Offering hope for young men struggling with behavioral, mental and emotional health.
Rawhide’s community-based youth counseling provides a safe space for young men and women to talk about how they feel without fear of judgment.
Your donations help transform young lives.
Get involved in the life-changing work that happens every day at Rawhide.
Since 1965, our mission has been one of belief.
920-531-2500 | Email Alan
Alan Loux came to Rawhide in 2017 and serves as President and CEO. He oversees the strategic direction, vision and management of all of Rawhide’s programs and services.
He holds an undergraduate degree in Business/Economics from Wheaton College and an MBA in Marketing from the University of Wisconsin-Madison.
Alan brings extensive and diverse experience to the role, having held leadership roles in both the corporate and non-profit sectors. He began his career working in faith-based non-profit organizations such as Prison Fellowship, a global ministry to those in prison, and Inter-Varsity, a global college campus ministry headquartered in Madison, Wisconsin where he served as Director of Marketing and Assistant to the President. Most recently Loux served as Vice-President, Global Marketing with JLG Industries, Inc., an Oshkosh Corporation company and leading global equipment manufacturer. Previously he served as Corporate Vice-President – Marketing with Direct Supply, Inc. a leading health care distributor serving the nursing home and assisted living market based in Milwaukee, Wisconsin. He enjoyed a 19-year career with Kimberly-Clark Corporation, a leading global consumer products company based in Neenah, Wisconsin coming up through the brand management ranks to become Vice President – Marketing and General Manager.
920-531-2594 | Email Ed
Ed joined Rawhide in 2019 and serves as Chief Legal Officer and Assistant to the President. He is responsible for directing all legal activities to support Rawhide’s programs as well as leading special projects at the direction of the CEO.
He earned his Bachelor’s degree in Business Administration from Ball State University and his Doctor of Law degree from McKinney School of Law (Indiana University, Indianapolis).
Ed has over 45 years of experience in legal and governance oversight. Prior to joining Rawhide, Ed served as Chief Legal Officer, Corporate Secretary and Board/Executive Team Member of a number of affiliated corporations including Appleton Coated LLC, Appleton Papers Inc. (“Appvion”), and Dixon Ticonderoga Company. Ed previously was a member of the legal staff of Johnson Controls, Inc. following work in the Milwaukee law office of von Briesen & Roper.
920-531-2557 | Email Michael
Mike joined the Rawhide team in 2018 and serves as the Chief Financial and Administrative Officer. He is responsible for all of the finance, accounting, IT, administration, facilities and business enterprise functions for Rawhide.
Mike holds a Bachelor of Science degree in Engineering from the University of Illinois, Champaign-Urbana, a Masters degree in Mechanical Engineering from the University of California, Berkeley, and an MBA in Finance from Washington University, St. Louis. He is also a Chartered Financial Analyst.
Prior to coming to Rawhide, Mike worked for Schneider National, Inc. where he spent twelve years in executive roles including Senior Vice President – Finance and Treasurer. Prior to that, he served as Vice President and Treasurer of APW Ltd. Mike has also previously had significant financial management roles at Rockwell Automation and Ralston Purina in addition to engineering roles at McDonnell Douglas Corporation.
920-531-2592 | Email Heather
Heather joined Rawhide in 2017 and serves as the Chief Development Officer. She is responsible for all development, fundraising, marketing, communications and public relations activities for Rawhide.
Heather has a degree in Social Work with an emphasis on Criminal Justice and Sociology from the University of Wisconsin- Whitewater. She has received her Certified Fund Raising Executive Certification (CFRE) and has also graduated from the School of Executive Leadership Program at the University of Michigan Business School.
Heather has worked in nonprofit management for over 18 years. Prior to coming to Rawhide, Heather worked for ThedaCare where she held Executive Director and Regional Development Director positions. Earlier she spent 13 years working for Boys and Clubs of America, where she held positions of Executive Director in Janesville, WI and Chief Development Officer in Green Bay, WI.
920-531-2562| Email Joel
Joel joined Rawhide in 2001 and serves as the Chief Human Resource Officer. He oversees all human resource related activities at Rawhide including recruitment, legal compliance, employee relations, performance management, talent development, compensation, and benefits.
Joel earned his Bachelor of Arts degree in Biblical Studies from Grace College in 2001. He holds certifications from both the Human Resources Certification Institute (Senior Professional in Human Resources) and the Society of Human Resource Management (Senior Certified Professional).
Prior to his role as Chief Human Resources Officer, Joel has served in various human resource roles since 2005, including leadership positions as Director of Human Resources and Recruitment & Employee Relations Manager.
920-531-2531| Email Brendan
Brendan joined Rawhide in 1990 and currently serves as Director of Facilities. He oversees the maintenance, project planning and design of Rawhide’s facilities as well as the food service and community service programs.
In the evenings and on weekends, he serves as a Pastor of Providence Bible Church in Poy Sippi, WI.
Brendan has more than 40 years of experience in facilities and maintenance. Over the years, Brendan has held positions at Rawhide as a Grounds Maintenance Worker, Construction Instructor, Facilities Manager, CATCH Foster Home Housefather, and Temporary House father for the Smith House.
Prior to coming to Rawhide, Brendan served as the Maintenance Manager for an apartment complex as well as a national hotel chain in Amarillo Texas. He also spent time as a Foreman on a construction crew that built custom homes and commercial buildings.
920-531-2643 | Email Greg
Greg joined Rawhide in 2019 and currently serves as Residential Services Director. He is responsible for all of the Youth Homes, Training and Development and Crisis Management for our Residential Services Program.
Greg has a Bachelor of Arts degree in Social Studies from Olivet College. He has a Master’s degree in Counseling from Liberty University.
Greg has more than 25 years’ experience working with the behavioral and mental health needs of at-risk youth. He spent seven years working with Sunny Crest Youth Ranch, where he held positions of Executive Director and VP of Programs and Operations. Prior to that, he held leadership positions with Holy Cross Children’s Services, St. Vincent Catholic, Olivet Community Schools and Starr Commonwealth.
920-531-2640 | Email Danny
Danny joined Rawhide in 1991 and currently serves Rawhide as the Director of Community. He oversees all community counseling services, group homes, and community job training programs.
Danny earned his Bachelor of Arts degree in Psychology from Wheaton College and his Master of Arts degree in Counseling Psychology from Trinity International University. He is a Licensed Professional Counselor (LPC) and a member of the Wisconsin Counseling Association and the American Association of Christian Counselors.
Danny has held numerous roles in Youth Services at Rawhide over the last 28 years including Director of Youth Services, Social Work Supervisor, CATCH Foster Care Manager, Case Manager and Resident Youth Care Instructor. He has also participated on industry advisory councils, forums and task forces including Wisconsin’s Department of Children and Families Out-of- Home Continuum work group providing feedback and insight about how to approach the Wisconsin child welfare system and Wisconsin’s approach to the Family First Prevention Services Act.
920-531-2570 | Email Steve
Steve Masseth came to Rawhide in June 2019 and worked as a houseparent with his wife. Now he is the Director of Education of Rawhide’s Starr Academy on the New London campus.
He has a Bachelor’s degree in Physical Education from Minnesota State University Moorhead and a Master’s degree in Educational Administration from Concordia University Wisconsin at the Green Bay Center. Steve oversees the Education and Work Experience programs at Starr Academy. Both programs focus on preparing the youth for adulthood once they leave Rawhide. The Accredited Education Program helps youth earn the credits they need to graduate high school or prepare them for taking the GED. Through this program, Steve manages Individualized Education Plans (IEPs), behavioral management, academics, and mentorship to academic instructors.
Steve also manages the Work Experience Program (WEP), which is designed to prepare youth for the world of work through jobs on the New London campus, such as café kitchen staff, facilities maintenance, car shop mechanic, etc. This program teaches the youth how to be hard working, responsible citizens upon their return to their communities.
His first teaching position was at a residential treatment facility in Phoenix, AZ, where he taught at-risk youth. Steve also taught in both private and public schools prior to moving into administration. He has served as a Christian School Administrator for the past 20 years. He and his wife are also foster parents, which led them to Rawhide.