A bit about Acuerate's history

In the late 1990's Chris Henry, a renowned Snooker and Sports Mental Coach from England, was gifted a self made Snooker Cue by his father. While trying it, he noticed that the Cue Ball reacts different with this Cue compared to any other Cue he has played before. After a while of studying it, understanding what the difference was and how Players could benefit from this unusual Cue, the idea was formed to reproduce the Cue and share it with the Snooker scene.

While having a couple of belgian Beers with his friend and investor, Johan Cools, Chris came up with the "Acuerate" brand name. A word play between "accurate" and "Cue". Which hits the nail on the head, as this Cue makes the Player more accurate.

Acuerate Cues hit the european Snooker market in the early 2000's and revolutionised it with its unparalleled "Ultra Low Deflection Technology".

What is "Ultra Low Deflection Technology"?

Ultra Low Deflection Technology basically makes the "Sweet Spot" the Player has to hit on the Cue Ball bigger and therefore improves the success rate.

Simply explained: when the player isn't cueing perfectly and is giving a little bit of unintentional side spin ("English", as some call it) the Cue Ball doesn't deflect so much to the side and runs straighter down the aimed path. Therefore, inaccuracy on the Cue Ball has less impact and chances of potting the Object Ball anyway are better than with a regular Cue.

On top of that, the Acuerate Cue gives the Cue ball more spin on screw back, top spin or side spin shots than regular Cues. Therefore, less power is required. Which results naturally in more control and accuracy.

How did Acuerate do?

Due to its new and advanced technology, clever marketing strategies and strong promotion work, Acuerate Cues became extremely popular on the continental European market. One couldn't visit a Snooker Club without seeing Cues and Cue Cases with the recognisable A-Logo everywhere.

Also Top Professional Snooker Players started to play with Acuerate Cues. Stephen Hendry, 7-times World Champion, even made two sensational 147 Maximum Breaks during the World Championships in 2009 and 2012 with Acuerate Cues:

Click to watch Stephen Hendry's 147 Maximum Break 2009 (Acuerate "Legend" Cue)

Click to watch Stephen Hendry's 147 Maximum Break 2012 (Acuerate "Pro" Cue)

Acuerate also became the Title Sponsor of the "Players Tour Championship Acuerate Antwerp Open" 2011 and 2012:

To give customers more choice and to assosiate themselves with their Stars, Acuerate cooperated with many Top-Professional Snooker Players and launched their own Cue Models with them.

Among their own Cue Tips and Snooker tables Acuerate also invented many new and revolutionising products, like The "AcueClean" cleaning products series.

Everything was going so well and prosperous that the leading Balls producer in Cue Sports, Aramith, wanted to buy the Acuerate brand.

The deal was called off in the last minute, as Aramith itself was bought by Simonis, the leading Cloth producer in Cue Sports, and Simonis didn't have any intentions to get involved in selling Cues.

As for many other business, Covid19 also had a very negative effect on Acuerate. The company faced extreme difficulties to keep a solid stock and couldn't satisfy the high numbers of orders anymore.

As Mr Cools was the sole owner of the brand by this time and while making some drastic changes in his businesses and personal life, he sold the trademark in 2023 and in May 2024 the ACUERATE CUE SPORTS GmbH was founded in Germany.

New Beginning, reinforced Partnership and solid Strategy for the future

Close Partnership with one of the best Cue Producers in the World!

We have partnered up with one of the most professional, renowned and biggest Cue Producers in the World, who has produced the best performing and highest quality Acuerate Cues already for more than 15 years!

Together, we will not only re-launch Acuerate in the European markets but also launch the Chinese market!

Of course, our goals go even further but one step at a time.

Improved Ultra Low Deflection Technology and translation into other Cue Sports!

We have improved our Ultra Low Deflection Technology in Snooker Cues and made the Cues more resistant to the impact of heat, coldness, humidity and dryness.

Also, we will translate our unparalleled Ultra Low Deflection Technology from Snooker to other Cue Sports like American Pool Billiard, Chinese Pool "Heyball" and others.

We will offer Ultra Low Deflection AND Traditional Technology!

Our goal is to provide the perfect Cue for every Cue Sports Player!

While the majority of Players absolutely loved the benefits of our Ultra Low Deflection Cues and found it very easy to get used to, some felt uncomfortable with changing their old aiming habbits when using side spin.

Especially Top-Professional Snooker Players often use side spin to counteract the drag of the Cue Ball on the Object Ball on angle shots. Some were worried, that the aiming adjustment could take them too long to get used to.

As we are passionate Cue Sports Players ourselves, we totally understand that.

That's why we will offer our Cues with a choice between Ultra Low Deflection OR Traditional Technology!

Top Quality Products and reliable Stock!

Our two main objectives are to provide reliable high quality products and have a solid stock.

Therefore, we start with offering our Snooker models only in the standard length of 58" (147cm) and in one-piece or 3/4 piece jointed.

This helps us to produce bigger amounts of the same specs and keep a healthy stock!

With time, we plan to offer our models in different lenghts and variations again. But first... let's build something solid and reliable!