Seth A. Nicholson

The Bruce Company of Wisconsin, Middleton, Wisconsin

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.”

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