Embodiments of an iron type golf club head with a flex structure, a face reinforcing structure, and a variable face thickness to increase face element bending while improving club head durability are described herein. The club head comprises a face element for striking a golf ball. The face element is formed integrally with the flex structure. The flex structure comprises a curved profile (e.g. S-shape or sinusoidal) that functions like a spring to support the face element during golf ball impacts. The face reinforcing structure comprises a looped rib that provides support around a center of the face element. The variable face thickness includes thickened and thinned regions to provide further face element bending or support. The combination of the flex structure, the face reinforcing structure, and the variable face thickness provides increased face element bending while improving club head durability.