The First Choice team has been helping people hear better for three generations since 1957. Our goal is to provide exceptional hearing health-care for those with hearing problems in a professional and courteous manner.

First Choice Audiology and Hearing Care is a five-office practice dedicated to providing excellence in Hearing Health-Care in the Pikes Peak region and in Canon City. It is our goal to build lasting relationships with our patients so that they will realize an improved quality of life through better hearing and communication.

We specialize in hearing testing and rehabilitation for persons over the age of five. We offer a wide range of premiere hearing instruments such as Siemens, GN Resound, Sonic Innovations, Widex, Oticon, Starkey, and Phonak. Additionally, we have many products and services related to hearing such as earplugs, amplified telephones, or wireless TV headphones.

William F. Herholtz Inc., dba/First Choice Audiology and Hearing Care was founded in 1957 by George Edward Herholtz with the purpose of helping people hear and communicate better. At that time, 90% of all hearing aid fittings were conducted in the home! In contrast, only 3-5% of all hearing aid fittings are conducted in the home today. Our purpose is still the same, however, help people hear and communicate more easily.

In 1963, William F. Herholtz, BC-HIS (Board-Certified Hearing Instrument Specialist), son of George Edward, took over the family practice and conducted business under the trade name of Beltone for 37 years. In January of 2001, William changed the name of the practice to First Choice Audiology and Hearing Care in order to offer an even better selection of products and a higher level of care.

In December of 2001 William F. Herholtz, BC-HIS, sold the practice to his son William F. Herholtz III, Au.D.. Both William F. Herholtz and Alice herholtz remain on the Board of First Choice Audiology, however.

William F. Herholtz III, Au.D., Board-Certified Doctor of Audiology, is the current president and Clinical Director of First Choice Audiology and Hearing Care. He has been with the practice since 1995.

William is clinically certified by the American Speech and Hearing Association, a member of the Academy of Dispensing Audiologist's, and Board-Certified by the American Academy of Audiology. Furthermore, he is a member of the Colorado Academy of Audiology.

He presently takes care of patients at the Main Office located at 1396 South 21st. Street. Dr. Herholtz is also responsible for the management of the corporation and it's audiologists.

In 1999, William F. DeHaan III, BC-HIS, Board-Certified Hearing Instrument Specialist, joined the First Choice team and is currently taking care of patients at 115 N. 8th St. in Canon City, Colorado.

Mr. DeHaan is a second generation Hearing Instrument Specialist.

So, take advantage of three generations and over 80 years of experience and make First Choice your choice in hearing care!