Sub 70 Golf Review: the new equipment brand that could change a number of heads

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Sub 70 Golf recently launched a row of golf clubs with promising handmade equipment, factory prices and a team of club builders who will ensure that you are happy with your purchase. Their first line contains different sets of irons and an option for every club in your bag. The turn is that the prices are much lower than what you would see from the competition, and everything is built to your specifications.

Based on a small town on the outskirts of Chicago, this new equipment company wants to invent a name for itself in the growing direct-to-consumer model. While they have their work done for them, there are certainly more golfers who are tired of paying $ 500 + for the annual driver release, or more than $ 1000 for a set of irons.

The big question is – can they deliver on their promises and, more importantly, how will they acquire customers in an industry focused on the larger equipment brands?

I recently had the opportunity to try out their 639-CB irons and talk to their team to learn a little more about their story.

A passion project

Sub 70 Golf was founded by Jason Hiland, who has been active in the golf sector for more than twenty years. He currently runs various other companies in the industry and Sub 70 is the result of years of product design and purchasing.

I had the opportunity to speak with Jason and his marketing director Jay Armor. They are both aware that the company is a substantial underdog in the equipment market, but they are passionate about the company and want to do things their way.

Many golf companies (especially equipment manufacturers) want to exercise control over anyone who writes an article about them. I found that Jason and Jay behaved in a refreshingly honest way, and their point of view was, "We'll let you try the clubs and write what you want, we like it."

Moreover, when I raised the various objections that potential customers could have, and even mine, they did not try to trivialize them or otherwise convince me. They feel pretty comfortable and how they want to approach the market.

Neither Jason nor Jay want to make ridiculous promises to golfers, which many companies do to get their attention. They claim not to have superior technology that will outperform the competition. What they do want is for people to know that they have not cut the quality. Sub 70 pays a lot of attention to detail when they build customer clubs, and when you call them, you can speak to someone who will answer your questions or deal with any problems. The goal is to give golfers a great product for a lower price because they have eliminated the middleman and do not spend large dollars on advertisements.

639 CB forged irons

Sub 70 Golf currently has three sets of irons available for sale. I decided to try their forged hollow-back model, the 639-CB.

In collaboration with the Sub 70 team, they were able to build a 9-iron, 7-iron and 4-iron with almost the same specifications as my current irons. We have adjusted the reclining angles and adjusted to the axis, what you can expect if you place an adjusted order with them.

I know that appearance is crucial for golfers (less for me), but I think they have done an excellent job. The 639-CB is beautifully made and when you see it in person, you don't think it's a cheap golf club. If you tell someone that they cost $ 2000, they will probably believe you and wonder who the new premium brand is.

As you would expect from a player's iron, the faces are smaller than you would see on a game improvement model. The top line is a bit thicker than some of the other similar models out there, but things like this can be subjective.

My only criticism of the design was that the face on the long irons seemed to appear smaller, which can be visually more intimidating

However, I am more concerned about the implementation.

The 639-CB is designed to perform like many of the other cavity back-forged irons that have existed for years. A golfer who chooses such an iron wants an exceptional feeling, good performance and good workability on shots, and a mix of feedback and some forgiveness if they miss him. Sub 70 Golf has no unique technology in these irons (while their other iron sets have more modern design features). This iron is more about craftsmanship than about "game-changing technology".

I tried the irons on my launch monitor, on the range and also on the job several times. I currently play forged irons that are much more expensive and have some of the latest developments in the field of iron design. I do not want to make a Sub 70 versus Brand X from this article because they are not exactly the same style of iron. However, I could not help comparing the two because I was interested in seeing the differences, because they are both geared towards a better ball-point.

Here are some things that I have noticed …

When the 639-CB hit well, he gave me everything I wanted. The soft, blunt feel of a forged iron and optimum launch conditions that were almost exactly the same as my current irons. They have sufficient distance, feeling and workability.

The differences I saw were the mishits. Although I am a reasonably skilled ball catcher, I miss the sweet spot quite often (especially on the heel). If you miss the Sub 70 639-CB, you know it. There is a lot of feedback in your hands and your ears. Moreover, your ball flight will suffer. Here I saw the differences between my current irons, which are more forgiving in attacks outside the center.

Often experienced golfers are divided on this issue when it comes to player irons. Some want the feedback (and punishment) of missing the right place. Others, like myself, want more of a safety net on mishits. I cannot measure exactly how forgiving or punitive the Sub 70 irons are, but I would say that they are very similar to the other classic designs that I have tried (which are also much more expensive).

The story is long, if you are looking for the iron of a player that fits in this mold, I don't think you will be disappointed at all. They can certainly keep up with many of the more expensive models that are comparable in design. Moreover, it makes them attractive to get them tailor-made with premium shafts for a much lower price. You can use the 639-CB irons for only $ 514 (5 – PW). Adding more clubs and upgrades in handles and shafts can cost up to $ 800.

Some comments, but no dealbreakers

In a perfect world, I want all golfers to be tailor-made. I would tell you to work with an agnostic club fitter who has access to a variety of heads and shafts. They should also be able to test on a starting monitor, such as the Foresight GCQuad, which can measure important launch characteristics, swing tendencies and measurements such as your dynamic reading angle at impact. After you have mastered the right combination, you can try a test club on the range or course to see how it performs. Then you would place your order, the fitter would build your clubs and check all specifications triple (mistakes are always made), and you have the right set of clubs for your swing.

However, we do not live in a perfect world. Many golfers do not have access to club fitters who have the expertise and ethics to provide them with the right combination of equipment, regardless of their cost or band name. In addition, any custom pass service that is worthy of their knowledge is usually charged extra for their time.

Many golfers do not have the budget, time or geographical capacity to meet these high standards. That is why so many players buy the rack based on marketing claims, or order online and guess what kind of specifications they need.

Sub 70 Golf can fit nicely into a niche that helps golfers like this. Not only can they save money, but they can also give some feedback on specifications that are better than standard orders. They have an online static adjustment tool, which is certainly not perfect, but it is perhaps better than nothing. Or you can call them directly to talk to someone. If you happen to see a club fitter, they can build clubs for you based on their recommendations.

It is not perfect, but a more personal approach to the process is a welcome change.

Where does Sub 70 Golf fit?

Sub 70 is not trying to say that they have better clubs than anyone else; they say they can beat the competition on price and customer service. Based on what I saw, I think they have a good chance of doing this.

It will be very difficult to challenge the status quo of the equipment industry. The large OEMs are always going to make a profit because they pull the strings of the golf industry from head to toe. However, there is a growing number of golfers who are willing to experiment with direct-to-consumer brands that can offer them a more personal experience, and more importantly, they save money. There is a precedent at companies such as Bombtech, which have opted for a slightly different approach, but have succeeded in building a good company from a small warehouse in Vermont.

I believe this is where Sub 70 may fit. When you can offer golfers exceptional customer service, a quality product, and save money, you can build brand loyalty, and word of mouth usually brings more customers. It will be interesting to see if this happens for the small club manufacturer from Sycamore, Illinois.

If you are interested in trying out their clubs, they offer demos on almost all their models and have a 60-day warranty after you purchase them. From what I have heard, you may receive follow-up calls from their team to see if you are happy with the clubs.

You can read more about Sub 70 Golf on their website here, or call them directly at (877) 267-7093.