Pixl Golf debuts its first-ever line of cavity irons

ORLANDO -- This is the time Art Chou has been waiting for the past couple of years. Here at the PGA Merchandise Show, Chou's company, Pixl Golf, is unveiling its S4 Cavity irons -- the first irons to feature Pixl insert technology. The S4 Cavity irons join Pixl Golf's stable of blade irons, wedges and putters.

"From Day One when we came out with the first putter, the question was, 'Can we get it in irons,' "Chou said. "When we got it in blades, then the question was, Can we get it in cavity-back irons? That's been our target since Day One. It's a big deal for us for what will be our flagship product."

All Pixl clubs, Chou said, use more than 100 independent pieces, called pixels, to make up the hitting area of the clubface. The pixels, according to Chou, act independently at impact, similar to the individual coils of a mattress. Chou said the pixels return more energy to the ball on mis-hits, meaning long putts finish closer to the hole and wedge and iron shots consistently finish closer to the hole.

"The technology is all the clubface," Chou said. "We're not trying to re-invent the wheel when it comes to the body of any of the clubs. I like to think of what we're doing is like taking a car and souping up the engine. We're not changing the look of the car."

The S4 irons, with a suggested retail price of $800 for a set of eight, will begin shipping in March.