It‘s the nightmare of many travelling golfers: shortly after hitting the runway, the plane arrives at the gate. A swarm of busy airport employees start emptying the cargo bay even before the passengers can exit. Luggage is thrown from one employee to the next, roughly and carelessly, and one item even slips and falls on the tarmac. And that just so happens to be your golf bag.

On the morning of December 12, 2017, the employees of Vice Golf’s founders and CEOs Ingo Düllmann and Rainer Stöckl stand on their new Munich office’s roof deck with a large cake. This day marks the five-year anniversary of the Munich golf ball startup that was the world’s first company to sell golf balls via direct distribution to golfers around the world – at considerably lower prices and with a dynamism and attention to detail that had never been seen before in golf.