Our Founders


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Married to Debra and father of Cyd and Gabe, is a family man, a teacher, an entrepreneur and a community activist. He has 30 years of experience in his real estate ownership/management business. Moshe has utilized his masters degree in Jewish Education as a teacher at the Milwaukee Jewish Day School where he served as interim Director of Jewish Education for two years and continues to teach there part time for the past 18 years.

He has traveled throughout his life, spent time living in Israel, where he served with distinction in the IDF. Moshe has been a triathlete for the past several years and has also enjoyed several years of century rides for a variety of causes, most especially JDRF. His devotion to the Jewish and greater community in Milwaukee has been recognized by several not-for-profits which is why he is so excited about the unique role Yellow Wood will be playing with it's give back program. He has served on several community boards, raising millions of dollars for a host of causes.

Moshe is an active outdoor enthusiast and has been a 'gear geek' for years. His relationship with Marty started with a gear bond and has grown to dreaming of what combined passions can achieve. "Live your dreams" is a motto Moshe wears with pride and looks forward to the opening of his new adventure in September of 2015!

Since opening the store, Moshe has trekked in Utah, New Mexico, Oregon, Colorado, Nepal and Peru.

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Born in Vienna, raised in Chicago, educated in Michigan and elsewhere, Marty is the quintessential outdoor entrepreneur. After trading in his passion for sports to camping and climbing at the Hamilton Road Alpine Club in the early 70’s his life adventure began. Devil’s Lake, WI became a second home from which a small gear sourcing company was born. Primary Source distributed European gear and clothing for several years while Marty established Erehwon Mtn. Supply in Chicago and Madison.

These initial business endeavors led to years of involvement with the outdoor industry in various capacities. He is credited with creating the first national sales rep group composed of climbers and adventurers; ROUNDTABLE ASSOCIATION. Marty often planned strategic marketing programs and directed product development for numerous emerging and established makers of the era; Sierra West Wilderness Experience, Snow Lion, Moss Tents, Dana Design to name a few.

During the 1980’s he developed his own label COUNTRYSIDE OUTFITTERS, a collection of British woolen accessories and clothing along with Asian made down parkas and coats, primarily for urban markets. Marty sold and shipped products to major outdoor retailers around the country from a small warehouse in New Hampshire.

Almost ten years ago he was lured back to his roots in the heartland by family and friends. Here he renewed his Erehwon experience while directing the opening of the Milwaukee store in 2009 and managing it for several years thereafter.

Moshe was a frequent patron in the store and they started a dialogue about gear that overtime became a friendship. The concept for a retail venue with passion and a purpose began to emerge during their frequent conversations. In fall of 2014, Yellow Wood sprouted from a few heirloom seeds. Watch them grow!



Our team ranges in age and experience, backgrounds and education, religion, race and culture. This diversity, and our passions, results in a team that is ready to provide you with an opportunity to be in a store that might actually change your life! Let us be your guides *Throughout our site, you'll see the word 'pro-tester.' What does that mean? We're passionate about bringing to our market brands that prioritize sustainability and earth-conscious practices in producing their goods. We then take cutting-edge products from these lines and test them ourselves to ensure that we're familiar with how the items function and that the goods we carry are thoroughly-vetted to ensure that what we're selling is high-quality and reliable.


Cyd Katz
Store Manager, buyer, Pro-Tester

Cyd’s love for the outdoors bloomed while attending school at CU Boulder. Born in Milwaukee, Cyd has always enjoyed the outdoors. Her keen sense of business and charming personality make her an ideal store manager. She’s trekked to Everest Base Camp, all over Colorado, Arizona, Utah, and in Fall 2019, Kilimanjaro. She is the proud mom of our shop dog extraordinaire Otis! 




Susan Masket
Partner, Pro-Tester

Born, raised and educated in New York City and the Hudson Valley, Susan brings passion for the outdoors as well as entrepreneurial experience to Yellow Wood. She is an artist, activist, educator and advocate for wildlife, humanity and the planet. 

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Partner, Pro-Tester

Debra grew up in the northern suburbs of Chicago. She moved to Madison for college, where she studied Theater at the University of Wisconsin. Her career in TV and radio grew rapidly in Milwaukee at WKLH, TMJ/WTMJ and WKTI before she left the industry to support the family businesses. She is the proud wife of Moshe, mother of Cyd and Gabe and dog mom to Max and their new addition, Ari. 

Debra's favorite places to travel include Switzerland, Costa Rica, Israel and New York City. On her bucket list are a few locations that she's not been to yet in Italy, Greece, Bali, Tahiti and Alaska. 

You'll find Debra milling about the shop, using her artistic eye to make buys or enhance the product lines we carry and enjoying long hikes with her family. 

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Sarah Koehn
Marketing & PR Director, Pro-Tester

A lifelong athlete and lover of a good challenge, Sarah grew up on Milwaukee's west side and now lives in the North Shore. Her favorite hobbies include traveling, reading in her Eno, kayaking, playing with her dogs Lennon and George and enjoying some quality patio time with a glass of something cold. She adores practicing yoga and in 2018 earned her 200-hour Registered Yoga Teacher certificate. She joined the Yellow Wood team in late December 2016 as our storytelling extraordinaire / Marketing Director.

An avid explorer with unquenchable wanderlust, Sarah’s travels have taken her to Everest Base Camp in Nepal, Canada, the Bahamas, the UK, France, Italy and all over the US. She notes a solo trip to Sedona, Arizona as particularly transformative and thoroughly enjoys camping in the Northwoods. 

Follow her adventures on Instagram at @SarahAKoehn. 


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Shop Staff


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Shop Staff


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FOllow @Otis_kush oN INSTAGRAM

Meet Otis - Yellow Wood Shop Dog Extraordinaire  

Come visit us soon!

401 e. silver spring drive, whitefish bay, wi 53217
Phone: 414-332-3636 | Email: info@yellowwoodgear.com