November 12, 2026
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Forward Bank is pleased to announce the appointment of Jeff Peterson of Medford, Wisconsin, to its Board of Directors. A fourth-generation business owner and longtime community leader, Peterson brings extensive experience in business operations, financial management, and community involvement that closely aligns with Forward’s mission of Moving Our Communities Forward.
Peterson serves as President of James Peterson Sons, Inc., a family-owned company founded in Medford. With the fifth generation now actively involved in the business, the Peterson family has built a lasting legacy of investment in the communities where its employees live and work. Today, the family’s businesses employ approximately 175 people across operations in Medford and Sheboygan, with additional affiliated companies in Central Wisconsin.
“Jeff understands what it means to invest in a community for the long term,” said Bill Sennholz, CEO of Forward Bank. “His family has spent generations building a business, creating opportunities for employees, and contributing to the strength of our region. That commitment reflects who we are as a mutual bank. We’re focused on making decisions that benefit our customers and communities, not just today, but for generations to come. Jeff brings that same perspective to our Board, and we’re excited to welcome him.”
Born and raised in Medford, Peterson has spent nearly his entire life in the community. In addition to his business leadership, he served nine years on the Medford Area Public School Board, including service as Treasurer, and six years on the Wisconsin Transportation Builders Association Board of Directors, ultimately serving as its President.
“Jeff brings the perspective of someone who has been on the other side of the banking relationship,” said Dave Clark, President of Forward Bank. “He understands the challenges business owners face, the importance of having a financial partner who knows your business, and the impact strong local businesses have on their communities. That experience will be valuable as we continue finding ways to support economic growth and build lasting relationships throughout the markets we serve.”
As a depositor-owned mutual bank, Forward Bank is guided by a commitment to its customers rather than outside shareholders. Its Board of Directors plays an important role in providing oversight and long-term direction, helping ensure the organization remains financially strong, locally connected, and responsive to the evolving needs of its communities.
Peterson and his wife, Pam, are lifelong Medford residents. They have two adult children, Haley and Adam, who also call Medford home.