Executive Biographies

Vice President of Lodging and Wellness – Kohler Co.

Christine Loose is the Vice President of Lodging and Wellness for Kohler Co. In this role, she manages hospitality operations and growth for The American Club and the Inn on Woodlake hotels in Kohler, Wis., Riverbend private membership in Kohler, Wis., Lodge Kohler in Green Bay, Wis., and the Old Course Hotel in St Andrews, Scotland, as well as overseeing the growing wellness portfolio.

Before joining the Kohler Hospitality & Real Estate Group, Christine led Kohler Co. Customer Service and CRM department. As manager of that department, she was responsible for more than 1 million customer interactions per year. Christine identified efficiencies, improved department performance and proved herself an effective leader.

She joined the Kohler hospitality group in 2009 as Resident Manager for The American Club. Her analytical mind combined with a strong desire to serve made her uniquely suited to hospitality leadership, and management of the Inn on Woodlake was quickly added to her responsibilities.

Before taking on the role of Group Director of Lodging, Christine served as Director of Hotels. During her time in that role, The American Club earned its Forbes Five-Star rating and maintained the AAA Five-Diamond status. Also during that time, Christine worked closely with Executive Chairman Herbert V. Kohler to design the AAA Four-Diamond Lodge Kohler in Green Bay, Wisconsin that opened in July 2017.

Her Own the Now style of management led Kohler’s hospitality business to record performance levels. Christine personally trains associates on the Own the Now mission, which empowers her team to address guest needs in the moment, to recover from a complaint, then surprise and delight the guest.

She credits her success to always staying on the learning curve and not being afraid to take career risks. She has grown a team of leaders by recognizing the potential of associates and helping them grow in their careers.

Christine holds a bachelor’s degree in Mathematics from St. Norbert College and a MBA from Keller Graduate School of Management. She completed the General Managers Program, Hotel Revenue Management Program and Food & Beverage Management Program at Cornell University. She serves on the Sheboygan County Chamber Board of Directors.


Vice President of Golf, Landscape & Retail – Kohler Co.

In his current position, Dirk Willis is responsible for ensuring the global golf businesses for Kohler Company lead the industry in terms of service, guest experience, recognition and profitability. In addition, Willis’ responsibilities include driving the growth of resort-wide retail businesses and ensuring the corporate wide landscaping programs embody the Kohler ideal of “gracious living”.

For the past 30 years, Kohler Company has been the driving force behind Wisconsin becoming a global golf destination as well as a significant player in hosting major golf championships. During his career with Kohler Company, Willis has been involved with the planning of 11 televised professional tournaments and has seen Kohler’s golf portfolio expand to five courses on two continents. Willis originally joined Kohler Company in 1994 after a brief career in hotel management. Willis has served in several management capacities with Kohler Company including Head Golf Professional at Whistling Straits and PGA Director of Golf Operations for Destination Kohler. Prior to returning to Kohler Company in 2017, Willis was Vice President of Golf & Retail for Irvine Company Resort Properties in Newport Beach, California.

Willis has served on the Executive Committee for the 2004, 2010 and 2015 PGA Championships, 2007 U. S. Senior Open, and 2012 U. S. Women’s Open. In addition, Willis was the Corporate Patron Tournament Events Coordinator for the 1995, 1996 and 1997 Andersen Consulting World Championships, Chairperson of Corporate Patron Golf Events for the 1998 U. S. Women’s Open, and Championship Director for the 1999 PGA National Club Professional Championship. Willis is a member of the Executive Committee for the 2020 Ryder Cup that will be hosted at Whistling Straits.

A PGA Class “A” Member since 1999, Willis was recognized as the PGA’s Merchandiser of the Year for resort facilities in 2007 and received numerous Wisconsin PGA Section Awards for merchandising and junior golf development. Willis was the Kohler High School golf coach for 12 years where he led his team to six WIAA state tournament appearances including a state title in 2011. He is also a past president of the Golf Coaches Association of Wisconsin (GCAW) and currently serves on the following boards: GCAW Board of Directors and Wisconsin State Golf Association (WSGA) Board of Directors.

Willis holds an M.B.A. from Marquette University as well as certificates in executive management from Northwestern University – Kellogg School of Management and hospitality management from Cornell University.