eGolf Megastore has expanded its club fitting and building area

SST Pure technology offers all golfers access to cutting edge technology to improve their game

By Matt Smith
The largest golf retailer in the Middle East, eGolf Megastore, has just got bigger as it has opened its new and expanded state-of-the-art club fitting and building area in its Al Quoz store in Dubai.

The expansion doubles the store’s capabilities in terms of size and ability to keep up with demand and incorporates a putting lab and two more club fitting bays, both of which are powered by Trackman 4, taking the number of club-fitting bays to four at its busiest store.

The fitting area consolidates the branch’s place as the go-to fitting location in the UAE, with tour-level technology available first-hand thanks to its SST Pure shaft analysis machine.

The cutting-edge USGA approved system allows golf shafts to be analysed and its most stable or ‘pure’ position identified and marked, before it is installed into the clubhead. By assembling the club with the shaft in the ideal position, off-line twisting and bending during the golf swing and at impact are greatly minimised.

Since the USGA’s approval in 1999, the SST Pure alignment process has been used on every major professional tour by some of the best golfers in the world as they rely on the groundbreaking technology to make sure their golf clubs perform consistently.

“For several years, we’d been acutely aware of the need to secure an SST Pure machine for the Middle East in order to provide golfers in the region with access to the benefits of this remarkable technology,” said Dean Cheesley, founding CEO of eGolf Megastore. “Generally speaking, the Middle East can lay claim to having access to the very best of everything golf-related but experiencing this rare piece of tour-level technology has eluded our local clubmakers and Middle East golfers until now. This was largely down to the strict vetting process of SST, who have a thorough selection process where fitters and club-makers have to showcase their continuous commitment and dedication towards the art of club-making.

“It has taken our team years of hard work to hone their craft and with this announcement, we’re proud to become one of only 10 club fitting organisations outside of the United States to have a SST Pure machine to service their region.

“As a company, we are constantly striving to make our customer’s golf game better which is why we continue to bring new technologies like this to the region. This is the most significant investment we have made in our club fitting technology to date, and its arrival ties in with the opening of our newly expanded Al Quoz fitting area. Together with newly incorporated putter fitting technology, the new expansion area offers our customers the closest possible tour-level fitting experience in the region.”

The process of ‘Pureing’ takes only a few minutes per shaft and generates structural and performance analysis of each shaft both before and after the process.

“Anyone who plays golf can benefit from the SST process, not just the elite and tour players,” added Cheesley. “As each shaft passes through the machine, the before and after shaft alignment data provides our clubmakers with the opportunity to build the most stable clubs possible for our customers. When that happens, our customers stand to benefit from a longer, straighter ball flight and more consistent performance throughout the bag. It is a marvellous piece of technology and we’re excited to launch it at eGolf.”