The value of applying shape memory metal into golf club inserts is twofold: its superelastic and high damping attributes. For the avid golfer, that translates into more spin on the ball, greater control and a solid feel. Upon closer examination, the club insert basically undergoes a split second change in its metallurgical structure upon impact with the golf ball. This elastic property keeps the ball on the club face longer. This supplies more spin to the ball but not at the expense of distance. More "bite" on the fairway is every golfer's desire.