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Ken &
Karen Schuler are "at the helm" of Trawlers Midwest Inc.
They are the largest stocking dealer of trawlers and trawler catamarans
in the Midwest. To read more about their current business plan, go to Contact
Us.
Maria Schuler is a full-time summer employee having been with Trawlers
Midwest since 2006. She shows the boats to potential buyers and
keeps them clean and maintained inside and out.
This is the story of the Schulers and how Trawlers Midwest evolved
and became well-known in the boating world.
Growing up in Wisconsin and
surrounded by a lot of beautiful inland lakes and only 15 miles
from Lake Michigan, water sports & boating have always been
a part of their lives. Ken and Karen, high school sweethearts,
started water-skiing behind his dad’s 14’ fishing boat with an
18 hp outboard. Karen
went on to nursing school and became a registered nurse; a job that
became part-time while raising kids and running businesses with her
husband. Meanwhile, Ken
served in the National Guard, worked construction jobs, and worked
on their family farm. When
they married in 1963, they took over the operation of the 40-cow
dairy herd and 120 acres of land.
But boating remained a prominent part of their lifestyle.
One year, Karen wanted to give Ken a gift that had something
to do with boating. There
wasn’t much to pick from at that time, but she decided on a
year’s subscription to a magazine called “Rudder”.
An article appeared in the magazine about a couple that had
cruised the Great Loop in their private boat.
That was the start of the dream that one day, they, too,
would find a way to make that trip. In the meantime, the farm was expanded to 100 cows, a milking
parlor, and 300 acres of land.
Four children were brought up learning a lot about farming
and boating. Boating
was a must every Sunday during the season.
Even as babies, the top of the buggy was set on the floor of
the boat and they would nap especially well until the motor stopped.
They even did a lot of what they called "boat
camping". As the kids got bigger, so did the boats, but
there was always the compromise of not throwing too big a wake for
water-skiing and still being able to sleep six.
The largest boat was a 20’ Thompson with a cuddy cabin
(real luxury then!) and back-to-back fold down seats.
Every summer the Schulers would head up north in Wisconsin
and pick one of the chains of lakes and “live” on the boat.
Yes, long range cruising was in their blood!
But at that time, water skiing was their focus as all the
children learned to ski. At
age 2 they would start skiing with Dad having them stand on the
front of his skiis. The
family would always attend one of the water ski shows up north and
bring home new things to accomplish, like skiing on a canoe, trick
skiing, improved slalom skiing, and of course, barefooting. Their oldest son actually skied with one of the show teams
while working a summer job at a resort nearby.
This same son, Terry, just last year took the National Title
in the backwards barefooting wake slalom event.
Besides running the farm, the
Schulers also started another business they named “Schuler Sign
Products”. Initially
they sold the farm signs you see on barns with the large cow and
lettering like, “Valley View Dairy Farm”.
They also managed to meet with a buyer for the Sears Catalog
in Chicago and he agreed to put a smaller version of the cow, a
horse, and a steer in their Farm and Ranch catalog along with 3
different sizes of letters available in black or white.
This was especially exciting as orders came in from all over
the country, including Hawaii and Alaska.
Even though sales had soared for the Schulers, the listing
was dropped after 10 years due to changes with the catalog.
Shortly after that, a big, new grocery store was built in
their neighboring town and knowing the owners personally, they got
the job for the signage. It
was well received by the corporate folks from Piggly Wiggly and the
Schulers ended up doing the décor for over a hundred grocery stores
in Wisconsin and northern Illinois.
This involved large foam letters on the walls, aisle markers,
and lots of vinyl lettering. The
later skill is still put to use doing the boat lettering for some of
their customers.
The need for travel for the sign business,
three kids in college and one in high school, and a surplus of milk
in the late 80’s led the Schulers to the decision to sell the milking
herd. The land was
eventually sold to a stone quarry who’s land adjoined the Schuler
farm. Property had been
purchased on a small inland lake where they built a log home, so
as to continue to feed their love of boating and water-skiing and
“living on the water”. Ken
& Karen both still slalom ski and Ken is still barefooting even
after having had total knee replacements.
When their oldest son, Terry, joined
them in the sign business, it freed them up to start pursuing their
never forgotten dream of cruising the Great Loop. A
trip to Florida to visit a daughter, Maria, who was leasing a horse
ranch in West Palm Beach at the time, gave them the chance to scout
around. Spotting a Grand Banks coming into a marina, they stayed and watched.
Soon enough, they were on board, swapping stories.
Turns out the couple took their Grand Banks from Martha’s
Vineyard to Key Largo every year and always welcomed crew to share
some of the trip. The first 5-day cruise they experienced was from St Augustine,
FL to Savannah, GA. They
were hooked!! The next
proposition from the owner was to have the Schuler’s cruise the
boat for them the following fall from Ocean City, NJ to Norfolk,
VA. It was a win-win
situation…the Schuler’s got the experience and the Grand Banks owners
got the help. The second
year they did this they ended up in Annapolis during the time of
the Power Boat Show. They
were able to get a mooring in the harbor and took the dinghy into
the show. They were like kids in a candy store for 2 days and about an
hour before leaving they stood on the corner where the 26’ Nordic
Tug was on display. Since
there was no line, they went inside.
Wham!! They
found themselves totally intrigued with the separate raised pilothouse
and no bridge, the semi-displacement speeds, and the stability to
be had with the deep, full keel. All the features they knew would be important on the Great
Lakes. Ed Shelton, President
of Nordic Tugs, told them he had a 32 in Florida for sale that was
seven years old. At
three in the morning, unable to sleep, they both realized that “little
red tug” had created quite a stir in their minds, but little did
they know how much it would impact their future!!
Three months later, after much soul
searching and research on the Nordic Tug, they flew to Florida to
seatrial the 32. The condition
of the boat, the very acceptable noise level, and the amount of
storage all met their expectations and the deal was made.
As they discussed their plans with Ed to cruise the boat
back to Wisconsin in spring, Ed explained that he did not have a
dealer in the Midwest and asked if they would be interested.
Knowing their son would be ready to take over the sign business,
they forged ahead with the idea and Nordic Tugs Midwest soon became
a reality.
They first introduced the Nordic Tug
to the Midwest at the Chicago Boat Show that year with a 40” model
of the 32 and a factory video. The interest shown in this boat style
was invigorating but they realized a big job lay ahead of them in
helping people to understand what makes a trawler a safe, seaworthy,
and efficient boat.
But before they went any further, an
adventure of a lifetime was before them as they embarked on their
journey to bring “A Summerplace” home to Manitowoc.
Karen has written the story of that venture and you can read
it here
Nordic Tugs Midwest became involved
in many boat shows, magazine advertising, creating a website, touring
the factory in Washington, and establishing a presence at the Manitowoc
Marina. They soon realized they had a big business on their hands as
they began stocking the fleet of Nordic Tugs.
For the detailed history of their involvement with Nordic
Tugs, go to the Pre-Owned
Nordic Tug section.
The sale of pre-owned and brokerage Nordic Tugs remains a
significant part of Trawlers Midwest business.
Having sold over 60 Nordic Tugs in the Midwest, many of their
owners look to the Schulers to sell or trade-in their tug when they
are ready to make a change. Others
interested in buying a trawler also contact the Schulers in their
search for pre-owned Nordic Tugs knowing they have been involved
in the market for many years.
Many more changes in their business
also took place. In
2000, they were asked to become the Midwest dealer for American
Tug and readily agreed knowing they, too, would build a boat that
was seaworthy, fuel efficient, and comfortable.
It would offer their customers another option.
The business changed its name to Trawlers Midwest Inc.
A few years after that, Brad Miller from Camano Marine was
looking for a dealer in the Midwest.
After several phone call discussions, the Schulers flew out
to Vancouver, British Columbia, to meet Brad & Jaslyn and to
get an in-depth tour of the factory. They
were very impressed with the quality construction of the Camano
at every step in the process.
Since Nordic Tug was no longer building the 26-foot model,
they knew the semi-displacement Camano trawler, with a base price
under $200,000 would be another good option for their customers. The
dealer contract was signed and a new Camano was ordered for their
inventory.
As true entrepreneurs, the Schulers
gradually became aware of the emergence of power catamarans in the
cruising world. They
learned more about the catamarans by reading articles, talking to
manufacturers, and checking them out at boat shows. They knew the trawler catamarans would be another great option
for family cruising, long-range cruising, and the live-aboard life
style many of their customers enjoy. They
felt it would be important to offer at least two choices in size
and price-range. Looking
for fuel efficiency, seaworthiness, quality of construction, practical
floor plans, readily accessible storage, deck space with safety
in mind, and all in an affordable package, their choices were made.
Trawlers Midwest is now the exclusive Midwest dealer for
the PDQ MV 34 Catamaran
and the Lagoon 43 Power Cat. These are both semi-displacement trawler
catamarans that can cruise in the 16-20 knot range and still be
as fuel efficient as the monohulls.
Trawlers Midwest has a unique operating
style mostly due to their location.
The only full-service marina in the Manitowoc area is a municipally
owned marina that is leased to another company.
Trawlers Midwest is not able to occupy any of the facilities
on the premises. So one of their in-stock vessels is their “office on the water”.
This actually works out well, because those who come to see
them are interested in seeing the boats and, if serious, getting
a seatrial. They have a large
office in their home where they handle all the paperwork for boat
orders, contracts, advertising, and follow-up. Ken
& Karen spend as much time as they can at the marina, but they
also employ one full-time person for the months of June, July, and
August so that someone is available to show the boats to walk-ins. This
person also keeps the boats clean and ready for showing. Since 2006,
they have been fortunate to have their daughter, Maria Schuler,
as their full-time summer employee. Her past working experience,
besides on the dairy farm, included 3 years in Florida where she
leased a horse ranch, boarding & training horses and giving
riding lessons. From there she went to Arizona and owned her own
business, Loving Touch Pet Grooming, for 12 years. Obviously, she
knows how to work and she knows how to treat customers. Many of
the other boaters at the marina would like to hire her to take care
of their boats as they see what a great job she does on the Trawlers
Midwest boats.
By the end of October, the boats are
taken out of the water & winterized. They are lined up in the
parking lot in a way that they can be shown all winter using sturdy
ladders with handrails.
If
you haven’t been to Manitowoc to meet the Schulers and see their
expansive inventory of trawlers, both monohulls and catamarans, then
give them a call and make an appointment.
It’ll be a worthwhile experience.
Please contact Trawlers
Midwest Inc. for more information or to make an appointment
to tour in-stock models.
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