Viking Cues
Viking Cues, founded 1965 in Middleton, Wisconsin, is a privately held American manufacturer of premium pool cues under the Viking and Valhalla brands, serving consumer billiards players across all skill levels through direct e-commerce, dealer distribution, and factory repair services.
- Company typePrivate
- Founded1965
- HeadquartersMiddleton, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viking Cues does
Viking Cues, LLC, headquartered at 2228 Pleasant View Road in Middleton, Wisconsin, is a privately held American manufacturer of custom and production pool cues, founded in 1965. The company operates two principal brands — Viking (premium USA-made cues) and Valhalla (imported premium cues) — supplemented by specialty sub-brands including Triple 60, Whyte Carbon, ViKORE, and Siege Carbon Fiber. Its core technology revolves around in-house production of roughly 99% of components (shafts, ferrules, tips, joints, and butts), including proprietary ViKORE maple shafts aged five years and turned 9 to 11 times over 18 to 24 months, Super threaded ferrules, and carbon fiber shaft construction under the Triple 60 platform. The company also offers lifetime warranties against warpage and maintains a factory repair operation that has serviced over 30,000 cues since 1965.
Viking Cues monetizes the consumer billiards market primarily through one-time purchases of cues priced from $126 (Valhalla entry-level) to over $8,500 (Viking Signature/Element Series), with performance shafts at $384-$750 and a full accessories catalog (cases, gloves, apparel) ranging from $13 to $700+. Auxiliary revenue comes from factory repair services at a $16.95 inspection fee per cue. Distribution combines a direct-to-consumer e-commerce storefront at vikingcue.com with a domestic authorized dealer network and a private-label manufacturing arrangement with CueStix International. Customer segments are horizontal across skill levels — beginner through professional and tournament players — plus a youth segment via the Ragnar Youth Cue System, with pro-player endorsements driving Signature Series demand.
The company is organized as Viking Cues, LLC (with QCO LLC referenced as a related dba entity) under owner/CEO Nick Kroll, employs 11-50 people, and operates without any disclosed venture capital or institutional investment. Recent strategic activity has centered on product line expansion (carbon fiber shafts, new Viking model refreshes, Signature Series collaborations) and operational compliance (the 2014 ivory trade ban policy), with no public M&A, fundraising, or geographic expansion documented in the source material.
Viking Cues firmographics
Firmographics- Name
- Viking Cues
- Legal name
- Viking Cues, LLC
- Website
- https://vikingcue.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Viking Cues, founded 1965 in Middleton, Wisconsin, is a privately held American manufacturer of premium pool cues under the Viking and Valhalla brands, serving consumer billiards players across all skill levels through direct e-commerce, dealer distribution, and factory repair services.
- Ownership category
- akta.pro rank
Where Viking Cues is headquartered
LocationHeadquarters
- HQ city
- Middleton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viking Cues business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Pool Cues Sales: Revenue from selling Viking and Valhalla branded pool cues ranging from entry-level to premium custom designs. Cues are sold as complete units with various customization options.
- Performance Shafts: Sale of replacement and upgrade shafts including ViKORE maple, Whyte Carbon Fiber, and Triple 60 carbon fiber options
- Accessories: Sale of billiard accessories including cases, gloves, joint protectors, extensions, towels, and apparel
- Repair Services: Factory-trained repair services for tip and ferrule repair, shaft repair, joint and butt repair, and cue refurbishing. Shipping and handling charge of $16.95 per cue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Viking Brand Cues |
| One time/ perpetual license | Pay-as-you-go | Valhalla Brand Cues |
| Unit Pricing | Pay-as-you-go | Performance Shafts |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Repair Services |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Viking Cues product offering
Product offeringCore offering
Viking Cues manufactures handcrafted, American-made pool cues and billiard equipment under multiple brands (Viking, Valhalla, Triple 60, Whyte Carbon). The company produces custom and standard cues, performance shafts in maple and carbon fiber, break/jump cues, accessories, apparel, and offers factory-trained repair and refurbishing services, with 99% of components manufactured in-house at its Middleton, Wisconsin facility.
Product overview
Viking Cues is an American-made billiard cue manufacturer operating two primary brands: Viking Cues (premium American-made pool cues in multiple series) and Valhalla Cues (premium import cues with lifetime warranty). The product portfolio centers on pool/billiard cues available in various series (Viking: Bedlam, Defender, Kayano, Motore, Ovation, Twilight, etc.; Valhalla: Series 100-900, Garage). Supporting products include Performance Shafts (carbon fiber and wood options), Break/Jump Cues, Triple 60 specialty shafts, and Accessories (cases, gloves, extensions, apparel). The Signature Series offers limited edition cues by professional billiard players. The company provides in-house repair services with lifetime warranties on all cues.
Differentiator
Problem solved
Functional benefit
Brands
- Valhalla Cues: Premium import 2-piece pool cues created by Viking engineers, offering high-tech performance and style at a more accessible price point with lifetime warranty.
- Triple 60
- Whyte Carbon
- ViKORE
- Siege Carbon Fiber
Products and services
- Viking Cues Premium American-made pool cues available in multiple series and specialty variants for players of all skill levels.
- Valhalla Cues Premium import pool cues designed by Viking engineers across Series 100-900 and the Valhalla Garage line, offering lifetime warranty coverage.
- Performance Shafts Replacement and upgrade shafts including carbon fiber variants (Siege, Whyte Carbon) and wood variants (ViKORE aged maple, V-Pro/V-Series) for customizing cue performance.
- Break/Jump Cues Specialized cues designed for breaking and jumping, available across Viking, Valhalla, and Triple 60 brand lines.
- Signature Series Limited edition cues designed in collaboration with notable billiard professionals including Paul F Drexler, Ariel Carmeli, and Anthony Two Feathers Squadroni.
- Triple 60 High-performance carbon fiber specialty shafts and jump cues including TS1 Carbon Fiber Playing Shaft, FG57 Signature Playing Shaft, Wood Grain Carbon Fiber Playing Shaft, Hyper Jump Carbon Fiber Jump Cue, and Satellite Jump Cue.
- Accessories Billiard accessories including Performance Billiard Gloves, Cue Cases, Cue Extensions, Parts/Care/Maintenance products, Patches, and Protective Sleeves.
- Apparel Brand apparel including headwear, unisex t-shirts, women's apparel, and towels.
- Viking Repair Services Factory-trained repair services including Tip and Ferrule Repair, Shaft Repair, Joint and Butt Repair, and Pool Cue Refurbishing/Refinishing, with over 30,000 cues serviced since 1965.
Companies that use Viking Cues
Customer profileSegments2 records
Ideal customer profiles2 records
Viking Cues technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Viking Cues partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Proficient BilliardsminorIndependent repair store recommended by Viking for non-warranty repairs of Pre-1999 model cues when Viking is unable to perform the service.
- Webb CuesminorIndependent repair store recommended by Viking for non-warranty repairs of Pre-1999 model cues when Viking is unable to perform the service.
- Phillippi Custom CuesminorIndependent repair store recommended by Viking for non-warranty repairs of Pre-1999 model cues when Viking is unable to perform the service.
- CueStix InternationalminorPrivate label cue partnership - CueStix International distributes the VX Line of private label cues manufactured or sourced through Viking.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Viking Cues competitors and assessment
Company assessmentDirect peers
- McDermott Cues: Long-established American-made pool cue manufacturer with extensive product line spanning entry to premium tiers. Comparable to Viking in heritage, U.S. manufacturing footprint, and tiered brand strategy.
- Schon Custom Cues: High-end custom cue maker focused on inlays and exotic materials, competing with Viking's Signature Series. Comparable on craftsmanship-driven premium positioning and limited-edition artist collaborations.
- Cuetec: Pool cue and billiards equipment maker spanning multiple price tiers with strong distribution in sporting goods retail. Comparable to Viking in product breadth and aftermarket shaft/accessory sales, though with different technology positioning.
- Pechauer Custom Cues: Family-owned American cue manufacturer with multi-decade heritage, comparable to Viking on handmade domestic production and lifetime-warranty customer relationships.
- Predator Cues: Premium pool cue manufacturer known for low-deflection shafts and high-performance technology. Directly competes with Viking in the American premium cue segment and has driven industry adoption of carbon-fiber and low-deflection designs.
- Jacoby Custom Cues: Custom handcrafted American pool cue maker serving the premium and custom segment. Closely comparable to Viking on craftsmanship positioning, customization options, and high-end price points.
- Lucasi Custom Cues: Mid-to-premium pool cue brand under the same parentage ecosystem as Cuetec, offering customization and shaft technology. Comparable to Viking's mid-tier offerings with similar DTC and dealer distribution model.
- Players Cues: Entry-to-mid-tier pool cue brand offering accessible American-made cues. Comparable to Viking's Valhalla line in targeting price-sensitive entry-level players, providing competitive pressure at the lower end of Viking's funnel.
Regional players
- Mezz Cues: Japanese premium cue manufacturer with strong presence in Asian billiards markets. Comparable to Viking on shaft technology and premium positioning, though primarily serving a different geographic base.
Broad incumbents
- CueStix International: Billiards distributor and private-label cue maker that partners with Viking on the VX Line. Comparable as an industry incumbent with broader billiards product distribution, including cues, cases, and accessories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Viking Cues social profiles
Digital presenceViking Cues financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viking Cues leadership team
Management profileNumber of profiles
Profiles1 record
Viking Cues funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viking Cues M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viking Cues
What does Viking Cues do?
Viking Cues manufactures handcrafted, American-made pool cues and billiard equipment under multiple brands (Viking, Valhalla, Triple 60, Whyte Carbon). The company produces custom and standard cues, performance shafts in maple and carbon fiber, break/jump cues, accessories, apparel, and offers factory-trained repair and refurbishing services, with 99% of components manufactured in-house at its Middleton, Wisconsin facility.
Is Viking Cues a public or private company?
Viking Cues is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viking Cues founded?
Viking Cues was founded in 1965. It employs 11 to 50 people.
Where is Viking Cues based?
Viking Cues is headquartered in Middleton, United States, in the North America region.
How does Viking Cues make money?
Four revenue lines are on record. Pool Cues Sales are the primary driver. The others are performance Shafts, accessories and repair Services.
Who are Viking Cues's main competitors?
Direct peers on record are McDermott Cues, Schon Custom Cues, Cuetec, Pechauer Custom Cues, Predator Cues, Jacoby Custom Cues, Lucasi Custom Cues and Players Cues. Mezz Cues is listed as a regional player. CueStix International is listed as a broad incumbent.
Does Viking Cues have an API?
No public API is recorded for Viking Cues.