Joe Laux

Joe is a Principal and Board Member at Heartland Equity Partners. In addition, Joe is Founder and CEO of Laux Family Partners, a private investment firm focused on long term growth of its portfolio companies. Prior to this, Joe was President and CEO of River States Truck and Trailer, La Crosse Truck Center, and Minnesota Truck and Trailer. All focused on the heavy truck industry. River States and the family of companies were named by Deloitte as one of the 75 largest in Wisconsin by sales from 2014 – 2024. Additionally, River States earned Freightliner Truck Dealer of the Year and named a successful dealer in Truck Dealer of the Year magazine. 

Born and raised in New London, WI, Joe has lived in the La Crosse, Wisconsin area for the last 32 years. As a University of Wisconsin - La Crosse alum with a business degree, Joe is very active in supporting the University to this day, both academically and athletically.  

Joe and his wife, DeeAnn, are very active in local philanthropy focusing on education, Alzheimer’s care, and women’s issues. In his spare time, Joe enjoys golf, hiking, Pilates, travel, and spending time with family and friends.