Technology That Works for Amateurs and Professionals

Cool Clubs builds all clubs in-house in a clean, dust-free state-of-the-art facility in accordance with the highest quality standards in the industry. This allows us to provide golf clubs built with care and attention to detail, ensuring players achieve the benefits predicted by our expert fitters.

All Cool Clubs measuring equipment located in each of our worldwide facilities is calibrated to exact specifications. This means when we talk about a loft, lie or shaft characteristic with any other Cool Clubs facility, we know the club will be custom built exactly as the local fitter has recommended to match the customer's need.

How Does Cool Clubs Compare, Match and Recommend Your Ideal Shaft? With Cool Clubs S3 Technology and Shaft Explorer

We pair the industry's most advanced shaft testing technology with Shaft Explorer's comprehensive database so that our fitters have a powerful combination of world-class tools.

Cool Clubs proprietary shaft testing machine, S3 (Shaft Simulation System) gives us more information about golf shafts than anyone has ever had, making Cool Clubs — and only Cool Clubs — the world leader in golf club shaft data collection and analysis. To ensure our measurements are exact, we built our own top-of-the-line shaft analysis machine, the S3, which allows all new shafts to be automatically checked and analyzed for conformance to specifications of over 100,000 measurements. Only those that pass make it into our builds.

The fully automated system operates as five machines in one, collecting more than 2,500 data points for each shaft it tests. It accomplishes this task in just under two and a half minutes and is the most accurate shaft measuring machine in the world. Cool Clubs has tested more than 13,000 shafts using S3 technology, resulting in nearly 33 million data points collected from every shaft manufacturer on the planet.

Five Key Characteristics Measured by S3 — How These Impact Your Golf Game.

Straightness

Aren’t all golf shafts straight enough? In short, no. S3 uses a high-resolution optic system which captures images of the shaft by rotating it in 15-degree increments to create a complete profile of the shaft straightness.

Consistency

Cool Clubs’ S3 technology uses a load test to create a consistency factor (CF) for the shaft by rotating the shaft with the load in five-degree increments. A perfectly straight, consistent shaft would always read the same load, but the reading can change due to a few factors. Material and manufacturing processes like wall thickness and material consistency affect the results of the test, and eventually performance on the course. The more consistent the load test all the way around the shaft, the better (or higher) the score and consistency. S3 then takes the straightness test and combines it with the consistency test to arrive at a corrected consistency score – a better measurement of a shaft’s planar stiffness and how it will perform during the golf swing.

Torque

"Torque" is a property of golf shafts that describes how much the shaft is prone to twisting during the golf swing. Too much and shots might start leaking right, too low will produce undesirable ball flight. Cool Clubs’ S3 system finds the sweet spot.

EI Deflection Profile

In a nutshell, the EI profile of a golf shaft consists of two properties: material (E) and shape (I). Cool Clubs S3 technology measures the shaft’s resistance to bending at each location along the shaft (more than 3,000 positions) against the shaft’s deflection profile obtained from the straightness camera to determine the difference in EI from the butt to mid/tip of the shaft. Higher EI means a stiffer shaft, but where on the shaft? Stiff tips create lower launch angles with less spin and vice versa. Using S3, Cool Clubs fitters can be sure which shaft is best for you.

Frequency

Look at any off-the-shelf golf club at your local sporting goods store and there’s a good chance it has a sticker with a letter on it (such as R, S, X, A, L) corresponding to a matching swing speed of the player. What the sporting goods store doesn’t tell you is there is no manufacturing standard for “stiffness” in the industry, making this measurement largely unusable. Instead, Cool Clubs uses S3 to measure “frequency” of the shaft to get an infinitely more accurate reading of the shaft flexibility and how it will perform during your next round.