“What if we can build the feel into a game improvement iron that’ll keep them coming back?”

That’s the question Matt Bovee, Senior Director, Product Creation, Irons says was posed to TaylorMade engineers when looking at the SIM, the latest game improvement iron from the company, which hit stores February 7. The problem is, historically, game improvement irons looked big and clunky and sounded even worse. In recent years the size has diminished—you’re not swinging with a shovel any longer—and now TaylorMade says it has the feel nailed down as well.

The SIM is now more forgiving than previous models—with a 40% larger sweet spot than M6 irons—and offers a thinner, faster face. And with ECHO Dampening, these are game improvement irons that sound awfully similar to a well-struck blade. “This is a pretty audacious statement,” says Bovee, “but this will feel like a forged iron.”

The SIM irons join TaylorMade’s recently announced SIM Metalwoods line-up for 2020.

Product Features

Speed Bridge

The key technology in the M5 and M6 irons, Speed Bridge connects the topline and bottom of the club, unlocking big distance gains.

ECHO Dampening

The key innovation in the SIM irons. When players like the “feel” of a club, they are actually reacting to the sound it makes. That’s right—forged clubs don’t feel soft, they sound soft. TaylorMade put a lot of effort into improving the sound of the SIM irons. Gone are the overbearingly harsh sounds associated with game improvement irons. These sound like butter.

Speed Pocket

A technology found in many recent TaylorMade irons, Speed Pocket allows the face to flex, adding speed and distance to your shots.

SIM MAX OS

With a taller face on an oversized head, this is a super game improvement iron that still looks respectable and feels (and sounds) terrific.

Stronger lofts

Stronger by 1.5 degrees, you’ll get more distance out of your shots. But don’t worry—other technological enhancements mean the ball flight is only slightly diminished (a yard or two in testing), allowing you to easily hold greens.

Who are they for?

If you’re the type of player who knows they’ll benefit from game improvement irons, but doesn’t like the look or feel that comes with the concept, SIM is going to be worth checking out. With a clean look and a great feel, these are irons that resonate with mid-handicap golfers. SIM MAX OS is for the mid to high-handicap golfer who places distances as the key in their purchase.

Watch the video below to see where SIM irons fit in the entire 2020 iron lineup from TaylorMade.

SIM MAX Rescue Hybrid

Rory McIlroy told TaylorMade he had never hit a hybrid before taking a few swings at a product demo with the SIM. It sounds improbable, but consider that McIlroy is a player who already hits his irons sky-high. Since the goal of a hybrid is to get the ball in the air, McIlroy never needed one. But he came away from SIM Rescue impressed.

“He asked if he could put it in his bag and take it with him,” says Tomo Bystedt, Senior Director Product Creation, Metalwoods. “We didn’t expect that. We’ll see what he does with it.”

The result of new technologies, as well as a new sole design, the SIM MAX Rescue allows players to get the ball in the air quickly and hit soaring shots into greens or off the tee on short par-4s.

Product Features

V Steel Sole Design

This is designed to improve turf interaction and make it easier to play from a variety of lies.

Twist Face

A version of what you’ve seen in TaylorMade’s drivers—Twist Face helps correct mishits that are low on the heel or high on the toe.

Speed Pocket

Increases ball speed, and improves mishits struck low on the clubface.

Who is it for?

The anecdote about McIlroy indicates this is a hybrid that might find a wider audience than initially expected. But truthfully, this is a club aimed at golfers who struggle to get their long irons in the air. Long, straight and impressive, the SIM MAX hybrid is easy to hit and worth investigating.

SIM Trade-in Bonus

Upgrade your game for less! Trade in your old clubs at any Golf Town location and receive their value + a 50% trade-in bonus towards new SIM product. Ends February 19. See in-store for details.

SIM irons or metalwoods today. Available Now.