A golf club is provided having improved playing characteristics based upon a multiple material construction. This construction involves a club body in combination with a face insert that defines a hollow channel therebetween. This hollow channel is substantially filled with a heterogeneous viscoelastic material, such as urethane containing tungsten powder. The heterogeneous material is formulated such that the density of the material is varied based upon the location of that material within the hollow channel of the golf club head. In particular, lower density portions of the material are located near the top of the club head, and higher density portions are located near the bottom or sole of the club head. This moves the center of gravity of the club head downward and rearward, yielding improved feel and improved weight distribution and enhancing performance of the club.