Harper Lin
Vice Golf is a golf ball company founded in Munich, Germany, in 2012 by entrepreneurs and surfing buddies Ingo Düllmann and Rainer Stöckl. The company has successfully disrupted the golf ball market by offering premium golf balls at significantly lower price points than comparable products through its direct-to-consumer DTC business model and innovative social media marketing. In May 2022, Oakley Capital acquired Vice Golf, partnering with the founders to accelerate the business's growth, product diversification, and internationalization.
| Characteristics | Values |
|---|---|
| Founded | 12 December 2012 |
| Founded by | Surfing buddies Ingo Düllmann and Rainer Stöckl/Stoeckl |
| Place of origin | Munich, Germany |
| Business model | Direct-to-consumer |
| Business strategy | Disrupt the golf ball market by offering premium golf balls at significantly lower price points |
| Business growth | >40% top-line CAGR between FY18 and FY21 at ~20% EBITDA margin |
| Investors | Oakley Capital, Oakley Capital Origin Fund, Origin Fund II |
| Merger | HIO |
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What You'll Learn
- Vice Golf was founded in 2012 in Munich, Germany, by surfing buddies Ingo Dullman and Rainer Stockl
- It is the first direct-to-consumer golf ball company
- Vice Golf has Oakley Capital as an investor
- In 2024, Vice Golf merged with HIO, the largest independent club fitter in continental Europe
- The company has expanded its product line to include golf accessories and apparel
Vice Golf was founded in 2012 in Munich, Germany, by surfing buddies Ingo Dullman and Rainer Stockl
Vice Golf was founded in Munich, Germany, in 2012 by surfing buddies Ingo Dullman (also spelled Duellmann or Düllmann) and Rainer Stockl (also spelled Stoeckl or Stöckl). The company was started on December 12, 2012 (12-12-12).
Vice Golf is a direct-to-consumer golf ball company that sells premium golf balls at significantly lower price points than comparable products. The company started selling the highest-quality golf balls in Germany and then expanded into other parts of Europe before entering the U.S. market in 2015. Orders are taken over the internet, and the balls are shipped directly from the manufacturer to the consumer's front door.
Vice Golf claims to be the first-ever direct-to-consumer golf ball company and has developed an enthusiastic following. The company has successfully disrupted the golf ball market with its innovative business model and social media marketing strategies. Vice Golf has established itself as the largest digital-first player in the global golf ball market, offering product propositions and novel designs.
In May 2022, Oakley Capital acquired Vice Golf, partnering with the co-founders Dullman and Stockl to accelerate the company's growth, product diversification, and internationalization. Oakley Capital is a pan-European private equity investor that invests in ambitious founders and management teams to build successful businesses.
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It is the first direct-to-consumer golf ball company
Vice Golf, founded in Munich, Germany, in 2012, is the first direct-to-consumer golf ball company. Surfing buddies Ingo Dullman and Rainer Stockl started the company on December 12, 2012 (12-12-12). The company has successfully disrupted the golf ball market by offering premium golf balls at significantly lower price points than comparable products.
Vice Golf's business model involves selling golf balls directly to consumers through their website, vicegolf.com, and select retailers and pro shops. This direct-to-consumer approach allows them to offer competitive pricing while maintaining high-quality products. The company has expanded its product range to include accessories such as caps, gloves, and apparel, catering to golfers of all ages and skill levels across the US and Europe.
The company's innovative social media marketing has played a crucial role in its success, helping them establish a strong brand presence and reach a wider audience. Vice Golf's unique approach has attracted investments from companies like Oakley Capital, which acquired the business in May 2022. Oakley Capital recognised the potential of Vice Golf's business model and partnered with the founders, Ingo Düllmann and Rainer Stöckl, to accelerate the company's growth and expansion strategy.
Vice Golf's direct-to-consumer model has not only made the sport more accessible to golfers worldwide but has also set a precedent for other companies in the industry. By cutting out intermediaries, Vice Golf has demonstrated that it is possible to offer premium products at affordable prices, challenging the traditional golf market and empowering golfers to embrace their passion for the sport without compromising on quality.
As the original direct-to-consumer golf ball company, Vice Golf has revolutionised the way golfers purchase their equipment and accessories, fostering a community of loyal customers who appreciate both the convenience and the value that the company provides.
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Vice Golf has Oakley Capital as an investor
Vice Golf is a leading digitally-native golf brand that sells premium golf balls at significantly lower price points than comparable products through a direct-to-consumer (D2C) business model. The company was founded in 2012 in Munich, Germany, by entrepreneurs Ingo Düllmann and Rainer Stöckl. Vice Golf has successfully disrupted the golf ball market and established itself as the largest digital-first player in the global golf ball market.
Oakley Capital is a pan-European private equity investor that partners with ambitious founders and management teams to build successful businesses across three sectors: technology, consumer, and education. In May 2022, Oakley Capital announced that it was investing in Vice Sporting Goods GmbH (Vice Golf) through its Oakley Capital Origin Fund. This investment is a testament to Oakley Capital's ability to leverage its wider network and reputation to form long-lasting partnerships with successful entrepreneurs.
With Oakley Capital's investment, Vice Golf gains access to a network of resources and expertise that can help accelerate its growth and expansion strategies. The investment also validates Vice Golf's business model and demonstrates the confidence that investors have in the company's potential. Oakley Capital is partnering with the Vice Golf team, including co-founders Ingo Düllmann and Rainer Stöckl, to drive the company's growth, product diversification, and internationalization.
The investment from Oakley Capital is a significant milestone for Vice Golf, and it remains to be seen what new heights the company will achieve with this additional support and resources. Oakley Capital's investment in Vice Golf is a strategic move that aligns with its focus on partnering with ambitious founders and management teams to build successful businesses. By investing in Vice Golf, Oakley Capital is not just investing in a leading golf brand but also in the potential for future growth and expansion in the golf industry.
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In 2024, Vice Golf merged with HIO, the largest independent club fitter in continental Europe
In 2024, Vice Golf, the first direct-to-consumer golf ball brand, merged with HIO, the largest independent club fitter in continental Europe. The merger was the culmination of a seven-year journey that began with the development of Helix, HIO's in-house brand of clubs.
Helix started as a limited-batch brand, with HIO selling to select customers and seeking their feedback on performance and wear. Over time, HIO began designing clubs from scratch, leveraging its extensive fitting data. The merger brought together two German companies with shared roots in Munich, Bavaria. Vice Golf was founded in the city in 2012 by surfing buddies Ingo Dullman and Rainer Stockl, while HIO was also based there.
The merger marked a significant milestone for Vice Golf, allowing the company to expand beyond its core business of selling golf balls directly to consumers at affordable prices. By joining forces with HIO, Vice Golf gained access to club-fitting expertise and infrastructure, enabling it to offer a more comprehensive range of golf equipment and services to its customers.
While Vice Golf and HIO now operate under a single corporate umbrella, they maintain their separate identities. As part of the merger agreement, key individuals from HIO, including its founder and CEO, assumed strategic positions within Vice Golf's corporate structure. This integration of talent and expertise from both companies fostered a seamless collaboration and a unified vision for the future.
The merger between Vice Golf and HIO demonstrates the potential for synergy and growth in the golf industry. By combining their unique strengths and resources, the two companies have created a powerful entity that is well-positioned to cater to the diverse needs of golfers across Europe and beyond.
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The company has expanded its product line to include golf accessories and apparel
Vice Golf was founded in 2012 in Munich, Germany, by entrepreneurs and surfing buddies Ingo Düllmann (or Duellmann) and Rainer Stöckl (or Stockl or Stoeckl). The company was the first direct-to-consumer golf ball brand, selling premium golf balls at significantly lower price points than comparable products.
In 2022, Oakley Capital invested in Vice Golf, partnering with the founders to accelerate the business's growth, product diversification strategy, and internationalisation. This investment has likely contributed to the expansion of Vice Golf's product line beyond golf balls to include golf accessories and apparel.
Today, Vice Golf offers a range of golf accessories such as caps, gloves, and golf bags. The company has also entered the apparel segment through collaborations with top brands such as Adidas and Beastin. This expansion into accessories and apparel aligns with Vice Golf's goal of making golf accessible to everyone and allowing golfers to express themselves on the course.
In addition to its core product offerings, Vice Golf has also released limited-edition collections in collaboration with iconic brands. For example, the Jack Nicklaus™ collection features a special edition of golf balls, a bear towel, Nicklaus tees, and limited-edition hoodies and crew necks. These collaborations not only showcase Vice Golf's product diversification but also its ability to partner with well-known brands to create exclusive offerings for golfers.
Vice Golf's expansion into accessories and apparel has been well-received, and the company continues to challenge the status quo in the golf industry. By offering a diverse range of products at affordable price points, Vice Golf is making golf more accessible and appealing to a wider range of consumers.
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Frequently asked questions
Vice Golf was founded by Ingo Düllmann (or Duellmann) and Rainer Stöckl (or Stoeckl) in 2012.
Vice Golf is a German company founded in Munich.
Vice Golf is a golf ball brand that sells premium golf balls at significantly lower price points than comparable products. They also sell accessories like caps, gloves, and apparel.
Vice Golf operates with a direct-to-consumer D2C or DTC business model, selling their products online and shipping them directly to the consumer.
Oakley Capital, a pan-European private equity investor, has invested in Vice Golf.
