In the Bag presented by PING

In January of this year, the clever men and women at the USGA started to implement their ‘cunning plan’ of limiting the size and shape of grooves on the clubface. This was an ingenious way to reprioritize the importance of placing the ball in the fairway.

“The changes reduce spin on shots played from the rough,” they boasted, “and thereby restore the challenge of shots played from the rough to the green.”

We all know those moments. The moments where you tip toe away from your wife’s watching eye, duck for cover in the nearest golf store and for a few precious moments, savior all the newest technology the golf industry has on offer.

All of a sudden, out of the corner of your eye you spot a club so perfect that the question becomes not whether I should buy it, but rather how quickly can I buy it and sneak it into the car before the wife realizes her “shopping-bag caddy” is not actually on the toilet.

Featuring a flashy brillilant orange cavity badge, a color similar to something Rickie Fowler would sport on Sundays, the new Callaway Golf X-24 Hot Irons are the company's latest installment of the popular X-Series. Touted as the most accurate irons in the history of the series, the new X-24 Hot Irons produce faster ball speeds across the clubface and deliver maximum distance throughout the bag.

The X-24 Hot Irons will be available at retail on May 28 with an asking price of $699 for steel-shafted sets, and $899 for graphite-shafted sets.

Wilson Golf announced the newly redesigned Ci9 iron, the third generation of the award winning Ci, or control iron, which offers maximum playability with classic design and workability.

The Ci9 iron features a traditional, midsize head design that appeals to players of varying skill levels with "players club" looks. The confidence-boosting midsize head shape provides the visual queues expected by many Tour players such as a thinner top line and a moderately progressive offset.

Since it was introduced to the golf community in 2007, the TaylorMade Burner series has become one of the most successful driver and fairway wood franchises in the game. The latest incarnation of these moderately-priced clubs is the Burner Superfast, boasting a lighter weight that results in longer drives.

Fourteen grams lighter than the ‘07 and ‘09 Burner models (284 grams), the Burner SuperFast has been hailed by the TaylorMade creative team as the lightest driver they've ever produced. This slimmed down design allows golfers to generate more zing at impact as the ball "explodes off the clubface" with awesome distance.

In late February, Nike Golf introduced its newest family of irons - the SQ MachSpeed. The company promises that this line will be its fastest and longest ever.

The SQ MachSpeed is based on three key functions: speed, stability and launch. These components are purported to create a high launch and increased distance.

Mention the name Raylor to golfers of a certain age and you'll receive a smile and a nod of the head in return. Introduced in 1988, the TaylorMade Raylor club was one of the most popular and useful utility woods of all time, and especially proficient at getting wayward tee shots out of rough and close to, if not onto, the green.

The Raylor club boasted a small, rounded steel head with an extremely low center of gravity (far lower than any persimmon utility wood) and two distinct rails on its sole, which were designed to help the head glide smoothly through tall grass while resisting twisting or stalling. Twenty-one years after the original was introduced, TaylorMade has launched a hybrid called Raylor, and this one is far superior to the first. 

Ping has placed the cherry on top of its 50th anniversary season.

The company recently introduced what it deemed as "its most comprehensive product launch in history," in the form of two new complete series of clubs. 

Whether it's a flashy diamond-studded belt buckle, a bright orange camouflage hat or a pair of loud pants, today's image-conscious golfers have fallen in love with products that allow them to express both their personality and individuality on the golf course.

If you're looking to add a new colorful component to your golf bag, look no further than Shaft Skinz - decorative wafer-thin plastic sleeves for your shafts that have the added benefit of protecting the surface from the day-to-day knocks and scrapes that they take. 

CARLSBAD, Calif. - Months after introducing highly-anticipated R9 driver, which today is the No. 1 driver model on the PGA Tour, TaylorMade has released the R9 460 driver.

The R9 460 combines TaylorMade's renowned Flight Control Technology (FCT) with the forgiveness and power of a 460cc titanium clubhead and the speed-promoting properties of a longer length and extremely lightweight graphite shaft. All at the remarkable street price of $299.