The putter market has been in an interesting battle over “zero torque” the last couple of years. With the booming popularity of LAB Golf on Tour and at retail, Odyssey coming in hot with its Square 2 Square and pretty much every other putter manufacturer creating their own take on it, zero torque is chewing up real estate in the marketplace.
But are these putters for everyone? This simple answer is, no, they are not. But let’s dive in.
Here’s the thing…
The low-torque (resistance to twisting) concept is essentially the pillar of all equipment in terms of forgiveness. The more square you can make the face at impact the better chance any player has of hitting a good shot. But you have to factor in that every player is human, and all of these humans have different strokes, feels and reactions to the center of gravity. That’s why there isn’t a club on the market that performs brilliantly for all players. It doesn’t exist.
When LAB first hit the scene on Tour, I started to pay attention to not only how many players were testing and converting but also the type of players interested in this concept. At first it was broad but as players and coaches started to experiment with the technology, it became more specific.
I have seen a couple of realities:
1. Zero-torque putters are a good reset for players who are REALLY struggling. I haven’t seen a great putter get better with this type of putter but I have seen these putters revive players who were on their putting death beds (Lucas Glover and Adam Scott, for example).
2. Zero- or low-torque putters require some concessions when you play them. For one, you have to be willing to let the putter do 75-80 percent of the work. When the putter wants to correct (kick back on line) it is more or less trying to mitigate any face rotation the player may have infused into their strokes. If you’re a player who releases the toe quite a bit and have putted well like that, a zero-torque putter will fight against you and cause all sorts of problems. That is unless you change your setup to accommodate and take on a more dead hands, arms, everything approach to putting.
Point is, if you are in the market for this model of putter, it is 100 percent imperative you get fit for it. Period. These are still niche clubs, although it may not feel that way with all the marketing buzz we’re seeing right now.
Now, about that marketing…
If you have been following along, you might see that there is a bit of a war happening with who is getting into the zero-torque game, and why they are. Some observers have said noted that some putters look similar to others, but I’d argue none of this really matters since borrowing ideas is very prevalent in equipment. Take the Ping Anser and Cleveland 588 — careers have been built on sampling from those ideas.
Also, equipment buzz starts on the PGA Tour. That’s no secret. Want to get people pumped about your product and validate it? Get it in play with the best players in the world. The Tour is still the cool kids club, and weekend players all want to hang with the cool kids.
Over the past year or so, we have seen LAB more or less dominate the low-torque usage on the major tours, but with the market now being flooded with different OEM options, you are seeing the numbers start to slowly shift. This week on the Korn Ferry Tour, for example, Odyssey Golf had 13 low-torque putters in play (11 non-staff vs. eight for LAB), which would be the first time to my knowledge that LAB has not led the low-torque putter count.
What does it mean? Only that this market is becoming wickedly competitive and options for consumers continue to grow. That’s great!
Both companies provide different benefits. LAB makes a beautiful putter that is also very stable. Odyssey has a deep offering of shapes and options and, well, it’s Odyssey. Their face and aim technology is second to none. (Yes, I used to work there, but I still believe it.)
There are other fun zero-torque options available, too. The TaylorMade Spider version will do well; Ping has one; PXG; Bettinard; Scotty Cameron; and more will arrive.
I reckon low-torque models will represent 10-15 percent of the marketplace going forward. It all adds up to success on paper but it’s not a huge number big picture. It’s still a very niche segment, and that’s OK.
Equipment buzz is just that: buzz. It’s necessary to build momentum but be mindful of what’s best for your game.
It’s a simple fact that the cadence works like this:
Tour usage, buzz created, public wants to know more, OEMs react, big box wants and big box eventually sells. For standard gear this works perfectly; but in this case, a step is missing (education!), which is why I’m writing this. Consumers need to know more — i.e, that these putters work most effectively for specific players. Can they make a 20-handicapper who is all over the face slightly more efficient? Sure. I’ll concede that, just as super game-improvement irons might do the same.
I love what LAB has done here — a young, hungry and talented company breaking into a very competitive space. And now that space is getting some pretty gnarly players in the game and this area will be won by education more than innovation. The more knowledge you (the consumer) have on whether these putters are for you will be the main factor in which of these companies flourish.
It’s happening at a baseline level as we speak but there is more lawn to mow. It will be fun to see who steps up.
Want to get fit for a zero-torque putter? Find a club-fitting location near you at True Spec Golf.
