Family Business Magazine's NextGens to Watch Class of 2024 consists of 22 standout rising-generation members who are making a difference in their family enterprises.
JOEL HOUSE, 34
Second generation
La Crosse Sign Group, Onalaska, Wis.
Joel House currently serves as president of La Crosse Sign Group. The company creates signage throughout the tri-state area, which includes parts of Wisconsin, Minnesota and Iowa. Joel's father-in-law, Paul Fuchsel, started working in the business in 1975 and purchased the company in 1988.
Joel began his career at the La Crosse Sign Group in the shipping and receiving department in 2013. He worked his way up to purchasing manager and then became a sign consultant. He was named the company's president in June 2022, when his father-in-law retired.
Joel also had a successful career in the military, serving for 12 years in the United States Air Force and Air Force National Guard, where he was a technical sergeant.
“Joel has many fine leadership qualities that he has acquired through time, such as being a lifelong learner, highly organized and generous in thought and deed,” says Jim Naleid, an executive coach and peer group facilitator who has worked with the company's owners and team leaders since 2012.
“As president of La Crosse Sign Group, I feel a deep sense of responsibility to carry on the legacy established by my father-in-law over 40 years ago,” Joel says. “Our mission at LSG is to help our clients make an extraordinary first impression. I am passionate about helping other businesses succeed, and signage is an important visual medium to help them reach their goals. I desire for our employees to have a greater sense of purpose by providing growth opportunities while fostering an environment that is enriching and rewarding. How LSG takes care of our communities, customers and employees is of the utmost importance, by being a great partner to work with that brings exceptional value and an enjoyable experience.
“At the end of the day, I am driven by growth. I desire to facilitate growth in myself, those around me, and my family.”