In 1993, David Withbroe, along with his business partners John Mathys and Roy Stumpf started Dental City (then known as ICP, Inc.) in the basement of Withbroe’s parents’ house. With just six months of business under their belts they had grown enough to expand to a new location on South Broadway, Green Bay, and expanded again in 1998 with the construction of a new building in Green Bay’s I-43 Business Center. Withbroe says that he, Mathys and Stumpf, draw on each other’s strengths to grow the business, which has rocketed from zero employees and revenue to 100 employees and $40 million in a little more than two decades. Initially working in all areas of the business (sales, shipping and IT), Withbroe now has a more strategic role, helping to shape the sales and marketing departments in the areas of hiring, training and building career paths, while using business intelligence to uncover sales opportunities and increase customer retention. His long-term goal is to continue to be engaged with Dental City and help the business grow further. Prior to his time with Dental City, Withbroe exercised his knack for strategic thinking over the course of a short but exceptional career in radio advertising sales, where his suggestion to place ad spots based on listener demographics and listening habits landed his station the highest advertising spend of any in Green Bay. In a stellar five-year span in sales and sales management at Schneider Communications, Withbroe utilized “business intelligence” before it was called business intelligence to increase sales and reduce lost customers—essentially turning around a failing sales department and leaving it a highly successful model for the rest of the departments at Schneider. He also developed strategic career paths that increased the success of both new and senior reps while drastically reducing employee turnover. Withbroe spends time in his homes in both Wisconsin and Arizona with his wife, two daughters, and four grandchildren and enjoys racing motorcycles and sharing his love for cars with other enthusiasts. Withbroe was also a student-athlete at UW-Green Bay as a member of its cross-country team.