Sub 70 699 and 699 Pro V2 Irons – Key Takeaways
- Performance upgrade to the three-year-old 699 Player’s Distance irons
- Lower CGs and stronger lofts than the previous models
- Available in Satin Chrome and Black DLC
- $110/stick in chrome; $120/stick in black
- Available to order now
The new Sub 70 699 and 699 Pro V2 irons are the living embodiment of a very old TV commercial.
If you’re of a certain age, you can remember Orson Welles assuring us that Paul Masson would sell no wine before it’s time. Sub 70 owner Jason Hiland has consistently taken the same approach with new club releases.
“I’m only going to bring out a new club if we have better technology,” Hiland tells MyGolfSpy. “It has to be enough of an upgrade that you if you grab both and hit them side by side, you’ll see a performance difference. If I can’t do that, I won’t bring out a new club.”
The three-year-old Sub 70 699 and 699 Pro have been very successful for Hiland. But to satisfy the boss’s line in the sand, Sub 70 had to basically erase all the 699 files, grab a blank sheet of paper and start from scratch.
The end result is the new 699 and 699 Pro V2 irons. Cosmetically, at least, Sub 70 is giving you a very different piece of equipment. And according to Hiland, the performance upgrade is more than enough to get your attention.
Sub 70 699 and 699 Pro V2 Irons
“I will not bring out a new club every year and tell you to buy it,” says Hiland. “And I’m willing to throw everything we had away and start over and not have it look anything like the club it’s replacing, if the new one outperforms the old one.”
Sub 70, as you know, is golf’s leading Direct-To-Consumer (DTC) brand. With apologies to Mel Brooks, Hiland and Sub 70 are rapidly becoming an underground sensation. The original 699 and 699 Pro irons sat comfortably in the Player’s Distance category. They were sleek, hollow-body irons and almost blade-like in appearance. And though they’ve been in Sub 70’s catalog for three years, the irons were first developed six years ago.
The new 699 and 699 Pro V2s are, visually at least, an abrupt departure. But with Sub 70, there’s always a reason.
“The goal for these irons is both distance and control,” Hiland says. “To get more distance you need more ball speed. And to get more ball speed, we had to do a few things.”
The recipe for more ball speed and distance with a hollow body, TPE (thermoplastic elastomer)-filled iron head boils down to three simple ingredients:
Stronger lofts, a lower CG and variable face thickness.
“We knew we had to go with stronger lofts and a lower CG. That’s what gets you more horsepower in this type of iron,” says Hiland. “It’s not just jacking lofts. If you took the old 699 and jacked the lofts without lowering the center of gravity, then you’re just making a 7-iron into a 6-iron.”
Function Drives Form
The new Sub 70 699 and 699 Pro V2 irons still feature a TPE-filled hollow body. But re-engineering the irons for more punch required a complete chassis overhaul. The soles of both models are just a touch wider to accommodate the lower CG, and the heads are just a touch larger.
“The goal with a hollow body iron is ball speed,” says Hiland. “That’s why people are playing that club. They want that extra distance.”
Along with the wider soles and slightly larger heads, the V2s feature a variable-thickness face made from S450 stainless steel. The previous face was made from 455 carpenter steel. You’ll also notice a more pronounced hosel to club face transition and an ever so slightly squatter, Barney Rubble-looking profile.
On the back, Sub 70 created quite a stir by including a large channel with a badge and multiple horizontal ribs. Compared to the original 699s, it’s a much busier look. But, says Hiland, the form follows function.
“The channel definitely improves mishits low and high on the face,” he says. “We’re getting a larger area that acts like it’s getting hit in the center.”
Additionally, the channel and bars improve the overall stiffness of the head.
“When a variable face thickness face hits the ball, you lose some energy into the club chassis where it deflects,” says Hiland. “If you stiffen up the frame, now that energy goes into the face more, which then goes into the ball. That’s why we’re seeing more ball speed.”
“We Don’t Need No Stinking Badges”
Well, with hollow body clubs, it turns out you do. And some thermoplastic elastomer as well.
Ever wonder why the more forgiving golf clubs have badges on the back? They’re more than just decorative. Both the badge and the elastomer backing do the important job of absorbing vibration, which improves feel. They also come with a bit of a ball speed penalty, as they can prevent face deflection in cavity backs. But if you’ve ever hit a game improvement cavity back that’s lost its badge, you know it’s a worthwhile trade-off.
With the new Sub 70 699 and 699 Pro V2 irons, both the badge and the TPE injected into the hollow body have important jobs. Without them, hitting a hollow body iron can sound (and feel) like hitting an anvil with a ball peen hammer.
“The badge and elastomer help with both sound and shock absorption,” says Hiland. “That was part of the engineering to give it the best sound and feel that we could. That’s the tricky part with a hollow body. How do you make it perform like a hollow body, but not sound or feel like a hollow body?”
The S450 steel used in the variable-thickness face is a strong material with a high tensile strength. The upside is it promotes ball speed. But the downside?
“It’s a hard face, like a hybrid or a fairway,” says Hiland. “None of the hollow body clubs out there have a soft face. So you do everything you can to make it feel better and sound better. You try to make the club feel as soft as you can, so it doesn’t feel like a 5-wood.”
Of Lofts and Golf Balls
Nothing gets more undies in more wads than “loft-jacking.” We get it, distance sells, but playable distance is what matters. That’s why stronger lofts and low CG go hand in hand. The former without the latter is simply putting a “7” on a 6-iron.
But there’s another element to the equation: the modern golf ball.
“Golf balls since we developed the first 699 six years ago have changed,” says Hiland. “It doesn’t spin as much, especially off the mid-irons like these where the face deflects so much. You have to lower the center of gravity to get carry. You’ll see some pretty good players struggling to get a 5-iron up in the air.”
The new Sub 70 699 and 699 Pro V2s do feature stronger lofts than their predecessors, but the loft structure is still very much in line with the Player’s Distance category. The added ball speed and the resulting added distance winds up being due to the combination of stronger lofts, a lower CG and the new variable thickness face.
“It’s a better ball today, says Hiland. “But that’s why you’re seeing so many stronger lofted, low CG clubs. If we can get the ball up in the air with the right amount of spin and with a higher launch, then we’re cooking with propane.”
If you swing your driver over 100 mph, you certainly won’t need these sticks. But if you swing it in the low 90s at best, and someone hands you longer, higher and straighter, with a descent angle that holds greens?
Golf becomes a lot more fun.
Sub 70 699 and 699 Pro V2 Irons: Final Thoughts
Sub 70 has earned a reputation as being customer-centric, often to the extreme. Where mainstream OEMs use their TOUR players for feedback and design direction, Hiland talks with – and listens to – his customers.
“The Pro, in the first edition, wasn’t different enough from the standard 699,” he says. “That’s what people told us. With the V2, the standard 699 is definitely more game improvement, and the 699 Pro is even more compact and can appeal to the better player.”
Generally speaking, the original 699 was aimed at a 12- to 16-handicap, while the Pro was best for an 8 to 12. The V2s cast a little wider net.
“Now I think we have a club that a 10-handicap maybe up to a 20-handicap can play in the standard 699 if they want power and straightness,” says Hiland. “And a 4 or a 5 up to maybe a 12 could play the Pro.”
It’s unusual, however, to see the next generation of a club change so radically in appearance. But it’s important to understand the depths at which mainstream OEMs sculpt our expectations. Tweaks and adjustments under one product name are fine, but radical changes always get a new family name (Hello, Paradym). But one thing that sets Sub 70 apart is it doesn’t follow the big OEM playbook.
“People loved the look of the original 699,” says Hiland. “We’re still going to have it for another year or so until we sell out. But I couldn’t look myself in the mirror if we just took the first shape, tweaked it and said, ‘Here you go.’ I won’t just hit the repeat just to sell you something.
“It’s very different looking, and I’m kinda cool with that.”
Sub 70 699 and 699 Pro V2: Specs, Price and Availability
Sub 70 is doing something interesting with this release by making heads for both .370 parallel-tipped shafts and .355 taper-tipped shafts. That opens up an entire catalog of shaft options for golfers. Additionally, the entire lineup will be available for both lefties and righties.
Currently, both the standard 699 and 699 Pro V2 are available in parallel for both lefties and righties, in both the Satin and Black-DLC (Diamond-like Coating) finishes. The tapered option is only available in the standard 699 V2 for righties at this time. Hiland says the rest of the lineup will fill out soon.
There’s no such thing as a stock Sub 70 set, but the default set on Sub 70’s website features the True Temper Elevate 95 MPH shaft and Lamkin Crossline 360 grip. A 5-PW set go for $660 ($110 per stick) in Satin and $720 in Black ($120 per stick).
A wide selection of shafts, grips and even ferrules are available at various upcharges. Lie adjustments and hard or soft stepping are no charge.
For more information, visit the Sub 70 website.
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Tom M2 weeks ago
“If you swing your driver over 100 mph, you certainly won’t need these sticks.”
What sub70 sticks would you suggest otherwise for a 12-handicap with 100+ driver?
699 pros v1 or 639cbs maybe?
Brad H4 weeks ago
Had a fitting by Kevin( Big props) Im the Lefty Truck Driver….. at “The 70” First and foremost he did take time and figured out a glitch in my swing. Then looked at my clubs and swing….. said whoa ! All your shafts are wrong. In your current clubs. Try these…..etc.
Anyway just got back from Golf X here in Bloomington, IL Awesome. Simulator Golf.. [email protected]# %^&* Awesome clubs. Straight as an Arrow (for me) Long as hell 15 yards + on all clubs: from previous clubs (Tour Edge C521). Buttery smooth.
Got custom fitted at the 70.
Entire bag. :
Driver 3, 5 woods 849 D 949X Fairways
Hybrids 4,5,6 949X
Irons 7-Gw… 699V2
Wedges 54 (bent to 53} and 58 full face
Stiff Shaft 6. Project X
Winn Dri Tac grips medium size.
$2400 made and delivered at my door in 12 days.
Since the woods and Hybrids are made to be adjustable I have about a pound of weights between them in baggies that I get to play with. Not to mention the Hosels are adjustments.
If you can find me a Company that has stellar Customer Service. With a 60-day warranty.. No Questions asked fixable or return policy. Then sign me up
I have absolutely no claim or fame in this company. But had been following them for a couple of years. Being a LEFTY its a struggle. They have now gotten us more in the game. All the big names have Lefties yes.. But these guys actually give a doodie about what you want….what you need and do it on a price point that 98% of us blue-collar people can afford.
Years ago I remember a company that just sold Records……Books on Cassette Magazines but they gave you what you wanted/needed at a good price point…….crazy how good customer service and quality can get you in this world. Doesn’t have to always be a media blitz and famous people to give stellar quality.
Jason Kevin Cody You guys ever find time to come to Bloomington Il on the weekend. I live beside the Den. I got the round and a couple of beers LOL.
RT3 months ago
Plain, same ol’ same lack of style, just throw it out there to see if it sticks to the wall. test.. —– not impressed….. NEXT?
MR3 months ago
Why bother to comment without trying them? – if you don’t like them just move on – someone who values their own opinion TOO HIGHLY!!
DTC Fan3 months ago
Excellent “First Look” article on the Sub 70 v2.0 699 and 699 Pro irons. Having Jason thoroughly explain the features and benefits of these new designs will compel many golfers to give them a try. Sub 70 Golf even has a demo program! Also, I’m not aware of any OEMs offering a 60-day, no questions asked, money-back guarantee like Sub 70 Golf. Jason and his team surely stand behind their products which is definitely reassuring!
Sean C.3 months ago
More “High-Speed Mayonnaise”! I’ve had the opportunity to head out to the Sub70 facility and get a mini-fitting. At the time, I was given an honest analysis that nothing in the Sub70 lineup would be a substantial improvement over my old set. I stubbornly paid for a demo and hit the 639CBs. They felt great but proved the point; it’s the archer not the bow. A few weeks later I returned the demo and signed up for lessons.
Sub70 is on my list this year and I’m looking forward to demoing the new 699s!
tscdave3 months ago
Great article on what appear to be very nice options for new clubs.
How to try em?
Jay Sub702 months ago
Thanks for the message. We have a number of fitting cart locations at https://www.golfsub70.com/sub-70-fitting-cart-locations/ We’ll be adding the new 699 models to our demo program asap as well
Kelly Harbert3 months ago
I’m in Wichita Kansas and tried to set up a fitting for 1/9. Where at??? There was no information as to where or cost. Is this done over the phone…………..please advise much more information. I’m really interested.
Jay Sub702 months ago
Thanks for the message. You can find all of our fitting cart partners at https://www.golfsub70.com/sub-70-fitting-cart-locations/ Otherwise we do fittings at our facility The Seventy in Sycamore IL. We are working on getting demos available through our demo program as well. If you have any questions just let us know. Thanks!
GilB3 months ago
The Black Satin irons look awesome but what holds me back is: 1) not being able to demo the clubs and 2) the cost..
Another George3 months ago
Sub70 does offer a 60-day, money back guarantee. Anecdotally (I’m not a customer yet of them though; it’s just what I’ve heard), they’re really good about it.
Joey K3 months ago
they are a fine looking iron and was on the top of my list when I was looking for a new complete set. But when the wife gave me the green light on any brand, I went for the PXG ‘s
George3 months ago
Hardly inovation more like catching up. Try Honma’s TW 747 forged hollow body first. Soft like butter. Not your Barney Rubble club.
DTC Fan3 months ago
It seems the TW474s (circa 2019) have been discontinued and replaced with the TW757s, $1500 for 5-PW? I’m sure the Hondas are outstanding irons but at a different price point for many. Sub 70’s entry point can appeal to a wider market IMHO.
Bob3 months ago
Please suggest to Sub 70 golf selling a single 7 iron. Would consider buying if I could play the club.
Ian3 months ago
They do demo models, pay the shipping and they let you test the club. I don’t think those are available quite yet.
Jay Sub703 months ago
Thanks for the message. We can sell individual irons. I would just call us at 877-267-7093 or email our Sales Director, Cody, at [email protected] Thanks!
Steve S3 months ago
While rating irons for handicap ranges is a good way to start but it should be qualified by swing speed. A 70 year old 10 handicap with an 85MPH driver swing is a lot different than a 40 yr old 10 handicap with a 100mph driver swing. Not sure the slower swing player could get the “jacked loft” 5 iron airborne enough compared to the younger player.
Jay Sub703 months ago
Thanks for the message. Yeah all handicaps are definitely created differently so it’s impossible to segment it strictly on handicap. From what we’ve seen in testing and fittings, even the slower swing speed player can get plenty of launch and height on the new 699 models. If it’s an issue with the long or mid irons then there are always other easier to launch options like hybrids or our super game improvement 799 iron
Thomas A3 months ago
Sub 70 fanboy here just tooting their horn. My 699’s are awesome. I did a custom fitting at Club Champion with my 699 Pros. They changed my shaft but were going to keep the heads as they were as good as anything. With Mitsu OTi graphite shafts it would have cost $1200. I called Sub 70. They don’t have those shafts, but ordered them special. Got the 699 heads in 5-PW for $800, and they were delivered in 3 weeks. That’s unreal customer service.
Jay Sub703 months ago
Thank you Thomas!
Terry Schott3 months ago
They are one of the best if not the best out there in taking care of their customers. Headed up for a fitting next Friday can’t wait to see what works best for me.