Probably one of the most misunderstood - as well as exaggerated - aspects of club assembly concerns what have become known as shaft ‘spines’. Their potentially bad effects on shotmaking & club performance - which are real - can be neutralised by ‘spine alignment’ or ‘PUREing’™.
Although production processes have improved immensely in recent years, it is extremely difficult to make shafts that are consistently round, perfectly straight and with perfectly consistent wall thicknesses, or - in the case of carbon composite (graphite) shafts - that have all the fibres perfectly aligned. All of those things mean that a shaft will usually have different bending properties in different directions. Depending on both the degree of asymmetry (the extent to which the shaft bends differently in different directions) and how the shaft is actually aligned in the clubhead when the club is assembled, it can play either well or badly.
Spine alignment and Strategic Shaft Technoloy’s PURE™ process are permitted by golf’s governing bodies in order to allow a shaft to be installed in a clubhead in a ‘neutral’ orientation and allow it to bend (in reaction to the forces acting on it during the swing) as if it were actually perfectly symmetrical.
Spine alignment generally results in a different shaft alignment to that of a ‘PUREd’™ shaft and opinions vary as which is best. What is clear, however, is that unless a shaft is checked for symmetry and, if necessary, its alignment in the clubhead adjusted, it may well turn out to be a problem club.
Every shaft that we install, whether in a new club or as a replacement, is checked, marked and installed using one of these methods, so that you - and we - can be confident that it will perform every bit as well as it should.