Equipment
Terry Koehler, the new Hogan irons and what it’s all about
A few weeks ago, we were one of the first outlets to break the news that the Ben Hogan Company will be returning to the equipment sector in 2015. In a roughly 45-minute call with Mr. Koehler, he casually inserted bits of wisdom and insight (and Ben Hogan stories) I felt ought to see the light of day.
What follows is a mix of Koehler’s comments on the direction of the new Hogan company, Mr. Hogan and golf in general. Hopefully it’s of value and interest to Hoganophiles and those interested in the company’s return to the equipment business.
The dream
Terry Koehler told his 90-plus-year-old mother, his dream job was to make golf clubs for the Ben Hogan brand in accordance with the company’s central values: performance, precision, quality, responsiveness and feel. Integrity and honesty.
So, when Perry Ellis acquired the Hogan brand, Koehler wondered what, if anything would come of the equipment. In August of last year, curiosity got the better of him and the founder of SCOR golf dialed up Perry Ellis to ask what their intentions were. That conversation began the path toward the recent announcement that Koehler will oversee the rebirth of Ben Hogan’s golf clubs.
An iron-centric company and a high bar
The anchor of the Ben Hogan company is, and always will be irons, although Koehler sees the company producing a full range of clubs in the future. The Ben Hogan Company won’t be racing to occupy every category and is entirely focused on developing irons initially.
“We’re not going to do anything until we believe that we have something that’s better than what’s out there,” Koehler said.
Thus, until they’ve produced an iron that’s both better than what’s on the market—and up to Mr. Hogan’s standards—they’re not bringing anything to retail. Proceeding slowly is a deliberate choice because of the responsibility brought on by carrying the Hogan mantle for Koehler.
Regarding clubmaking, Koehler said, “Mr. Hogan set a pretty high bar for all of us to aspire to.” Thus, the company’s efforts will be guided by a focus on performance, hard work and precision, rather than a release schedule. Koehler plans to produce the entire golf club, from “grip to head,” not just clubheads.
Koehler on golfers
“One of the things that frustrates me about being in this business is when you ask people, ‘Are you a golfer?’
They say, ‘I’m not any good. I’m a 15 or 16.’
Really, if you can break 90 regularly, you’re a pretty good golfer.
I don’t know where people come up with this self-deprecating thing of ‘I’m not any good.’ Everybody under a 15 or so is a player, hitting golf shots out there.”
On what it’s all about
The payoff of this game is the two or three times a round when that shot did what you wanted it to do. There’s little gratification in a skulled shot that bounces out of a bunker and rolls up 18 feet to the hole. Serious golfers play this game not for the numbers at the end of the day, but for those three or four times when the ball does exactly what you want it to.
The club pro’s duty
Mr. Hogan believed, according to Koehler, that the club professional has a duty to sell equipment to his members, as it’s an essential facet of his charge to help his members improve. Thus, Koehler states unequivocally that the Hogan company won’t put pro shops at a price disadvantage compared to larger retailers.
Two out of three greens isn’t right
If you were going to shoot in the low 60s in the 40s and 50s, given the condition of greens, it was imperative to knock flags down all day, according to Koehler. Players in the Snead, Hogan and Nelson eras weren’t making many 15-to-20 footers. Today, Koehler says, “Hitting greens is an art I don’t think anybody puts enough emphasis on.”
Further it “doesn’t seem right” to him that pros settle for hitting 12 or 14 greens rather than 16 or 18.
On what constitutes success for the Hogan brand going forward…
“Success will mean those people on GolfWRX.com saying we did this right.”
Tour Edge Golf has today introduced the all-new Exotics mini driver, engineered to deliver a powerful combination of speed, control, and versatility in the long game.
The Exotics Mini combines a titanium face with a stainless-steel body in design to balance ball speed with stability and control, creating a versatile option at the top end of the bag.
At the core of the design is Tour Edge’s proprietary Combo Brazing technology, a high-precision thermal bonding process that seamlessly fuses a titanium cup face to a stainless-steel body into a single, continuous structure. By eliminating energy loss found in traditional multi-piece constructions, Combo Brazing is designed to deliver faster face response, more efficient energy transfer, and a uniquely powerful yet controlled feel.
The multi-material construction also allows mass to be positioned lower and deeper in the head in a bid to increase stability, while the thin titanium face is engineered to maintain ball speed across a wider impact area.
“While the initial goal was to enhance control and versatility in the long game, Combo Brazing ultimately drove measurable gains in ball speed and distance within the mini driver category. In robot testing, we’ve documented higher ball speeds, higher launch, reduced spin, and increased carry and total distance compared to leading models.” – Vice President of R&D Matt Neeley
In addition to distance performance, the Exotics mini emphasizes forgiveness through a heavier stainless-steel body that shifts mass toward the perimeter. This configuration increases MOI relative to traditional all-titanium mini drivers, helping preserve ball speed and directional stability on off-center strikes. Paired with Pyramid Face Technology from the Exotics metalwood line, the design is intended to support consistent speed across the face.
To further enhance MOI, a lightweight carbon fiber crown frees additional mass that is strategically repositioned low and deep in the head in design to improve stability and promote optimal launch with controlled spin.
“We designed the Mini to be about five millimeters shallower than other mini drivers on the market. That change improves playability off the deck. From a clean fairway lie, it can function as a strong 3-wood alternative while still providing control off the tee.” – Tour Edge CEO David Glod
An adjustable hosel system allows for loft and lie tuning to dial in trajectory and shot shape, while a fixed 13-gram rear weight helps stabilize the head through impact to improve dispersion consistency. The Exotics Mini Driver is available in 11.5 and 13.5-degree lofts in right-handed models.
Pricing & Availability
The Exotics Mini Driver is available for pre-order beginning today for $399.99 USD at touredge.com, and will be available for purchase at retail outlets worldwide on May 22, 2026.
In our forums, our members have been pitting a Srixon ZXi combo against a TaylorMade P7CB/770 combo. WRXer ‘edutch22’ is on the hunt for a new set of irons and kicks off the thread saying:
“Looking at picking up a new set of irons and think I’ve narrowed it down to Srixon ZXi combo or Taylormade P7CB/770 combo. I am currently a 5 cap and allbeit I feel irons are my weakness. My miss is a little to the toe side. I am decently steep at 4-5 down. Always thought I am high spin but recently on trackman my 7 was spinning at 5800 roughly.
My question or looking for thoughts on which one would benefit me more from a forgiveness standpoint? Or is there another iron is should be looking at entirely? I only get to play about once or twice a week, if I am not playing a 2-3 day event. Thanks in advance.”
And our members have been sharing their thoughts and suggestions in response.
Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.
- manima1: “You just can’t go wrong with Srixon ZXi7.”
- MattM97: “You have to hit them to know, the V-Sole on the Srixon can be make or break for many.”
- dmeeksDC: “P7CB is more forgiving for me than ZXi7 because my main miss is low middle and the P7CB still flies and spins great on that miss. These are both really nice irons but I like the P7CB more than the Zxi7 and the P770 (or P790) more than the Zxi5. The Srixons are larger so if that gives you confidence that is the way to go. I don’t feel like I get any benefit from the V-sole and the P7CBs live up to their high Maltby forgiveness rating so the TaylorMades have been great for me.”
Entire Thread: “Srixon ZXi combo or TaylorMade P7CB/770 combo? – GolfWRXers discuss”
At GolfWRX, we are a community of like-minded individuals who all experience and express our enjoyment of the game in many ways.
It’s that sense of community that drives day-to-day interactions in the forums on topics that range from best driver to what marker you use to mark your ball. It even allows us to share another thing we all love – buying and selling equipment.
Currently, in our GolfWRX buy/sell/trade (BST) forum, @pianoman0123 has a 2024 Wilson Staff CB/Blade combo up for grabs.
From the listing: “2024 Wilson Staff CB/Blade Combo. 4-8 irons are CB’s and the 9,PW are Blades. 5-PW have Project X 6.0 Shafts and the 4 Iron has a Steelfiber CW110 Stiff Shaft. Standard Length, Lie and Lofts. These are in very good condition the shafts just don’t work for me. Like new Lamkin Grips on the 5-PW and a stock Golf Pride on the 4 Iron. $525 OBO.”
To check out the full listing in our BST forum, head through the link. If you are curious about the rules to participate in the BST Forum, you can learn more here: GolfWRX BST Rules
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Gerald Garrison
Jan 15, 2015 at 9:03 pm
As 40 plus year professional golfer, club builder, teacher and player, I have to say we have gotten away from the art of the golf shot and fallen into “make your mis hits better”. My clients will be very happy that they will now have clubs that reward their work to improve that nothing feel of a well hit shot off a precise made club. About time. Thank you Terry.
Kirk Weems
Nov 9, 2014 at 8:17 am
I am a Hogan Player.
I play the FTX’s in the Summer and the Apex Edge’s during the colder months.
I have hit almost every other club manufactured and always return to “perfection”.
Forged Clubs are Butter!
If you don’t like the feel, I have one thing to say…..
Take lessons cause you are hitting them improperly.
Grant
Jul 9, 2014 at 12:37 am
The Apex’s all the way to the end are works of art. I had the last muscle back set that was produced. They had Topflite shafts in them but were still butter to hit. Sold them recently only because Imhave plenty of blade sets left. Will get another set if they are half as good as what I believe they could be. The old Apex 4. Shafts were gems.
Mad-Mex
Jun 1, 2014 at 10:26 pm
With all due apologies, the feeling of hitting a flush high Hogan Apex 7 iron with a wound liquid center balata Titleist is something that cannot and will not be re-created by todays equipment…… or that of walking up to your ball and seeing it smiling at ya after blading it with a wedge,,,,,,,,,,
Roger
Jun 1, 2014 at 5:43 pm
The Dream, the Passion, the Vision, and an understanding
of the History. Thats a great start.Thanks Terry and Ben.
Brian
May 30, 2014 at 3:35 pm
I am keeping my eyes on this as it develops. I would absolutely LOVE to see this brand back in the game with a top-notch iron and wedge line. Make it in the USA, keep it traditional in looks, use top quality components. I’d love to see a forged, muscle back with quality shaft and real leather grip offered.
Devin
May 30, 2014 at 12:37 am
I am ready to preorder. I have refinished my Hogan 99s a few times now. I can’t wait!!
Nevin
May 29, 2014 at 6:22 pm
I am very much excited to see what they come up with. I loved my old Hogan irons and think that a set updated to 2014 standards would be great. Koehler is doing the Scor wedges and they are really nice. This should be good news for us golfers.
snowman0157
May 29, 2014 at 3:39 pm
I’m excited to see the products. I can only envision 2 style of irons from them: Forged Muscleback and some kind of Forged Cavityback(Mr. Hogan probably wouldn’t approve). It is going to be difficult to recreate the magic of the Ben Hogan company era. I hope they can do it. I miss the good ol’ days.
No one method
May 29, 2014 at 1:35 am
Sort of interesting, but what else was he suppose to say? “we will make clubs that others’ have made and will use marketing that you’ve heard before.”
Restarting the Ben Hogan brand can’t be an easy task. Anything less than Fortworth designed, American forged, and hosel pins will be less than the best.
Skully
May 28, 2014 at 8:38 pm
“On what it’s all about…. but for those three or four times when the ball does exactly what you want it to.”
Nice try. That’s the kind of sales pitch that is precisely failing the entire industry that is causing the drop off in players all around. But it’s a good sales pitch to try and sell a golf club that might do that skulled shot less (but we all know it doesn’t)…. which brings me to:
If golf teachers and mental coaches can actually say the exact opposite of this and make players believe that everybody has those shots, including the Pros, and you have to take those shots in stride and use them as a positive thing and focus only on the final score, because in the end, that crappy shot is a lucky shot that happens all the time that actually helped keep the score low.
Steve
May 28, 2014 at 11:30 pm
Everybody plays the game for a different reason; the reason presented in the article is no less valid because you have a difference of opinion. To me, it sounded as if Koehler was reflecting genuinely upon his experiences with the game.
As a scratch golfer, I, too, tee it up in search of those fleeting “perfect” shots. I appreciate Koehler’s candid, positive responses – and choose not to read an (imaginary) agenda into his statements.
Shirley
May 29, 2014 at 12:50 pm
If “in search of” isn’t “imaginary,” then I don’t know what is. Because you’re simply imagining what a perfect shot might feel like to you, which might be completely different to how it feels to somebody else.
However – if you know and accept that in fact bad shots do happen to everybody, including the #1 players of the world – well then the supposed “3 or 4 bad shots” a round are precisely that! They happen.
You obviously don’t play golf.
Matt
May 28, 2014 at 11:13 am
I can’t wait to see what they come up with.