VLS Golf is Changing the Game for Amateur and Senior Golfers

“That is the best shot I’ve hit in years right there.” Jack, 64, stares down the fairway where he just hit a long, straight drive. His initially stunned expression widens into a broad smile. “That felt amazing. I’m not sure I’ve had a launch that stayed up in the air that long for a long time.”

Jack is test-driving the VLS Maxvert 2 driver from VLS Golf, a Sioux Falls-based company known for centering senior golfers in everything they create, whether it’s instruction or equipment.

“Over 35 years of coaching have taught me that the biggest barrier for the everyday golfer is that information and golf clubs are not really tailored for them,” says Todd Kolb, founder and Director of Instruction for VLS Golf. “Everything is modeled after professional or high-level golfers who move without limitations and swing the club at high speeds. If you don’t have their speed and flexibility and you can’t practice at the same intensity, you’re not going to succeed using their tools and techniques.”

For VLS Golf’s biggest fans, this is more than a sales pitch. It’s a revelation. Golfers like Jack who have begun to believe that their best golfing days are behind them now find themselves unlocking new potential.

“I’m convinced I’m gonna hit more fairways, I’m gonna keep the ball in play, and I’m gonna be able to knock it down there farther,” Jack says.

He’s not alone. The VLS Golf community is growing fast and includes golfers from all ages and walks of life. 

“Our mission is to connect players with instruction and equipment that fits where they are in life instead of forcing them to fight their body or circumstances to meet the demands of the club or instruction,” Kolb says. “We’re seeing incredible improvement in golfers from all walks of life, age, and skill set. They’re proving that you can still improve and enjoy this game well into life.” 

VLS Golf: A Business 35 Years in the Making

PGA Teaching Professional Todd Kolb established T-interactive in 2008, which is the parent company of both VLS Golf and USGolfTV. 

Todd Kolb began his career as a golf coach 35 years ago. Over the course of three decades, he’s worked with students of all ages, all skill levels, and from all walks of life. He’s coached junior golfers to seniors and worked with a variety of tour professionals, including LPGA major champion Angela Stanford.

If anyone knows the varying needs and strengths of golfers, it’s him, and he’s got the accolades to prove it. He’s a five-time Golf Digest Best in State Instructor, has been named the Minnesota PGA Teacher of the Year, and is the author of two bestselling books geared toward amateur golfers.

He and his team have also provided friendly, straightforward golf instruction for millions of golfers through USGolfTV. This enterprise began as a 30-minute regional golf show that ultimately reached 20 million households across more than 25 states.

Then, as more golfers turned to the internet to find guidance, Kolb and his video producer and business partner, Nick Anson, moved USGolfTV online.

“More golfers were turning to resources like YouTube,” Kolb says, “looking for answers they could access anytime, anywhere. We saw an opportunity to reach more golfers and serve them better.”

Building a thriving online resource for golfers would require more than excellent instruction. Kolb would have to rely on the expertise of a team that shared his passion.

He was already in good shape with Anson at his side. With a degree in Electronic Media from the University of South Dakota, multiple nationally televised commercials under his belt, and experience producing Kolb’s television show, Anson certainly had the professional chops to keep up with the new vision. 

Just as important, he shared Kolb’s passion for making quality instruction more accessible for golfers of all skill levels and abilities.

“I enjoy being part of a team that genuinely cares about people and the game of golf,” Anson says. “We see the people we serve as golfers first, not numbers or transactions. Building relationships and knowing we’re making a difference in their golf experience is what makes it rewarding.”

Kolb and Anson brought on Jordan Knowlton as systems director. With his vast experience building high-performing websites and creating back-end email solutions for multi-million-dollar companies, the team was able to give the USGolfTV brand a powerful start in the online space. Before long, Kolb and his team had amassed over 300,000 subscribers without spending a dollar on ads.

“On the golf course and in the business world, success is about passion, energy and who you take along for the ride,” Kolb says. “Once you find people who share your vision and desire, you have found the winning formula that leads to great achievement.”

With more direct access to golfers from all over the world, Kolb and his team had a clearer view of what everyday golfers were really missing in their instruction.

Meeting Golfers Where They Are

Kolb says, “It quickly became clear that we were teaching golfers who were already doing everything ‘right’ and still not getting the results they deserved. It wasn’t that they lacked effort. It was that the information they were getting wasn’t built for them.”

He called on his own decades of experience to develop the Vertical Line Swing—a swing technique designed for simplicity, speed, and accuracy without demanding extreme strength and flexibility.

Kolb then expanded this method into the complete VLS System—a tee-to-green golf system that emphasizes simple, repeatable techniques capitalizing on the strengths of senior golfers. Kolb’s instruction includes strategies for lengthening your swing without twisting, finding more stability even when your balance isn’t what it used to be, and building skills that can be mastered without endless hours of practice.

This system was an instant hit with senior golfers, better known as “experienced” golfers within the VLS Golf community.

Realizing that they’d discovered a long-neglected need, Kolb and his team decided to launch a new enterprise that centered entirely on helping golfers find solutions that make sense for them and align with their current phase of life.

“Every golfer is different,” Anson says, “and understanding their needs starts with listening. I try to put myself in their shoes and make sure every interaction feels personal. At the end of the day, people want to know you genuinely care.”

They created VLS Golf with Kolb serving as Director of Instruction. Anson came on as co-owner alongside Kolb and took on the role of Director of Operations. Knowlton remained as Systems Director, and two more team members joined the mission: Kolb’s son Justin Kolb as Director for the VLS Coaching Program and Craig Weflen as Manager of Content Development. 

VLS Golf now offers a range of equipment and services that all work toward a central purpose: providing solutions that meet golfers where they are.

The VLS Coaching Program

In addition to several video courses that drill down on specific areas of the game, like overcoming a slice and improving contact, Kolb and his team provide more intensive, interactive instruction in the form of the VLS Coaching Program.

This is a virtual coaching program whose members have access to members-only content, live Coaching Sessions with Kolb, and live Tee Times with professionals from all areas of the industry. Students get unlimited swing reviews from Kolb himself and enjoy discounts on in-person Golf Schools.

All instruction is rooted in the VLS System and customized for students’ individual goals and challenges.

“I think VLS is helping make golf more personal, approachable, and focused on the everyday golfer,” Anson says. “We’re building relationships, listening to what golfers need, and finding ways to make their experience with the game better.”

VLS Golf Clubs

VLS Golf got into the club design business when they realized that golf equipment, like golf instruction, took its cues from professional golfers.

“Even when our students started to improve their swing, their clubs were still working against them,” Kolb says. “We were recommending clubs from the biggest names in golf, but those clubs weren’t built for the golfer we were trying to help.”

This need became evident from all corners of the business, not just on the practice tee. Knowlton says, “Managing both our technology and our support team gives me a unique window into the actual needs of everyday golfers. When you work that closely with your customer base, you quickly see past the marketing trends. It became clear that older golfers were searching for equipment tailored to how they actually swing today.”

That was when VLS Golf recruited former Nike club designer Josh Boggs to help them develop a driver built for distance, accuracy, and optimal launch at a senior golfer’s swing speed.

With a dozen Golf Digest Hot List medals to his name, Boggs proved to be the right man for the job. He combined his design expertise with Kolb’s insight regarding the “experienced” golfer’s swing and created the VLS Maxvert driver line—the club Jack was swinging when he hit his best shot in years.

Following the success of the Maxvert, Boggs and Kolb went on to develop a senior-friendly hybrid (Maxvert hybrid), the first fully-adjustable putter (G-Track putter), senior-friendly wedges designed for versatility (Align Grind wedges), a fairway wood now famous for effortless launch (Hypermax Hyway Wood), and a second generation of the driver that started it all (Maxvert 2).

Bestselling Books

Shining further light on the value of the VLS approach for everyday golfers, Kolb has authored two books that quickly became bestsellers.

In The Bad Lie, Kolb lays out a complete blueprint for the Vertical Line Swing System, revealing why the techniques golfers learned in their twenties no longer serve them in their retirement years. The book includes images, checklists, and drills to help golfers practice and master the techniques they learn.

Kolb’s second book, The Easy Break, presents “a radically simple system for putting, chipping, and bunker play.” This guide walks the reader through simple-but-effective short game techniques, using drills, images, and practice plans to ensure the lessons stick. It’s also an enjoyable read, with insights from young, senior, and professional golfers who have all succeeded with Kolb’s instruction.

The VLS Golf State of Mind

VLS Golf has grown into something greater than a business; it’s a growing community and a new perspective on an old game. VLS Golfers see their own potential differently, with a renewed belief that improvement is still possible

“Getting to hear from these players has been the best part of my work,” Knowlton says. “Knowing that our equipment is helping them hit cleaner shots, play with less pain, and rediscover the pure joy of the game is exactly why we approach our work the way we do.”

The transformation is especially powerful with the company’s multi-pronged approach. As Paul says:

“Between the online coaching program with Todd Kolb, the new G-Track 38” putter, and now the Maxvert 2 driver, I am really improving my golf game. But more importantly, I am having fun!”

Kolb would tell you that’s exactly why he and his team do what they do.

“Our mission is simple: Help everyday golfers—especially those over 40—play better golf with less strain, more consistency, and more enjoyment. Everything we teach and everything we build is designed around that goal.”

Golfers can rest assured that the company’s golfer-centric vision will not change. As Anson says:

“It’s easy to chase trends or try to figure out what an algorithm wants, but I think there’s more value in being authentic, building genuine relationships, and doing things the right way. I want VLS to be known for who we are, not just what’s popular at the moment.”

To learn more about VLS Golf, visit VLSGolf.com.