Bruce Tielens is living in the ‘Haul of Fame’

Rich Palzewic

Staff

October 21, 2024

DE PERE – For his dedication, hard work and contributions to the trucking industry over the last 50 years, Bruce Tielens, CEO of WEL Companies Inc. in De Pere, was recently inducted into the Wisconsin Motor Carriers Association Haul of Fame.

WEL Companies, located at 1625 S. Broadway, is a trucking company that delivers nationwide service to some of the largest companies in the food, beverage and dairy industries. 

Tielens said his induction into the Haul of Fame solidifies the hard work he’s put in for nearly five decades.

“It means a lot because I was just thinking about how I could ever get to that status – I was really happy to get to that place,” he said. “We’ve done a lot in the trucking industry – my dad and I started in this industry almost 50 years ago. Part of being inducted is to still be active (in the association).”

Tielens said he still travels a lot, but now it’s half business, half pleasure.

“I like logistics, geography and history, so it’s always been in my DNA to travel,” he said.

His induction, Tielens said, can partly be credited to his parents – “it goes back to my childhood days and how I was brought up.”

“I am a reflection of how my parents raised me,” he said. “My dad, Wally, knew everybody within 50 miles of here. My parents had 14 kids.”

When he was young, Tielens said he and his siblings helped out on area farms.

“We were the best thing ever for area farmers, because we didn’t grow up on a farm (and didn’t have to deal with our own farm chores),” he said.

Earning $3.50 a day working on the farm, Tielens said, taught him the value of the dollar and hard work.

“When I tell my kids how much I made a day, they think that’s crazy,” he said. “We were all little horses who worked from 6 a.m. to 8 p.m. My parents were happy because they didn’t have to feed us (when we were working on the farm), and we learned what hard work was. It also taught us how to save money, be on time – the cows weren’t going to milk themselves – and was a good learning experience. We didn’t complain about the work – we were just happy to do a good job and took pride in that.”

Tielens said he thinks another reason he was inducted is how he has dealt with people over the last 50 years.

“Until they start using robots to run trucks, people have to do it,” he said. “I attribute 50 years to our dedication, doing a good job and going over and above what we need to do. Part of it is rates, but there’s a lot that goes on behind the scenes. You have to be a people person.”

A young start

Tielens said his dad was a trucker his whole life – “so it was only natural I’d become a truck driver, too.”

“As I got older – like 5 or 6 – I traveled more with my dad,” he said. “I couldn’t do it as much as I wanted because he had to split it up between my other siblings. I was definitely one of the ones who liked it the most. I went to New York – he hauled a lot of meat there out of Wisconsin. I really got to know the East Coast.”

Tielens said times have changed when it comes to driving.

“I pretty much got my start when I was 10,” he laughed. “When I was working on the farm, the farmer said to me, ‘You see that truck over there? I’d like you to back it up to the granary.’ With seeing younger kids driving these bigger tractors now, I’d say they have more responsibility than I had. The equipment is bigger and better and more expensive.”

When he turned 16, Tielens said he started driving shorter routes.

“At the time, it was more of a chauffeur’s license,” he said. “After I graduated from (Luxemburg-Casco High School), my dad and I incorporated as a company. I was 19. I bought half of the company, which was one truck and one trailer. I saved enough money from working on the farm to pay for that. That was in 1975.”

Today, Tielens said WEL Companies consists of a fleet of about 400.

“In 1988, my brother (Randy) and I took over the trucking aspect of the business,” he said. “This was until 2013 when my brother passed away. Then it was me, and gradually over time, I’ve given more of the responsibilities to my kids. We went from operating in the basement of my dad’s house to eventually building a place out on Interstate 43 when that came about.”

Currently, Tielens’ sons Dalton (president) and Chris (COO) and daughter Sarah (paperwork manager) work in the company.

“They’ve been around the business from a younger age like I had the opportunity to do when I was younger,” Tielens said. “I’m 68, and I’ve already transitioned a lot over to them. It’s hard to walk away, so I think I’ll be around until I no longer can be. My legacy plan is working the way I wanted it to – I wanted my kids to take over and not sell to another company.”

‘We were going national’

Tielens said his dad first called the company Wisconsin Express Lines, but when he and Randy bought the business in 1988, the duo decided to change the name to WEL Companies Inc.

“That’s because Wisconsin Express Lines was only Wisconsin, and we were going national,” he said. “Today, I’d say about half of what we do is hauling dairy out of Wisconsin. The trucking industry takes a lot of energy.”

Also in 1988, Tielens said WEL Companies added warehousing services to its portfolio to more closely reflect its migration to logistics services.  

“We used to have more warehouses nationwide, but when Randy passed away, I had to divest a little bit,” Tielens said.

Trucking today

Tielens said with the trucking industry, ”there’s always something coming that you have to adjust to.”

“It’s not easy right now,” he said. “There are too many trucks out there, the economy, the competition, etc. When you take 10-15% inflation, a lot of those dollars are not more product – it’s just the higher cost of the product. It’s gone up and down.”

Though tough on a lot of businesses, Tielens said the COVID-19 pandemic “was a good time for the trucking industry.”

“The pandemic was probably the most respectful time for our drivers and industry in general because truck drivers were absolutely needed to get businesses those loads and build inventory,” he said. “When a downturn in the economy takes place, that hits the trucking industry hard.”

Tielens said a lot has changed in the trucking industry over the years.

“We don’t see as many drivers making a career out of it,” he said. “It used to be where you were a truck driver for life, but now it’s some older people entering the industry or a younger person.”

With trucking being typically the last segment of the delivery process, “I’d say we have the most important part of the process.”

“Ours is the end delivery for the customer,” he said.

Another honor

Another area Tielens said is near and dear to his heart is veterans, as evidenced by several trucks in the WEL fleet having American flags painted on the cabs/trailers.

“I’d say we are a veteran-friendly employer,” he said. “We’ve hired a lot of veterans and decided years ago it was a good route to go – they have a strong work ethic, show up on time, etc. At one point in time, I’d say 50% of our drivers were veterans. Military is a huge thing for me.”

One of WEL Companies’ veteran employees, Matt Pennings, has the opportunity to be a part of something bigger than the trucking industry.

“I lead WEL Companies military outreach program,” Pennings said. “(Because of how great the company is with veterans), I submitted WEL Companies for the Department of Labor HIRE Vets Medallion Award, and we recently got notified we received the Gold Medallion Award – it’s the only federal award given out by the Department of Labor.”

The HIRE Vets Medallion Award recognizes a company or organization’s commitment to veteran hiring, retention and professional development.

Pennings said WEL Companies is only the third company in Wisconsin to be awarded, and the only trucking/transportation company in the state to receive the honor. 

“It’s a testament to the Tielens family’s love, appreciation and dedication to providing work outside of the uniform – providing that family mentality, something I think every veteran struggles with when you leave a profession like the profession of arms,” he said. “WEL Companies truly cares for you outside of the work environment. To have the CEO, COO and president of a company get to know you on a personal level, that says a lot. I’m proud to work for WEL Companies.”

Pennings, a Green Bay Preble High School graduate, said he was on the same wrestling team as Tielens’ son, Dalton. 

“After high school, I was fortunate enough to get accepted into the United States Military Academy (in West Point, New York) and graduated in 2014,” he said. “I went to Fort Benning, Georgia, and deployed with the 101st to Iraq in 2016, and then I ended up earning the coveted Green Beret.”

Pennings said the hardest part of leaving the military was “finding that next chapter in your life.”

“You might experience that downward spiral,” he said. “To all the veterans out there, if you’re looking for a great company to work for, WEL Companies is an outstanding option. The Tielens family has been great.”

For more information on WEL Companies, visit welcompanies.com.