The good people at Callaway US were kind enough to invite Australian Golf Digest along to their headquarters in the seaside region of Carlsbad in California, about 90 minutes down the highway from Los Angeles airport. Aside from being a beautiful Southern Californian town, Callaway’s HQ is a must-visit for any travelling golfer as it offers something for everyone: gearheads, tour player memorabilia, clubs, balls, design and even practice/testing facilities. There are staff bags from Min Woo Lee and Xander Schauffele and Rose Zhang.
While we there, Callaway were kind enough to sit us down with Brian Williams, Callaway’s Vice President of R&D, on the Launch of the ELYTE range.
Australian Golf Digest: There are some familiar design cues in ELYTE, particularly with the hints of green reminiscent of the Epic product line. Was that a deliberate decision?
Brian Williams: Yes, that was something we discussed early on. As we developed prototypes, we saw a combination of improved head speed, ball speed, and better down-range dispersion. Initially, we weren’t sure we could achieve that balance because, historically, there have always been trade-offs in golf club design—adding speed often increases spin and reduces forgiveness. But once we confirmed we could maintain all those elements using AI technology in our face design, we had a conversation about the product’s identity. It felt like a step forward in performance, much like the Epic line was in its time. The green accents pay homage to that lineage without being a direct continuation.
Ultimately, ELYTE is a product without weaknesses. Across the models, we’re not forcing golfers to choose between forgiveness and speed. Each model is designed to optimize trajectory and shot shape, but all share high head speed, high ball speed, and excellent forgiveness. That’s why we’re so excited about this lineup.
Australian Golf Digest: Golfers want immediate feedback, particularly with numbers like ball speed. Are you confident the ELYTE is showing higher ball speeds across the board than the Ai Smoke?
Williams: Our claims are backed by extensive consumer testing. We have a prescribed panel—men and women, young and old, high and low handicaps, fast and slow swing speeds. We work with our legal department to ensure we can stand behind our claims. Our testing showed increased ball speed, head speed, and down-range dispersion gains over the Ai Smoke lineup, which was the number-one driver last year. If we’re seeing improvements over a market leader like that, we’re even more confident about the experience of golfers upgrading from clubs that are four to six years old. Based on our purchase cycle data, that’s the majority of people buying new drivers. We expect ELYTE to surprise and delight them.
Australian Golf Digest: Across the full set, is there a particular product you’re most proud of?
Williams: I’m most proud of how every product in ELYTE was engineered with purpose. There are no “filler” clubs—everything was designed to solve specific performance challenges. The driver combines speed and forgiveness in an exciting way, but the fairway woods, hybrids, and irons all stand out for their own innovations.
For example, the fairway woods use our Speed Wave technology to increase ball speed on low-face strikes, which is where most golfers make contact. We also incorporated a step sole design, which we discovered while developing the Apex Utility Wood with our tour staff. It enhances turf interaction, making it easier to hit off the deck. The hybrid, meanwhile, is incredibly adjustable with heel-toe weighting, hosel adjustability, and loft and lie changes. Instead of forcing golfers to adjust their swings, we designed a hybrid that adapts to their intent.
And then there are the irons—they’re beautiful, chrome-plated, and look like they belong in the premium segment. We wanted them to have that high-end aesthetic while maintaining core pricing. We also introduced the X model, which has a slightly larger footprint for golfers seeking more stability and forgiveness. The entire ELYTE line feels complete, with no compromises on performance.
Australian Golf Digest: The irons do look stunning. What went into the chrome-plated finish?
Williams: It was a commitment to quality. Most irons in the core price range are cast and polished, but we wanted ELYTE irons to stand out on the rack and hold up in the bag. We analyzed areas where past products could be improved—medallion durability, sole wear—and chose to invest in higher-end materials and processes without passing that cost onto the consumer. The result is a premium-looking iron that golfers will be proud to keep in their bag for years.
Australian Golf Digest: You mentioned ball speed retention on low-face strikes with the fairway woods. Was that feedback from previous models?
Williams: Yes. During Ai Smoke’s development, we analyzed swing dynamics and impact data from our global fitting centers. We found that, on average, golfers strike fairway woods about a quarter-inch low on the face. That insight led us to two questions: How do we help golfers make more center-face contact, and how do we optimize speed when they don’t?
This led to the development of the Speed Wave—a floating structure that allows more face flexion low on the face without adding unnecessary mass. We’ve been refining low-forward CG fairway woods since the X Hot in 2012, and this is the next evolution. When we tested ELYTE fairways, we saw ball speeds on low-face strikes rivaling those at center impact, which is unheard of.
The step sole was another breakthrough. It minimizes unwanted turf interaction, allowing the club to stay down through impact. We repeatedly tested it and found it increased average impact height on the face, which means better results for most golfers. The combination of Speed Wave and the step sole has made ELYTE fairways a standout performer.
Australian Golf Digest: With all the global player data you collect, do you get excited when you identify common impact patterns and misses?
Williams: Absolutely. Every year, we analyze trends and refine our optimization models. For instance, when reviewing our HL and Max Fast irons, we realized the average swing speed was lower than we had previously optimized for. So, we adjusted our Ai face design to maximize performance for those lower swing speeds, resulting in more flexion and better energy transfer.
Australian Golf Digest: Would you say ELYTE is the most user-integrated product line you’ve ever developed?
Williams: Without a doubt. The driver, in particular, reflects years of AI-driven advancements. We’ve mapped player tendencies—such as the common low-heel and high-toe driver misses—and optimized the face to reduce the severity of those mishits. Our AI-generated face technology dynamically adjusts launch and spin to keep shots in play.
When we track performance over the past two years, we’ve seen shot dispersion patterns shift—our players’ shot ellipses are now tighter and pushed farther down range. That’s not from changing mass properties or CG positioning; it’s purely from AI optimization. We’ve heard from players who say the ELYTE Triple Diamond is more consistent than other drivers in its category, despite being a smaller, lower-MOI head. That’s a testament to how far AI face technology has come.
Australian Golf Digest: It sounds like this technology is delivering real, measurable benefits.
Williams: Exactly. We’ve created a lineup that doesn’t just chase distance but also enhances consistency and shot quality. ELYTE isn’t just about incremental gains—it’s about redefining expectations. Golfers will notice the difference the moment they put it in play.
Australian Golf Digest: Finally, if I’m the average golfer and I haven’t bought a new set in a few years, how would you convince me go out and get the ELYTE?
Williams: I would certainly encourage you to come take a swing and have a fitting at a demo day. ELYTE is a product that from the very beginning you’re going to see ball speeds and head speeds that are going to beat whatever’s in the bag. And we’re confident in that.
If you go out there and pay enough attention during a fitting, if you really looked at the data of those shots where you said, ‘Oh, I did hit that out of the heel a little bit’, or ‘I hit that off the toe’, that’s where you’re going to see the magic of the ELYTE range.
You see it in the consistency where you might look at it and say, Well, look, you still carried it X number of yards. Or look your side. Spin actually didn’t change that much. It might only have been a few 100 rpm different. That’s where you’re going to really see the consistency.
