An interview with
MIKE ZEHNER
Director of Product
Management for
C.F. Martin Strings.
by Doug Doppler
Given all the noise in guitar space when for over twenty years, and during my tenure our Lifespan strings were popular because of
it comes to gear, it has always surprised I areas the high-tensile core wire that we use on our
me how little people talk about the strings throughout the organization. Over the past strings. We really pride ourselves in always
they use. From tonal character, to feel and seventeen months I’ve stepped into this role raising the bar and trying to be innovators
lifespan, strings impact virtually every nuance of Product Management. I focus solely on within the music industry, not just with guitars
of our playing. Unlike virtually every string revamping our string lineup. Most recently this but also with strings.
manufacturer on the planet, C.F. Martin also launch of the Authentic Acoustic strings.
managed
multiple
manufacturing
makes guitars. So, when we heard that Martin
Just as a little bit of insight, we built all of our
was coming out with a new range of acoustic [WM] What do you believe made the previous string making equipment, so our tooling and
guitar strings, we decided to reach out to find version of the strings a market leader, and what machinery department has built all of the ball
out more about these new strings as well as are some of the specific improvements you’ve winding machines and all of the string winders
tap into their extensive expertise on the subject. made to them? that we make straight product on. So as an
It is our pleasure to introduce you to Mike
industry leader, the Lifespan string we feel was
Zehner, Director of Product Management for [Mike] I think our old string lineup, which was great because it was a string that would last
C.F. Martin Strings. the Acoustic, the SP, the Marquee Silk, and long and the treatment that we did on it would
not hinder the tonality of the string. That was
[WM] Mike, what are you responsible for in
our past string lineup.
framework of your role?
What we’re doing is really focusing in on
[Mike Zehner] I am responsible for new becoming more consumer-centric, and if you
product development, strings market research were to ask me what that means I would say,
and product design. I’ve been with Martin when I came into the string business the lineup
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December 2018
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