INSIDE LOOK! – Wilson Innovation Center (New & Improved)

Wilson Golf is making changes, lots of them, which we have discussed over the past week.  One of the major changes they have made is to their R&D facility located in Chicago.  They have totally re-vamped the Wilson Innovation Center and we thought you guys would like to see what they’ve done with the place.  So, today GolfSpy Matt has the report, the interview with questions you wanted answered and over 100 photos so you can see for yourself first hand what they are doing and how they are working to get back to the top.  Enjoy!

The Interrogation

If the name Michael Vrska sounds familiar to you, well, it should: he was Director of Product Development for Adams Golf for almost 10 years where he was responsible virtually all of the IDEA Hybrids and Hybrid/Iron sets.  He recently came back to Wilson because, in his words, he “loves a challenge,” and he sees the opportunity to return Wilson Golf to the position of prominence it once occupied.

Golfspy Matt: What do you think the perception of Wilson Golf is right now?

Michael Vrska: I think people know the history of Wilson Golf.  We’ve won more majors than any other golf company.  We have won majors in every decade.  We have many golfers who love our products and tell us so, but we also realize that we still have many to win over. Our entire team is working to do that.  We are passionate about golf and passionate about Wilson Staff.  We are moving in the right direction but it will take some time for the positive things happening here to get recognized by all.

GM: Some of our readers, and even one of our staff writers, think of Wilson as being on par with MacGregor, a bargain brand or a starter club.

MV: That is certainly still out there, and we’re aware of it, but that perception is fading.  One thing that’s happening now, that seems to indicate that the tide is turning: better players, college players and mini tour players, are calling us for equipment.  That wasn’t happening a few years ago.  Many better players know the quality of our equipment and are seeking it out.  And not to be overly obvious, but MacGregor is a house brand now.  They are not in PGA Tour SuperStore or Edwin Watts or Golf Galaxy.  We are in the important retailers and getting more placement every day.  We are competing everyday against the other big OEM’s.  We have tour players and tour vans.  We have great R&D resources.  We make great golf balls.  We advertise on TV, in magazines and on the internet. Our brand is very strong in Europe and we are gaining steam in the US and like the direction we are headed.

GM: What are you doing to change the perception of Wilson as a bargain brand?

MV: We feel that we’re doing everything we can do, but we work to do better at it every day.  If you turn on the Golf Channel, we’re there.  But, it all comes down to great product.  You can have all the marketing in the world, but if you can’t back it up with great product, it’s meaningless.  We know that we have outstanding people and a world-class R&D department, and we believe that if we continue making great products, that perception will change.  It may not happen overnight, but we are seeing positive feedback from consumers and retailers and are confident that will grow and continue.  I met with our staff players recently and Padraig, Paul, Ricky and Kevin all said they have fans say “Seriously!” to them in a positive way every week on tour.  They love being in our commercials.  Our marketing message is getting through and we are now starting to see the return on that investment.

GM: How do you deal with the confusion that comes about as a result of the dueling Wilson/Wilson Staff monikers?  Do you feel that the box sets that Wilson sells hurt the perception of the Wilson Staff product?

MV: In some consumers’ minds, it may hurt us.  But I look at it much differently.  One of the biggest issues golf is facing is getting new players to try the game and then keeping them involved when they do.  There are major initiatives on this.  Golf is a hard, intimidating game.  I met with the management of one of the big golf specialty retailers yesterday and one of the things they mentioned is that they have a very hard time even getting new, beginning golfers in their store.  They get the die-hards, but all the products, launch monitors, jargon and options overwhelm many people who want to give our great sport a try.  Yes, we offer package sets for the beginning player.  Yes, they are sold at some big box stores, but Wilson Staff clubs are not and have not and will not.  Yes, the package sets are more affordable.  But, this helps to bring people into the game.  We can’t put the same technology features that go into a Staff product into a package set, but the team that makes the package sets know golf.  They care.  They make, I think, very, very good product considering the cost parameters.  If new players have a good experience with that first set they buy, then they are more apt to give Staff products a chance when they are ready to upgrade.  We think and talk about that all the time.

GM: What direction is Wilson Golf moving towards with its new product?  Is the idea to try to recreate the things that made Wilson great, or are you turning away from the past towards the future?

MV: We have so many people who tell us how they love our classic irons, which is great, but look at this (Pulls out an old Wilson 4 iron.  I have steak knives that are thicker.), no one would want to play this now.  For one, the golf ball has changed too much for something like this to work optimally today.  There are design features that don’t make sense anymore.  But we do look at our great history to help us understand what a Wilson iron ought to look like.  We are proud of the great Staff heritage and it does help R&D in many ways, but we want to and are continuing to innovate. Technology is changing and so are we.  Ultimately, we want to keep an eye on our history, but we are always moving forward.

GM: How do you feel like your line up compares to those top OEMs, the TaylorMades, Titleists, and Callaways?

MV: I think we compare very well.  Just as every other OEM does, we buy the competitors’ products, measure them, test them both on one of our robots and with players.  We know how we compare and we do great, both balls and clubs.  We certainly understand there are many good products out there and the competition is tough, but we do very well head to head.  We feel that many of our products are truly world class and are working to make sure that all are in the future.  At our mobile fitting events we ask players to hit our products against their favorite brand in the simulators.  They see the performance.  You can’t cheat launch angle, ball speed and spin rate.  The results are there to see.  We had an event last year in South Carolina at a major golf retailer where every set of irons sold that day were Wilson Staff.  People came in looking to buy irons and left with ours after testing.  That certainly doesn’t always happen.  But still, that makes us feel good and gives us confidence as we continue to get our name and products out there, that we will continue to gain share.

GM: Who does Wilson Golf want to be in the future?  Is the plan to try to be the #1 OEM, to take on TaylorMade, or is it something else?

MV: We want to get better every day.  We work hard to innovate.  We work hard to gain market share.  We listen to feedback we receive during testing, at demo days, on the internet and through social media.  Yes, we want to be number 1.  We are not there yet.  I have helped to build a company from a position of weakness to a position of strength.  Wilson is part of this great, large global brand.  We have some unique resources available to R&D because of that.  We have an outstanding management team here.  We will continue to improve our place in the market by making great products, having a consistent message, continuing to show validation on tour and getting the word out through our marketing efforts.  We are committed to that.  We are committed to the tour.  We are committed to innovation.  We are definitely on the right track.