Legendary shaftmaker launches innovative shaft series under new company: Aretera Golf
One of the most interesting new brands in golf releases their ready-for-2025 shaft series
Ever since Alex Dee decided to leave Fujikura Golf and head up his own company at the beginning of 2024, the golf world has been excited to see what Aretera Golf, his new brand, would produce. Now, as we look towards the latest releases from the biggest manufacturers in club design, you may also need to consider going deeper than just a new head!
It’s usually rare in Golf to receive pre-Christmas news but with the launch of the EC1 Wood shaft series, you may just get the perfect present early.
Who is Aretera Golf?
If you aren’t familiar with Aretera as a brand, let’s talk you through some of the key players that are now working together to open up this brand-new venture into the aftermarket shaft trade. It’s a company that’s been born from the minds of industry veterans and even if you don’t know these guys by name, I guarantee you’ll have played with something that has come from one of their hands or minds at some point in your life.
Before we do introduce you to the names behind Aretera, we should probably explain the name itself though.
Pronounced ‘Ah-Reh-Teh-Rah,’ the company has taken its branding from the Greek word ‘Arête,’ which means the concept of ‘Excellence’ or, more specifically, ‘the full realization of one’s purpose.’ The ‘ra‘ at the end of Aretera was added to make the word into a palindrome and to give the name a cleaner look. I think you’ll agree from looking at the logo, it’s been a decision that’s paid off.
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