About Us

Empowering the craft of professional coffee.

Welcome to Pro Coffee Gear!

If you’re reading this, I suspect you must be very passionate about coffee and want your coffee program to deliver the best possible customer experience within your particular set of constraints. We think that’s awesome and know you’re up to challenge.

But we can understand if you find the world of coffee equipment a little confusing. We did too!

We’re a team of industry outsiders who’ve come to know every aspect of the industry with fresh eyes, questioning and validating every assumption. After spending years as a consultant helping Fortune 500 companies design new innovations, I decided to persue my true passion - empowering the craft; making it easier for everyone to make great coffee.

We’ve started by making quality coffee equipment more accessible at lower prices, without the typical tradeoffs. Most companies that resell used equipment use a ‘fix and flip’ model. In other words, they fix what’s clearly broken, touch up the outside and resell. No attention is paid to the next part that might go bad after you buy the machine. So you’re left with a machine that might breakdown in 5 months or 5 years. Not to mention that machine might not even be in the right condition to make great coffee. In other words, you’re rolling the dice.
By contrast, we’ve designed a renewal process by working with coffee machine part manufactures to determine the lifespan of every critical component. You can learn more about our process here.

Going forward, we’re designing an online experience that makes it far easier for coffee purveyors to compare equipment and make better purchase decisions. this includes building out a database of real-world performance metrics across espresso machines.

For example, most coffee equipment manufactures wrap their features in loads of marketing jargon to make it sound like they sell something unique when they're simply renaming a feature common to the industry and often not new at all. This leaves customers confused and relying on too much on the brand names to make a purchase decision. This can leave a buyer overpaying for old technology that’s been repackaged in a fancy new box. In short, we’re working to demystify the equipment buying experience and unlock value for our clients.

That’s just a taste of what’s on our roadmap. We’re excited to share more in the coming months and look forward to your partnership with us.

Best Regards,
Wes Wakefield