meet the yellow wood team
our pro-testers
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 the Milwaukee 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.
MOSHE KATZ
FOUNDER, OWNER, PRO-TESTER
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 continued to teach there part time for 21 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 many 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 as board chair of the Milwaukee Jewish Federation, the Jewish Community Center, and on the boards of The Opportunity Center, Milwaukee Parks Foundation, America’s Black Holocaust Museum, the Holocaust Education and Resource Center and more, 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.
Since opening the store in 2015, Moshe has trekked in Utah, New Mexico, Oregon, Colorado, Montana, Wyoming, Nepal, Peru, Tasmania, Switzerland, France and Italy.
DEBRA KATZ
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.
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 Kilimanjaro, Everest Base Camp, all over Colorado, Arizona and Utah. She is the proud mom of our shop dog, Otis!
JESS LESLIE
ASSISTANT MANAGER, PRO-TESTER
‘Bored’ isn’t really a concept Jess understands; if you’re looking for local adventure, she’s your go-to. An avid car camper and hiker, you’ll often find Jess exploring local gems such as Havenswood State Forest, the Kettle Moraine Southern Unit (specifically around Paradise Springs), Nelson Dewey State Park, and Bong Recreation Area.
We love Jess because she’s a people person with a rich career in customer service. She’s a great listener and a determined problem solver. Jess is a wonderful resource as you’re planning your next hike around the block, down the street, or on the other side of the world.
Outside the shop, Jess is a passionate plant mom, live music lover, and enjoys Rolltrain, which is basically aerobic dancing on roller-skates.
Sarah Koehn
Marketing 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 dog Frankie and enjoying some quality patio time with a glass of something cold. She loves cycling, running, and practicing yoga. Sarah joined the Yellow Wood team in December 2016 as our storytelling extraordinaire.
An avid explorer with unquenchable wanderlust, Sarah’s travels have taken her to Costa Rica, Everest Base Camp in Nepal, Canada, the Bahamas, the UK, France, Italy and all over the US. Sarah enjoys hitting trails in and around Milwaukee and loves camping in the Northwoods. Follow her adventures on Instagram at @SarahAKoehn.
Brian
Shop Staff
missy
special event shop staff
OUR STORY
how our founders took the road less traveled
Yellow Wood is the brainchild of Marty Stilling, a lifelong innovator in the outdoor industry, and Moshe Katz, a Northshore native and self-proclaimed gear head. The two met serendipitously and, after hours and hours of conversation about their favorite brands and a mutual affection for getting people outdoors safely and comfortably, Yellow Wood was born.
Marty and his wife Susan, pictured left at Outdoor Retailer in Denver some years ago, played an integral role in building Yellow Wood into what it is today. They retired in 2020, but are still very active members of the Whitefish Bay community.
Today, Moshe and his wife, Debra, own and operate Yellow Wood with ever-evolving gear, but the same passion and purpose upon which the shop was founded in 2015!
Come visit us!
401 e. silver spring drive, whitefish bay, wi 53217
Phone: 414-332-3636 | Email: info@yellowwoodgear.com