The Innovator is so-called because of its ‘innovative bullet' shaped clubhead, which Benross claims is proven to be structurally stronger than any other clubhead shape. One of the primary functions of the bullet shape is to station the centre of gravity as low and far back as possible, so the club delivers that all-important high MOI. The Innovator also comes with a ‘trajectory control system', consisting of interchangeable weights that are designed to alter the club's launch angle to suit the golfer's particular needs.