Bowling-aligned firm strikes balance between old, new customers

What’s a company supposed to do when its core customer base begins to shrink? For one business, the answer lies in innovation and a heavy dose of customer education.

  • By John Haughey
  • | 6:00 a.m. September 13, 2019
  • | 0 Free Articles Remaining!
Calvin Knight. Kegel Training Center Director Brent Sims has been with the company since 1997, when he worked part time.
Calvin Knight. Kegel Training Center Director Brent Sims has been with the company since 1997, when he worked part time.
  • Strategies
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A niche manufacturer who crafts machines and products for an evolving consumer base — one that doesn’t appreciate the way past patrons did things — is in an existential quandary.

Generalize for casual customers, the newcomers? Or double-down in specialization to serve an elite clientele, the loyalists?

 

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