January 1, 2026 – St. Michaels, Wi – After more than five decades, a familiar auto body chapter on Highway 28 in St. Michaels is turning the page. Dave Goeden has sold the family-run Goeden’s Auto Body, a shop rooted deeply in customer service and satisfaction.
While ownership has changed hands, Goeden is not vanishing from the scene. Not yet.
“Yeah, it’s scary,” Goeden said of the decision to sell. “This is all I know.”
Goeden bought the business from his father, Willie, in 2015, continuing a legacy that began in 1969 at a different location before moving to the current Highway 28 site in 1971.
For decades, the shop carried the family name and reputation, built one repair and one relationship at a time.
“Take care of the customers and just treat them right,” Goeden said. “You just hope that the next guy does the same thing.”
That “next guy” is Mike Umbaugh, who lives with his wife Gail in Farmington.
Their big news is, they’re keeping the name of Goeden’s Auto Body the same. Goeden said that mattered, both to him and his family.
“My dad kind of said, ‘Is he keeping the Goeden name?’”
Dave Goeden said Willie seemed a little nervous, but then sister Candi said, “‘He must want to come in here knowing he’s got high standards to follow and treat the customers the way you did.’ After that, Dad was kind of, ‘Oh, okay. Yep.’”
Goeden believes Umbaugh understands exactly what those standards are.
“I told him where he needs to be as far as service and quality,” Goeden said. “Then the customers will be loyal to him. I think Mike is going to do that.”
The timing of the sale was shaped by realities facing the entire industry. Goeden pointed to a growing technician shortage that has made it difficult for many body shops to find help, and even harder for owners to sell.
“There’s nine other body shops in the state for sale,” he said. “A couple of them have been for sale for multiple years. It just shows you the tech shortage that’s coming around. There’s just nobody getting into this line of work, and it’s tough to sell body shops.”
When Umbaugh approached him about six months ago, Goeden recognized the opportunity.
“So when this guy came to me, we talked about it and worked out,” he said. “It’s a good thing.”
While ownership has changed, customers will still see a familiar face as Goeden plans to stay on during the transition, working anywhere from three to five days a week.
“I’m not walking away from it,” Goeden said. “I’m just going to pass the reins.”
His schedule may finally loosen, at least a little.
“We have grandkids now, so we’ll spend some time with them,” Goeden said. “The flexible schedule helps. It’s all good.”
As word of the sale spread, the response from customers and the community has been overwhelmingly supportive.
“I am blessed,” Goeden said. “Blessed with the customers I have and the family I have. I take care of them, and they wish all the best for me. It means a lot.”
Goeden specifically said he wanted to thank his family and friends and definitely the customers that helped support his business all these years.
Tomorrow, Part 2 – Meet the new owners of Goeden’s Auto Body.
