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Image by Arnaud Mesureur


From humble beginnings to a higher purpose.


Steve and Kristi Nooyen enjoy being active, from hunting and fishing to hiking, golfing, and boating. For more than 20 years, they have dedicated themselves to helping the disabled, elderly, and young enjoy quality outdoor experiences.

Having been extraordinarily blessed by God, Steve and Kristi  chose to steward their God-given resources for the benefit of wheelchair bound individuals through a program called Wheelchair Whitetails, LLC. Set on 529 acres in northeastern Wisconsin's Florence County, Wheelchair Whitetails offers guided whitetail deer hunts to disabled hunters. The three-day hunts are available to up to @ 20 hunters per year, and are provided at no cost to successful applicants.

Steve is also actively involved in his church, and other non-profits such as Challenge the Outdoors,  Global Brigades/Eskala, Halftime Institute, and the No Regrets Men's Ministries.

In addition to his volunteerism in the nonprofit sector, Steve Founder/Owner of We Care Senior Care, LLC, which is a network of regional Home Instead franchises in Wisconsin. He launched his first Home Instead franchise in 1997 in the Green Bay/Sturgeon Bay area, followed by the Appleton/Oshkosh franchise in 1998. Steve then added Cedarburg in 2008, Madison in 2013, Sheboygan in 2017, Racine/Kenosha in 2019, Burlington in 2020 and Stevens Point in 2022.


Also in 2022, Steve purchased seven additional franchises across Kentucky, Tennessee and Alabama: Bowling Green and Frankfort, KY; Franklin, Nashville, Clarksville and Goodlettsville, TN; and Gadsden, AL. These 15 franchises collectively employee approximately 1,000 Care Professionals and administrative staff serving area seniors.


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The vision for owning locally based Home Instead franchises stemmed from the passing of Steve's grandfather, Grandpa Al, who still serves as a visible element of the company's founding

heritage. In fact, Grandpa Al's story and photo still circulate the walls of Steve's franchises.


In the 1990s, a once stable and healthy Grandpa Al began progressively declining due to dementia, and with the family unable to provide the 24/7 care needed, he spent his remaining days in an assisted living facility. It was through this difficult but eye-opening family experience that Steve decided to give more older adults and their families support for the challenges of aging at home.

Steve served as president of We Care Senior Care until 2015, before departing the day-to-day operations to focus on various nonprofit endeavors. His first title was CEO until 2002, when he stepped aside and invited God to assume his rightful place as the company's true leader. Today the company still acknowledges God as CEO, and Steve as the company's Founder.

If you're interested in learning more about our organization and how you can get involved, please reach out to us.

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