Success Story
Theo Wanne Classical Mouthpieces
By Ben Nelson and Debbye Omlie
Besides being Grammy nominees and award winning artists, what do the Black Eyed Peas, Gerald Albright, Jan Garbarek and Lisa Simpson from the Simpsons, have in common? The saxophonists use Theo Wanne Classic Mouthpieces.
And those aren't the only musicians who swear by Theo Wanne's creations. A visitor to the website of Wanne Inc. quickly discovers that professional saxophonists around the world are raving about his mouthpieces. A non-musician may wonder, what's in a mouthpiece? Ask that to Theo Wanne, world expert on saxophone mouthpieces, and he will confidently reply, "Everything!"
A lifelong saxophone player, Theo Wanne was born and raised in Bellingham, Washington. As a high school apprentice at a custom bicycle shop, he honed his mechanical skills and developed a knack for inventing. Little did he know then, that his time as a bicycle frame designer and builder would prepare him for his future career as a mouthpiece artisan.
Theo's passion for musical improvisation and "the best tonal qualities humanly possible from a saxophone mouthpiece" initially led him to purchase vintage mouthpieces. During college he snapped up thousands of classical mouthpieces trying to find one that could fully harness his musical soul. After years of searching without much luck, he finally decided to take matters into his own hands.
Under the tutelage of a "master repairman" Theo learned the delicate art of mouthpiece refacing and saxophone repair. He began customizing his collection of vintage mouthpieces in order to have each one produce a sound tailored to the specifications of the individual saxophonist. In Theo's words the goal was to "make it as easy as possible for musicians to relax and let their genius flow." After sharpening his skills, he moved to Philadelphia and started a business customizing and selling vintage mouthpieces.
Through word-of-mouth alone, Theo built a two-year waiting list for his mouthpieces. He quickly realized that to meet this soaring demand he would need a new business model. Rather than repair and customize old mouthpieces, he would design and manufacture new ones. With that critical decision Theo Wanne Classical mouthpieces was born.
Returning to Bellingham, Theo partnered with his fraternal twin brother Tom to open Wanne Inc. Like a jazz saxophonist paired with a talented pianist, the Wanne brothers play complimentary roles within the business. As the head of product development, Theo designs and tests all of the mouthpiece prototypes. With an M.B.A. and professional experience in the financial sector, Tom is in charge of the company's business activities.
When the Wanne brothers first began operating in 2007 they only produced one mouthpiece: the AMMA tenor saxophone model. In only a few short years, the business has undergone remarkable growth. Sales have doubled each year, with more mouthpieces now being sold abroad than in the U.S. The Kali, Durga and Gaia are but a few of the company's impressive, and highly sought after product line.
Along this path of success, Wanne Inc. has been aided by several key allies. With the help of Pro CNC, a Bellingham machine shop, Theo has found a place to create his intricate mouthpieces. In 2009, Pro CNC became partners in the business, providing key infrastructure and financing needed to fuel growth. Theo explains that, "Now we have the resources and support to design and manufacture the stuff I have always been dreaming about. It's a dream come true to see the visions I have manifest so beautifully in a way that brings more joy to the world."
While Pro CNC has offered the workshop of Theo's dreams, the Center for Economic Vitality (CEV) has been an invaluable resource for Tom. He notes that, "Before partnering with Pro CNC, we needed structure in developing our business. It takes more than two people to look over everything and make sure we can maintain solid growth."
With assistance from the CEV, the Wannes have overcome the challenges posed by debt financing. This was an issue that Tom originally lost sleep over, but with guidance from the CEV's business strategists he better understands the available options and the corresponding consequences. Marketing is another area where the CEV has given constructive advice. Theo believes that "it doesn't matter how great our product is; if we build our business ineffectively it will fail. The CEV has been working with us to support our strategic growth. We are in a dynamic mode, and at times need to change on a dime."
Although they have certainly made it as successful business owners, the duo continues to work with the CEV. When asked what advice they would give to a startup company, Tom suggests to "make sure your profit margins are high enough to sustain the business. Figure six times your profit margin to cover all the huge unforeseen expenses." Theo adds, "Make sure you have attention to detail, follow your inner vision, and do whatever it takes to succeed." It was that type of unyielding desire which led Theo to create the perfect mouthpiece; and along the way he found family, teamwork, and his life's purpose in service to the world!