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How Fujikura’s Enso Lab is changing the way shafts are made, and fit

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You know when you’ve been looking up recipes online, and as you scroll the Internet there’s an ad that pops up for cooking supplies?

That’s “Big Data” at work. Big Data is a pool of information that gets analyzed by computers and put through algorithms to reveal patterns and trends. Obviously, this is very effective in the marketing world. A 32-year old male with two kids is most likely to buy… diapers, a crib and a tricycle. So, advertisers want to show ads to that 32-year old male that will want him to buy their diapers and cribs and tricycles. Get product in front of the people most likely to buy your product. Duh.

So that’s big data in the smallest of nutshells.

But what does this have to do with golf shafts?!

Well, Fujikura is using analytical computations that are very similar to the concept of Big Data. Using a large pool of data from its Enso Technology Lab, which uses eight cameras at up to 2000 frames per second to observe how the club/shaft moves in space, Fujikura has developed a predictive analysis program to predict not only how certain changes will influence shaft performance, but, in the future, what shaft will be right for a player’s golf swing.

Big Data can predict with statistical confidence that the 32-year old with kids will buy diapers, and Fujikura can predict with statistical confidence how changes to certain variables will effect shaft performance, and what shaft is right for what swing.

At least that’s how Alex Dee, Vice President of Fujikura, explains it. This system is incredibly convenient for Dee and his team of shaft designers because the predictive analysis can now predict how prototypes will behave. That means before even building the shaft in the real world, Dee and his team have access to data analytics such as shaft droop, bend, flex, CPM, torque, kick point, and all of those golf-shaft-descriptors. That creates more time efficiency, and the ability to dial in exactly what they want from a golf shaft and how they want it to perform.

For today’s consumer, this is beneficial because Fujikura has used these analytics to develop its new Fujikura Pro 2.0 and Pro 2.0 Tour Spec shafts. You can learn more about them here.

For the future consumer, and for the future of golf shaft fitting, Fujikura’s analytics have great potential. It’s possible that sometime in the near future — Dee says less than 2 years on our podcast — you’d be able to take a swing and get instant feedback on what shaft is right for you (based on predictive analysis, aka Big Data). We’ll have to wait and see exactly how that will work, and what the system will look like. But for now, while you wait for that technology to come into existence, you can book a fitting for yourself at a local Fujikura shaft fitter.

Don’t miss our podcast with Fuji’s tour rep Marshall Thompson and VP Alex Dee!

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Andrew Tursky is the Editor-in-Chief of GolfWRX. He played on the Hawaii Pacific University Men's Golf team and earned a Masters degree in Communications. He also played college golf at Rutgers University, where he graduated with a Bachelor of Arts in Journalism.

25 Comments

25 Comments

  1. ~j~

    Feb 5, 2018 at 12:04 pm

    Wow. Terrible crowd and responses so far. As ata naldt I’m all for different methods of collecting and using this data.

    I would question though the degree of specifics on comparing multiple types of shafts by swing type alone. But to know how and when one ‘loads’ the shaft is almost imperative to being fitted into something that works for them

    • Sid

      Feb 5, 2018 at 5:47 pm

      If you don’t have an Enso Optimized shaft it’s likely you are swinging the wrong shaft and based on erroneous subjective feeel.
      If you can’t get an Enso Optimized shaft you are on the long road of trial and error and error and error and ….. wasting a lot of $$$$$$$$

  2. CB

    Feb 5, 2018 at 2:05 am

    Will this system be able to present data when shafts are tipped and, head weights and grip weights are changed also, and relate that to the MOI with each change? If not, then I guess we’ll never know how the shafts react with those variables and with different kinds of heads. May be we still are 10 years away for that.

    • OB

      Feb 5, 2018 at 10:44 am

      From Fuji/enso website:
      “Using 3D Motion Capture, Fujikura’s proprietary enso system measures thousands of shafts and swings. This data is used to develop the precise technologies found in the construction of better performing, higher quality shafts.

      Enso measures:

      Club performance during a swing pre and post impact
      Shaft deflection and twist during swing
      Club head placement upon impact of the ball
      Club head performance based on shaft movement

      ———————————————-
      That should answer your ignorant blurt. MOI has nothing to do with the enso data because it covers all the necessary variables in the measurements. If you disagree then wait 10 years before you try it.

      • CB

        Feb 6, 2018 at 2:16 am

        Not as ignorant as you, seeing as you’ve been analyzing this for decades, right, and you’re still here, and haven’t figured it out? Because if you had, you’d be a billionaire like Parsons. But you’re just a moron, a pretender, who actually knows nothing, but just immature like a 5 year old child. That much is true.

  3. OB

    Feb 3, 2018 at 12:54 pm

    Overengineering (or over-engineering) is the additional designing of a product to be more robust or extra featured than is deemed necessary for its primary application to be completed successfully. Either (charitably) to ensure a more than sufficient factor of safety, more than sufficient functionality limits, or to overcome potential design errors that are considered acceptable for most users expectations. Overengineering can be desirable when safety or performance on a particular criterion is critical, but it is generally criticized from the point of view of value engineering as wasteful both in materials and cost. As a design philosophy, such overcomplexity is the opposite of the “less is more” school of thought (and hence a violation of the KISS principle and parsimony).

    Overengineering generally occurs in high-end products or specialized market criteria, and may take various forms. In one form, products are overbuilt, and have performance far in excess of expected normal operational limits (a family sedan that can drive at 300 km/h, or a home video cassette recorder with a projected lifespan of 100 years), and hence are more expensive, bulkier, and heavier than necessary. Alternatively, they may become overcomplicated – the extra functional design may be far more complicated than is necessary for its typical use. Overcomplexity could overwhelm most typical users and potentially reduce the usability of the product by most end users, and can decrease productivity of the design team due to the need to build and maintain all the additional features.

    A related issue is market segmentation – making different products for different market segments. In this context, a particular product may be more or less suited for a particular market segment, and may be over- or under- engineered relative to an application.

    • James T

      Feb 3, 2018 at 7:24 pm

      Is this a cut & paste job? Because you never mentioned Enso…

      • OB

        Feb 4, 2018 at 12:35 am

        I’ll let you come to your own conclusions to this Wikipedia definition as it relates to the game of golf.

        • CB

          Feb 4, 2018 at 2:32 am

          If somebody wants the best of the best, and they have the time and resources, they will go out and make the best of the best, no matter what it takes.
          So, go make sense of your poor life where you can never have the best of the best or even achieve anything in life with all the restrictions you put on yourself with your negativity.

          • OB

            Feb 4, 2018 at 10:50 am

            How do you determine a “the best of the best”? Price? Popularity? Promise? Propaganda?
            I have seen the “capitalistic” evolution of the pristine game of golf over many decades and I can tell you that the game of golf is deteriorating; both in participation and equipment design.
            What we are witnessing is not technological advancement; we are witnessing false promise that destroys true commitment to the great game of golf. It’s really quite pathetic when playing golf depends on what new toys you have in your bag. Totally unathletic and completely delusional.

            • CB

              Feb 5, 2018 at 1:59 am

              You must be a socialist. Marxist-Leninist, I presume, with a fascist tinge? Thought so.
              Over many decades? So you’re old enough to know to shut up? May be not mature enough do so though.
              I’m still young, positive, and raring to go. Not beaten down and disappointed, pessimistic and cynical like you, old man. You know, people still talk about giving elders their respect and all? Well not for people like you, you’re not good enough of a leader or example to be given any respect. You’re still a child, not appreciative of the people who try. People who still go out and make things, and makes things happen. You just don’t get it.
              As old as you say you are – perhaps you should fade into the background? Yeah, may be it’s time. Let us young innovators run things, and get ahead. Thanks

              • OB

                Feb 5, 2018 at 10:07 am

                Your personal attack on moi reveals your fragile gearhead mentality. Your MOI comment above is not only silly and unrealistic, you expose your pessimism, negativity and ignorance too.
                I have offered fact-based comments and all you rely on is ageism and blind political nonsense likely because you are too young to understand what you are spouting about socialism/fascism. IOW you are a nutcase … sooo obvious.

                • CB

                  Feb 6, 2018 at 2:20 am

                  Grow up

  4. Rob

    Feb 3, 2018 at 12:15 pm

    Predictive analytics, aka big data. Golf, aka cricket.

    • Bob

      Feb 3, 2018 at 5:09 pm

      IOW, sell the sizzle, not the steak?
      PXG, P790, ENSO, etc. are all a cancer on the game of golf?

      • The dude

        Feb 3, 2018 at 9:58 pm

        Why??…is it the manufacturers fault that someone buys their over priced product?……you obviously need to rethink your thought of supply and demand

        • Bob

          Feb 4, 2018 at 12:43 am

          Nicklaus promoted a standardized golf ball for the tour game.
          As for the manufacturers they are introducing costly equipment with the promise the clubs will compensate for golfer’s deficiencies, and we know that’s not realistic.
          Someone who buys the overpriced overengineered overhyped clubs have more money than brains or talent. The golf equipment market is a scam and degrades the game of golf by suggesting that you can improve your game to defeat the opponent and conquer the course by buying the latest greatest clubs. Equipment has become toys for the incompetent.

          • The dude

            Feb 4, 2018 at 8:29 am

            You have zero evidence to back that…..you have an opinion that is tired. Hail Capitalism!!!

            • Bob

              Feb 4, 2018 at 10:48 am

              My ‘evidence’ is the eloquence of my factual-based commentary; while your’s is a twitter blurt capitulation to your feelings.

              • CB

                Feb 4, 2018 at 11:25 am

                At least he is not some deranged pessimistic loser like you, Bob

                • Bob

                  Feb 4, 2018 at 2:56 pm

                  I somewhat agree with you. The gearheads posting on this free forum and the main forum are “deranged” and “losers” who “optimistically” await the next new fantastic club models promising “tour” performance because the clubs are in some pro’s bag.
                  Me? I just enjoy providing a “sane” assessment of clubs and instruction articles. Thank you Golf WRX for promoting open and transparent discourse.

              • The dude

                Feb 4, 2018 at 12:46 pm

                “I have No idea what you just said….”

                -said everybody

                • Bob

                  Feb 4, 2018 at 2:58 pm

                  Is that you, Andy, in anonymous drag… and blocking my comments for moderation? Soooo obvious ….!

          • Ron Burgundy

            Feb 5, 2018 at 2:00 pm

            you’re on the wrong website than Bob. Run along

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