Titleist (booth 431) is introducing the new T100•S irons, providing greater distance in a fully forged player’s iron. Modeled after the new design of the Titleist T100 irons that are used extensively on tour, the T100•S have stronger lofts to increase distance and tour-refined sole shape for improved turf interaction in a progressive set design. The company is also showcasing new Vokey Design SM8 Wedges in four finishes and six grinds, as well as the new T400 irons that provide slower swing speed golfers with more distance.

Callaway Golf (booth 2027) is showcasing the new MAVRIK line up of drivers, fairway woods, hybrids and irons. The company’s R&D team advanced its ability to use Artificial Intelligence (A.I.) to design wide-ranging performance technologies across the entire line. The company is also introducing new Chrome Soft and Chrome Soft X golf balls, which promote more distance while retaining their soft feel. Callaway has also announced a strategic partnership with virtual reality gaming experts AAA Games Studios, which owns a proprietary technology that simulates the movement and behavior of golf clubs and a golfer’s swing.

Cobra Golf (booth 673) designed the King Speedzone family of drivers with a new “infinity edge” milling process that wraps around the driver face, helping to create higher ball speeds with greater efficiency.

Ping (booth 1043) offers 11 models in the Sigma 2 putter family, each with insert technology that provides a softer feel with lively response. The innovative adjustable-length shaft of each model helps create a custom fit for each golfer.

Bridgestone (booth 1531) is unveiling the 2020 TOUR B family of golf balls, featuring the new REACTIV Urethane cover. There are four models: Tour B X, Tour B XS, Tour B RX and Tour B RXS, with Tiger Woods helping to design the Tour B XS model. The REACTIV urethane uses a “smart” modifier to create a material that reacts differently to slow impact shots around the green vs. high impact full swing shots, creating a cover that provides spin and control in the short game and more power off the tee.

Srixon (booth 1643) is launching the third generation of its Q-STAR TOUR golf ball. Available in Pure White and Tour Yellow, the balls feature the FastLayer Core to drive more ball speed and the SeRM urethane cover offers more spin and stopping power. Cleveland Golf has a pair of new wedge offerings to see this week: the CBX Full-Face and Smart Sole 4 models. The CBX Full-Face has a high-toe design and Rotex Face Milling with grooves that extend across the face, while the Smart Sole 4 has models designed for specific types of shots, like chipping, sand shots and full shots.

Tour Edge (booth 1243) is unveiling the new Exotics EXS Metalwoods featuring Diamond Face Technology. The faces feature thick and thin diamond shapes to produce a hotter face with faster ball speeds.

Wilson Sporting Goods (room W202B) is launching new Duo Soft+ and Duo Optix golf balls.  The Duo+ Soft has new Velociticor technology for added distance, while the Duo Optix are available in striking matte red, yellow, orange and green color options.

Odyssey Golf (booth 2027) is unveiling the new Triple Track and Stroke Lab Black putters. The Triple Track models have a three-line alignment system developed from the namesake technology used on Callaway’s golf ball lineup. The Stroke Lab Black models have a sleek black finish and Odyssey’s new Microhinge Star insert for firmer feel and brighter sound.

Mizuno (booth 1081) is releasing the new RB566 and RB556V golf balls, new M.CRAFT premium putters, the new CLK hybrid and the ST200 series of metalwoods. The ST200 is unique in that it is a collaboration between the company’s Japanese and U.S. R&D teams. Mizuno has also announced the signing of PGA Tour player Chris Kirk, who is signing autographs at the company’s booth following a press conference at 1 p.m. on Wednesday.

Ecco Golf (booth 2561) has signed major champion Henrik Stenson to wear the company’s hybrid golf shoes in competition.  He joins Lydia Ko, Minjee Lee, Fred Couples and Thomas Bjorn in wearing Ecco for comfort and traction while playing.

Sacks Parente (booth 1409) is introducing the new Series 66 putter, which combines an iconic head shape with a unique five-piece design with incredibly high MOI. More than 80 percent of the overall head weight is located in the heel and toe of the putter for stability.

Lynx Golf (booth 1443) is introducing the Prowler VT Driver with Switch-Face Technology, which was shown as a prototype at last year’s PGA Merchandise Show. The entire face of the club can be removed and replace by a face with a different loft and face angle, giving golfers 25 different options in each model.

Indi Golf (booth 2413) is introducing the Scratch Stick, a multipurpose game improvement tool. The patent-pending alignment aid can be used on full swings and putting, and has a video attachment to record swings for personal use or review by coaches.

ARGOLF (booth 1401) is introducing two new sets of irons this week. The M-18 milled irons are 100-percent milled in France from solid blocks of German Stainless Steel, and only 300 sets will be produced this year. The new AR-F15 forged irons have precisely milled cavities and faces.

JumboMax (booth 2615) is unveiling the new JMX UltraLite grips that were developed with help from Bryson DeChambeau. The new grips feature a deeply textured, all-weather design with incredible feel and tackiness.

Bloodline Golf (booth 3525) is showing putters with new interchangeable and adjustable slant neck hosel options, as well as a new prototype model that will be launched later this spring with a proprietary polymer blend in the clubhead.

JCR Sales & Consulting (booth 2711) is debuting the innovative RL350 Ultralight Stand Bag. Designed for walkers, the durable bag has a patented clear smartphone pocket that gives players access to GPS yardage and information from inside the bag.

Walker Trolleys (booth 4300) pair classic features with modern design elements. The company is debuting two new push carts: The collapsible Cape for consumers and the non-folding Eden for golf facilities.