Winsert’s success bolstered by exports
Winsert, a leading global provider of innovative alloy solutions to a variety of industries, recognized that long-term growth depended on its ability to reach out globally and expand the markets for its products.
Winsert, based in Marinette, traditionally services the engine marketplace, manufacturing parts and developing alloys for engines in everything from semi-trucks to construction trucks and oceangoing ships.
Leadership knew the firm had an edge, with excellent product quality and sophisticated development, testing, and production capabilities at its headquarters. Its new Stephen A. Dickinson Materials Research Center, named after Winsert’s founder, is a cutting-edge research and development facility.
Winsert, striving for operational excellence, was vigilant in managing on labor costs, cross-training production teams, providing predictable lead times, and using a partnership-based selling approach.
But company officials also knew that boosting market share and becoming globally competitive was key to growth over the long haul.
Building a resilient export market
In the past decade, Winsert’s efforts to go global have paid dividends. The company has averaged between 45% and 55% of its business in global markets during that time.
“Exporting has been an incredible keystone to our organization, in terms of what we’ve become today,” said Mark Coduti, Winsert’s president and CEO.
Winsert currently ships proprietary alloys to 29 nations and has established a sales office outside of Munich, Germany. It is also expanding into Japan with sales and technical support staff. In 2022, Winsert was one of three firms to win a Wisconsin Governor’s Export Achievement Award.
Winsert’s export sales hit a high of about $58 million, or 55% of total sales, in 2018. In 2021, the company sold $47 million of goods internationally, with 66% of its products being shipped overseas.
The company relies on WEDC’s expertise to help facilitate its growth in export markets and has received several International Market Access Grants to expand its international influence.
“The key growth area for us is really going to be China and Japan, where WEDC has helped us get in the door and get established,” said Coduti. “As we start to evolve, we will continue to look for services and ideas they have that can help us continue to grow.”
Job growth follows company success
Partly because of Winsert’s strong export sales, the company now employs about 180 people in Marinette.
“Exporting is a key part of our business strategy, and we wouldn’t be where we are without it,” Coduti said.
The company is also active in charitable giving and sponsorships in the Marinette region. It has donated thousands of dollars to youth programs, education efforts, sports programs, domestic violence shelters, and family crisis programs and sponsors a learning center at the local Boys & Girls Club.
“Companies that are exporting are diversifying their markets,” said Coduti. “They’re selling to more markets; they’re increasing their sales. That increase in sales is going to grow more jobs. It’s going to grow that local community—which, in turn, grows the state of Wisconsin.”