MADISON - Dale Frederick Mathwich, age 90, passed away on January 7, 2025, at Oakwood Village East, Madison, Wis., due to a long battle with Corticobasal Degeneration. He was born on August 8, 1934, in the Town of Easton, Marathon County, Wis., the son of Reuben and Olga (Block) Mathwich. Dale married Lila Ann Pohl on April 19, 1958, and they had been married for 66 years.

Dale was a Christian, business leader and philanthropist. After attending UW-Madison and starting in banking, he moved on to Farmers Mutual, which became American Family Insurance. In 1955, he started as a part-time agent in Birnamwood, Wis., and then in 1956 full-time in New London, Wis., and climbed the ladder from there, which included the positions of District Manager in Rockford, Ill., Illinois State Director, Marketing Director, VP of Marketing, Executive VP of Administration, President and COO and from 1990-1999 Chairman of the Board and CEO. In 1986 he coined the company vision of “strong, growing and friendly” which held true for his entire tenure. Starting in 1987, he was instrumental in the acquisition of 876 acres and started developing the business park - The American Center, Madison, Wis., where the current American Family Insurance NHQ was completed in 1992. Dale served on the boards of the National Association of Independent Insurers and the Insurance Institute for Highway Safety.

He also served on the board, and as chair, of the Oakwood Village Foundation and the boards of the United Way of Dane County and Greater Madison Chamber of Commerce. In 1992, he was the Madison Executive of the Year. Dale and Lila supported the missions of the United Way of Dane County Tocqueville Society, Oakwood Village Foundation, Olbrich Botanical Gardens, Bethel Foundation, Bethel Horizons, United Way of Dane County, American Family Children’s Hospital, Red Cross Badger Chapter and St. John’s Lutheran School (Wausau, Wis.).

Dale was an avid golfer. In 2001 he made a hole-in-one on the 14th hole at Desert Hills in Green Valley, Ariz. In addition to following the UW-Madison football and basketball games, he was also a Brewers fan and threw out the first pitch at a game. Dale and Lila enjoyed traveling and visited 37 countries and all 50 states.

Dale is survived by his wife, Lila Ann; three sons, Bruce (MaryAnne), Scott (Sue) and Dean (Luanne); two grandsons, Eric and Tim (Tia); and two great-grandsons, Boone and Abram. He is also survived by his sisters, Carol Kleinschmidt and Iva Richards; as well as nieces and nephews. He was preceded in death by his parents; and sister, Faye Mathwick; and in-laws, Jim Kleinschmidt, Don Richards, Allen Pohl and Lila Pohl.

A visitation will be held at GUNDERSON EAST FUNERAL AND CREMATION CARE, 5203 Monona Drive, Madison, from 2 p.m. until 5 p.m. on Wednesday, April 30, 2025.

In lieu of flowers, memorials may be made to the American Family Children’s Hospital in Madison, Wis.

The family appreciates the staff of Oakwood Village East Assisted Living and Hospice. Online condolences may be made at www.gundersonfh.com.

Gunderson East

Funeral & Cremation Care

5203 Monona Drive

(608) 221-5420

Dale Mathwich

August 08, 1934 - January 07, 2025

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