Direct-to-consumer is not a free lunch. Vice Pro Plus versus Snell MTB-X — I compared the ball, not the unboxing.
The direct-to-consumer golf ball market exists because of a simple observation: major brands spend heavily on tour sponsorships and marketing, and that cost gets passed to the buyer. Vice Golf and Snell Golf both build premium urethane balls and sell them directly online, cutting out the retail markup. The Vice Pro Plus and Snell MTB-X are the flagship offerings from each, and both have built strong reputations through independent ball testing rather than tour endorsements.
Vice Pro Plus
The Pro Plus is Vice’s tour-level ball — a four-piece urethane-covered construction designed to compete directly with the Pro V1 and TP5 in performance while costing roughly 30-40% less. Vice has built its reputation on consistency and value, backed by independent testing that has repeatedly shown the Pro Plus performing within a small margin of the major brand flagships on spin, distance, and feel.
The Pro Plus has a slightly firmer feel than the standard Vice Pro, positioned for players who want maximum distance alongside short game control. Customization options (number colors, alignment markings) are a notable differentiator — Vice offers some of the most extensive personalization options in the category.
Price: ~$35/dozen (often less with bulk or subscription pricing)
Snell MTB-X
Dean Snell, the ball designer behind it, has decades of experience designing golf balls for major manufacturers before founding Snell Golf to sell premium balls directly to consumers without the marketing overhead. The MTB-X (My Tour Ball – X) is Snell’s lower-spin, distance-focused tour ball — a counterpart to the standard MTB which spins more.
Independent ball testing has consistently placed the MTB-X among the better-performing urethane balls regardless of price point, not just within the direct-to-consumer category. The construction quality and performance consistency reflect Snell’s traditional ball-design background.
Price: ~$32/dozen
Head to Head
Performance vs. major brands: Both Vice Pro Plus and Snell MTB-X have been shown in independent testing to perform competitively with Pro V1 and TP5-tier balls, which is the entire premise of the direct-to-consumer category.
Customization: Vice Pro Plus offers significantly more personalization options for golfers who want a distinctive look.
Spin profile: MTB-X is positioned as lower-spin and distance-focused; Vice Pro Plus sits closer to an all-around mid-spin profile.
Value: Snell MTB-X is slightly less expensive; both represent significant savings over major brand flagships.
Brand pedigree: Snell’s design credentials (Dean Snell’s history designing balls for major manufacturers) carry weight with golfers who research ball construction closely.
Best for: Vice Pro Plus for golfers who want extensive customization alongside strong all-around performance. Snell MTB-X for golfers who want a lower-spin, distance-focused ball with strong design pedigree.
The Bottom Line
Both companies have proven that direct-to-consumer golf balls can compete seriously with major brand flagships at a fraction of the price. If you’ve never tried either, a dozen of each is a worthwhile investment — for many golfers, the performance difference between these and a $54/dozen Pro V1 is smaller than expected.