Wisconsin Lighting Lab, Inc. (WiLL) is a family-owned and -operated business that designs, engineers, manufactures, markets, and distributes innovative lighting and technology infrastructure products under its NAFCO®, WiLLsport®, WiLLstudio™, WiLLev™, and WiLLcloud® brands.- NAFCO®: Commercial light pole and fixture products.- WiLLsport®: Sports and large area lighting systems.- WiLLstudio™: Architectural and decorative lighting products.- WiLLev™: Electric Vehicle Supply Equipment (EVSE) for sustainable transportation.- WiLLcloud®: Software and IoT products to maximize application excitement and product value.WiLL’s mission is to revolutionize small business manufacturing and ignite a passion for designing, engineering, and building within its communities by developing and producing amazing products for exciting applications—all while opening its doors to create a community of shared learning that celebrates the craftsmanship, artistry, and ingenuity of those who shape and build our world.WiLL’s name embodies its core values: ”Wisconsin” represents its roots, community, and Midwest work ethic and grit; ”Lighting” signifies its focus on customer-centric product innovation and support; and ”Lab” embodies its commitment to curiosity, experimentation, and continuous improvement over the long term.Established in 2017 through the merger of NAFCO (est. 1973), a metal fabrication shop, 1030i (est. 2005), a college marketing business, and LightPolesPlus.com (est. 2008), an online distributor, WiLL is the fusion of rich history, innovative team members, and a bright future.

eCommerce lighting distribution business started in 2009 that was acquired by WiLL in late 2017 and merged with NAFCO to create Wisconsin Lighting Lab, Inc.LPP serves as the product sales and distribution foundation of WiLL.

Aluminum light pole fabrication and machine shop started by my dad and grandpa. NAFCO was acquired by WiLL in late 2017 when it merged together with LightPolesPlus.com.NAFCO serves as the engineering and manufacturing foundation of WiLL.

Small web development and marketing business that my cousin and I started in college.1030i serves as the marketing and technology foundation of WiLL.

Friends and I started a rock band in high school and played on and off until shortly after college. We played at Milwaukee’s Summerfest in 2006 after winning a Battle of the Bands competition in our hometown.