Daily News
From Home Furnishing Business
Midwest Furniture Sales Representative Raises Awareness for ALS Through 50-Mile Run
October 25,
2025 by Karen Parrish in Business Strategy, Industry 
When baseball legend Lou Gehrig announced his diagnosis with Amyotrophic Lateral Sclerosis (ALS) in 1939, he brought national attention to one of the most devastating diseases of the nervous system. Eighty-six years later, that same spirit of strength and perseverance inspired Kristian la Cour Madsen, a respected home furnishings sales representative, to act in a deeply personal way.
This fall, Madsen completed a 50-mile run from downtown Kansas City to Lawrence, Kansas, to honor two friends and mentors who lost their battles with ALS: Joe Ryan and Bill Hart, a widely admired figure in the furniture industry.
“Two extraordinary men, Joe Ryan and Bill Hart, both of whom I was blessed to know, recently lost their battles with ALS,” said Madsen. “Joe was a high school classmate whose friendship and spirit stretched far beyond the hallways of our youth. Bill was more than a mentor — he was a guiding hand throughout my career, a man whose wisdom and integrity shaped so much of who I became professionally and personally.”
Madsen’s journey ended on the steps of the Phi Delta Theta Kansas Alpha Chapter at the University of Kansas — a meaningful destination for the University of Montana graduate and fraternity member. Phi Delta Theta International created the IRON PHI initiative to honor Lou Gehrig, known as baseball’s “Iron Horse,” by challenging members to complete endurance events that raise funds and awareness for ALS research.
“This run was not just about covering miles — it was about carrying their legacy forward,” said Madsen. “It was about resilience, about love, and about the unwavering hope that one day we will see a cure for ALS.”
Supported by friends, colleagues, and fellow fraternity members, Madsen surpassed his initial fundraising goal of $15,000, with donations still coming in. His effort exemplifies the IRON PHI mission: “Athletes Leaving ALS Better Than They Found It.”
Kelly Hart, Midwest Sales Representative and wife of the late Bill Hart, expressed deep appreciation for Madsen’s commitment. “Kristian’s effort reminds all of us that this industry is more than business — it’s a family. His dedication to honoring Bill and others affected by ALS means the world to me and to so many who continue to fight this disease.”
To learn more about the IRON PHI initiative or to support Madsen’s fundraising effort, visit the donation page.