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Because many players struggle with the low loft of long irons, especially when playing from the rough, a new type of club - the hybrid club - is gaining popularity.
Some hybrids look like woods, while some look like a combination of iron and wood. Hybrids generally use a shorter shaft - like those you would find on a long iron - to increase control and use heads with a larger sweet spot and low center of gravity as you would find on higher lofted woods. Hybrid clubs are particularly well suited for long shots from the rough.
Hybrids are similarly priced, with premium clubs ranging from $150 to $250. Callaway's Big Bertha Heavenwood Hybrid can be found for about $180, while Cobra's King Cobra Baffler costs about $150.