Scott White, the chief executive officer of the Ben Hogan Golf Equipment Company, describes his new Icon irons as being a combination of traditional styling that uses many of the design philosophies of the company's namesake, as well as modern technological advances. The result, he adds, are sticks that look as good as they play.
The Icons certainly look Hogan-esque, given their compact blades, minimal offset and thin top-lines. They also feature a Progressive Center of Mass weighting system that is designed to promote optimal ball flight in terms of both length and trajectory. In the scoring irons, that means weight is placed higher in the clubhead to generate a lower ball flight and encourage better control. As for the long and mid-irons, mass is located progressively lower in those clubs to help produce higher shot trajectories with more spin.
Each Icon iron also has a visible weight pad in the rear, with a unique size, shape and position for that specific loft and clubhead, in an effort to ease transition from one club to the next.
In addition, these sticks feature consistent, 4-degree gapping, which has been a signature Hogan design element going back to 1953, the year the Hawk won the one and only Open Championship he played. According to White, that practice combined with a calculated graduation in club length and head width and thickness produces a balanced set of clubs – and provides more consistency and flow through the set.
Finally, there is Ben Hogan Golf’s V-Sole technology, which uses a high-bounce leading edge and a soft, lower-bounce trailing edge to deliver forgiveness in all kinds of turf and turf conditions and prevent digging.
The new Icon ions are sold direct to consumers through www.benhogangolf.com and www.benhogangolf.eu. The cost of a seven-club set with traditional, nickel chrome finishes comes to $770, while clubs with the proprietary Diamond Black Metal finish go for $800 instead.