Billiards Giant Viking Cue Reopens Under New Leadership

Pool cue manufacturing leader Viking Cue doing business as Viking Cue Manufacturing, LLC reopens under the new ownership of Wisconsin businessman Mark Larson. Nearly all of the same employees were rehired, though executive team has innovative plans for new direction.

MADISON, WI—May 14, 2011—After closing doors on pool cue manufacturing in 2010, billiards leader Viking Cue has reopened under the leadership of local businessman Mark Larson.

Larson, a longtime friend of Viking Cue 27-year veteran VP of Manufacturing, Rick Rolli, placed a bid on the business after a visit to the company's facilities. "I really fell in love with the operation and the rich history of Viking. I knew that there was another chapter just waiting to be written," said Larson, who purchased the company on May 9.

Viking Cue was founded in 1965 by Gordon Hart, who remains with the company as a consultant, Viking has a worldwide reputation for craftsmanship and excellence. "Viking Cue has always had a superior product line and an incredibly loyal following in the billiards industry," said industry veteran Rolli. "We're going to breathe life back into this company. We've got the same facility, a great inventory of product, state of the art equipment and the same artisans, many who have been here for over 25 years."

Since the Viking Cue company has rehired nearly all of the same employees, little will change within its basic infrastructure, though the company has plans for new initiatives. "We're bringing back the family and the employees, and we'll never lose sight of the quality Viking Cue is known for. But we're about to make big pushes in marketing and product offerings. It's what this company needs to thrive."

One of Viking Cue main goals is to create a top-notch interactive website so that dealers and individual customers alike have easy access to Viking products. "In the past, Viking didn't have a strong web presence. Dealers couldn't just go online and buy cues. We want to make ordering easy for everyone, and create an online image that reflects Viking Cue unmatched craftsmanship," said Rolli.

The company also plans to reach out to new markets, and make the company's products accessible to more people: plans for additional product and accessory lines with multiple price points to appeal to a broader audience. Though the goals are largely customer-focused, another main concern is giving dealers the tools they need to succeed.

Reflecting on his plans for the company, Larson stressed his interest in the Viking Cue company history and tradition. "The main thing we want to let Viking Cue fans know is that the core product isn't changing. The quality remains the same. But let's put it this way — we're racking up for a fresh new break. Our game is about to get a lot more interesting, and we're more than excited to share what we've got."

About: Since 1965, Viking Cue Manufacturing, Inc. has been an industry leader in two-piece pool cue production. With headquarters in Madison, Wisconsin, Viking products are proudly made in the USA with commitment to quality, craftsmanship and time-honored tradition.

For more information about Viking Cue. please feel free to contact the team at The Total Gamester-Break and Run Billiards

About Viking Cue Manufacturing LLC

In the early 60’s Viking Cue Manufacturing LLC founder Gordon Hart began making two-piece pool cues in the basement of his poolroom in Stoughton, Wisconsin. Gordon traveled to various tournaments to sell his cues. In a short period of time, Viking cues became popular with many of the top players. Viking was incorporated in 1965. By the late 1960s, Gordon spent more time making cues, so he sold the poolroom and moved the cue business to its present location in Madison, Wisconsin. He expanded production capabilities and began selling cues throughout the United States and abroad.

Viking Cue grew steadily through the 1970s and early 1980s. At that time, Gordon’s children, Robin, Barry and Darcy became involved with the business. Then in 1986 the major motion picture, The Color of Money, was released and created a boom in the billiard industry. Sales of Viking cues skyrocketed, and the company experienced phenomenal growth as a result.

As the 1980s came to a close, Gordon began updating machinery and investing in state-of-the-art equipment to ensure a quality product. Promotional efforts increased with an extensive advertising and public relations program coordinated by Gordon’s wife, Nancy, which helped make Viking Cue a household name. Viking Cue has commited significant efforts coupled with significant product quality enhancements, positioned the company as a leader in the billiard industry.

By the mid-1990s, Viking Cue hired a full sales staff to handle the needs of their constantly growing list of distributors and dealers throughout the world. At the same time, Robin and Barry took over the day-to-day operations, and granddaughter Shawna became involved with the company. Nancy was very active in the Billiard Congress of America in the 1990’s, serving on its board of directors. Years earlier, she served on the board of the Billiard & Bowling Institute of America, and was their First Female President. In 1994, Gordon was honored with the first-ever Lifetime Achievement Award from the American Cue Makers Association.

Viking Cue is known for its generous support of various tournaments and organizations including Nationally televised events, the Viking Cue  Nine Ball Tour, Super Billiards Expo, VNEA, BCA League and National Wheelchair Poolplayer Association Inc.

In the 2000’s, Barry became active in the Billiard Congress of America, serving on its board of directors. Grandson Justin joined Viking to continue the tradition of the family business.

Viking Cue, as one of the oldest manufacturers of two-piece pool cues in America, Viking Cue blends time-honored craftsmanship with state of the art machinery to produce the flawless addition to your game. With our continued commitment to the highest quality standards in the industry, you can be assured, that when it's time to upgrade or get service on your current cue, Viking will be there for you.

Viking Cues are proudly and exclusively made in the U.S.A.