
January 20, 2025
HUDSON – Three young men in western Wisconsin are “moving” in the right direction after starting their own company.
Win-Win Moving Solutions – co-owned by Justin Mueller and brothers Carter and Cody Winter – is approaching its first full year in business.
The co-owners said they initially moved to the Hudson area from North Central Wisconsin to expand their roles with their former employer, Allianz Insurance and Asset Management.
“We were very visionary,” Cody said. “We wanted to come out here, start expanding our offices and really get a bigger team and more people working with us.”
However, once they made the move – shortly before the onset of the COVID-19 pandemic – the three business partners said they realized insurance and asset management was not the industry for them.
The dream of becoming their own bosses, however, stayed intact.
“Once we moved out here, (we realized) it wasn’t exactly for us, it’s not exactly what we wanted – so we got into real estate,” Carter said. “We own a company called Win-Win Properties.”
While working in real estate through Win-Win Properties – established in May of 2023 – Carter said they would sometimes offer free moving services as an incentive to prospective clients.
“We (worked with) a little old lady, and she was having a really hard time wrapping her head around moving everything coming up on the closing of her house,” he said. “So we told her, ‘Since you’re working with us, we’re three young guys, we can help you move for free.’”
That free service, Carter said, eventually evolved into a way for the business partners to supplement their income when the real estate business was slow.
“We’re not closing houses and properties every day, so we started a moving company and then ultimately supplemented (our) income,” he said. “And there’s a need for that in the community.”

So, less than a year after establishing their first company, Carter, Justin and Cody said they formed a second LLC and opened Win-Win Moving Solutions in April of 2024.
However, after roughly just nine months in business, the co-owners said the moving solutions business has become their primary focus.
Transparent pricing
One thing that makes Win-Win Moving unique, Justin said, is how it charges its clients.
“Usually when people go with another moving company they don’t know what to expect,” he said. “There’s a bad rap in the industry where some companies, they’ll charge by weight… but then you get to the end and pay a huge price.”
Win-Win Moving, Justin said, takes the stress and confusion out of estimating weight and costs by charging their clients by the hour.
“There’s no transportation costs – everything is included, just at an hourly price,” he said. “So if we bring out two guys to a job, it’s $200 an hour – $100 an hour per mover, super straightforward.”
Justin said Win-Win Moving also provides its clients with a local point of contact and familiar faces – unlike some of their larger, nationally based competitors.
“We (are not a) national company (where) you’re going to have random movers come out and move your stuff,” he said. “We answer the phone, we come out and do the inventory… you’re going to see one of the owners. I think that’s one thing that people really like, is that they’re going to have a face to (put to) the company the whole time.”
Justin said another unique aspect of Win-Win Moving is the accurate time estimates – and therefore cost estimates – they can give customers using special software.
“When we come out, we basically take an inventory of all of the stuff they have,” he said. “Then we have software we can plug (that information) into, and it will basically give us a super close estimate of how long it’s going to take. So we can tell the customer it’s going to take (approximately) this long, and then you can know how much it’s going to cost.”
An advantage to the hourly pricing, Justin said, is that their customers can decide when they’d like to take over the move.
“If we get to the four-hour mark – maybe there’s still some stuff left (to pack) – and they say, ‘You know what, I think we can get the rest of it,’ we can stop right there, which is great,” he said. “It allows us to have a clear understanding of the pricing and make sure that everybody’s on the same page and happy.”
A la carte services
According to its website (winwinmovingsolutions.com), Win-Win Moving offers full-service moving solutions including local and long-distance moving, packing, rearranging and storage.
“Right now, we don’t have a storage facility that we own,” Cody said. “We’re currently in the process of partnering with (storage companies) in the area… but (having our own storage facility) is something we’re looking to do in the future as well.”
Rearranging, he said, is a service that Justin came up with to help individuals who don’t necessarily need their large belongings permanently moved to a different location.
“He came up with the idea, saying, ‘What if we help people just move stuff around in their house?’” Cody said.
This service, Cody said, sparked partnerships with several carpeting companies in the area.
Typically, when property owners have their floors cleaned or replaced, he said the companies will require that all objects be removed from the room – a daunting task, for some, depending on what needs to be moved.
“We’ll come in, and we’ll take everything out of the room and put it in the basement or put it in the garage, and then the guys will come in right after us and do the floors,” he said. “When the floors are all done, we’ll come back in and put it exactly how it was before.”
Justin said Win-Win Moving also provides packing solutions for people looking to utilize the full breadth of moving services the company offers.
“We have some people where they want us to pack the house for them, provide the boxes for them and do everything,” he said. “So we’re very flexible in the fact that we do what you tell us to do…. If you just want us to move your one couch from here to there? We can do that for you. You want us to move the whole house? We can do that, too.”
Community impact
During the slow winter months, Win-Win Moving has been able to operate using one 26-foot box truck and a pick-up truck – but come summertime, Cody said they are looking to acquire more equipment to meet increasing demand.
“People don’t want to be moving right before Christmas,” he said. “Right now, it’s starting to pick up a little bit again, and as (the weather) gets warmer and warmer more people will be moving. So, we’re in the process right now of getting some more trailers and possibly getting another box truck, because we’ve already had some inquiries about people wanting to move down to Florida and Georgia.”
Justin said he, Cody and Carter will help move their customers “anywhere in the country,” but added that longer-distance work will most likely be left up to them.

“We’ll hire (more people) for local moves right now, but I think the owners will probably do the long-distance (moves) for right now, just because of all the risks,” he said.
Since June, Justin said, they have completed roughly 65 moves – the longest being from Hudson to Lake Geneva, which is in southern Wisconsin.
“I don’t think any of us really knew how successful it was going to be this year,” he said. “We knew that (we were) going to get moves, but it kind of exploded a little more than what we had thought.”
With additional growth on the horizon, Justin said he, Cody and Carter are looking forward to building a company that people want to work for and hiring their own employees.
“We want to build a business where we can create a good place for other people to work and build a job,” he said. “(A place) where people want to come and work for us and come to work and are happy – we want to treat people right and impact the community.”
Another way Win-Win Moving is impacting the community, Justin said, is through its very first philanthropy initiative.
“We just finished up our first year of what we call the Win-Win Christmas,” he said. “We raised more than $1,000 for our first year, so that was super exciting.”
Carter said for the first year of the Win-Win Christmas initiative, they partnered with a local nonprofit – The Fortress Project – to help bring joy to families in need during the holiday season.
“We essentially adopted 12 kids for Christmas, and we were able to knock off everything on their Christmas list, from toys and clothes to food (for) families in need,” he said. “We didn’t really have time to do an event or anything like that, so we went door to door, and a lot of business owners – small businesses to bigger corporations here in Hudson – really stepped up and made some really, really awesome donations for the fundraiser.”
The Win-Win Christmas initiative is something Carter said they plan to do every year as the business grows and they’re able to give back more.
“We’ve always wanted to give back to the community, and once we (started) Win-Win Moving we finally got that breath of air where we felt like we had time,” he said. “We were in a better spot financially to be able to do so.”