Truck Equipment: 65 Years of Family, Tradition, and Transformation
Since 1959, Truck Equipment Company has been a cornerstone of Wisconsin and the Upper Peninsula, blending family values with forward-thinking innovation. Marking its 65th anniversary, this second-generation, family-owned business exemplifies why we champion the noble calling of distribution. With a heartfelt focus on people, customers, and community, Truck Equipment Company has built a reputation as the Midwest’s go-to provider for truck and trailer products and services. From snow and ice removal equipment to custom truck bodies and an expansive parts inventory, their “Keep Calm and Truck On” philosophy ensures they are always ready to serve.
Fostering Growth Through Connection and Community
At Truck Equipment Company, the foundation of success lies in its people. Leadership goes beyond business to invest in employees’ personal and professional growth, creating an environment where everyone thrives. Their commitment to building relationships extends to customers, partners, and the local community, proving that family-owned businesses are a Force For Good. By combining tradition, innovation, and a deep sense of responsibility, Truck Equipment Company continues to write its story—a story where every employee, customer, and partner is part of the family.
starring in this episode
Matt Schroeder
President
Mandy Morgan
Marketing & Safety Director
Mike Schroeder
Shop Manager
Lynn Schroeder
Chairman of the Board
Jeff Smith
Trailer Repair
Joe Wiater
Equipment Sales Manager
Chris Sherman
Inside Equipment Salesman
Joe Kiedinger
CEO, Dignify
Trent Marheine
Hydraulic Sales Manager
Nellie Luedeman
Director of First Impressions
Dori Peters
Volunteer
Full Interview With President Matt Schroeder
Get immediate access to exclusive bonus footage
The always challenging part of making a film is leaving great content on the “editing room floor.” Well … we don’t want to do that! So with each episode we provide a bonus video of the full interview between Dirk and the featured company CEO. In each, you will discover deep insights that will inspire you and your team think differently.
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Special Thanks To Our Partners
Led by founder Dirk Beveridge, UnleashWD is a design, innovation, and strategy firm who transforms legacy wholesale distributors into nimble and innovative market leaders.
Infor is a global leader in business cloud software who designs modern, intuitive, and agile solutions that help wholesale distributors achieve continuous innovation to be more competitive.
Enable’s ’s easy-to-use, scalable rebate management platform helps manufacturers, distributors, and retailers take control of their rebate programs and turn them into an engine for growth.
Wipfli is a top consulting and accounting firm serving clients across today’s most complex industries. Their advisers know how to help you innovate, self-disrupt and unlock the full potential of your business.
Force For Good is a performance coaching company on a mission to significantly empower all individuals in the distribution and manufacturing sectors to reach their full potential and thrive, regardless of role.
