1995Titanium driver
Innovators: Callaway and TaylorMade

By the mid-1990s, drivers generated 20 percent more profit for manufacturers than other clubs, thanks in large part to the introduction of titanium, a lighter, stronger-than-steel material that allowed manufacturers to build bigger clubheads with thinner walls. Callaway's Big Bertha and the TaylorMade Burner led the way, but Cleveland, Cobra, Titleist, Nike and Ping also joined the party, doubling their combined market share to 28 percent from 1999 to 2004.