Wisconsin Upholstery Unwrapped
Every great business starts with a story—and ours began with a simple request.
For more than 20 years, our family has proudly run Fitness Physicians, a trusted fitness equipment repair company serving clients across Wisconsin and the Midwest.
Along the way, we kept hearing the same thing: “Can you reupholster this pad?”
It started small—a roller pad here, a bench or leg press seat there. But before long, it was clear that there was a real need for quality upholstery and reupholstery services all over the midwest. That’s when we decided to turn those requests into something bigger.
Wisconsin Upholstery was founded by Katie and Dan Menzel, along with their daughter Abigail and her boyfriend Daniel, Wisconsin Upholstery was created to bring the same reliability, craftsmanship, and care our customers have come to expect from Fitness Physicians into the world of upholstery.
Today, from our home base in Watertown, WI, we proudly serve individuals, gyms, healthcare providers, and businesses throughout Wisconsin.
Whether it’s reupholstering a worn-out piece of gym equipment, refreshing commercial seating, or giving a favorite chair, plane, boat, or couch new life, our family-run team delivers results that combine durability, comfort, and style.
What sets us apart is simple.
Experience you can trust – with decades of hands-on repair and restoration knowledge.
Family values – every project is handled as if it were for our own home or business.
Custom solutions – from high-use gym pads to furniture, medical tables, and beyond, we work with materials built to last.
At Wisconsin Upholstery, we believe that quality upholstery doesn’t just restore what’s worn—it transforms it. Our mission is to help our neighbors, local businesses, and beyond, extend the life of their equipment and furniture, while making it look and feel better than ever.
Whether you’re a gym owner with rows of machines, a homeowner with a beloved sofa, or a business needing fresh seating, we’d be honored to put our skills to work for you.
Wisconsin Upholstery – Family-owned. Community-focused. Built to last.
The Dream Stitch Team
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Katie Menzel
CEO – Chief Upholstery Executive
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Abagail Menzel
VP of Velcro Affairs
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Daniel Seeley
Chief Sit-uation Officer
Common Threads: Upholstery FAQs
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We are proud to offer a wide variety of upholstery services. You can find all of the information you need and more on our Upholstery Services Page.
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We are located in Watertown Wisconsin and serve all of south/ southeaster Wisconsin, along with northern Illinois. We also serve customers all over the state for certain projects.
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Absolutely! We are happy to work with you on logistics for your order. We ship via all major carriers and can provide guidance and shipping instructions/ documentation upon request.
Serving Southeastern Wisconsin in Style
From Boat Seats to Barstools
We’re proudly based in Watertown, Wisconsin, right in the heart of the state. From our workshop here, we serve customers in nearby communities such as Jefferson, Fort Atkinson, Oconomowoc, Beaver Dam, and Johnson Creek, and continue outward into larger cities including Madison, Milwaukee, Janesville, and Green Bay.
Our reach doesn’t stop at Wisconsin’s borders. We also work with clients across the Midwest, including northern Illinois, eastern Iowa, southern Minnesota, and Michigan’s Upper Peninsula. Whether it’s a homeowner needing a favorite chair restored, a restaurant refreshing booths, or a school gym replacing fitness pads, we bring expert upholstery services wherever they’re needed.