Chairman and CEO
AriensCo | Brillion
Dan Ariens, great-grandson of AriensCo founder Henry Ariens, joined the company in 1983 and became CEO in 1998. The Brillion-based outdoor power equipment manufacturer has 1,200 employees. Under his leadership, AriensCo acquired Germany-based AS-Motor in 2021 and Thomas Equipment in 2022. A proponent of STEM education, Ariens has been recognized for his partnership with K-12 schools to develop project-based STEM learning centers. He serves on the board of the Green Bay Packers, Mansfield Energy Corp., Research Products Corp., Road America and Sartori Company.
Education: Bachelor’s, University of St. Thomas (Minnesota)
Advice for first-time leaders: “Be Socratic, perfect the skill of listening and asking meaningful questions. Build a team around you who are completely transparent in their thoughts, words and actions. Together you will do great things.”
The future of your industry: “Technology advances will continue to drive change in the outdoor power equipment industry, with battery power and other alternatives changing how our lawns are cared for. In the meantime, let it snow!”
What would you do if you could choose another career: “Architectural design – I love to create, design and build things.”
Historical figure you look up to: “I’ve always been a fan of Winston Churchill, Ronald Reagan, Abraham Lincoln and Margaret Thatcher – visionary and courageous leaders who were not afraid to do the right thing, while the general opinions of the day were contrary to their visions of a better world. Benevolent leaders one and all.”
2022 Wisconsin 275 Profile
Manufacturing
Chairman and CEO
AriensCo | Brillion
Dan Ariens represents the fourth generation of family leadership for AriensCo, a Brillion-based outdoor power equipment manufacturer. He joined the company in 1983 and became president and chief executive officer in 1998. With more than 2,200 employees across its operations in the U.S., Norway, the U.K. and Germany, the company manufactures equipment used for lawn, garden and snow removal.
AriensCo has made several acquisitions under Dan Ariens’ leadership, including of Germany-based AS-Motor in 2021 and Thomas Equipment in 2022. In recent years, the company has spearheaded the $50 million redevelopment of the 140-acre former Brillion Iron Works foundry site with plans to turn it into a mixed-use development with a hotel, shops, a clinic, apartments and a park. Ariens has said a goal of the project is to drive population growth in its hometown and make AriensCo more attractive as an employer.
Looking to draw more visitors to Calumet County, the company also established a hospitality division in 2020, opening two event venues, Stone Prairie and Round Lake Farms. It opened Ariens Nordic Center, a skiing venue, in December of 2022.
The company, through its foundation, has donated millions toward STEM education and the public school system in Brillion.
A proponent of lean manufacturing principles, Ariens has been recognized with the Eli Whitney Productivity Award from the Society of Manufacturing Engineers and mentors other organizations on lean leadership. He was inducted in 2012 to the Association for Manufacturing Excellence Hall of Fame.
Ariens is past chair of Wisconsin Manufacturers and Commerce and past vice chair the Wisconsin Economic Development Corp. He sits on the executive committee of the Green Bay Packers’ board.
