SGBGolf_July08_p16 13/6/08 15:41 Page 16
Golfsmith Europe
Shaft PUREing works – and here’s the proof
Neil Cooke, Golfsmith’s technical director (pictured), expains how recent testing
in the US has made him a true believer when it comes to the benefits of shaft PUREing.
T
he problem with “technological breakthroughs” is that it is difficult to visually to the oscillations of the shaft, there was still no concrete proof that the actual
distinguish between hype and the truth. Claims are difficult to prove without performance was improved.
cold, hard facts. It is the same problem that faces shaft PUREing: there hasn’t Another issue is that neither the shaft manufacturers nor the OEM companies
been any data to establish if there really is any benefit. acknowledge PUREing. The shaft manufacturers CANNOT recognise the process or they
However, recently independent tests were carried out in the USA by a company called would be admitting their shafts are not perfect! Equally the OEM companies don’t want
Golf Laboratories, Inc in which testing was carried out on PUREd and unPUREd shafts to have to PURE their shafts due to the expense and labour involved. I’m not saying the
using a robot hitting system using exactly the same swing for each shot. Launch data top shafts don’t perform, just that they will play even better with a bit of fine tuning.
and down range data was recorded using a Trackman radar unit. But these tests, and their staggering results, have cleared up a lot of the mystery.
PUREing is the process that locates and aligns the shaft in its most stable position, The first test carried out featured a 60º Lob Wedge, with a famous brand steel shaft
reducing off-line bending and twisting. In other words, finding the “sweet spot of the and Titleist NXT Tour balls:
shaft”. This process is necessary as no golf shaft is uniformly straight, round or has
consistent bending properties through 360 degrees. Depending on how the shaft is
installed will determine how the shaft will react during the swing. PURE stands for
Plane of Uniform Repeatability and is not my bad typing!
Dick Weiss patented the process over 10 years ago. He certainly had a great theory
and plenty of conviction but I for one was still a bit sceptical. When we did start
PUREing over here it became immediately apparent Dick Weiss was on to something,
but the problem remained that despite physically seeing the difference PUREing made
The second test used identical drivers with a well-known top grade shaft.
SALES AGENT REQUIRED
NORTH EAST ENGLAND AREA
Golfsmith Europe the UK and Europe's No 1 Clubmaking
Supplier and Snake Eyes Custom 'the most exciting brand in
Okay, so there really is something in this shaft alignment business, but why not use
golf' seek a experienced Agent to represent the North Eastern
one of the other methods available? After all there is a charge for PUREing and it’s not
areas of England.
something you can do in your own workshop unless you have access to a patented SST
machine. Why not use Spining? The method that finds the Spine or hardest point of the
Snake Eyes Custom has grown rapidly since its full O.E.M shaft then aligns the NBP (neutral bend point) or FLOing, which uses Flat Line
launch in 2004 with high margins for the retailer and
Orientation. Surely both methods, if not quite as accurate as PUREing, are still better
outstanding quality we are looking to continue our success in
than nothing? I certainly thought so until I saw the following test results comparing
the North East area.
three identically-shafted drivers again, using another well known top grade shaft:
Duties will include ambassadorial role for Golfsmith
Components which has a very well established core business.
Please submit your interest by contacting the below details:
Emma Di-Carlo
Sales and Marketing Manager
Golfsmith Europe LLC
Ormond House, Nuffield Rd
St.Ives, Cambs PE27 3LX
Tel 01480 308800
So in conclusion, yes I am a PUREing convert. I can’t argue with solid facts and
Email emma@golfsmitheurope.co.uk
figures and strongly urge all golf professionals to offer this proven game improvement
service for the benefit of their customers. If they’re paying good money for a shaft it’s
the least we can do to make sure it performs how it was designed to do.
16 JULY 2008 - SGB GOLF
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36