Vice Golf

Overview

Vice Golf is a direct-to-consumer golf brand specializing in golf balls, apparel, and accessories. Founded in 2012 in Munich, it produces cast urethane golf balls and related gear sold online, primarily in the US and Europe. The company expanded into golf clubs via a 2023 merger with HIO Golf while maintaining separate operations under a shared corporate structure.

History

Vice Golf was founded on December 12, 2012, in Munich, Germany, by Ingo Düllmann and Rainer Stöckl, who identified an opportunity in direct-to-consumer golf balls. It entered the US market in 2015 and received a USD 14 million investment from Oakley Capital Private Equity in May 2022 to support expansion. In mid-2023, it merged with HIO Golf, enabling entry into golf club production and distribution across Europe.

Product Lines

Manufacturing

Golf balls are designed in Germany with backgrounds in material science, likely manufactured in Asia per industry norms. Clubs are custom-built by HIO Golf partner in Europe. Products emphasize quality control in direct-to-consumer model.

Notable Products

• Vice Pro Soft - Soft feel cast urethane golf ball for skilled players.
• Vice Pro Plus - High-compression urethane ball for maximum distance.
• Vice Drive - Affordable two-piece distance golf ball.
• Helix Irons (via HIO) - House-brand irons developed post-merger.
• Custom Golf Balls - Personalized balls with photos, text, or logos.

Reputation

Vice Golf is recognized by enthusiasts for affordable, high-quality alternatives to premium brands, particularly its urethane golf balls matching performance at half the price. The direct model and customization options appeal to average golfers. Some professionals and traditionalists criticize limited tour presence and prefer established brands; Titleist ended ties with HIO post-merger.