I just read an article on an online golf outlet about Cobra Golf’s new King Supersport-35 Putter, touted as the first 3D-printed putter. Unfortunately, like so many equipment “reviews” in both print and online golf media, this article reads more like a press release from the club manufacturer than a meaningful evaluation of the product. I have met the author of the article, and played golf with him, and he’s a very nice guy – but he’s not an engineer. I, on the other hand, am—a mechanical engineer as it happens, and I have just shy of 40 years’ experience in the design and manufacture of mechanical equipment, so I have the background to call out the club manufacturer, Cobra, on some of the claims that are repeated in that article.
The first thing that struck me as wrong is that this is not the first 3D-printed golf club to hit the market. Admittedly, the others of which I am aware are from much smaller boutique brands with very little market penetration; for example, Round4 Putters, which was making some noise online a couple of year ago but which seems to have disappeared from the landscape since then.
Callaway and Ping—both major manufacturers—have experimented with 3D putters. Back in 2015 Ping marketed a soup-to-nuts custom design and fitting process for a 3D-printed putter that would result in a personalized one-off putter at a cost of something like $7,000 to $9,000, but have yet to bring one to the retail marketplace. So Cobra are the first to bring out a mass-market (but still pricey, at $399 MSRP) putter, but not the first 3D-printed putter on the market.
On the technical side, Cobra states that 3D printing allows the formation of a latticework of metal that allows mass to be relocated from the middle of the head to the perimeter resulting in, they say, “the highest MOI without the need for additional fixed weights.” Now, it is true that that fancy-looking lattice structure would be extremely difficult to produce by conventional manufacturing methods, but is it really necessary? Or effective? Why not just hog that space out by CNC milling machine, removing the same amount of material, or even more, to get the desired effect?
You see, that fancy lattice isn’t structural; it doesn’t provide support for the upper portion of the club head, or stiffen the face of the putter—it’s just there to look fancy and justify the use of 3D printing. And while fixed weights may not be as sexy as a 3D-printed lattice, they are easily installed by conventional means. For that matter, removable weights allow adjustment of the mass distribution of the putter by the use of heavier or lighter interchangeable weights, yielding a wider range of performance and fitting options in the same basic putter head with very simple manufacturing methods.
To their credit, Cobra is utilizing a new, advanced 3D-printing method developed by Hewlett-Packard that delivers the precision and complexity of high-resolution 3D metal printing at higher production rates, and thus at lower cost, than the powder-bed fusion methods that have been used previously.
Rather than use a laser to sinter metallic powder layer by layer, HP’s 3D Metal Jet process “prints” a binding agent into a matrix of metallic powder, building up the desired shape a layer at a time. The binder is cured by a heat source, producing a high-strength “green” part which is then sintered (essentially, baked at high temperature to fuse the metallic powder matrix) to create the final part. After some cosmetic finishing and CNC milling of the most precise finished dimensions, as necessary, the part is complete. This process is faster than powder-bed fusion, and has been shown to produce more uniform material properties in the final part.
That’s all well and good, and there are any number of applications for which this process would be a manufacturing godsend—but does it really bring any performance advantages to the world of golf?
As I mentioned previously, the one real justification for the 3D printing process which is touted by Cobra’s ad copy, the internal lattice, is advertised as a means to increase MOI (it’s y- or vertical-axis MOI they’re talking about, which they don’t specify, but when considering the dynamic properties of a shape, it is important to know, and specify, which axis—X, Y, or Z— is being considered). Looked at realistically, however, the same mass distribution could quite easily be achieved by more conventional methods, so why bother with the whiz-bang 3D-printing method?
It all comes down to one word: hype (also “marketing”, which is far too often the same thing.)
Let’s face it—golf clubs, especially putters, being sturdy metal objects which don’t wear out quickly, and whose one wear-prone component, the grip, can be easily renewed, don’t support model turnover. Not, at least, unless the consumer can be convinced that the latest model will take strokes off your game by allowing you to hit the ball farther, straighter, with more precision (or some combination of the three).
Real, meaningful advances in golf club design are rare—the last one which really struck me as innovative and with real performance advantages was Callaway’s “Jailbreak” technology, which is kind of a hokey name for their use of a pair of vertical reinforcing rods which connect the crown and base of the head of a driver, fairway wood, or hybrid, isolating the face so that it can do its job more efficiently by allowing the face of the club to flex and rebound without distorting the body of the club head.
So, to my rather cynical (but knowledgeable, if I say so myself) eye, Cobra’s new 3D-printed putter, while sexy and cool, and produced using a very interesting new manufacturing method, is just another hyped-up golf product that is being sold to the golfing public on the strength of some whiz-bang new technology, when it is really just a lot of smoke-and-mirrors marketing designed to generate another product cycle. It is another example of a golf club manufacturer selling golfers more new clubs they don’t need, when said golfers would benefit more from practice and instruction than they will from dropping a load of cash on the latest fancy new club design.
