Flip the television to golf coverage on any given week and you’re bound to see at least one commercial with an elite player pushing new equipment. There’s DJ, Rory and Tiger endorsing TaylorMade’s SIM line, and one with Phil Mickelson dropping bombs with Callaway’s Mavrik.

As the pitchmen for some of the biggest equipment brands in the industry, the goal is simple: Get recreational golfers excited about the new technology. And maybe help sell some clubs along the way via on-course success.

But how much design input do Tiger, Phil or Bryson really have on the clubs they’re backing? It’s a question that’s asked regularly when a player tees it up with something new. According to Tom Olsavsky, Cobra’s vice president of research and design, it depends greatly on the player and their interest in the tools they use to ply their trade.