Evnroll

Grooves cut wider in the middle of the face than out at the heel and toe sound like a mistake. They aren't. As the channels narrow outward the flat land between them grows, so a strike away from centre meets more contact surface, takes on more energy and finishes nearer the distance a middled putt travels. They are also cut in a shallow V, gearing a heel or toe miss back toward the line. Guerin Rife named it SweetFace, and it is why the company exists. Softer, faster, straighter, sweeter is the company's own four-word summary of what that does.

Rife had spent two decades on putters before this, patenting face grooves in the mid-1990s and running Rife Putters from 2000, and he began again with Evnroll in 2016. Every head is CNC milled and hand finished in Carlsbad, most of them in 303 stainless, by a shop of around a dozen people on Aston Avenue. ER2 is the blade people know; ORIGIN carries a revised SweetFace with shallower parabolic grooves, the ZERO models go zero-torque and MidLock covers armlock, with the V-Series and the Carlsbad and 38 Tour Spec models filling in around them and left-handed builds on the menu. A fitting means the Carlsbad studio and a Quintic camera, or a video of your stroke sent in from wherever you are. Independent robot and player testing has been unusually kind to that face.