Wilson

What it does: Data is a powerful tool in club design because you first need to know what you’re trying to fix. Wilson dug in to figures from Arccos Golf that revealed average golfers go long on just 5 percent of their iron shots but come up short 40 percent of the time. Also, 10-handicappers or higher – the game-improvement-iron demographic – make contact on the toe side of the face 85 percent of the time. To address these issues, Wilson’s artificial-intelligence technology synthesised thousands of computer-simulation studies and deemed a revise to the company’s hallmark “power hole” structure was needed. The largest of three power holes was moved towards the toe and closer to where the face is thinnest.

Why we like it: It’s never easy to re-launch an iconic brand, but Wilson has successfully done it. The Dynapwr line dates to 1956 (and was used by Alan Shepard to hit two balls on the moon). The original idea was to help shots hit on the toe. The modern version does the same thing but in an advanced way. The iron also has changed thicknesses on 27 points on the face. That should have everyday players hitting more greens.

7-iron loft 27 degrees; pw loft 42 degrees