Innovation is par for the course: Introducing Howling Wolf Projects
A golf simulator isn’t something you expect to find tucked away in a warehouse in Wiri. WiriLink sat down with Tim Newman, founder of Howling Wolf Projects, to discuss how he’s gone from selling coated textiles to starting a business from scratch and selling high-end golf simulators.
Turning the corner from setback street, and on the road to success
Sometimes the best businesses are born out of necessity. For Tim Newman, the decision to go out on his own came after a few setbacks including personal loss, family illness, divorce and commuting across Auckland to do the school runs that made staying in regular employment impossible.
“I’ve always had the dream of running my own business. When the thunderclouds rolled in, I figured why not jump in the deep end, and see if I can swim?” laughs Tim.
Today, based in a unit based at 8/51 Ash Road in Wiri, Tim is channelling years of technical know-how, a drive to come up with better solutions and a passion for golf into what he’s confidant will become New Zealand’s premier golf simulator supplier.
From Textiles to Tee Shots
Before Howling Wolf Projects, Tim spent years as a sales manager in technical coated textiles, selling raw materials used to manufacture everything from hospital mattress to printed billboard skins. Frustrated by always selling raw material rather than finished products, he purchased a niche product category from his previous employer as a foundation and launched Howling Wolf Projects around three years ago.
“We sell a range raw materials and components used in the manufacture of stationery products. We also sell fabricated rolls of wide format print material for giant slip n slides.”
“Selling textiles from the warehouse is what has kept the lights on while I focused on developing something bigger”.
From tinkering to a premium golf simulator
The golf simulator business didn’t arrive fully formed. It started with a hit net in the corner of Tim’s warehouse and a developed due to a habit of experimenting with materials. Playing around with components acoustic panels and frames, one thing led to another.
“I wasn’t thinking I need to build golf simulators, it just evolved.”
R&D is expensive, and Tim has learnt to prove concepts cost effectively before committing to custom tooling for mass production.
“You might think a particular aluminium extrusion profile would be perfect, but when the die has a $5,000 price tag, get it wrong and you are burning money. Successful R&D is about cost effectively proving a concept before you commit to scaled productions.”
During development, Tim visited Golf Sim studios across New Zealand and Australia, always asking the same question: how could this be better?
“A lot of the time I’d walk into these places and think, this is great but they haven’t done this, or they haven’t thought about that.”
“It got me thinking – how can this be the most user-friendly, functional, and clean-looking product possible?”
That curiosity led to a polished, high-end product. Tim has developed many of the key components; custom multi-layer acoustic panels, an innovative aluminium framing system, full putting turf and realistic hit mats, projector screens made from impact absorbing spacer fabric, the same spongy material found in quality sports shoes. Add a launch monitor, a projector, and powerful PC running software that lets players tee off on courses like Augusta, Pebble Beach, and Te Arai Links, and you have a fully immersive virtual golf experience.
While competitors typically use basic enclosures, either timber frames with thin foam facing or flimsy tent pole & canvas construction, his pergola framing system & 35mm thick acoustic panels offer superior sound absorption and a noticeably cleaner finish. The panel connections are invisible from the front. The build quality shows.
The golf landscape is shifting, both globally and here in New Zealand. The next wave of play is becoming more technology‑driven, more accessible, and far more social. In this evolving market, Tim sees plenty of room for a product that simply does it better.
More innovation to come
Tim has his sights focused on bigger things, working on multiple projects as they come up.
Howling Wolf Projects received a Callaghan Innovation grant for a separate project, a foam bin liner for kiwifruit packing bins that reduces bruising from orchard to pack house.
Long-term, Howling Wolf Projects will serve as his R&D engine, with each successful product spinning off into its own standalone business.
“In 10 years, I hope to have a handful of products, each with their own business. That’s the big-picture dream.”
In the golf sim space Tim is shifting from a focus on development into full sales mode. He’s building his presence on social media (howlingwolf.nz) and YouTube (howlingwolf.nz2023), and has event activations firmly in his sights as launch platforms. Most importantly, he’s open for business and happy to chat.
“I want people to know that if they’re interested, I’m approachable. Give me a call or come and have a hit.”
Want to find out more about Howling Wolf Projects and their premium golf simulators, projects on the go or wholesale textile products? Visit www.howlingwolf.nz, email ad***@*********lf.nz. Or drop by the warehouse in Wiri for a chat and maybe a few swings.
Follow Howling Wolf Projects on:
Facebook or Instagram @howlingwolf.nz
You Tube @howlingwolf.nz2023
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