She left Muskegon for a global career. Now she’s back to lead the family business

After eight years in New York City, St. Louis, and Sweden, Talia Tyler has returned to her hometown with a new perspective and a desire to invest in the community where she grew up.

“You grow up, and you kind of take it for granted,” Tyler says of Muskegon.

She is part of “boomerang migration,” a growing trend of young professionals who leave their hometowns for school and work and later return with new skills and a renewed commitment to their communities.

“Stories like Talia’s are exactly what we see across West Michigan. People who grew up here and started to build their careers elsewhere eventually found their way back,” said Karen George, program manager for Hello West Michigan, an organization that recruits and helps relocate top talent to West Michigan.

“It’s not hard to understand why. Between amenities like Lake Michigan, growing downtown communities, an increase in fun recreational activities across the region, affordable cost of living, and most importantly, their families, this region has a lot pulling people home.”

According to a February 2025 Federal Reserve Bank of Cleveland study, about 30% of people who leave the Grand Rapids–Wyoming metro area eventually return, above the national average of 28% and higher than major metros like New York, San Francisco, and Austin. 

The study also found that housing affordability is one of the strongest predictors of return migration, which works in West Michigan’s favor.

Tyler left Michigan after graduating from Muskegon Catholic Central High School in 2018, then headed to Columbia University in New York City, where the three-sport athlete played soccer and studied business psychology.

An internship with Anheuser-Busch in Stockholm led to a full-time role for three years with the company, including work at its U.S. headquarters in St. Louis.

“I fell in love with the beer culture and working with a product that brings people together,” she says.

Now, she works for her family’s business, Tyler Sales Co. The company was started by great-grandfather, Stan Tyler Sr., in 1934 after Prohibition ended. It was passed to her grandfather, Stan Tyler Jr., who expanded its presence in the region as an Anheuser-Busch distributor, a relationship that remains central to its operations.

“We are definitely an Anheuser- Busch house. It’s about 85% of what we sell,” Tyler says. “The remaining 15% consists of a variety of non-alcoholic products, RTDs, wine, and Michigan-made products. 

‘Leadership trainee’

Her father, James Tyler, took over in 2001 and now runs the company alongside Tyler’s uncle, Tom Schultz. The business distributes beverages across Muskegon, Newaygo, and Oceana counties.

As a fourth-generation member of the company, Tyler is now preparing to take the helm as her father and uncle begin to look toward retirement.

Her training reflects that transition. Since returning in July, she has spent months working across the company — riding sales routes, loading trucks, working in the warehouse, and analyzing operations — to build a full understanding of the business.

“I’m just trying to learn everything I can,” she says. “They call me a leadership trainee.”

Growing up around the business gave her early exposure to the industry and its expectations. Her time with Anheuser-Busch added another layer, offering insight into the supplier side of the business and shaping how she approaches decision-making, particularly in using data to guide sales and strategy. In St. Louis, she focused on sales performance and data analysis.

“I’m used to being able to tell a story through the numbers,” Tyler says. “I used to make the PowerPoints that the brewery presents to its wholesalers. It’s kind of cool to have both sides.”

That combination of familiarity with the family business and professional experience with the world’s largest brewer gives her a broad view of how the industry operates.

Her family’s company has built its longevity on customer service, supplier relationships, and a consistent presence in the community. It supports area organizations that include United Way of the Lakeshore, Muskegon Catholic Schools, the Boys & Girls Club, and Folds of Honor, and sponsors local events across the region.

“The best part about working on the wholesaler side of the business is you feel like you’re a fabric of the community,” she says.

‘The time was right’

After stepping away from soccer, she has returned to the sport, playing on a local women’s indoor team. A former forward at Muskegon Catholic and Columbia, Tyler says the game reflects how she approaches her work.

“It allows me to connect with the community,” she says. “You get to be a part of something that’s way bigger than the actual arena game.”

The team, Muskegon’s first women’s indoor arena soccer team since 1946, is engaging the community and inspiring youth. After the game, kids often ask for her autograph. 

Her role on the field — focused on scoring and working as part of a team — mirrors her approach in business, where she is both goal-oriented and collaborative.

Time away changed how she views her hometown. A mix of professional and personal factors drove her decision to come back.

“When the opportunity presented itself to come back, I just felt like the time was right,” she says. “There is nothing more rewarding professionally than to be able to give back to a community that gave so much to me.” 

Tyler feels more connected than she did living in big cities. 

“Everyone cares about everyone else,” she says. “No one’s stepping on each other’s toes to get ahead.”

She also points to growth in the area, including new development and activity downtown, where she spends more time than she did before moving away. 

“I feel incredibly grateful to wake up in one of the most beautiful places and be surrounded by a tight-knit community,” she says. 

Photos courtesy of Talia Tyler