From Pillbox to Bandbox: A Baseball Bat Story

[Ted Schwerzler]

The gameday baseball experience for a fan is as much about what happens on the field as what occurs within the stadium. Souvenirs have long been a part of that story, and Minnesota’s own Pillbox Bat Company has taken a genuinely unreal path to be a part of it.

Image courtesy of Ted Schwerzler

Nestled on an industrial street just outside downtown Winona, Minnesota, you could miss the office and conjoined warehouse building if you blink. Despite the size that Pillbox Bat Company has grown to, they have remained true to their roots. Still in the facility they once shared with Sanborn Canoe Company, Pillbox now operates the entire structure as their retail store, back office, manufacturing, and distribution center.

If you remember the mini bats that you used to see as a kid when patrolling the concourses of a Major League Baseball stadium, then that’s where Pillbox can make a connection point. Dan Watson and Zak Fellman launched the company back in 2015. In 2021, the company got licensing approval from the Major League Baseball Players Association, and in July 2022, it got licensing approval from Major League Baseball itself. Just before the World Series, MLB reached out and had Pillbox create bats for all its teams, and the company was off to the races.

On a nondescript February morning, I walked into a welcoming office and was met by Kyle Wright, the Business Development Manager for Pillbox. Kyle and I had exchanged emails for a few weeks, and while the story of Pillbox has been told, the inner workings remained largely uncovered. Set for a tour of the facility, and a greater understanding of what goes on within, Wright was an open book.

The main office is home to a small retail space that does a great job of showcasing everything the company has to offer. From bat-specific merchandise to apparel and products waiting for shipment, this area makes a statement. It could be the giant portrait of Babe Ruth staring at you when walking it, but you immediately feel immersed in a baseball mecca.

Stepping into what is the first area of production, the differing ways in which Pillbox produces works of art are staggering. After the initial laser engraving machine broke down and could not be serviced, the company added seven new machines to crank out the mini bats seen etched throughout stadiums. Once the bat is inserted, the process is entirely electronic, but it takes an artist to design and set it up.

Beyond just the laser engraving arm of design, there is also Pillbox’s famous hand-painted bats. These works of art are truly one-of-a-kind, and each individual bat is hand-painted. What makes it even more impressive is that the painters, or artists as they should formally be known, possess almost no background in painting. Some of the group have an artistic background, but others are entirely self-taught within the walls of Pillbox, and their subjects are exclusively wood bats and pennants. 

The self-taught premise is something that carries significant weight here, too. While laser engraving is done by a machine, graphic design or CNC machining backgrounds can lend a hand, but that isn’t something everyone possesses. Wright himself came to Pillbox after a career of climbing the managerial chain at a local Domino’s. Looking for something less strenuous from an hourly perspective, he stepped foot into Pillbox as a laborer. It took time to work a lathe and figure out the sanding process, but he is not directly responsible for creating the first step of many works of art the company produces. That comes after he answers the daily marketing and business development emails, of course.

While the company does produce bats, and those also used as game bats, they have not yet broken into the major league ranks there. That isn’t exactly the goal, but regardless of whether the product is a decorative offering or used to crack a home run, perfection is the goal. Wright and the sanders meticulously look over each bat constructed and only put those with proper turning, free of defects, and able to pass quality standards on to the next stage.

As is the case with all wood bats, once crafted, the raw material is then dipped. With a process that includes multiple coats of sealant or lacquer, the wood is ready for design elements to be added. This can come in the form of paint or a more intricate laser-engraved design. Pillbox has put mini bats and full-size offerings in stadiums and on their website, and customization reigns supreme.

The process has become such a well-oiled machine, and it’s one that Pillbox now owns entirely. No longer operating alongside a canoe company or helping to make wooden golf accuracy sticks, bats have taken over and thrived. Despite a population of just under 26,000, Winona houses some massive headquarters. There are plenty of large corporations, from Fastenal and RTP to Watkins and We-No-Nah Canoe. WinCraft remains the largest in the sports world, but Pillbox has begun building an empire squarely on the map. Just a couple of years into their partnership with Major League Baseball, the future for Pillbox remains limitless. The company has seen sizable growth since securing major licensing, and how they tap into creative ventures in the years ahead will be something to keep an eye on.

To learn more about Pillbox Bat Company, check out the About Us section on their website here.

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[denarded]

Great article, but I'm confused. Are their bats used by mlb players in mlb games?

[Parfigliano]

Interesting.

[Theodore Tollefson]

27 minutes ago, denarded said:

Great article, but I'm confused. Are their bats used by mlb players in mlb games?

No. They're artistic bats with MLB, MLBPA, and Baseball Hall of Fame licensing to incorporate team logos and player likeness to create commemorative bats for special occasions. For example, they had this one for Albert Pujols and fans following his entry into the 700 home run club,

And here's an older article that gives much more clarification. https://www.postbulletin.com/business/winona-bat-company-strikes-a-deal-with-major-league-baseball

[Ted Schwerzler]

7 hours ago, denarded said:

Great article, but I'm confused. Are their bats used by mlb players in mlb games?

Their bats are decorative and licensed to fill MLB stadium souvenir shops. They do have a small portion of the business that accommodates game bats, but none are used by professional players.

[denarded]

Thanks for clarifying, maybe I didn't catch that point you had made. Anyways, great article