Press Archive - 2008

New Addition to the 5 Alarm Fire & Safety Team
Fort Atkinson, Wis., December 15, 2008
PETER WALKER has joined 5 Alarm Fire & Safety as the Southeastern Regional Sales Representative effective December 15, 2008. Peter comes from a third generation 30 year firefighting family tradition. Peter received his firefighting & EMT training from WCTC and holds certifications in Firefighter 1 and 2, EMT Basic and Intermediate (IV Tech). He is also a graduate of Marquette University and holds a degree in marketing.

Kuhl Named Marketing Manager of 5 Alarm Fire and Safety Equipment
Fort Atkinson, Wis., August 18, 2008
VICKI KUHL has been named Marketing Manager of 5 Alarm Fire and Safety Equipment, Fort Atkinson, effective August 25, 2008. The announcement was made by Gerry Fleisher, President of 5 Alarm Fire and Safety.

Vicki comes to 5 Alarm Fire and Safety after a long and successful career in sales and marketing at Quest Technologies, Oconomowoc, a leading manufacturer of noise, heat stress, air quality, vibration and gas detection instrumentation. Vicki has extensive product knowledge in the industrial and first responder safety markets.

5 Alarm is one of the largest fire and safety equipment distributors in the Midwest. The company distributes high-quality, brand-name fire and safety equipment, including breathing apparatus, protective clothing, rescue gear, hazmat products and ambulances. The company’s diverse customer base includes fire departments, emergency government departments, municipalities and industrial plants throughout the Midwest.

Kuhl is also a veteran of the fire service. She was an active member of the City of Oconomowoc Fire Department for 5+ years as a Firefighter and Emergency Medical Technician.

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Fleisher Named President of 5 Alarm Fire and Safety Equipment
Milwaukee , Wis. , June 25, 2008
GERRY FLEISHER has been named president of 5 Alarm Fire and Safety Equipment, Fort Atkinson , effective July 7. The announcement was made by Lakeview Equity Partners, LLC, a Milwaukee-based private equity fund that has invested in 5 Alarm.

“Gerry has a long and successful track record in sales and sales management focused on the industrial and first responder safety markets,” said Kent Velde, president of Lakeview. “He's a very experienced and successful leader, mentor and coach for sales, service and technical support staff in that industry.”

Alarm is one of the largest fire and safety equipment distributors in the Midwest . The company distributes high-quality, brand-name fire and safety equipment, including breathing apparatus, protective clothing, rescue gear, hazmat products and ambulances. The company's diverse customer base includes fire departments, emergency government departments, municipalities and industrial plants throughout the Midwest .

Fleisher is currently director of North American sales and global sales support manager for Quest Technologies, Oconomowoc, a leading manufacturer of noise, heat stress, air quality, vibration and gas detection instrumentation. Previously, Fleisher was district sales manager in the Safety, Fire and Emergency Services Equipment Division of Fisher Scientific, Pittsburgh, Pa.; sales engineer for Landtec-Landfill Control Technologies, Industry, Calif.; and western regional sales manager for Neotronics of North America, Gainesville, Ga.

Fleisher is also an active firefighter with the Lake Country Fire Department in Nashotah. He has earned Firefighter I, Firefighter II and Motor Pump Operator certification through the Waukesha County Technical College system.

Lakeview Equity Partners, a $40 million-plus private equity fund, has also invested in Automatän, Plover, Wis. ; Firehouse Animal Health Centers , Denver , Colo. ; LS Research, Cedarburg , Wis. ; and Travel Technology Group, Chicago , Ill.

About Lakeview Equity Partners, LLC - Lakeview Equity Partners, LLC, is a $40 million-plus private equity fund that focuses on investments in traditional, Midwest-based, middle market companies valued from $3 million to $50 million. Lakeview Equity makes investments in transactions that support ownership change; provide capital for growth; and create ownership change opportunities for managers and employees. The firm's principals have more than a century of collective experience as successful entrepreneurs, chief executive officers and investors, with a broad base of financial, transactional and operating experience. Lakeview Equity's mission is to identify and invest in strong, well-managed middle market companies to achieve continued growth and profitability.

In addition to Kent Velde, the fund's other principals are Bill Abraham, a partner at the law firm of Foley & Lardner ; Gordon Gunnlaugsson, a former Marshall & Ilsley Corp. executive vice president and chief financial officer; Fiduciary Management Inc. founder and portfolio manager Ted Kellner; and William Read, chairman and owner of aircraft parts maker WagAero Group .

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5 Alarm announces acquisition of Ropes and Rescue, Inc.
Fort Atkinson, WI, February 13, 2008
Ropes and Rescue, Inc. - a Preferred CMC Dealer in the Midwest joins 5Alarm Fire and Safety Equipment in delivering the finest CMC rescue equipment to midwest rescue professionals. 5 Alarm Fire and Safety Equipment enthusiastically serves the customers of Ropes and Rescue and aims to provide the same level of service they have grown to expect.

Alarm Fire and Safety Equipment, LLC., headquarted in Fort Atkinson, WI started in 1994 and has grown to become the Midwest's largest fire safety equipment dealer. With over 35 sales representatives in Wisconsin, Illinois, Indiana and Michigan, we are able to provide excellent sales and service to fire departments. We offer a wide range of fire fighting and rescue equipment including turnout gear, Hurst Jaws of Life, MSA breathing apparatus, Horton Ambulances and the MSA Thermal Imaging Camera.

5 Alarm has become the Midwest's largest fire safety equipment dealer. With over 35 sales representatives in Wisconsin, Illinois,
Indiana and Michigan, we are able to provide excellent sales and service to fire departments in our four state territory. We offer a wide range of fire fighting and rescue equipment including turnout gear, Hurst Jaws of Life, MS A breathing apparatus, Horton Ambulances and the MSA Thermal Imaging Camera.

Twice a year, 5 Alarm Fire Attracts over 120 fire fighters to Fort Atkinson for our Jaws of Life training school. During this two day course, the firefighters are taught the newest techniques in using the Jaws of Life. Over 50 cars, three buses, one semi and a bulldozer are used for simulated extrications during the school, giving our attendees great hands on training. Our service team is factory trained on MSA, Hurst, Horton and CompAir products as well as many others. We also have preventive maintenance and service programs that are designed to protect the investment you have made in equipment and instruments, while ensuring a maximum amount of high performance, in-service time.

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5 Alarm Announces New Financial Partner
Fort Atkinson, WI, February 13, 2006
Lakeview Equity Partners, LLC, a Milwaukee-
based private equity fund, announced an investment in 5 Alarm Fire & Safety, Inc., Fort Atkinson, Wis.

“We’re very enthusiastic about making the investment in 5 Alarm Fire & Safety,” said W. Kent Velde, President of Lakeview Equity. “It is a very well-managed company that offers industry-best products. We believe the company’s extensive sales and service network represents excellent opportunities for acquisition of new customers and expansion of its product lines.”

5 Alarm Fire & Safety is one of the largest fire and safety equipment distributors in the Midwest. The company distributes high-quality, brand-name fire and safety equipment, including breathing apparatus, protective clothing, rescue tools, hazmat products and ambulances. The company’s diverse customer base includes fire departments, emergency government departments, municipalities and industrial plants throughout the Midwest.

Lakeview Equity Partners, LLC is a $40 million-plus private equity fund that focuses on investments in traditional, Midwest-based, middle market companies valued from $3 million to $50 million. Lakeview Equity’s mission is to identify and invest in strong, well-managed middle market companies to achieve continued growth and profitability.

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