Entrepreneurship rarely arrives as a single, decisive leap. More often, it takes shape behind the scenes- through late nights, side projects and the steady realization that our calling could be right around the corner. For Travis and Shelley Forsman, that realization came to fruition in Forsman’s Finest Decks, a business rooted as much in purpose as it is in precision craftsmanship.
Shelley Forsman never imagined a straight-line career. Armed with a business degree but no clear end goal, she moved through roles every few years, absorbing lessons from each workplace along the way. What felt like searching, in hindsight, was preparation.
“Every job exposed me to different leadership styles, systems and mistakes,” Shelley says. “I didn’t know it then, but I was building a toolbox for something bigger.”
That something took shape alongside Travis’ lifelong dedication to carpentry. He started working at age 14 and spent the next 22 years learning home construction, eventually becoming the lead carpenter for a company known for high-end homes and additions. Clients trusted him and his work spoke for itself. Side jobs began to stack up, requests driven not by advertising, but by reputation.
Despite this success, Travis felt constrained. There was little room to grow, limited ability to improve systems and no real opportunity to elevate the client experience the way he envisioned. Shelley saw it clearly: he was capable of more.
“I personally felt he was undervalued at his place of work, and I felt like if he was going to stay there, he would be in the same position for as long as they would keep him. He also wanted to do things better. He wanted the clients to have a better experience,” Shelley says.
Her perspective ended up being the push that Travis needed.
“I always wanted to own my own business. It was on my radar for a long time, she just kind of gave me the confidence that this was something we could do successfully,” Travis says.
What began as helping him manage side projects soon evolved into something larger, with Shelley assisting on jobs, handling logistics and casually promoting his work through Facebook posts that felt less like marketing and more like genuine recommendations.
After about a year of juggling evenings and weekends, the Forsmans made it official. Late one night, they filed their LLC.
“That’s when it became real,” Shelley says. “Even if we didn’t know exactly what came next.”
Travis shares the initial motivation was simple - freedom, more control and more time. The irony, of course, is that business ownership rarely works that way.
“The business began to drive us,” Travis says. “Not the other way around.”
But with growth came clarity, and with clarity came purpose. What started as a personal goal gradually expanded into a deeper sense of responsibility - to clients, employees and the community that supported them.
Today, Forsman’s Finest Decks specializes in deck replacement, covered patios, roof additions and fully realized outdoor living spaces, often evolving into three-season rooms complete with lighting, fans, fireplaces and motorized screens.
What sets them apart isn’t just what they build, but how they approach it.
“We listen to what you need and then we make sure that what you’re asking is something that can be done. We think that’s where people feel comfortable and begin to trust us, because we are experts in this field and we are transparent in the process,” Travis says.
His full understanding of home construction allows the company to take on complex projects many competitors avoid. In fact, some referrals now come from other builders who recognize the Forsmans’ problem-solving ability.
As demand increased, the business grew beyond a two-person operation. Seven years later, hiring an office manager and a project manager marked a turning point, allowing Travis to step back from daily hands-on building and focus on sales and work on the business. Shelley’s role evolved into business development, networking, community engagement and cultivating company culture.
Team growth, they say, has been one of the most rewarding and challenging parts of the journey. Managing people requires empathy, transparency and a willingness to support goals that may extend beyond the company itself.
“If someone grows here and eventually moves on to something bigger, that’s not a failure,” Shelley says. “That’s success.”
Most projects are completed within a week, with an average wait time of about two months - a reflection of both demand and deliberate pacing. And while the structures they build are tangible, the impact often isn’t. Shelley jokes that she “saves marriages” by helping families create outdoor spaces they actually want to spend time in together. Behind the humor is a real belief: well-designed spaces foster connection.
That philosophy extends beyond their clients. Community involvement and giving back have become integral to the business, not as a marketing strategy, but as a reflection of gratitude. “We didn’t start this thinking about impact,” Travis says. “But once you see it, you can’t ignore it.”
Looking ahead, the Forsman’s aren’t chasing rapid expansion for its own sake. They’re focused on steady growth, strong relationships and maintaining the values that brought them here in the first place. Forsman’s Finest Decks may have started with a side job and a late-night LLC filing - but it continues with intention, craftsmanship and a shared commitment to building something that lasts.
“I just feel grateful and lucky to be working with the people we are working with, and to have all the opportunities to do these projects. I feel like we are blessed,” Travis says.
Travis and Shelley Forsman are ready for their next client, eager to take on projects that cultivate a space to make memories. Located at 20205 Park Road in Elkhorn, the Forsmans can be reached at (402) 504-2751 during office hours, Monday through Friday from 8:30 am to 5 p.m. Start your journey to personalized patio perfection today.
“We didn’t start this thinking about impact, but once you see it, you can’t ignore it.”
“We listen to what you need and make sure it can be done. That’s where people feel comfortable and begin to trust us. We are experts in this field and are transparent in the process.”