{"id":587624,"date":"2026-04-05T19:16:08","date_gmt":"2026-04-05T19:16:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/587624\/"},"modified":"2026-04-05T19:16:08","modified_gmt":"2026-04-05T19:16:08","slug":"why-companies-go-for-one-or-two-year-release-cycles","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/587624\/","title":{"rendered":"Why companies go for one- or two-year release cycles"},"content":{"rendered":"

For companies like Callaway, Cobra and TaylorMade, you know you are getting a new driver each January<\/a>. It\u2019s like clockwork.<\/p>\n

For Srixon and Ping, they also release drivers in January, but they only release a new line every two years, but again, it\u2019s like clockwork.<\/p>\n

Then there\u2019s Titleist, which also follows a two-year release cycle for its metal woods lines. The company just started teasing its upcoming GTS metalwood line<\/a> with a Tour launch two weeks ago at the Texas Children\u2019s Houston Open<\/a>. That\u2019s earlier than the typical summer launch they\u2019ve employed in their last couple of cycles.<\/p>\n

On this week\u2019s episode of GOLF\u2019s Fully Equipped, co-hosts Johnny Wunder and Jake Morrow broke down why it makes sense for some companies to go for a two-year product cycle and others a one-year cycle.<\/p>\n

While many people on the internet always claim there aren\u2019t meaningful performance gains for companies that release a driver every year, Morrow pushed back on that common criticism.<\/p>\n

\u201cI think some of the companies going every year is smart, because I think those companies churn out iterations faster,\u201d he said. \u201cAnd there\u2019s a reason for all those launches.
There\u2019s always that one thing that they needed to release. And a lot of times it\u2019s because that thing leads to the next thing, but they can\u2019t get there unless that\u2019s actually out in the public.\u201d<\/p>\n

But on the other side of the coin is Titleist, which sits back and can react to the market with its more flexible release cadence. <\/p>\n

\u201cTitleist is like the tiger that\u2019s sitting under the shade, just waiting to see what\u2019s happening in front of it until they decide it\u2019s ready for their food, right?\u201d Morrow said. \u201c\u201cAnd that\u2019s why people are like, why did Titleist switch to a release schedule this year? Because they f****** can. Like, because they sat back, they were like, okay, we\u2019ve got this, we\u2019re going to do this, we\u2019ve tested this, here\u2019s the update to our thing, how it compares to others. We\u2019re just going to sit here and wait until we think it\u2019s ready for the market and people are going to actually see benefit from it and then we\u2019ll release it.<\/p>\n


\n \"Titleist <\/a><\/p>\n

Titleist GTS drivers make big splash with this surprising model | Tour Report<\/a><\/p>\n

By:<\/p>\n


\n Jack Hirsh <\/a><\/p>\n

\u201cTurns out this year, it looks like, it appears like it\u2019s going to be a little bit early.\u201d<\/p>\n

We still don\u2019t know any technical details behind the new lineup, but there were 34 GTS drivers in play at the Valero Texas Open<\/a>, making for an impressive two-week conversion rate.<\/p>\n

Morrow guessed that Titleist is probably bullish on the new GTSs, leading to the earlier launch.<\/p>\n

But there\u2019s also good pressure on the R&D teams of companies with one-year cycles to constantly innovate.<\/p>\n

\u201cYou don\u2019t get a sit back for six months,\u201d Wunder said. \u201cNot that any of these companies, even the two-year launch cycle people, don\u2019t sit back. But when you are constantly thinking about next year, next year, next year, next year, next year, I know for a fact that Callaway, TaylorMade, all those guys, I guarantee they\u2019re all 75% cooked on the one for 2027 already. Because this is kind of when\u2014 we\u2019re in April, so if I go back in time, we\u2019d be seeing unpainted prototype heads on the truck kind of around now.<\/p>\n

\u201cIt wouldn\u2019t have a name on it. It would be a project name, and you\u2019d see it wouldn\u2019t have any paint on it, but you\u2019d see it and you\u2019d be able to hit it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"For companies like Callaway, Cobra and TaylorMade, you know you are getting a new driver each January. It\u2019s…\n","protected":false},"author":2,"featured_media":587625,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[566],"tags":[64,63,755,85],"class_list":{"0":"post-587624","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-golf","8":"tag-au","9":"tag-australia","10":"tag-golf","11":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/587624","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=587624"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/587624\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/587625"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=587624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=587624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=587624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}