Norm Strohbeen started in the tire business at the age of 14 working for his father, who at the time owned Noble's Tire Service in New Richmond, WI. In 1953 Norm started working out of his garage, repairing used tires and selling them to service stations from Little Canada to Luck, WI.

In 1971, Norm and his sons opened a three-bay shop just 1/2 block from Norm's home. In 1979, Norm's daughter, Joy, started working as office help and tire sales. Now with two of Norm's grandchildren working in the business, there have been four generations of Strohbeens in the tire business.