Community involvement at the heart of Rosenow Customs

Cheryl Hentz

Contributor

May 18, 2026

NEENAH – The growth Rosenow Customs – a roofing, window and bath contractor in Northeast Wisconsin – has seen over the last 12 years, Owner and Director of Business Development Shane Rosenow said he credits to the company’s core values and his faith. 

It’s that growth, Shane said, that has allowed him and his team to give so much back to the community. 

Though, he said Rosenow’s path hasn’t been without hardship. 

In 2019, Shane said he suffered a serious fall from a roof, resulting in extensive injuries that required major reconstruction to his arm and hip.

Though he doesn’t often speak in detail about religion, he said the experience reshaped his outlook and strengthened his resilience while helping him navigate major personal and professional challenges. 

“[God] had to teach me some pretty big lessons,” he said. “And I found a church in town here where the men of the church have really gathered around me and helped me. They’ve been there during my struggles.”

Shane said he worked with a business coach who helped him redevelop and grow the company, crediting much of his success to strong, lasting relationships and a commitment to honesty and transparency with clients and partners.

Growing the company to better help the community

Shane said Rosenow Customs’ No. 1 core value is relationship-building.

“I truly believe the relationships are more important than the sales,” he said. “I figure if people trust us and know what we do, they’ll end up buying from us eventually. But our goal, and my main job, is to build relationships in the community.”

Shane said one of the first things his business coach helped him work on was defining the company’s culture and core values. 

He said the company’s core values are summed up in the “ROOFS” acronym: 

• Relationship-building
• Operate with a grateful heart
• Own your mistakes
• Follow up and follow through
• Set clear expectations

“Our core values are pretty simple…,” he said. “Our purpose is to produce every job to exceed customer expectations and our own, and to change the way people look at this industry one project and one interaction at a time.”

Shane said once those core values were clearly defined, the business began to take off. 

“I’ve since adopted the theory that the bigger I get, the better I can help the community,” he said.

Shane said his mindset used to be focused on how much money he could make and the difference he could create in his own life, but that has since shifted to being more about others than himself.

“It’s about my team and my community,” he said. “I truly believe the more we can help people and they can buy from us, the more we can help everything around us. That includes the families that are involved with us, the community that’s involved with us, all that.”

Shane said the launch of a bath division at the start of 2026 was a natural fit for the business, helping keep crews – a team of 12 – busy year-round while also expanding services that allow more customers to stay in their homes longer.

“I have a passion for veterans and a passion for senior citizens,” he said. “I want to help people be more efficient in their homes as long as possible.”

Shane said his business model is straightforward – focus on profitable work that can be completed efficiently, with minimal disruption to customers, while still delivering strong customer service.

Over the past winter, he said he rebranded the company, largely due to the business name.

“If someone knew nothing about my business, and they just saw Rosenow Customs on a T-shirt or a website or they heard the name, usually one of two things comes to people’s minds: they either think of custom homebuilding or of custom vehicles,” he said.

Shane said the goal was to move toward something short, simple and to the point.

“So, the rebrand is ‘Rosenow Customs. Rosenow Knows… Roofs • Windows • Baths,’” he said.

Shane said they are in the process of updating signage, marketing materials and vehicle branding, noting the transition takes time and investment and can’t be done overnight.

The community

Several years ago, Shane said he and his team became involved with Community Fest at Neenah’s Riverside Park, which has since become one of his favorite community events.

“That has been the biggest event every year, and it gets bigger and bigger every year,” he said. “I really enjoy it.”

Shane said Rosenow Customs’ community give-back extends beyond that, including involvement with Unforgettable Underdogs Dog Rescue (unforgettableunderdogs.org), which works to support homeless, abandoned, abused and neglected dogs in Wisconsin through a community network focused on giving them a second chance. 

“Unforgettable Underdogs is the dog charity we work with,” he said. “They’re dogs that are rescued that otherwise might have been put down,” he said. “We do a couple of events with them every year. One is Santa Paws, where dogs and their owners can come and take pictures with Santa. We also do a golf tournament for them each year, which is coming up in June. We do a Hole in One sponsorship where we give away $40,000 for a Hole in One challenge. That’s pretty neat, and it’s grown over the years.”

Shane said the company has also sponsored family-friendly Fourth of July activities, including axe throwing, Hammerschlagen and cornhole.

“Last year, we gave away more than 600 pounds of candy for the parade, and we bought a pallet of bottled water, private-labeled them and handed out water during the parade and the following day,” he said. 

Shane said Rosenow Customs also partners on a number of events with the Neenah Police Department, including activities tied to National Police Week, which happened just a week ago.

The company’s connection with law enforcement, Shane said, has also led to involvement with Special Olympics, Touch-a-Truck events and Campfire with the Cops.

Rosenow Customs, he said, also sponsors police officer trading cards featuring photos of officers, along with personal details and their goals for community service.

“They wanted 10 businesses to give them $300 a piece to help sponsor the cards, but I asked them if they’d like one business that would give them $3,000,” he said. “They said that would make their fundraising job a lot easier. So, that’s what we did.”

Shane said Rosenow Customs also takes part in Crossroads 41 in Oshkosh, providing golf cart rides from parking areas to the admission gate at the annual country music festival, with donations supporting Feeding America Eastern Wisconsin.

He said the effort raised $5,000 for the organization last year.

This past April, Shane said Rosenow Customs flew in two-time World BBQ Champion Bobby Oliver, who shared his expertise in a hands-on masterclass before leading BBQ and rib cookoffs.

The event, he said, raised $3,000 after expenses for Feeding America Eastern Wisconsin.

“I also want to get involved more with an organization called TAAG – which is the acronym for The All American Garage,” he said. “They do things for veterans, especially those who are homeless and those who need direction. [The founder’s] dream is to build a shop where veterans can come and work on vehicles and then have apartments upstairs for homeless vets. I’m trying to help him grow money for that.”

Shane said he is also involved in sponsoring music along one of the three walking paths in Neenah parks for an upcoming event, which will feature two hours of music at each park.

“We’ll just be there hanging out with folks, getting to know them and answering any questions they might have about the business,” he said.  

Shane said Rosenow Customs’ involvement also extends to community events such as catfish races sponsored by the Greenville Lions and various local chamber of commerce activities.

Furthermore, he said he had spoken with the founders of Paper Fest about the idea of bringing a similar event to the Neenah area, possibly including a Christian concert, as another way to create community-focused events.

“So, who knows what might come of that?” he said.

Taking part in community efforts, he said, is deeply fulfilling in a way nothing else can.

“Treating people with respect is a great way to build relationships,” he said. “It’s all about who you know and who they know.”

For more on Rosenow Customs and its many community give-back efforts, head to rosenowcustoms.com.