Interview with Flemming Pinck of Inferno Golf: “From Street Style to the Fairway - How Inferno Is Rethinking Golf”

Flemming Pinck is not your typical entrepreneur. With Inferno Ragazzi, he built a lifestyle brand over the past 16 years that went far beyond fashion - with stores in Bali, spectacular world record attempts, award shows, and collaborations with superstars. Now, with Inferno Golf, he is taking the next step, bringing the creative fire of a subculture onto the fairways of one of the world’s most traditional sports.

In conversation with PAPA OSCAR Ventures, he talks about change as a brand principle, the challenge of redefining a niche, parallels to category challengers like Liquid Death, and why golf might just be the new skateboarding - only with better shoes.

Two men in summer clothes stand next to a golf cart with golf clubs on a green golf course.

Flemming, you built a strong lifestyle brand with Inferno Ragazzi over more than 16 years. Golf is traditionally seen as elite and conservative - not exactly the first association one would make with Inferno. Why make the move into golf now, and what excites you about it?

What excites me is exactly that image - this stiff, elite sport people still associate with golf, especially in Germany. I’ve always enjoyed playing golf, but the etiquette rules and the strange looks on the clubhouse terrace honestly got on my nerves. It feels like the younger golf generation is ready to give the sport a new image, and we see huge potential there. But it’s also simple: we wanted to reinvent ourselves and be part of this new movement in the sport.

Do you see a broader democratization of golf happening? And where does the German market stand?

Absolutely. In my opinion, Germany is lagging behind a bit. If you look at Australia, the U.S., or concepts like LIV Golf, you can already see how different the vibe can be. The sport is evolving - and it’s only just getting started...

Man wearing baseball cap and glove holds golf clubs and golf balls on a golf course.

Portrait of a man on a golf course wearing a white “Wannabe Pro” cap and green sleeveless sweater with pink golf embroidery.

Award shows, world record attempts, artist collaborations - Inferno was never confined to one category. Would you say change is part of your DNA?

I get bored very quickly. I hate stagnation and repetition. I always need movement, and no matter what I do, I try to think differently - or at least attempt to. That applies to my private life and to business. With Inferno, we experimented with a lot over 16 years. Now, moving from a party/skate/surf lifestyle brand to golf is obviously a hard cut. But that doesn’t mean it can’t work. On the contrary - I believe we’re now speaking to a very clear niche audience, and that’s a big advantage compared to before.

Three Men on a Golf Cart Drive Across a Lawn, One Stands at the Back of the Car and Waves Happily

So: “welcome to the niche”. How will your marketing strategy change now that you focus on one clear category?

Our strategy is basically part of our DNA. We want to stay fast, creative, innovative - maybe even a little charmingly provocative. We want to dare things you haven’t really seen on a golf course before (maybe except at Jackass). The idea is to be slightly rebellious while still respecting the sport and its history to the fullest.

Do you see parallels to category challengers like Liquid Death or Graza? Were they an inspiration?

Maybe a little. But there are already some brands within golf doing an amazing job - strong communication, visual identity, storytelling, bold collaborations, the right ambassadors. Malbon for example, but also Macade, Bad Birdie, Bogey Boys, Manors - there’s some seriously hot stuff happening.

Golfer wearing a striped shirt and shorts knocks a golf ball out of a sand bunker.

Who is the target audience for Inferno Golf? Younger players only, or will we soon see retirees wearing Titleist caps and Inferno polos?

I’m not someone who likes excluding people. I’d love to see a 70-year-old style icon walking the course in an Inferno Golf zipper. But of course, we’re primarily targeting the younger generation that’s currently refreshing the sport.

What has golf taught you about business? Any analogies that could turn into a LinkedIn post?

(laughs) You can actually learn a lot from golf. For example: the last shot doesn’t matter - only the next one does.

With our new direction, you naturally meet the right people on the golf course and start new projects together. But golf itself isn’t primarily about business. It’s about spending time together - the conversations between shots and after the round. In the end, you give each other a high five and say, “You played terribly - but we’ll still do the next project together because you’re a good dude.”

Three golfers on a golf course, two running next to a golf cart with clubs, surrounded by trees.

Looking ahead: where do you see Inferno Golf in three to five years?

We’ve got wild plans. Sponsorship is becoming more relevant, and we’re currently working on equipping some players on the Pro Tour to bring a bit of disruption there. We already have two pros on our team who are going full throttle.

And long term? We’d love to build our own golf course one day - and continue building a community that celebrates golf beyond traditional rules and values connection.

We’re excited to see what’s next.
Thanks for your time, Flemming - and all the best to you and Inferno Golf.

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About PAPA OSCAR Ventures

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