The Custer Legacy of Entrepreneurship, Family, and Forward Vision

Posted Jan, 2026

The Custer Story

The story of Custer is one of intentional growth, principled leadership, and a belief that strong values create lasting impact. Built across generations, the company reflects a bold entrepreneurial spirit paired with a clear commitment to fairness, integrity, and long-term sustainability. From its earliest days to its diversified present, the Custer legacy continues to shape a bright future.

Foundations of Growth

For founder Dave Custer, entrepreneurship began with clarity and foresight. When he acquired the Steelcase dealership in Grand Rapids, he quickly recognized the limits of a single-market strategy.

“We knew that there was only ‘so much’ potential volume available in that market,” Dave says. “To get additional volume and scale, we would have to pursue additional markets.”

That realization led to a deliberate expansion into Traverse City, Muskegon, Holland, Kalamazoo, Benton Harbor, and Fort Wayne, Indiana. Growth was not just about increasing reach but about building efficiency and scale.

“This allowed us to eliminate the cost of the CEO, Accounting and Human Resources positions in those locations and handle those functions with our existing personnel in Grand Rapids,” Dave explains.

Innovation also played a role in shaping operations. “CAD changed the way our Design Department worked. And of course, computers and technology have changed the way we do things. It made things easier and faster.”

A Family Business with Intention

From the very beginning, Dave and Karen envisioned Custer as a legacy to share.

“Our hope and thoughts were that this would end up being a family business that could be passed on to the next generation,” he says. “We told them that there was ‘only’ an opportunity to join the business.”

That opportunity came with expectations. “If they did want to join, they had to work somewhere else for five years,” Dave says. “This gave them the opportunity to see other options and showed our employees that we didn’t just ‘hand’ them a job.”

Family meetings over the years helped align values, expectations, and readiness. They also reinforced the principles Dave hoped would define the company for generations.

“Whatever we do, it must be fair to whoever is involved. Always tell the truth. Do what you say you’re going to do. Get involved in, and give back to the Community,” he says. “These are ‘simple things’ but are appreciated by our employees and customers.”

Growing Up in the Business

For second-generation leader Mark Custer, the business was a constant presence throughout childhood.

“I remember hearing about our Dad’s business as a young kid. It basically was a staple of everyday conversation,” Mark says. “I could tell if my Dad was having a good day by his moods.”

Time spent at the office created early connections. “We used to visit the office after Church on Sunday’s so my Dad could catch up on things and I thought it was the coolest thing,” he recalls. “Our favorite thing to do was to get on the phone intercom system and talk to each other from all parts of the office and make pretend announcements.”

As he grew older, Mark gained a deeper appreciation for what it took to build a business from the ground up. “I didn’t recognize how much he carried on his shoulders until I was older and a part of running the business.”

Earning Leadership and Driving Innovation

The same standards applied to Mark as to any employee. “We were never handed anything and had to work for what we wanted,” he says.

That experience proved critical as Mark stepped into leadership and began driving innovation.

“Innovation was a huge part of growing our business over the years,” he says. “We were free to try anything new, or to grow a new revenue stream within the business.”

Not every idea succeeded, but experimentation was encouraged. “We have tried all kinds of things in the past,” Mark explains, from new divisions to acquisitions. Over time, the company identified what worked best.

“Eventually, we figured out what worked. Flooring, av technology, electrical services, and signage,” he says. “These elements have turned into multiple business units and we now own a small portfolio of successful businesses.” Custer now co-owns multiple organizations, including CS Erickson, Century Flooring, and Worklab.

“I think the diversifying part is what I’m most proud of,” Mark adds. “Our family never made me feel bad for all of the ‘misses’ on business and we kept encouraging each other when some of our ideas didn’t work out in the long run.”

A Balanced Future

Today, Custer is positioned for long-term stability through diversification and shared leadership.

“I think we are diversified enough to balance ourselves through dips in the economy or dips in certain business units,” Mark says. “When one company is down, the others can lift up the overall portfolio and balance each other out.”

For Mark, legacy is about continuity and responsibility. “Legacy, to me, means that you have built something sustainable enough that can be passed down to the next generation,” he says. “If you do the right things over the years over and over again you can build a respectable legacy and then pass that model down to the next generation to build their own legacy.”

Looking Ahead

The Custer story reflects a belief that bold decisions, grounded values, and openness to innovation create lasting impact. With a strong foundation and a forward-looking mindset, the legacy continues with confidence and purpose.

Bold legacies. Bright futures.

Learn more about Custer Inc. at https://custerinc.com/

Family Business Alliance strives to help family businesses with the tools, resources, and connections to help businesses succeed. Learn more about our resources including Leading Forward, Succeeding in Succession, and Forging Frameworks of Governance that help to advance family business in our community.