27 Mar SST PURE® Continues Worldwide Growth with Cool Clubs

SST PURE®, golf’s global leader in computerized analysis and alignment of golf shafts, announced today it continues to expand its worldwide presence with Cool Clubs. Cool Clubs now has five SST PURE® Shaft Alignment Systems in its Scottsdale, AZ headquarters and one each in its Tokyo and South Korea facilities.

“With the rapid growth of the premium club fitting segment in the golf industry, companies such as Cool Clubs can offer all golfers the same SST PURE® Shaft Alignment technology that the top expert club fitters on the PGA Tour and around the world use to analyze and align their custom clubs,” SST PURE President Brian Adair said. “We are pleased to be a part of the growth of Cool Clubs by licensing our PUREing process to help them fit their clients with the equipment that performs best for them.”

According to Mark Timms, founder and CEO of Cool Clubs, “Our club building process is unlike any in the industry. All orders are checked for quality prior to building and held to the highest standards. Once in our shop, all components are weighed, shafts are tested for frequency and PUREd® for optimal performance, and then our highly-trained builders assemble clubs to the exact specifications of the order. The SST PUREing process provides us with a unique procedure that performs a structural and performance analysis on every shaft to locate its most stable orientation. This guarantees more consistent performance from club to club which helps people Play Better Golf.”

SST PURE is a patented process of shaft alignment that analyzes a golf shaft to find its most stable orientation. Using proprietary computer software and sensitive data-acquisition sensors, the SST PURE Shaft Alignment System quickly locates the “neutral” plane in each shaft. By assembling the club with the shaft in this SST PUREd position, off-line twisting and bending during the golf swing and at impact are greatly minimized. The SST PURE system also generates a printout for each shaft, showing its structural and performance analysis.

The SST PURE process works on any shaft, regardless of its material. Every shaft contains irregularities in straightness, roundness and stiffness that are inherent to the manufacturing process. These structural inconsistencies can negatively or positively affect a shaft’s performance depending on how the shaft is aligned in the clubhead. SST PURE locates the most stable orientation in any shaft.

The SST PURE Shaft Alignment Lab tour staff has PUREd shafts for more than 200 TOUR players during the past five years, including top PGA TOUR money leaders, golf legends and Olympic medalists. The groundbreaking SST PURE Shaft Alignment is available to players on-site at each week’s PGA TOUR event. The SST PURE Tour staff typically PUREs clubs for more than a dozen players each week. Many times when players test new clubs, they will use SST PURE in order to eliminate shaft inconsistencies as a variable in their evaluation.

Players who have had their shafts SST PUREd hit the ball longer, straighter and more uniformly consistent than ever before. Independent testing on players of all skill levels has established that SST PURE improves impact repeatability on the center of the clubface by up to 51 percent. Clubs that have been PUREd have a softer feel than randomly installed shafts, which is the current standard for club assembly.

In addition to Cool Clubs, SST PURE is currently licensed by club fitters in 21 states in the U.S. and in 14 other countries including Australia, Bahamas, Canada, England, Germany, Holland, Indonesia, Ireland, Japan, Mexico, Northern Ireland, Scotland, South Korea, and Switzerland.

About Cool Clubs

Cool Clubs has its headquarters in Scottsdale, AZ with 19 locations worldwide, including 2 Locations in Tokyo, Japan, Seoul, South Korea, Sanctuary Cove and Sydney, Australia and Toronto, Canada partnering with Modern Golf and in the Surrey England, United Kingdom partnering with Precision Golf. Cool Clubs works with Tour-level professionals (over 100 PGA/LPGA Tour Players) to beginners who want to give themselves a better opportunity for rapid game improvement. Cool Clubs offers a variety of club fitting services for all types of golfers, from driver and long game fittings (hybrids and woods) to irons, wedges and putter fittings. Cool Clubs’ locations employ the latest technology to fit the golfer, and our corporate “build” facility in Scottsdale has the skills, equipment and highly trained personnel to build one club, or an entire set of clubs, to meet your specifications.


SST PURE is a highly sophisticated, patented process through which a golf shaft can be analyzed and its most stable position identified. The man responsible for making this technology available is Dick Weiss, a Florida businessman and clubmaker. The top expert club fitters on the PGA Tour and around the world use SST PURE® Shaft Alignment to analyze and align their custom clubs and more and more are becoming licensed. On every major professional tour, the best golfers in the world rely on the groundbreaking SST PURE Shaft Alignment to make sure their golf clubs perform consistently. Almost $2 billion has been made on the PGA Tour by players who have SST PUREd their shafts for consistency, accuracy and distance. For more information, visit www.sstpure.com.

For Media Information, Contact:
Tracy Nackel, TEN Marketing & PR, 760-420-1602 or tnackel@cox.net