There is one important element to golf that doesn't actually help your swing or game at all but is found to be equally important to today's golfers: Fashion. You'll find that the average golfer spends as much time perfecting their golf game as much as they do making sure they look good on the course. So the look of a golfer's equipment is as important as it's functionality.

Part of my tasks are to ensure the look of our shafts matches the playability. They need to look high-end and they need to play at a high-quality level. We need to ensure the golfer not only will play better with our shafts but will also look better on the course. With the success we've had from the average weekend golfer, to the hundreds of touring professionals gaming our equipment, its easy to say we've achieved the most important characteristics of a golf shaft.