George Vitense opened Vitense Golfland in 1955 with a simple mission: make golf fun and accessible for everyone. With his trailblazing wife Odie, they transformed a patch of farmland into a double-decker driving range and fully lit par-3 course, based on George’s belief that the short game is the foundation of great golf.
As young parents, Joel and Sarah Weitz set aside their own career paths in 2001 to become third-generation owners. They navigate challenges through their dedication to adapt and evolve the business, transforming the once seasonal hot-spot into a year-round entertainment staple.
Now, two of their children, Heidi and George, are finding their place in the swing of things. The once “needy younger sibling” of a business now provides them a place to grow, together, says Heidi. “Vitense has heart. It’s scrappy. It’s nostalgic. It’s evolving. And I’m so proud that it’s ours!”
Ever grabbed concessions at a Little League game, Camp Randall, Fiserv Forum, or Epic? If so, chances are you’ve already tasted Badger Popcorn!
The Virnoche family’s story with Badger Popcorn and Concession Supply Co. began in 1979 when Richard and Ellen took a leap of faith and sold their house to purchase a struggling business in an industry they knew nothing about. With a family to provide for, the dynamic duo relied on their natural salesmanship and unmatched work ethic to lay the foundation for something lasting.
In 1993, their sons Tom and Tim took the reins, bringing with them added drive and their own expertise that allowed them to expand into new markets and scale the manufacturing side. They grew the business into what it is today: a trusted supplier of all things concessions, from pretzels and nachos to gourmet popcorn blends for shops across the country.
Now under third-generation ownership, Matt didn’t just inherit the company; he earned it. From helping in production to running deliveries and working in customer service, he learned the business from the ground up. After a brief time in the corporate world, he was drawn back to the atmosphere of a small family business. With a fresh perspective, he gradually stepped into leadership roles and eventually purchased the business from his Dad and Uncle in 2021.
Though Matt has been with the company for over 7 years, he is still one of the newest members. “Of my 22 coworkers, some have been here longer than I’ve been alive,” he shares. “Their expertise and loyalty are what make this company so special.”
Matt plans to guide the business into its next era and leave a legacy of his own.
TQ Diamonds began when an unforeseen spark of interest struck 16-year-old Tim Quigley. What started with curiosity quickly grew into a passion, where young Tim’s entrepreneurial instincts had him selling diamonds from his parents’ basement, growing passion into a purpose.
Having kids gave Tim and his wife, Kim, another sense of purpose; a future. Though their namesake preemptively predisposed the potential to take over the business, Tanner and Taryn never felt pressured.
Their passion grew on its own, drawing them to follow additional schooling in the field. The transition has been slow and natural, with space for them to grow and hone in on their strengths, melding into the business with their own voice.
Tanner reflected that “it’s more than just a job, it’s a legacy. You feel connected to something bigger than yourself. Every decision we make is tied to the history and values that were built. There’s a deep sense of pride in continuing that and shaping what it becomes in the future. It’s not just about making jewelry, it’s about continuing a story that we’ve been a part of our whole lives.”
Family businesses face many challenges, with only about 40% successfully transitioning to the 2nd generation, and 13% passing down to the 3rd generation. I am proud to be a 3rd generation owner and am grateful for the opportunity to build on my family’s success story.