An apparatus for applying precise, uniform, coatings to elongated shafts, such as golf club shafts. Shafts are held by a gripper in a downwardly hanging array. A paint head assembly is moved upwardly over each shaft in sequence to apply a paint coating to a selected portion of the shaft length. The paint head assembly includes a flexible container including a central hole, a vertically moveable edge frame and an expander for changing the area of the hole. Raising the frame forms the container into a bowl like configuration, so that paint will contact a shaft extending through, and in contact with, the hole. The assembly is moved up along the shaft to apply a layer of paint, with the hole area varied to accommodate shaft taper, steps, etc. When the desired shaft length has been painted, the frame is lowered, changing the container to a trough-like configuration with pint away from the hole region. The expander widens the hole out of contact with the shaft and the assembly is lowered to below the shaft end. The sequence repeats with the next shaft. Mechanisms for intermittently moving shafts into and out of the painting location and for continuously agitating paint in the container are included.