Like most manufacturers, Callaway look at which bits of technology from their previous releases were successful and popular, and use them as a platform to build upon in future products.
For Callaway in 2020, this is slightly different because it is taking something which was successful in its woods last year, and adding it to their new Mavrik iron range for what they are calling a 'new standard for distance and performance'.
As part of an ongoing pursuit to provide golfers with maximum ball speed for more distance with their irons, they have once again employed their A.I. super-computer first seen in the Epic Flash Driver to get the most from their club faces.
The new Mavrik irons are the first ever to use A.I. and this has produced a brand new Flash Face Cup, which Callaway says creates long, consistent ball speed with exceptional distance.
There is a different 'Flash Face' for each iron and it works by creating variations in thickness across the face in order to best manage speed, launch angle and spin.
The clever thing about this is that it allows Callaway to enhance the performance characteristics of each iron in each model of the Mavrik range. For example, it allows more focus to be placed on launch angle and ball speed for the long irons, ball speed and spin rate for the mid irons, and spin and precision in the shorter irons.
This new Flash Face combines with Callaway's 360 Face Cup to create the Flash Face Cup, where there are thinner areas on the edge of the head, along with a thicker, circular cup in the middle. This again helps to generate high ball speeds by flexing and then releasing at impact on strikes across the whole face.
A Tungsten Energy Core is placed in the back cavity and allows the centre of gravity to be moved into the optimal position for each iron head to aid with launch and ball flight. This also explains how Callaway are able to use stronger lofts for more distance, whilst still giving you plenty of height and stopping power.
Urethane microspheres hold the tungsten in place, but this also works to absorb and dampen vibration at impact, to provide a better sound and feel despite the irons' 'game-improvement' label.
There are three different iron models available within the new Mavrik range, which Callaway says is allowing them to cater to the needs of virtually all amateur golfers.
Callaway Mavrik Irons
Our Mavrik Irons appeal to a wide range of players, with incredibly fast ball speeds from A.I and our Flash Face architecture for long, consistent distance.
To provide complete performance to match these distance technologies, each iron is engineered to optimise launch and trajectory while promoting player preferred trajectories, spin rates, and land angles.
Callaway Mavrik Max Irons
Built for total distance with a larger body and a deeper CG for increased forgiveness and easy launch. The combination of innovative ball speed technologies in the face and a high MOI construction promote long distance through the bag.
Callaway Mavrik Pro Irons
The Mavrik Pro Irons feature a more compact head shape, flatter lie angle and thinner topline that better players prefer for better workability and control. And with our Flash Face architecture, each iron is engineered for optimized distance and performance.
Available from 23rd January in the US and 6th February across Europe, the irons are priced at £849 with steel shafts and £1,049 for the graphite option.
As you'd imagine, there are a multitude of different shaft options available through Callaway's custom fitting service, allowing you to equip your game with the most appropriate tools.