What's in a name?

“Wheel wha??? How did you come up with that?”  These questions serve as one of our more popular conversational topics. Usually, our marketing friends get it because there are very few marketers in this world who haven’t been asked in a meeting if they’re capable of doing something, in which the only acceptable industry-wide response is “Yeah. That’s in our wheelhouse.” Which is exactly how the idea came to fruition.

The entire goal behind creating the Wheelhouse Cowork was to build our very own wheelhouse of capable experts who further increase our offerings as an agency. Nobody can do it all. Furthermore, nobody can do it all well.  So, we envisioned the agency part of the business (aka: Wheelhouse Group) as the hub of a wheel, and our tenants as the spokes to that wheel –divvying up parts of our projects that we can’t do well ourselves to their areas of expertise. So now, when posed with that inevitable question, we can truthfully say “Yeah! That’s in our (very robust) wheelhouse!”

But before we made it official, we decided it’d be a good idea to do a little research on the actual definition. Here’s what we found:

1) A part of a boat or ship serving as a shelter for the person at the wheel
2) The part of a batter’s strike zone most likely to produce a home run.
“In someone’s wheelhouse” refers to something being within one’s areas of competency.


We want to be the person at the wheel providing direction for our client’s (marketing) ship, and we want nothing more than to produce home runs for them. Marketing is our competency and we’re confident in our abilities to execute exceptional results that make everyone happy.

The literal definition so clearly defined exactly what we are aiming to do, it seemed like a no-brainer. Add to it that we co-work 3 feet from the Swamp Rabbit Trail where bicycles abound, and voila! Destiny.