Thank you for your patience. In April 2026, we finally began shipping the cH Irons. Until now, whenever we asked AI about the new model, the only response we received was something like, “There have been hints on the manufacturer’s social media, so it will likely be announced soon…” We are delighted to finally be able to share the detailed specifications and our vision behind this product with you all.
"True Ease of Play" Adopted Immediately by Pros We are delighted to report that the cH irons have already been put to the test on the professional tour. Experienced players active on both the Regular and Senior Tours highly praised this performance and immediately adopted it as a weapon in their game. Amidst a flood of "tour models in name only" with no track record and clubs touting "forgiveness" with little basis, we were able to quickly prove the concept of a "forgiving club that even pros can use"—a goal we set out to achieve from scratch—which gave us a slight sense of relief.
A Sense of Discomfort with "Evaluation Criteria" That Have Remained Unchanged for Nearly 20 Years Why did we choose "Reiwa's Handsome Guy" as the theme for the cH irons? The reason lies in our desire to challenge the recent evaluation criteria for golf clubs. Currently, a club’s “good looks” are often defined by the design of its back face.Of course, the shape of the face at address is also important, but I felt that the shapes favored by so-called “advanced players” hadn’t evolved much over the past 20 years. As a result, comments like “It has a nice look” have increasingly come to refer to the back face. We believe that the “impression at address” is extremely important. That is why, on our official website, we feature images of all club heads (at address) rather than just the representative models.
Do Golfers of a New Era Need Traditional Standards? In the wake of the COVID-19 pandemic, the golf world has seen an influx of new players. Even in my own circle, I’ve been getting more and more requests from friends and younger colleagues for advice on choosing their first set of clubs. This has led me to wonder: “Is it really necessary to impose the standards of ‘coolness’ that traditional golfers have long revered on today’s players?”Specifically, regarding that “stylish” look when addressing the ball, I’ve come to strongly question whether the face shapes favored by masters of swing-through face control and impact point control are truly the best options for people who start with large drivers and practice by referencing the latest golf swings on social media.
"The 'Reiwa-Era Heartthrob'" When we focused on the face shape as a performance feature for golfers adopting a new swing, our vision expanded rapidly.What constitutes a new kind of coolness befitting the modern era? The keyword that came to mind was “The Handsome Man of the Reiwa Era.” When I delved deeper into this phrase, I found it aligned surprisingly well with the core of my design philosophy. Summarizing the elements of “The Handsome Man of the Reiwa Era” as defined by AI:
A sense of cleanliness and reassurance: A clean, refined image that does not feel intimidating.
A commitment to substance: Choosing high-quality materials and items that suit oneself, rather than being swayed by trends.
Smart versatility: Focusing on personal goals without comparing oneself to others or trying to be something one isn’t.
This “clean, unassuming yet strong-willed” demeanor was precisely the ideal we wanted to embody in our new irons.
Reflecting on the Cambrian Period of Golf Clubs Once the concept was finalized, the next step was to examine specific face shapes. At the same time, since it is essential to increase the moment of inertia so that the swing used to master high-MOI drivers—a current trend—can also be applied to irons, it was also important to maintain a size that remains usable even on challenging courses. Therefore, we revisited and studied past models that came close to achieving such performance.We found the most valuable lessons in models from the late 1980s through the 1990s, when manufacturers were competing with a wide variety of designs. This era could truly be called the Cambrian Explosion of golf clubs.From carbon-faced irons and hollow carbon composite irons to models crafted from rare metals no longer used today, these uniquely shaped clubs—designed before the era of digital modeling and prioritizing “the player’s feel”—were packed with perspectives and remarkable wisdom that have since been lost. I found myself thinking how much fun it would have been to develop models from that era using today’s design skills.
Bringing Endangered Species into the Mainstream Why did such a thriving and distinctive golf club disappear? There appear to be several contributing factors: the economic downturn, major changes in golf balls, a decline in new golfers, and the evolution of drivers, among others. Amidst these challenges, what specific performance characteristics did we reference for the cH irons, and how did we refine them into the "Reiwa Model"? We will share the specific background and process in our next update.
In February 2026, Juicy Inc. celebrated its 8th anniversary. We are truly grateful to the many people who have supported us in advancing this "Juicy Project."
Golf clubs aren't just products! Amidst this, I was very fortunate earlier this year to have an article featuring me as a club designer published in Golf Digest Japan. During that interview, I was asked, "What is your design philosophy?" I answered that I fundamentally aim to create tools that are easy for users to handle, always designing with the mindset that they are "tools for use," not "products for sale." Afterwards, I took time to reflect anew on my own philosophy and what Juicy truly stands for.
We certainly aimed to create a comfortable club by incorporating as many thoughtful details as possible for our target users. However, as we prioritized clarity, we found ourselves unknowingly conforming to a product-centric categorization. Disliking this, I reaffirmed why I started the Juicy Project anew. The pursuit of comfort has nothing to do with golf skill level. Ultimately, we want people to choose Juicy as their very first golf club.Rather than struggling with ill-fitting or difficult clubs during practice, I want people to enjoy comfortable golf from the very start. That's what I'm thinking about. And for professional golfers, comfort means reliability—the crucial balance of precision and performance. Golfers of all levels have their own individuality, and many seek high-quality comfort. My commitment with Juicy is to design golf clubs with new performance for precisely those people.
Comfortable Golfer We came up with a new term to describe the golfer image Juicy aims for in a single phrase. "Comfortable Golfer" So, we immediately asked the AI, "What is a Comfortable Golfer?" The result was: ・It refers to a style of enjoying golf while valuing comfort, ease, and being true to oneself, or to the golfer who embodies that style. ・Choosing the right gear: Selecting clubs with appropriate weight and shafts that match your swing tempo and power. ・Mental and physical comfort: Playing with relaxed, natural movements (a comfortable swing) rather than forcing power. ・Enjoyment mindset: Enjoy the time spent amidst beautiful scenery and nature itself, not just chasing scores. ・Comfort in golf emphasizes not only skill improvement but also health, fashion, and mental fulfillment. Summary A Comfortable Golfer is someone who truly enjoys the sport of golf with comfortable equipment and a positive mental state.
That was the response. AI is amazing, isn't it? It provided a perspective that closely matches the image of a golfer I had in mind.
With 30 Years of Passion As mentioned at the beginning, Juicy is entering its ninth year, and simultaneously, I am entering my 30th year of golf club design. Looking back, over these 30 years, I have designed over 60 different iron sets and over 50 different wedge series models.Since becoming Juicy, I've already designed over 10 iron models alone. Among these, I've now designed an iron with performance characteristics I'd never been able to create before. It embodies the performance I genuinely desired before I understood the manufacturer's perspective. To put it simply, it's the performance needed by golfers who have "decently fast head speed but also make a lot of mistakes."Thirty years ago, such clubs existed to some extent. However, within the brands I worked for, this performance was deemed "unmarketable," and I never got the chance to pursue this dream. Yet, in this Reiwa era, with new golfers increasing and even top pros using high-moment-of-inertia drivers, I firmly believe this performance will be accepted. I re-examined every element from scratch, revisited and studied past great clubs, and ultimately created an iron with a significantly different face shape than anything I'd done before – a "Reiwa-era handsome guy" in my mind. It maintains a comfortable size for solid play on the course while achieving the maximum possible moment of inertia for that size. It's crafted in a juicy style, precision-machined from soft iron using FULL CNC.Truthfully, the concept was complete in my mind three years ago, but through deeper precision and physical analysis, it has finally achieved its beloved performance. The ability to design clubs with the performance I personally desire, even if they might lack market appeal. I am truly happy. Once again, please allow me to express my gratitude to those who love Juicy clubs, those who support the Juicy Project, and those who nurtured me. Please wait just a little longer for the new iron announcement!
As we enter 2026, I wish to continue from my previous entry, articulating my vision for Jucie's products and our future objectives.
Are Jucie Clubs Difficult to Play? We are frequently asked if Jucie clubs are challenging to play. While I would prefer to answer no, I also understand why such an impression might arise. Since our inaugural model, we have released wedges with performance akin to professional personal models, and numerous professional golfers have utilized them to achieve multiple victories. While this naturally creates the perception of 'pro models,' my design philosophy and meticulous attention to detail differ slightly, which I intend to explain by drawing an analogy to automobile performance.
The paramount factor is superior fundamental performance.
Both automobiles and golf clubs are frequently categorized, and in my perception, sports cars are akin to professional models, while family cars resemble amateur models. Furthermore, our engagement with tour professionals evokes the image of participating in serious races, much like a works team. It's akin to racing with vehicles that are not street-legal. Consequently, one might conclude that while sports cars are appealing, they are unmanageable, or that since high speeds are not a priority, professional models would not be actively chosen. However, Jucie's models are subtly different. They are comparable to rally cars competing in production-car-based races or the WRC. The crucial aspect is that the base vehicle is meticulously engineered for comfortable urban driving, yet possesses such high fundamental performance that, with tuning and driver skill, it can achieve extraordinary speeds. Examples include cars like the R32 GT-R, the first-generation Impreza, the Swift Sport, or, in the current era, the Yaris. Jucie clubs are designed with a profound awareness that, when paired with the appropriate shaft and assembly, they offer comfortable performance even for the average golfer. Therefore, we encourage selection based on the principle of 'my model = easy to use,' rather than 'pro model = difficult.' However, to achieve this level of performance, while it is essential for me to be a professional designer, the fundamental performance must also be discernible within the professional domains of tuning and user experience. Therefore, we intend to steadfastly continue our works team-like activities, constantly refining ourselves alongside professional golfers who play at the forefront, and aspire to continuously create clubs that bring joy to as many golfers as possible.
Should Vehicles Be Solely Purpose-Driven? Automobiles are categorized by various objectives, not limited to speed, such as off-road capability, passenger and cargo capacity, or fuel efficiency prioritization. While Jucie's core philosophy is to 'aim for a rally car with high fundamental performance,' we also constantly ponder whether vehicles should solely be designed for speed. Approximately 25 years ago, I drove a compact 4WD manual transmission sports car that boasted 180 horsepower from a 1600cc engine, a remarkable power-to-displacement ratio for its time. However, due to the inconvenience of daily use, I transitioned to a 3-door compact SUV, which was quite rare back then. That vehicle was marketed towards younger individuals with a snowboarder image, but I heard it sold exceptionally well among the senior demographic. The reason for its popularity was that, at the time, the term 'SUV' was not yet established, and it fell into a category of vehicles focused on off-road capability, such as 'cross-country' models. However, its ease of entry and exit, higher eye-point, and effortless driving over minor obstacles were reportedly highly valued by seniors. Today, I believe there has been a significant increase in the number of seniors driving compact SUVs.
Clubs That Generate New Needs, Born from the Field Similar phenomena occasionally occur in golf clubs. A recent example is a model introduced by a certain manufacturer, positioned as an intermediary club between a utility and a fairway wood (Fw). Upon evaluating its center of gravity performance, I observed that while its trajectory resembled that of an Fw, its influence on the swing was anticipated to be closer to an iron than an Fw. I felt it was optimally suited for users who prefer iron-type utility clubs and desire slightly more spin. Consequently, its usage increasingly aligned with this prediction, and I found it fascinating how, with each model revision, its specifications evolved to become progressively closer to those of an iron. Just as the compact SUV evolved through the accumulation of evaluations that differed from its initial purpose, golf clubs, too, will establish new standards if their actual performance meets golfers' emerging needs, rather than being judged solely by category. Furthermore, we are committed to meticulously crafting clubs that are not specialized by category but offer a balanced ease of use—'performance that simply allows for enjoyable golf.' We also believe that wedges and utility clubs still possess significant potential for evolution and change. Therefore, we aim to adopt an even more field-oriented approach, relentlessly pursuing what clubs are truly needed by actual golfers. We are also contemplating various new initiatives to effectively capture these evolving needs, so please look forward to them.
