40 Under 40, Class of 2016

Seth A. Nicholson

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The Bruce Company of Wisconsin, Middleton, Wisconsin

Job Title

President and Chief Operating Officer


  • Oversees the company’s operations in the retail garden center, landscape design, construction and maintenance, irrigation, ponds, interiorscapes, snow removal and approximately 500-acre nursery and 350 employees.
  • After a family emergency, assumed leadership position of the company and was responsible for all corporate operations including establishing ongoing, close communications with all department management to ensure company continued to run smoothly.


The Safe Pick? When he was younger, Seth spent all of his time snowboarding and even considered going pro, but settled for several years of semi-pro competition. “After a few broken bones, I decided to stick with the green industry.”

Fun Facts

In the DVD Player: “Rain Man.” “It is a very inspirational and funny movie about overcoming personal and family challenges.”

Latest Photos see all »

GPN recognizes 40 industry professionals under the age of 40 who are helping to determine the future of the horticulture industry. These individuals are today’s movers and shakers who are already setting the pace for tomorrow.

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, MI 49345

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