Businesses are born when ingenuity and opportunity come together. In the wake of the Great Depression and WWI, Amandus D. Moyer hatched a plan to sell off the pieces of an abandoned roller coaster. It was a hard time for Americans; many were struggling to put food on the table and keep a roof over their family’s heads.
Fast forward four generations, and A.D. Moyer is now a thriving family business with multiple locations and 100+ employees throughout eastern Pennsylvania. Their story is one of hope, determination and an unbreakable entrepreneurial spirit—here’s how they did it.
Businesses are born when ingenuity and opportunity come together. In the wake of the Great Depression and WWI, Amandus D. Moyer hatched a plan to sell off the pieces of an abandoned roller coaster. It was a hard time for Americans; many were struggling to put food on the table and keep a roof over their family’s heads.
Fast forward four generations, and A.D. Moyer is now a thriving family business with multiple locations and 100+ employees throughout eastern Pennsylvania. Their story is one of hope, determination and an unbreakable entrepreneurial spirit—here’s how they did it.
The Story Behind A.D. Moyer
In the 1920s, Sanatoga Park was the bees' knees. Owned and operated by the Pottstown Passenger Railway, the attraction served as a destination site and incentivized people to ride the adjacent trolleys. Visitors enjoyed a bustling midway, highwire acts, bumper cars and a Dance Pavilion that attracted as many as 1,000 dancers on a Saturday night—all set against the backdrop of rolling Pennsylvania hills and a beautiful lake.
But the star of the show was the Alpine Dips, a mile-long wooden roller coaster that dominated the hillside—one of the first of its kind in the county.
By the mid-1930s, however, interest in Sanatoga Park began to decline. The world was changing and the owners weren’t able to keep the park afloat. The Alpine Dips, an investment that had cost the original owners upwards of $100,000 to build, was up for sale—for what end purpose, no one was exactly sure.
Then Amandus D. Moyer stepped up to the plate.
A self-described member of a tribe he deemed “the last of the all-around men,” Moyer was a multi-faceted man with eclectic talents. Rumor has it that he was constantly on the move and rarely sat still. In his younger days, Moyer dabbled in photography, mechanics, shoeing horses and even making caskets.
His internal motivations behind the purchase have been lost to history; living family members today aren’t sure exactly why Moyer chose to tackle the opportunity, although they’re very glad he did.
In 1938, Moyer began dismantling the roller coaster by hand, piece by piece. He then hauled the lumber from the deflated Sanatoga Park in Pottstown to his home in Gilbertsville and began selling it out of his house.
The supply from the Alpine Dips wouldn’t last forever, of course, so Moyer began sourcing wood and lumber from other locations as demand continued to grow. He slowly added staff members and created a name for himself and his business; and in 1939, A.D. Moyer Lumber was officially born.
Today, A.D. Moyer Lumber is run by its 4th generation of family members. The Moyer family reinvented the business throughout the decades, surviving wars, uncertainty, culture shifts and the technological boom. The organization is a living lesson of what happens when ingenuity meets ambition and just how far those ripple effects can go.
The Story Behind A.D. Moyer
In the 1920s, Sanatoga Park was the bees' knees. Owned and operated by the Pottstown Passenger Railway, the attraction served as a destination site and incentivized people to ride the adjacent trolleys. Visitors enjoyed a bustling midway, highwire acts, bumper cars and a Dance Pavilion that attracted as many as 1,000 dancers on a Saturday night—all set against the backdrop of rolling Pennsylvania hills and a beautiful lake.
But the star of the show was the Alpine Dips, a mile-long wooden roller coaster that dominated the hillside—one of the first of its kind in the county.
By the mid-1930s, however, interest in Sanatoga Park began to decline. The world was changing and the owners weren’t able to keep the park afloat. The Alpine Dips, an investment that had cost the original owners upwards of $100,000 to build, was up for sale—for what end purpose, no one was exactly sure.
Then Amandus D. Moyer stepped up to the plate.
A self-described member of a tribe he deemed “the last of the all-around men,” Moyer was a multi-faceted man with eclectic talents. Rumor has it that he was constantly on the move and rarely sat still. In his younger days, Moyer dabbled in photography, mechanics, shoeing horses and even making caskets.
His internal motivations behind the purchase have been lost to history; living family members today aren’t sure exactly why Moyer chose to tackle the opportunity, although they’re very glad he did.
In 1938, Moyer began dismantling the roller coaster by hand, piece by piece. He then hauled the lumber from the deflated Sanatoga Park in Pottstown to his home in Gilbertsville and began selling it out of his house.
The supply from the Alpine Dips wouldn’t last forever, of course, so Moyer began sourcing wood and lumber from other locations as demand continued to grow. He slowly added staff members and created a name for himself and his business; and in 1939, A.D. Moyer Lumber was officially born.
Today, A.D. Moyer Lumber is run by its 4th generation of family members. The Moyer family reinvented the business throughout the decades, surviving wars, uncertainty, culture shifts and the technological boom. The organization is a living lesson of what happens when ingenuity meets ambition and just how far those ripple effects can go.
Meet Alex Moyer
Owner, A.D. Moyer, 4th Generation
Meet Alex Moyer, Amandus’ great-grandson and one of the current leaders of A.D. Moyer Lumber. Although growing up he wasn't always 100% sure whether he would enter the family business, Alex was destined to remain a part of the legacy of A.D. Moyer Lumber. Alex’s journey naturally seemed to pull him towards his current path—exemplified by a story from his college years almost too bizarre to be true.
In his freshman year at Penn State Berks, Alex was assigned a random roommate for the year, Dan Kurtz. In a passing conversation, as the two young men got better acquainted, Alex mentioned his family was from Boyertown and he worked summers at A.D. Moyer in Pottstown.
Not knowing Alex was part of the family, Dan immediately chimed in, stating he had a unique connection to that business. His great-grandfather had owned a famous roller coaster in Pottstown, Dan explained, but the roller coaster was eventually sold to someone who started a lumber company with the remains.
"You're not gonna believe this..." Alex recalls saying with a laugh.
Fascinated and slightly shellshocked, the duo sought out an article from a local historical society, which confirmed their incredible connection: J. Rowland Kurtz had indeed sold the Alpine Dips to Amandus Moyer in 1938 and their great-grandsons were randomly assigned a room together, out of the hundreds of incoming students, more than 70 years later.
Although there was no pressure for Alex to follow in the family’s footsteps, he eventually decided to jump wholeheartedly into the lumber business—even passing on an offer to work for Penn State University Park. He recalls graduating on a Sunday in May in 2010 and starting at A.D. Moyer first thing that Monday morning.
“I came into this business because I truly want to be here,” Alex explains. “If you’re forced into it, you may not be committed. So there’s an organic chemistry that kind of happened for me.”
Family-owned businesses are a staple in the American culture and economy, and according to score.org, family-owned businesses employ 60% of the U.S. Workforce, create 78% of new jobs and generate 64% of the GDP.
Only 13%, however, make it beyond 60 years, a statistic that puts A.D. Moyer Lumber in the minority, considering it’s approaching its 85th year in business next year.
“As 4th generation owners, we are here as a result of prudent planning and we haven’t really made our mark yet,” Alex admits. “If we truly care about this business, we have to continue that culture of planning and good stewardship. Thinking past your own existence is critical—you fail to do that, and you crumble.”
And while working in a family business can provide comfort and security, it can also present unique challenges. Often, family members spend more time at work than they do at home. And during holidays and weekends, business issues can become an ever-present elephant in the room or a distraction from the joys of family life.
So how can other family-owned businesses set their future generations up for success?
Alex, who participates in a number of family-owned business groups and networks, often speaks on the topic. “If you want to put the success into succession, communicate openly and plan early,” he says.
Family-owned businesses are a staple in the American culture and economy, and according to score.org, family-owned businesses employ 60% of the U.S. Workforce, create 78% of new jobs and generate 64% of the GDP.
Only 13%, however, make it beyond 60 years, a statistic that puts A.D. Moyer Lumber in the minority, considering it’s approaching its 85th year in business next year.
“As 4th generation owners, we are here as a result of prudent planning and we haven’t really made our mark yet,” Alex admits. “If we truly care about this business, we have to continue that culture of planning and good stewardship. Thinking past your own existence is critical—you fail to do that, and you crumble.”
And while working in a family business can provide comfort and security, it can also present unique challenges. Often, family members spend more time at work than they do at home. And during holidays and weekends, business issues can become an ever-present elephant in the room or a distraction from the joys of family life.
So how can other family-owned businesses set their future generations up for success?
Alex, who participates in a number of family-owned business groups and networks, often speaks on the topic. “If you want to put the success into succession, communicate openly and plan early,” he says.
Adapting and changing is critical for survival for almost every type of business and the lumber and hardware industry is no exception.
Thanks to the rise of the internet and television, one of the biggest challenges A.D. Moyer contends with is a cultural one.
“There was no HGTV or YouTube in 1939,” says Alex with a laugh. “People used to come in with a vague idea of what they were looking for, and we would go from there. Now, customers come in with very specific wants and needs.”
That meant a shift from carrying a large stock of commonly requested items to a more nuanced and niched supply that meets today’s consumer’s demands for customization and uniqueness. Throughout the years, A.D. Moyer also has continuously upgraded its physical spaces to match the evolving demands of its customers, including new warehouses and more complex storage systems.
Finally, focusing on its people is a major component of the A.D. Moyer culture and recipe for long lasting success. Because no matter how much things change, some things stay the same, especially when it comes to putting employees first.
“Caring for our people is one of the ways we differentiate ourselves from big box stores. It’s easy to be customer-centric, but that’s not all we learned from previous generations. Our whole thing is if you treat your employees right, they will take good care of our customers. So start with them,” said Alex.
Adapting and changing is critical for survival for almost every type of business and the lumber and hardware industry is no exception.
Thanks to the rise of the internet and television, one of the biggest challenges A.D. Moyer contends with is a cultural one.
“There was no HGTV or YouTube in 1939,” says Alex with a laugh. “People used to come in with a vague idea of what they were looking for, and we would go from there. Now, customers come in with very specific wants and needs.”
That meant a shift from carrying a large stock of commonly requested items to a more nuanced and niched supply that meets today’s consumer’s demands for customization and uniqueness. Throughout the years, A.D. Moyer also has continuously upgraded its physical spaces to match the evolving demands of its customers, including new warehouses and more complex storage systems.
Finally, focusing on its people is a major component of the A.D. Moyer culture and recipe for long lasting success. Because no matter how much things change, some things stay the same, especially when it comes to putting employees first.
“Caring for our people is one of the ways we differentiate ourselves from big box stores. It’s easy to be customer-centric, but that’s not all we learned from previous generations. Our whole thing is if you treat your employees right, they will take good care of our customers. So start with them,” said Alex.
From the straight lines in the lumber yard and the intricately designed displays to the electric car charging ports in Pottstown and the hitching posts in Kutztown, A.D. Moyer has upgraded its facilities and services to ensure that every customer who walks through the door feels welcomed and supported.
Several years ago, leading with a belief that each transaction matters, A.D. Moyer retrained its staff members to work cross-functionally in all product lines for all customers. Although some team members will always have their specialty areas, any employee can help any customer at a moment’s notice.
Serving both professionals and DIY’ers means the team is constantly on its toes, especially because custom orders and white glove service is the name of their game.
An order coming through the door could be for an industrial complex or a single home window replacement, either way, the A.D. Moyer crew is ready.
From the straight lines in the lumber yard and the intricately designed displays to the electric car charging ports in Pottstown and the hitching posts in Kutztown, A.D. Moyer has upgraded its facilities and services to ensure that every customer who walks through the door feels welcomed and supported.
Several years ago, leading with a belief that each transaction matters, A.D. Moyer retrained its staff members to work cross-functionally in all product lines for all customers. Although some team members will always have their specialty areas, any employee can help any customer at a moment’s notice.
Serving both professionals and DIY’ers means the team is constantly on its toes, especially because custom orders and white glove service is the name of their game.
An order coming through the door could be for an industrial complex or a single home window replacement, either way, the A.D. Moyer crew is ready.
Innovation on the Horizon
If you stroll through the grounds of the former Sanatoga Park, small pieces of wood can still be found scattered among the undergrowth. These humble remnants serve as a reminder that, although the years will continue to pass, the impact of decisions and legacies can live on. A.D. Moyer Lumber’s story is a testament to American ingenuity and teaches us that even when the ride is over, something great may be waiting on the other side.
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