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Golf News – February 25, 2016

aClub Champion Claims Shaft Pureing Is Beneficial

Does Pureing A Shaft Improve Club Performance? New Research Proves It Does!

Chicago, IL – Is golf’s best technology a secret? That’s a good question and Nick Sherburne, co-founder of Club Champion, the nation’s premier club fitter and builder, along with Matt Saternus, noted golf writer and founder of Plugged-In Golf, went looking for the answer. Though hard to believe, there is a custom fitting process that hundreds of PGA Tour players have had done that few golfers even are aware of – PUREing their shafts. SST PURE has been a fixture on the PGA Tour for more than 15 years, and players using this technology have won over $1.5 billion.

In their latest edition of Unplugged, Saternus tested whether PUREing delivers measurable benefits or if it’s just another placebo.

What is SST PURE? To varying degrees, golf shafts are not perfectly straight or perfectly round. Irregularities might cause problems when the shaft twists and bends during a swing. SST PURE Shaft Alignment identifies the most stable bending plane or “Neutral-Axis”. SST claims that when the club head is installed in the proper orientation with the “Neutral Axis,” golfers will see improved consistency.

According to Saternus, “For this test, we used two seemingly-identical six irons. The clubs had the same head, shaft, grip, loft, lie, length, swing weight, and total weight. The only difference was that one shaft had been SST PUREd and the other had not.” All of the testing was done at Club Champion in a controlled environment.

The test consisted of seven golfers, whose handicaps ranged from the mid-teens to scratch. Each player hit ten shots with the PUREd six-iron and ten shots with a non-PUREd club. Players alternated hitting, using the PUREd iron first. No one knew which club was hit until after the testing had concluded. All shots were recorded on Trackman and no shots were deleted.

The test concluded that “PUREing” a shaft led to significant distance increases. On average, our testers gained over 7 yards of total distance with the PUREd six-iron compared to the non-PUREd club. That is nearly a full club of extra distance despite the fact that both clubs had the same loft! The greater distance came largely as a result of greater club head speed, ball speed, and smash factor. Players swung the PUREd club nearly 1 MPH faster and generated an extra 2.8 MPH of ball speed.

The study also concluded that PUREing does, in fact, boost accuracy. Overall, our test group was 2.2 yards closer to the center line with the PUREd six iron versus the non-PUREd six iron. That’s the difference between a makeable birdie putt and a challenging two-putt. On the PGA Tour, that would be the difference between being #1 in proximity to the hole and being 91st.

PUREing helped players land their shots nearer the centerline and also helped to narrow their dispersion pattern. The average distance between players’ furthest right and furthest left shots was 2.1 yards smaller with the PUREd iron versus the non-PUREd iron. Finally the study concluded that, “The SST PUREing process is no placebo. It is one of the most impactful technologies that we’ve ever tested.”

SST PUREing is available through Club Champion’s 15 locations nationwide. Their studios carry all the top golf club, shaft, and grip manufacturers in the industry, which allows for 15,000+ equipment combinations for customers to trial. Studios are equipped with advanced analysis technology, and highly trained certified fitters and builders all must graduate through an extensive training program. Services include custom fitting and building for all club purchases, repair services, personalization, and highly engaging corporate and personal entertainment events. For more information about Club Champion or SST PUREing, visit or call (888) 340-7820.

Test Results Data:

aaNew COBRA Golf Tour Fade Hat

This weekend at the Honda Classic PGA TOUR pro and COBRA PUMA GOLF athlete, Rickie Fowler, will be sporting something new on his head…the stylish COBRA Golf Tour Fade hat.

Featuring a new, modern shape, square visor and slight pre-curve the COBRA Tour Fade hat is comprised of a performance twill with a gradient sublimation color feature…or, to put in simpler terms, the color Fade! Super stretch back panels combined with double metal eyelets on the sides provide maximum comfort and breathability for those hot days on the golf course. The hat is topped off by a Matte Finish HD Silicon Raised Stacked COBRA Logo.
The COBRA Golf Tour Fade (MAP $28) will be available (in S/M and L/XL along with a Youth fitted OSFA) starting March 15 in three fun colors: Black/White, Vibrant Orange/White and Surf the Web Blue/White.

aaaLadies’ Golf Union and R&A to merge

The Ladies’ Golf Union (LGU) and The R&A are to proceed with a merger of the two organisations.

Following an extensive consultation exercise, agreement has been reached on the merger of the two St Andrews-based bodies with the process due to be completed in the coming months.

The LGU organises a series of prestigious championships and international matches including the Ricoh Women’s British Open and the Curtis Cup and the merger will be an opportunity to further develop these world class events.

An announcement was made in February 2015 that a potential merger between the LGU and The R&A was under consideration. Since then discussions have taken place between the respective Boards and the LGU’s shareholders – England Golf, Scottish Golf, the Golf Union of Wales and the Irish Ladies Golf Union – and there has been unanimous support for the proposal.

Trish Wilson, the Chairman of the LGU, said, “The LGU has a long and proud tradition of supporting women’s and girls’ golf.  Funded by the lady golfers of Great Britain and Ireland, the LGU has positioned golf as a game for all women and girls.  My gratitude is due to our shareholders for their foresight and support in this move.

“I would like to thank the Chief Executive of The R&A and his team, and the foresight of his predecessor, for their initiative and conviction in achieving this outcome. Building on the strong relationship it already enjoys with The R&A, the LGU looks forward to realising the potential of this merger.”

Martin Slumbers, Chief Executive of The R&A, said, “The LGU and The R&A have a wealth of experience in running successful championships and we have a shared focus on supporting the development of golf. The merger will enable us to capitalise on the strengths of the two organisations for the wider benefit of the sport, including the development of golf for women and girls.

“This is a historic move and an important step forward for golf on these islands. I would like to thank the LGU Board for their commitment and enthusiasm throughout this process and their stakeholders, including Ricoh and IMG, for their tremendous support.”

Planning is underway to integrate the staff from both organisations and to implement the agreed governance structure. The LGU’s championships and international matches will run as normal this year with the existing LGU team managing those events.  The business operations of the LGU will be brought into The R&A group of companies with effect from 1 January 2017.

Matt Meeker
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