Are you gellin'? Gel inserts in irons might be the next big thing

Equipment companies have begun peeking out from behind their monstrous 460cc driver heads, setting their sights on new iron technology. The next big design innovation might be something that sounds like it was prescribed by a podiatrist:

Gel inserts.

I recently took some test-swings with a cousin of the gel-insert technology, the Tour Edge Exotics EX-3 Irons. The back cavity of these irons is filled with a Thermal Plastic Elastomer insert, which lent a soft, buttery feel at contact.

Now Cobra Golf has introduced the Transition-S irons ($699 graphite), which incorporate a softer silicone gel behind the clubface. Cleveland Golf has similarly introduced the CG Red and CG Gold irons ($699/$599), which have a “visco-elastic” compound insert behind the lower half of the clubface.

Cleveland’s technology is even called “Gelback Technology.”

The unfortunate connotation in my mind is the irritating Dr. Scholl’s gel shoe-insert commercials where very bad actors rhyme everything with “gellin’” in an almost cult-like incantation of podiatric peace.

But I’ll tell you this, if these new gel-backed clubs do increase forgiveness and feel, and allow guys like me to hit more greens, then my biases, they will be dispellin’.

Cleveland’s CG Gold irons are for all players, the CG Red irons are for better players.