speed ball.
Thermoset Cast Urethane versus Thermoplastic Injected Urethane
Perhaps we’ll jump into the weeds with this some other day but in the interest of a quick refresher, urethane golf ball covers fall into two categories – cast and injected. Titleist’s top-tier offerings (the Pro V1 family and AVX) feature cast urethane covers. TaylorMade and Snell use cast urethane. Competitors like Bridgestone, Callaway and many of the factories that design and manufacture balls for DTC brands use injection-molded urethane covers.