Despite how they appear, golf shafts are not perfectly round. Therefore no matter how efficiently you swing an off-the-rack club, manufacturing irregularities may cause issues during the swing, when the shaft loads, twists and flexes. How to eliminate the problem? There’s a technology called shaft “PUREing” that analyzes structural irregularities in a shaft — regardless if it’s made of graphite or steel — and locates its most stable orientation to improve your impact repeatability on the center of the clubface. So when it’s installed in the clubhead in its proper orientation, you’ll experience a more consistent, accurate and slightly longer ball flight.

How much so? “Studies by third parties have shown you’ll hit the ball up to seven yards longer, be 18.9 feet closer to the center line with a 6-iron and 53 feet closer with a driver, and get up to one mile per hour of more clubhead speed and 2.8 of ball speed,” says Nick Sherburne, founder of Club Champion. “Plus you’ll hit the center of the face at impact 51 percent more often. You’ll also experience that the club swings smoother and has a clearer feel at impact with less vibration.”

Club Champion offers PUREing for every club they fit. In fact, every wood and hybrid they build comes with a PUREd shaft via SST PURE Shaft Analysis. It works well for players of all skill levels, according to SST PURE. Plus, clubs that have gone through the process tend to feel softer at impact. The process includes a structural and performance analysis on every shaft within your bag — done by a computer — to determine its most stable orientation. “Each shaft that’s PUREd comes with a sheet showing the before and after shaft oscillation,” says Sherburne. “It also shows a 360-degree reading of the shaft that highlights the hardest and softest side, and a summary of how much each shaft was rotated and how much oscillation the process eliminated. That’s usually between 85 and 95 percent.”

For the past 20 years, SST PURE has been available just about every week at PGA Tour events. Hundreds of PGA Tour pros, including many of the Tour’s biggest names, have had their club shafts aligned by SST PURE — including the likes of Adam Scott, Brooks Koepka and Justin Rose. According to SST PURE, players from the LPGA, Champions Tour and Korn Ferry Tour also commonly get their club shafts PUREd.

If you also want PUREd shafts in your irons, Club Champion assesses a $35 per shaft fee for the process while they build your set. You may find it well worth the price when you see how much better the irons perform. Says Sherburne: “We believe in it so much that we suggest if that total cost elevates your set out of your budget, consider dropping a club to save money before dropping the PUREing.”