Power Index: Which Luxury Grill Brands Are Losing Showroom Conversations Right Now

The Power Index measures showroom consideration activity — not sales data, but what customers are actively discussing on the floor right now. And in the luxury outdoor grill category, something is shifting. In this episode, Jon Beresford walks through which brands are gaining ground, which ones are cooling off, and what the psychology underneath it all means for independent retailers. The core theme: outdoor luxury doesn't carry the same emotional weight as indoor luxury. Customers will stretch their budget for a luxury range without blinking — the kitchen is tied to their identity, their dream home, who they are. But outdoors, that emotional gravity weakens. And when it does, customers start asking hard practical questions they'd never ask on the indoor floor. "What am I actually getting for the extra money?" That question is starting to reshape the entire category. Exo is rising — presenting well, landing where customers expect aesthetically, and easier to justify financially as outdoor project totals climb. Artisan is benefiting from an Al Fresco halo effect, picking up customers who want the experience without the price. Wolf outdoor is taking heat — not because the product is bad, but because the badge that does all the work indoors isn't translating the same way outdoors. A new lineup is reportedly coming and sounds strong, but the current story isn't closing the gap. And Lynx is showing the most concerning signal: broad lineup cooling across the whole category, which points to positioning pressure, not a product problem. Jon's takeaway: luxury outdoor brands survive difficult markets when customers clearly understand why they're different. Right now, the badge alone may no longer be enough. 👉 Al Fresco vs. Artisan episode: https://www.podbean.com/eas/pb-h58w7-1abb7a8 🎙️ Hosted by Anthony Force and Jon Beresford | The Steel Codcast 🔔 New episode every day of the week. Rate and subscribe wherever you listen.