When the Super Bowl and Olympics approach, we celebrate the performance we see on the field. What we don’t see is the year-round conditioning, repetition, and skill-building that made that performance possible.

Winning teams don’t train only when the lights are brightest. They train all year long. The same principle applies to winery DTC teams.

Downtime Is Where Advantage Is Built
Periods of slower visitation or economic uncertainty can feel like a signal to pause. But research shows that the opposite approach separates leaders from laggards.

A landmark study published by Harvard Business Review analyzed more than 4,700 companies across multiple recessions. The findings were striking: “Only 9% of companies emerged from recession stronger than before.”

Even more telling: “Companies that balanced cost discipline with continued investment in people and capabilities recovered faster and gained market share.”

Training Is a Growth Strategy, Not an Expense
Organizations that pulled back hardest on training struggled to regain momentum. Those that stayed committed to skill development entered recovery phases with sharper teams and stronger results.

In Winery DTC, that advantage shows up as:

• Higher conversion to purchase rates
• Stronger club conversion
• Better data capture for engagement beyond the tasting bar
• Higher measurable guest satisfaction scores

Training during slower cycles isn’t about staying busy. It’s about conditioning. It is about strength training.

What WISE Teams Are Focusing On Right Now
We’re seeing wineries use this moment to build both new capabilities and refined mastery:

Building new skills

• SMS strategy that drives response through WISE #117 DTC Text Messaging Professional 
• Outbound phone sales with confidence and structure via WISE #116 Outbound Phone Sales Professional 
• Roadshow events that convert relationships into revenue by WISE #222 Roadshow Events

Sharpening existing skills

• Advanced tasting room selling through WISE #121 Advanced Tasting Room Professional
• Managers are developing their people leadership soft skills and financial acumen in WISE #201 Management Core
• More consistent guest experiences across teams

Going deeper with onsite coaching

• Custom training aligned to each winery’s goals
• Live observation and real-time coaching
• Practical skills teams can sustain long after we leave

This spring, WISE is also launching WISE Public Speaking Pathways, a NEW suite of live, practice-based public speaking courses designed for winery professionals at every stage of their career. From frontline staff building confidence with guests, to managers and winemakers representing the winery publicly, to executives speaking with influence and authority, each course is tailored to the real communication demands of the role. With virtual and in-person options, Public Speaking Pathways allows individuals and organizations to select the experience that best fits their needs – without a one-size-fits-all approach.

Why Acting Now Matters
Training calendars fill quickly, and the wineries securing time now are positioning themselves ahead of the curve.

Waiting until traffic returns often means:

• Less time to train
• More pressure on staff
• Missed revenue during peak moments both in the tasting room and beyond

The teams that invest now are doing exactly what high-performing organizations do in every industry: preparing before demand returns.

A Final Thought
Championship teams don’t train during the game. They train so the game feels familiar.

The same is true for your tasting room.

This is the season to condition, refine, and strengthen your team — so when the crowd returns, you’re already performing at your best.