AutoFlex

Founded 2013 · Seoul, South Korea

Tech & Training Aids

#144

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AutoFlex emerged from Seoul, South Korea in 2013 under parent company Dumina Co. Ltd. with a singular, almost heretical proposition: that extremely lightweight, highly flexible shafts could generate more clubhead speed and distance than traditional designs. The brand's shafts, which feel almost impossibly whippy compared to conventional options, represent a fundamentally different approach to shaft design, engineered to load and release energy through the swing in ways that challenge decades of equipment orthodoxy. AutoFlex shafts typically weigh between 40-55 grams, significantly lighter than standard driver shafts, and feature flex profiles that would be considered unplayable by traditional fitting standards. Yet the brand has developed a devoted following among speed-obsessed golfers, long-drive competitors, and players seeking every available yard. The technology has gained particular traction in the club-fitting community, where data-driven fitters have documented measurable speed gains for certain swing types. AutoFlex offers multiple models including the SF505, UST ATTAS, and Iron AF shafts, each calibrated for different swing characteristics and speed ranges. The brand's challenge has been overcoming skepticism from golfers conditioned to associate shaft stiffness with control and consistency. Tour presence remains limited, though the brand has secured some professional endorsements and wins in long-drive competitions, where its technology shows most dramatically. AutoFlex represents a niche within the already-specialized shaft market, appealing to golfers willing to experiment with unconventional equipment in pursuit of measurable performance gains. As launch monitor technology has made swing speed a more visible and pursued metric among amateur golfers, AutoFlex has benefited from the sport's growing obsession with distance and data-driven optimization.