01 Apr 2022

eGolf Megastore is now home to the region’s first SST PURE machine

eGolf Megastore is devoted to providing an unparalleled level of club fitting and building with the recent expansion of its largest store in the United Arab Emirates.

This month the company has officially opened the expansion of its state-of-the-art club fitting and building area in its Al Quoz store with an upscale and modern fit-out.

The expansion incorporates a new putting lab and two new club fitting bays, both of which are powered by Trackman 4. This increases the total number of club-fitting bays to four, to keep pace with the growing demand at its busiest store.

Now doubled in size, the expanded fitting area is now home to the first and only SST PURE machine in the region.


SST PURE shaft analysis is the highly sophisticated, USGA approved, patented process through which a golf shaft can 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 PUREd 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 ground-breaking technology to make sure their golf clubs perform consistently. A SST PUREing machine is present at every tour event and the process is used by more than 75% of players on the PGA Tour, including Tiger Woods, Rory McIlroy, Phil Mickleson, Justin Thomas, Jon Rahm, Viktor Hovland and more.

“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,” commented 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 clubmakers have to showcase their continuous commitment and dedication towards the art of clubmaking.”

“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 SST PURE to the region. Our SST PURE machine investment 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.”


Over $2 billion has been made on the PGA Tour by players who have SST PUREd their shafts for consistency, accuracy and distance. The man responsible for making this technology available is Dick Weiss, a Florida businessman and clubmaker. The top expert club fitters on the PGA Tour and around the world use SST PURE® Shaft Alignment to analyse and align their custom clubs and more and more are becoming licensed. On every major professional tour, the best golfers in the world rely on the ground-breaking SST PURE Shaft Alignment to make sure their golf clubs perform consistently.

“Our business has grown to 95 employees and the company achieved growth years in 2020 and 2021 following the pandemic. Today’s expansion of our original and first store is very personal to me, it’s where eGolf started, and along with the expansion we doubled our warehousing capacity and added new offices adjacent to the store to keep pace with the growth. I’m tremendously proud of the entire team for what they have achieved in such a short history and their alignment with our vision for the future.” – Dean Cheesley, Founding CEO of eGolf Megastore.


l The process of PUREing takes three to four minutes per shaft and generates a customer printout for each PUREd shaft showing its structural and performance analysis both before and after PUREing.

l Independent robot testing has shown that SST PUREing makes a significant impact on all clubs in the bag, with PUREd iron shafts finishing up to 17 feet closer to the centre line and 2.5 yards further on average than shafts installed in a sub-optimum position. The same and other testing has shown that driver shots flew an average of 5 yards further and finished 13 yards closer to the centre line with PUREd driver shafts.

Anyone who plays golf can benefit from the SST process, not just the elite and tour players who use SST PUREing on their own clubs each year. As each shaft passes through the PUREing 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,” explained Cheesley.


eGolf Megastore will offer SST PUREing on new shafts, as well as retro PUREing on already built clubs or sets. PUREing will start at AED 150 per club for new shafts and AED 220 per club for retro PUREing, where the club or set will need to be disassembled so the shafts can be PUREd and then re-assembled back into the clubhead. SST PUREing is offered at all eGolf Megastore’s on-course and off-course locations throughout the Middle East. Manufacturer restrictions apply on Titleist and Ping.    

For more information, visit www.egolfmegastore.ae.

Twitter: @eGolfMegastore Instagram: @egolfmegastore

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