Club Building

We hand-build each and every club to the exact performance specifications determined at your Pure Performance Golf Labs custom fitting Our build shop is state-of-the-art with the most advanced club-making equipment technologically possible. In order to guarantee consistent readings, all of our machinery is calibrated to the same settings. This ensures our tolerances are the best in the business.


Build Room

For a 13-piece full set of golf clubs the building process takes approximately 6 hours. Pure Performance Golf Labs weighs and measures every club head before building begins. Grips are sorted and weighed while shafts are measured for frequency and also weighed. All this individual attention insures each club we build meets the exact specification of each customer, and the exact results and performance which were experienced in the fitting session.




SST Pure

Thanks to our official license from SST Pure, Pure Performance Golf Labs has the most advanced machinery to Pure a golf shaft, measuring straightness and torque in under 90 seconds flat. A print out in color reports all the details.

The best professional golfers in the world choose to have their shafts PUREd by the SST Alignment system. This guarantees their club shafts perform consistently on every hole and course. Our customers have the same opportunity to have their shafts aligned with the same PURE machine, optimizing your swing consistency.
Golfers on all levels can benefit from the Tour Pro Advantage offered by Pure Performance Golf Labs SST Pure.




Hot Melting

Nearly all of the driver heads on the PGA Tour are hotmelted. This is why so many of the pros tee shots look and sound different from yours. Our hotmelting is used to address 3 different issues.
-It deadens the distinctive PING sound from stock drivers.
-It adds micro-weight to the club head to meet a specific swing weight.
-Adding hotmelt can encourage a more desirable flight pattern—taking the ball lower, higher, drawing, fading or any particular combination.






Stock golf clubs acquired through retail outlets and pro shops are not flex matched. Pure Performance Golf Labs takes special pains to make certain each club matches the next one in your bag. Our frequency machine registers a CPM (cycles per minute) reading. This is what manufacturers then label in standard letters for flex: L (Ladies) A (Seniors) R (Regular) S (Stiff) X (Extra Stiff).
The problem is that there is no consistency throughout the industry. One company’s Regular could be a competitor’s Stiff. Pure Performance Golf Labs uses an exact CPM numbers in both the fitting and building process. Your perfectly matched set of irons will flex with only 4-5 CPM per half inch in length. Handbuilding clubs one by one is the only way to meet maximum variation. Regardless of what decal stickers report on stock clubs, frequency matching for flex is not possible off the assembly line.

Example Set
4 iron – 290 CPM 38.5”
5 iron – 295 CPM 38”
6 iron – 300 CPM 37.5”
7 iron – 305 CPM 37”
8 iron – 310 CPM 36.5”
9 Iron – 315 CPM 36”
PW – 317 CPM 35.75”
SW – 319 CPM 35.5”

saw blade




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