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Ghost shaft from Wolf Athletics review
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BREAKING: Wolf And Joule – Merging Companies

I recently found out that Wolf Athletics and Joule Lacrosse will be merging, and moving forward, these two lacrosse companies will operate as a single entity. What makes this deal interesting is not that two smaller companies are merging, but that the two companies coming together are so different in their product offerings.

Sure, both companies specialize in making shafts, but their shafts are on opposite ends of the spectrum when it comes to certain performance aspects, and this makes for a slightly weird, but very interesting meeting of the minds.

Joule is known for round, stiff shafts, made of composite and carbon fiber materials. Their shafts are heavy duty, designed to give and take punishment, and just about as stiff as any shaft I’ve ever encountered. Wolf is known for their Ghost shaft, which is made of ballistic plastic, and it flexes like a wet noodle, then snaps like a whip, when you shoot or pass.

So what do these companies have in common? Why would they come together? And how will it all work?

Wolf and Joule – Common Traits

Both companies make tough shafts. While they function quite differently from each other, and other shafts on the market, both groups produce products with the ability to bear considerable wear and tear. Joule and Wolf have both also pushed the boundaries of what is acceptable or “normal” in lacrosse. Finally, both companies have shown a willingness to market their products without the use of pro players, and with a flair for the dramatic. Wolf’s videos are visually stimulating and sometimes a little off-the-wall, and Joule made a name for themselves by smashing other company’s shafts in two with their own shaft, and then giving that shaft away to the consumer.

Why Merge?

As of today, neither Joule nor Wolf has captured a significant market share in lacrosse. The two brands realized they both had smaller stakes in the game, but that there was little crossover between their customers. One immediate thought was that by coming together, the final brand would be twice as big, with twice the reach, and twice the potential customer base.

In terms of brand awareness and the future of the company, this makes a lot of sense. It typiclly helps to have more people pulling in the same direction.

Another reason for the merger was to play upon strengths. Wolf did some things well. Joule did some thing well. But both companies also seemed to have some holes. The hope is that this merger will shore up weaknesses while promoting strengths. Joule’s experience with design, manufacturing, and engineering is part of the potential. Wolf’s ability to engage, their growing fan base, and revolutionary product ideas is the other part. If everyone stays on the same page, it is certainly achievable.

How Will The Merger Work?

Joule will “cease operations” as a separate entity, but Joule products will still be available, just under the Wolf Athletics name. The Ghost shaft (Wolf) and Lev shaft (Joule) will both continue to be produced.

Moving forward, the companies are working on a new line of products, including some pieces which are NOT shafts. I’ll let you guess what those products will be for now. You’ll see soon enough, as Wolf Athletics has slated July for their next product release.

The Press Release

Before long you’ll see this press release all over the place. Just in case it’s of interest, here it is:

Wolf Athletics Merges with Joule Lacrosse, Sights on Massive Innovation

It won’t be surprising to industry insiders that Wolf Athletics and Joule Lacrosse have decided to join forces. Since their start several years ago, the two companies have been delivering radical innovations that are changing the game as we know it.

“Our philosophies and ideologies looked incredibly compatible on paper, unlike any other lacrosse companies out there, but it wasn’t until we actually met and started brainstorming about current projects and future possibilities that I really started to get excited. We were more similar in our approach to business and lacrosse equipment design than I could have ever had imagined,” said Jake Lynn, co-founder of Joule Lacrosse.

“We don’t make impulsive decisions, but this was honestly a no brainer. We decided we would stick with Wolf Athletics for the company name to keep it simple, but this is very much a 1 + 1 = 3 situation,” confirmed John Luehrsen, CEO of Wolf Athletics.

Both companies have made a name for themselves with game changing products like the Ghost and Lev handles, giving players alternatives to traditional equipment typical of larger manufacturers. According to Jake and John, however, the best is yet to come.

“Jake and his network of material scientists and product engineers have given us the ability and path to making Wolf Athletics a household name worldwide. We both get crazy eyed doing things nobody else is doing, which ultimately means that our players will have the capability to do things their competition simply cannot,” continued Luehrsen.

Looking ahead to its future projects, Wolf is now in the process of manufacturing and developing products all the way into 2018, with exciting new releases to come this Summer of 2016. “Our goal is to continue to break records, become the best in every measurable category, and ultimately we are working to become an OEM that supplies the lacrosse player with all the gear needed to play the game, head to toe,” added Lynn.

Final Thoughts – Wolf + Joule

I am very curious to see what these guys do next, and what their new products look like. Will we see a round Ghost shaft? An octagonal Lev? A head? Gloves? Something TOTALLY different? Come July we’ll find out, and see what this merger is truly all about.