As a professional in the funeral industry, Bill Forsberg has been a leader in business development and operations management. With over 45 years of experience in the industry, he currently serves as the President and CEO of the ADDvantage Casket Company.

Bill’s visionary thinking, entrepreneurial drive, and national perspective have led him to chart the strategic direction, plan business initiatives, and design organizational sales solutions for several North American market leaders in the funeral industry.

In addition to his leadership in operations, Bill is an innovator who has introduced new products and services that have transformed the deathcare industry in North America. His achievements include the introduction of keepsake urns, female-oriented burial vaults, and customizable cremation urns. He has also revolutionized the casket industry by creating an industry-first in North America, the Batesville Caskets Honoring Lives Tour. Bill successfully managed the three-year tour of North America, which showcased the latest casket industry products and services to industry professionals.

Bill’s impact extends beyond product innovation and marketing. He is the inspiration behind the prototype and launch of the “Veterans Vault” series, coinciding with the dedication of the World World II Veterans Memorial in Washington D.C. fundraising campaign, culminating with a breakfast at the White House. Additionally, he is the author of the book “Much Wants More,” a collection of 52 aphorisms, truisms, and life hacks for contemplation and personal enjoyment.

Click here to view Bill’s personal website for more information.

Click here to read an article on Bill Forsberg’s mission to help others.

Thomas oversees the The ADDvantage Casket Company operation with a mindset that on-time, perfect delivery is an ‘each-and-every-time’ necessity.

Keyvin is highly skilled in many areas of the death care business and provides key operational support as our Operations Manager. Everything that he does revolves around the funeral home customer. From the technical to the practical, he’s our “go to” guy.

Jimmy has over 35 years of customer service experience in the airline industry helping bereaved families and funeral homes to transport decedents in a secure and dignified manner. He is ready to continue assisting customers with great attention to detail as well as an empathetic and caring ability.

Steve’s focus is on developing practical solutions for customers based on their needs and desires. Not an easy thing to achieve but Steve does it with a confident attitude. He knows that to maximize the bottom line of quality and profitability for each customer is a must.

Glenn feels that helping bereaved families is a calling, not just another job. His Christian beliefs and practices are essential to his life, and we at ADDvantage fully support that.

Born in Livingston, New Jersey, in 1990, he graduated from Union High School and decided that warmer climates were worthy of a move. Glenn moved across the country to Raleigh in 2011, trying various career paths, including OTR driving with US Express, and eventually became an independent contractor.

Glenn brings to the ADDvantage team a quiet confidence and positive mannerism, which fits right in with our company culture.

Rick Frye is based out of the Hickory distribution center and brings more than 30 years of experience driving tractor trailers throughout the Southeast. Known for his reliability and professionalism, Rick values the relationships he builds with customers and takes pride in providing dependable service each day.

When you first meet Brendan, he looks like we drafted him from the NFL (he has a commanding presence)! A father of 5 children, he stays involved in his children’s activities, as a coach and mentor. His real occupation is firefighter for over 12 years and he enjoys it immensely. We feel fortunate to have him on the ADDvantage Team.

Lawrence “Wink” Winkenhower brings decades of business experience and a thoughtful, people-first approach to the ADDvantage Casket Company team. A graduate of the University of Southern California with a degree in Business, Wink spent more than 30 years as the sole proprietor of a residential appraisal firm before relocating from Pacific Palisades, California, to Raleigh in 2023.

Known for his reliability and practical perspective, Wink values time spent outdoors and with family. He enjoys golf, hiking, motorcycle riding, and the beach, and is proud to be a father of three and grandfather to two.

Our company hires only the best and brightest to work in our energized environment. So, when we asked Randy if he wanted to work at the high paced The ADDvantage Casket Company he said, “YES!” Randy has been with the Wake Forest Fire Department for over 25 years… and that’s about as high energy as you can get. When he’s not at the fire station you can find him riding his motorcycle on the Blue Ridge Parkway enjoying the scenery. We welcome him to our company and the energy that he brings to our customers.