text: what does it mean to have a golf club shaft "pured"?   what is sst pure?   sst pure® is a patented process of shaft alignment that analyzes a golf shaft to find its most stable orientation. using proprietary patent-pending 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.   why do shafts need to be pured?   like snowflakes and fingerprints, no two golf shafts are exactly the same. 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 process works on any shaft, regardless of its material; steel, graphite, even boron or thermoplastic shafts benefit from the sst pure process.   what are the performance benefits of the sst pure process?   the result of the sst pure process is that players of all skill levels hit the ball longer, straighter and more uniformly consistent than ever before. independent testing on players of all skill level 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.