This fall, Wahl Professional marks 105 years as the market leader in barbering clippers and other tools. Over time, the brand has kept it fresh with new and innovative pro tools and methods of connecting with the global barber community (including last year’s “Wahl Icons of Sound” album that mashes up original music with ASMR-powered Wahl clipper sounds).
American Salon talked to Global Brand Director Garrett McGuire about engaging their base, the brand’s evolution, and his best advice for barbers of all ages.
American Salon: What are some of the biggest changes you’ve seen from the Wahl customer base since you started with the company?
Garrett McGuire: The biggest change is we now have a more diverse customer base – a little younger, eager to learn and be inspired, and very ambitious. They are also looking to Wahl beyond our tools for a sense of purpose and community.
Many of our brand initiatives are meant to inspire and support this diverse and talented group. For instance, Future Makers is a global platform that’s providing not only education, but also inspiration for those just getting started or who need a little push to keep going.
While the industry has changed over the years, many aspects remain unchanged. There’s a deep sense of purpose in barbering and hairdressing.
AS: In that time, what’s been the biggest innovation in grooming products or tools that you’ve seen or been part of?
GM: What I’ve learned since joining Wahl is that big innovation comes from seemingly small improvements. For example, a blade is measured to the micron, or 1/26,000th of an inch. This level and attention to detail over many decades is why Wahl is so well known.
To that end, the Hi-Viz trimmer is one of the best innovations I’ve been part of. There were already high-visibility trimmers on the market when Hi-Viz launched last year, but the precision of that blade is unmatched. I’m always in awe when I watch it in action. We’ve also started launching the Vapor clipper with the F32 FADEOUT blade – the industry’s first adjustable balding blade.
AS: How would you describe the Wahl Pro brand evolution since Leo Wahl invented the first electric clipper in 1919?
GM: Wahl Professional is a brand rooted in tradition and family-owned operations. The Wahl family still leads the company, and our Home Office and manufacturing has remained in Sterling, IL. where it started in 1919.
Wahl has withstood the test of time because the brand has adapted with each generation. We have focused on innovation and industry-leading technology.
It’s also important to continue connecting with professionals around the world, and ensuring our work reflects their work. Our recently launched global brand platform, ‘Make it With Wahl’ celebrates the connections that professionals make with everyone who enters their shop.
AS: What is the Wahl Barber Academy and who is it for? Are there any plans to expand it?
GM: The Wahl Barber Academy, located in Chicago, is an elite barbering institution designed to train the next generation of well-rounded, exceptional barbers. We operate in partnership with Pivot Point Academy. Students learn hair cutting, shaving, grooming and basic skin care, along with the business skills necessary to succeed in the men's grooming industry.
The academy also serves as an advanced training center, hosting industry professionals and Wahl's global team of educators.
It is possible that the Wahl Barber Academy will expand to new cities, but we have not yet announced any new locations.
AS: What is your biggest piece of advice to barbers entering the industry in 2024? What about long-time, old-school barbers who want to refresh or rejuvenate their career?
GM: Absorb all the knowledge and new skills you can. With every haircut, every trim, and every client you encounter, there is something to learn.
I recommend that all barbers take advantage of Wahl’s resources. We offer training classes and seminars, but also Education On-Demand where you can access free classes at any time to learn new skills or advanced techniques. Future Makers is a great source for inspiration as well. You can also stay informed and get inspired by following Wahl on Instagram or TikTok.
Most importantly, I like to remind barbers that what you’re doing is more than just cutting or styling someone’s hair. It's an opportunity to make someone’s day; to help them connect or reconnect with themselves and the world around them. Your shop can be a community hub. Always remember the impact of your work.