In the Wake of Tragedy, This RE/MAX Broker Stepped Up to Help His Community Heal

“This can’t be real.”

That was the first thought that ran through John Gscheidmeier’s head as he witnessed tragedy right before his eyes. On November 21, 2021, Gscheidmeier, Broker/Owner of RE/MAX Service First, was enjoying the annual Waukesha Christmas Parade in the small Wisconsin city when an SUV plowed through the crowd, claiming the lives of six individuals and injuring many others.

The attack left a close-knit community feeling jarred during the typically joyous holiday season.

One year later – as the parade made its return – Gscheidmeier stepped up to bring the citizens of Waukesha together, stronger than ever before.

Tragedy during tradition

“Waukesha is my hometown. It’s full of people who care about the community and care about upholding a good culture here,” Gscheidmeier says. “We look out for one another and love our traditions. The annual parade is one of them.”

Each year, RE/MAX Service First has a float in the Waukesha Christmas Parade – complete with a RE/MAX hot air balloon basket – and members of the office march with pride and camaraderie. While enjoying a festive day alongside members of the Waukesha community, he witnessed the 2021 incident from just feet away. Gscheidmeier remembers the horror of watching chaos unfold around him and fearing for everyone’s safety, including that of his family in the crowd.

“In that moment, I had to counsel my wife and my daughter, and then I had a counsel others because we had people there from our RE/MAX office. One person was injured and we had to get her to a safer place,” he says.

In the days, weeks and months that followed, the citizens of Waukesha felt a sense of disbelief as they mourned lives lost and nursed injured individuals back to health.

Strengthening community in the aftermath

“That night was a lot of reflecting and checking in with people,” Gscheidmeier recalls. “I was in law enforcement and I was also a firefighter for over 25 years. I’ve certainly been around a lot of bad things in my life, but I’ve never seen anything quite like this.”

Taking care of his agents was the top priority.

“We focused on the physical and mental health of our agents, making sure that they were ok and that their families were ok. They knew they could come into our office at any time for support,” he says.

Gscheidmeier also checked in with members of the real estate community nearby. He promptly called contacts at local real estate offices and competitor brands to ensure everyone was safe.

The RE/MAX Service First office then banded together to help raise money for funds established to support the families of victims who were killed or injured.

The power of community in times of rebuilding

One year later, as RE/MAX Service First began to prepare for the 2022 Waukesha Christmas Parade, Gscheidmeier – a leader in the local business community – knew trepidation would be in the air. But he was resolved to help create and ensure an unforgettable, joyful experience for every participant.

“Evil was not going to win. That was our focus,” he says.

Instead of just the RE/MAX Service First office joining the parade, Gscheidmeier partnered up with three other RE/MAX offices in neighboring towns – including RE/MAX Platinum, RE/MAX Liberty and RE/MAX Excel – for an unwavering presence. This year’s parade had three times more RE/MAX affiliates marching in it than last year’s.

“I felt it was important that we showed how strong RE/MAX is for this community,” he shares. “My office may be in Waukesha, but the surrounding offices were affected by the attack, too.

“I wanted anybody who wanted to be part of it to be part of it. So, our banner in the parade this year said RE/MAX United We Stand, #WaukeshaStrong.”

This year, the RE/MAX float included an inflated cold air RE/MAX balloon, along with three real RE/MAX hot air balloon baskets shooting flames into the sky. Gscheidmeier reports the crowd was in awe at the spectacle, big enough to stand out from blocks away.

“They broadcasted this year’s parade live on the NBC affiliate station here so people who didn’t feel comfortable attending could watch it, too,” he says. “They made the parade route just a little bit different, but we did walk down the same Main Street as last year. It was a joy to see how many people came out.

“We have to restore what we know is normal in Waukesha – in our community and everything else.”

Giving back to others isn’t new for Gscheidmeier or his office. He believes it’s a guiding principle for leading a local business.

“You have to be rooted in the community and you have to give back all year round,” he shares. “RE/MAX has its partnership with Children’s Miracle Network (CMN) Hospitals. We hosted a golf outing benefitting CMN Hospitals this year and raised about $10,000.”

This holiday season – in addition to participating in the parade – Gscheidmeier organized a family event featuring photos with Santa Claus, and donation collections for Toys for Tots and the local Humane Society.

“I’m a service-oriented person – that’s why I named my brokerage RE/MAX Service First,” he says. “The efforts of my brokerage are bigger than real estate. This is about people – and about restoring the Waukesha community.”

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