Steve Nelson grew up in the Milwaukee area in Brown Deer. He met his wife, Amy, at church while they were both on the worship team there. They have lived in Lake Country for about 14 years and they love it. Steve worked as a video editor for 25 years before starting Wingman Gifts & Supply in downtown Delafield in 2021. It has been quite a journey to get there after dealing with Lyme disease for about seven years. They love being a family and part of the community in Oconomowoc and Delafield.
About Steve Nelson
Q: Please tell us a little bit about your family.
We are originally from the Milwaukee area but have lived in Oconomowoc for almost 14 years. My wife, Amy, works at her family business in Menomonee Falls. We have a son and a puppy.
Q: Please tell us about your life and what you do (whether working in our community, a business owner, volunteer, etc.). How did you choose that path?
I own and operate Wingman Gifts & Supply in downtown Delafield. This is a new venture and career for me. I had absolutely zero retail experience before we started. The concept for the store was planted about 10 years ago. My wife and I did our due diligence of prayer, research, and hard work before launching out into retail ownership. Prior to opening Wingman Gifts, I worked in video production for 25 years – mostly as an editor. I was very honored to have received two Emmy™ Awards during that time.
That career came to an end due to a mystery illness that was finally diagnosed to be Lyme disease after two years of searching for answers. After a costly and lengthy treatment journey, some new challenges arose with heart issues, depression and severe anxiety. More treatment and recovery was needed before the actual steps to build the business were started. Most of that was accomplished through a wonderful program at Rogers Behavioral Health in Oconomowoc. This was not a journey we had planned or had seen coming. But we took each step at a time and kept faithful with hope that brighter days would come. They eventually did.
Q: What do you love most about what you do?
What I love most about what I do here is multi-faceted. I love the conversations I have with our customers. There are so many wonderful people and stories that we’ve encountered in these two short years of business. I also love the process of identifying products and brands that are going to fit into our mission of helping others accomplish their own daily mission. So many of the brands we carry have interesting backstories and histories and wonderful people we work with to bring items to the store. I also really enjoy the creative process of running the store. From the original store design, to the merchandising, to marketing. I enjoy bringing creative ideas to reality in a new and different way than I did in my previous career.
Q: What was the most difficult challenge in getting to where you are now or in your life?
Most certainly the setback of dealing with Lyme disease and the recovery process was extremely difficult. For me, it took several years of expensive practitioners and treatments that sometimes worked and sometimes didn’t. Then to have heart issues arise during Lyme treatments was another scary time. Our son was just an infant during that time, so much of the burden of the family fell on my wife to carry. Chronic illness is difficult on the entire family. To top it off, the addition of depression and severe anxiety kept me out of engaging with family and friends for a couple of years until I got help. So I say that Wingman is my comeback story. And I love to hear other people’s comeback stories.
Q: What is the most rewarding part?
When we are able to help a customer find something that really excites them or they’ve been looking for to be part of a special gift or occasion is very rewarding. I also love working with parents to get their child their first pocket knife or traditional watch. That is so memorable and special. Some of the most meaningful times are when I discover that a customer is attending Rogers and I share with them that I was greatly helped by their program. Many times they come back after completing their time there and I get to celebrate and encourage them on the next steps. That is very special.
Q: What are some of your future goals? Do you have anything exciting coming up that you would like to share?
We would like to host an event in downtown at some point. We really try to be a family friendly store and we’d like to bring an event to town that is for the entire family, not just the adults. Perhaps some day we will be blessed to open a second location, but that is yet to be determined when and where.
Q: What advice would you give to someone interested in doing something similar to what you have done/are doing?
Two main points here… One – don’t let other people transfer their own fear onto you. We received comments from people that discouraged us from doing it. Do your homework and don’t be foolish with your money or family, but also don’t let other’s fear of the unknown transfer to you. Second – Take each step as it comes and be open to learning from them. It was a slow process with lots of learning along the way. But we found that people were very helpful if you just ask. But you have to pick up the phone or send that email to get things in motion.
Steve Nelson & Our Community
Q: What is your favorite thing about our community, favorite thing to do, or something unique about our community that you love? (Feel free to share as much as you’d like!)
By far one of my favorite things about the community has to be the natural beauty – in particular the lakes. This is such an extraordinary setting to live and raise a family. Seriously. There is so much to do. One of our favorite events has to be the German Christmas Market. It is so much fun! We also love having such a wonderful traditional downtown that is safe and has many wonderful family-owned businesses.
Q: Who is an interesting person you’ve met here in our community, and how have they inspired you?
Our first friends in Lake Country were our Realtors, Brian and Mary Steinke. They really folded us into their family. They helped us through a very difficult transition as we had just lost our firstborn son and they were so supportive. Just a wonderful family and members of the community. Brian has since passed and he is greatly missed.
Q: Do you have a favorite coffee shop, cocktail shop, or restaurant?
We love going to Roots, Whelan’s, or Blue Collar Coffee for a hot drink. But Golosi and The Kiltie are also amazing for something to cool you down. During a busy week you can find us at Amalia’s for dinner – we think it is such a hidden gem for fresh homemade food. And the staff is like family. For an adult night out we love Coco’s, Belfre’ Kitchen in Delafield or I.D. at the Delafield Hotel, for sure.
Q: What 3 words would you use to describe our community?
Picturesque. Fun. Family-friendly.
For Fun
Q: What is something interesting that most people don’t know about you?
Most people are pretty surprised when they find out that I won two Emmy Awards while I was working in video production. Also, people are surprised to see that we own a classic 1968 Cutlass Convertible. It’s our fun car. We are one of the few in Lake Country without a boat, so we have a convertible.
Q: What is your favorite book, TV show, movie, poem, or song? Why?
One of my current favorite books is The Daily Stoic by Ryan Holiday. I find it very grounding and balancing. The best TV show ever has to be Happy Days. My favorite movies include The Sound of Music, The Princess Bride, and Gladiator. My favorite poem is “If” by Rudyard Kipling. One of many favorite songs is “Living Hope” by Phil Wickham because it gave me hope during a dark and difficult time. People can always use a song of hope.
Q: Who inspires you to be better?
Two ways to answer this… One, is a small group of “Wingmen” that include some family members and friends that I very much look up to as examples. Second is a podcaster named Ed Mylett. He has a great story and is built to encourage people.
Q: If you could have lunch with anyone, who would it be with? Why?
Never really thought about it, but… Our first son was stillborn, so I’d love to be able to spend any time with him. Even if lunch was feeding him a bottle. We miss him still.
Q: What is something on your bucket list?
I really want to do something called Overlanding. It’s taking a vehicle journey through trails in nature and camping and navigating through the terrain with friends and family. Camping overnight along the way.
Q: What makes you the happiest?
I love sharing a good laugh with people close to me. My son really makes me laugh a lot lately.
Q: Any general life advice you would like to share?
I’d have to say always be honest, cheer on those who are struggling – don’t leave them, set the next guy up for success in your work, and in rough times just do the next right thing and keep going.
Where to Find Steve Nelson
Email: wingmansupplyco@gmail.com
Phone: (262)337-9074
