Go Mini's Welcomes New Franchise Owners in Milwaukee and Appleton

New ownership details

The Roses will continue serving existing customers in both markets while introducing upgrades to the business's technology, operations, and local marketing. The transition gives two established Wisconsin markets new local leadership backed by Go Mini's full suite of corporate support.

Owners background

The Roses bring a balanced mix of skills to the business. Justin has a background in business, IT, and finance, and works as a senior solutions architect in healthcare technology. He previously owned rental properties and grew up in an entrepreneurial family as his parents owned and operated campgrounds in Wisconsin.

Nicolle holds a Master of Public Administration and spent years in nonprofit management before moving to Wisconsin, where she worked in public-sector communications, publications, and graphic design. Justin will oversee logistics, finance, and operations, while Nicolle focuses on customers, community relationships, and marketing.

"I grew up watching my parents run their own business, and I've always loved seeing the direct results of hard work," said Justin Rose. "When our first daughter was born last year, Nicolle and I started thinking seriously about the life we wanted to build. Owning a business gives us more freedom and doesn't put a ceiling on what we can achieve."

Before choosing Go Mini's, the Roses explored several paths to business ownership. The opportunity with Go Mini's stood out for its straightforward business model and the support of an established franchise system. Acquiring existing territories was also appealing, allowing the couple to step into operating businesses with lower startup costs than opening from scratch.

"Go Mini's fits our lifestyle," said Nicolle Rose. "We get to help people through big moments like moving, while supporting our own family at the same time. It gives me the chance to be an entrepreneurial mom who sets her own schedule, while serving the communities we care about."

Community involvement

Drawing on Nicolle's nonprofit experience and the Rose family's deep roots in Wisconsin, the couple plans to make community involvement a core part of how they run the business. They intend to join the local chamber of commerce, partner with schools in the area, and appear in community parades with Go Mini's trucks. They also plan to support fundraisers and toy drives alongside local fire and police departments, using the brand's variety of container sizes to serve community organizations.

"Ownership transitions give us the opportunity to bring fresh energy into markets that already have a strong foundation," said Chris Walls, CEO and President of Go Mini's. "Justin and Nicolle bring exactly the combination we look for: strong business sense, a genuine connection to their community, and a commitment to taking care of customers. We're excited to support them as they lead Milwaukee and Appleton into their next chapter."