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50 Most Admired Companies to Watch 2022

Friede & Associates: Experience a Better Way to Build

Friede & Associates: Experience a Better Way to Build

The name ‘Friede’ has been popular in the construction space across Southern Wisconsin for more than a century now. Having worked on building the most awe-inspiring projects in the area, Friede & Associates is a true pioneer of the construction industry, delivering quality since its establishment in 1945.

Friede & Associates is a fourth-generation commercial general contractor serving the southern two-thirds of the State of Wisconsin. The company’s offerings include pre-construction services, design-build construction, pre-engineered metal buildings, and construction management services.

But Friede is much more than just a commercial contractor as it assists its clients in virtually every aspect of their expansion or renovation. This includes not only assisting in the development of a plan and performing the actual construction, but also helping the clients in finding potential sites, obtaining all local permits, identifying potential grants and aid programs, negotiating community incentives, finding additional tenants for multi-tenant projects, and finding owners for tenants who can’t afford or choose not to own. “Once the space is complete, we can even help with the purchase of furniture, fixtures, and equipment that they will need to operate,” added Roger Friede, President of Friede & Associates.

Today, Friede & Associates’ (F&A) office staff includes six project managers, with two also focusing on estimating major projects and two others capable of estimating smaller new construction and renovation/remodeling projects. Collectively this project management team brings over 125 years of high-quality construction experience. When teamed with the ten project superintendents in the field organization and Roger Friede (President) and Scott Truehl (Executive Vice President & Partner), the firm rivals any construction firm in the Midwest of comparable size with the knowledge and skills that they bring to their projects.

77 Years of Innovation

Having operated successfully for four generations under the family name of Friede has been a proud achievement for the company. This has been crucial for the quality that they have delivered and customer satisfaction. The company knows that clients have placed their trust in them, and Friede & Associates works hard to never let them down.

F&A is also known for its creativity in dealing with challenging projects, living up to its trademarked tagline of “We Do Weird Well.” Since the firm serves a major tourist area in the Wisconsin Dells, a significant amount of their work is hospitality; and includes major indoor waterparks and other outdoor attractions. This work not only requires creativity in design, but also flexibility in performing the construction. A major share of the work is done while the hotels or attractions are open, and most projects are done through the September to April time frame or “off-season” for the resorts and in the teeth of Wisconsin’s winters. 

Despite these challenges, Friede & Associates has become one of the most awarded contractors in the state of Wisconsin, with nearly 60 of their projects receiving Associated Builders & Contractors (ABC) of Wisconsin recognition as Projects of Distinction since 2015. Recently, the firm was also recognized as the contractor of the year by more than a half dozen publications and was recognized as one of the “30 Innovators to Watch” by The Silicon Review in 2021. Now, we congratulate Friede & Associates for being one of CIO Bulletin’s 50 Most Admired Companies to Watch in 2022.

The Leaders Upfront

Roger Friede, President

Roger represents the fourth generation of the Friede family to lead the firm. He is a licensed professional engineer and holds both a BSME and MBA in Finance from UW-Madison. He has served as President of the company since 1992, when he succeeded his father. Prior to joining Friede & Associates in 1987, Roger served as an Application Engineer for York International in Houston, Texas for five years. Roger is active in both professional organizations and also in the community, serving on numerous boards and committees. He has been recognized as “One of the CEO’s That Get It” by National Safety Council.

Scott Truehl, Executive Vice President & Partner

With more than 30 years of experience in site selection and commercial development, Scott is responsible for assisting clients not only with their project development, but also their site analysis and acquisition, municipal approval, and development needs. Prior to working in the construction field, Scott spent eight years with Wisconsin Power & Light, holding management positions in both economic development and local operations. Scott was recognized in 2021 as one of the “Top 100 Leaders in Real Estate & Construction” by The World Real Estate & Construction Forum.

“Friede & Associates is a true pioneer of the construction industry, which has delivered  sheer quality since its establishment in 1945.”

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