Living in a house without a roof is essentially just camping with better appliances. It is a lighthearted way to describe a serious truth: the exterior of your home is the primary shield for everything you value. Often relegated to the ‘let’s pretend this doesn’t impact me’ side of a budgeting spreadsheet, the unpredictability of Wisconsin weather can leave homeowners unprepared, and a failing roof is no joke. The Badger Company understands the assignment; ready to act, understand, and inform. They guide with transparency, allowing the homeowner to set the pace through informed choices.
Kris Laufenberg, a Waunakee native raised on a dairy farm, understood the value of hard work long before he ever set foot on a job site. By age sixteen, he was already roofing his first garage out of sheer interest. This quench to expand his knowledge in the construction field continued into college. A professor noticed him sketching roof designs instead of taking notes, recognized an obvious natural intuition, and encouraged Kris to lean into his talent. After years of operating a successful roofing business of his own, Kris joined forces with Mike Nolden at The Badger Company in 2018. Kris made such an impression that by 2020, he gained official ownership of The Badger Company.
When taking over a well-oiled machine, it could be easy to proceed full steam ahead, relying on existing mechanics. For Kris, however, it was important to expand on the company values. Kris’ experience taught him that trust prevails above all else. To him, that meant values should be built on a foundation of honest communication, operating on the belief that a contractor should serve as a knowledgeable guide rather than a typical salesperson.
The team focuses on educating homeowners rather than pushing for premature replacements. They know knowledge is power and highly encourage an evaluation prior to a catastrophe, as this allows you remain one step ahead of the storm. "We never make a sale during our first meeting,” Kris shares. “We are there for the homeowner to educate us on their specific issues so we can provide a real solution."
Whether you prefer a traditional kitchen table consultation or a streamlined digital proposal, the goal is total clarity. This precision begins with satellite imagery that measures every facet down to the nearest quarter inch, ensuring exact material orders and transparent pricing. This detailed approach extends to attic health, where they assess ventilation and insulation to prevent common issues like ice damming. As Kris explains, "A roof is a system. If the attic isn't breathing correctly, even the best shingles won't last their full lifespan." This holistic view ensures they are solving root causes rather than covering them up.
The true attention to detail, however, is found in the labor itself. Tearing off a roof creates tons of debris, so the crew utilizes specialized equipment and extensive shielding to protect landscaping and minimize impact on the lawn. They follow rigorous rules with magnetic sweeps, circling the home far after the last nail is found. This commitment to safety allows families to return to their routines without worry. As Kris notes, “the final cleanup is just as important as the installation itself."
To highlight their dedication even further, they understand the major impact this industry has on the environment and take extra steps to divert 100% of their waste from the landfill to a recycling facility that repurposes it into material for Wisconsin highways. Kris views this as a non-negotiable part of being a responsible local business.
Aware that integrity starts from within, Kris prioritizes his team by providing year-round employment, a rarity in an industry known for seasonal layoffs. The office crew and sub-contracted workers engage in intensive training to stay ahead of building codes and new technologies. By investing in his team, Kris ensures that every person on a job site takes personal pride in the work.
Ultimately, The Badger Company’s success is built on the trust earned from neighbors. Whether it’s donating a roof to Habitat for Humanity or restoring the siding on Town Hall, Kris takes immense pride in seeing their work around the area. By focusing on quality and honest communication, he’s ensuring that the most important places in our community are built to last generations.
My goal has always been to bring a level of professionalism to the roofing industry that is generally not associated with the word roofer.
Home is where your family is. It is what houses the most important things in your life. We protect that.