NBC News’ Christine Romans visited the Goebel & Co. Furniture shop as part of her series, “The Cost of Denial.” The series focuses on the financial burdens and struggles faced by consumers due to rising costs and insurance coverage denials. The series highlights how these denials impact individuals' financial well-being and access to necessary services.

On July 2, the episode featuring Martin Goebel, owner of the company, aired nationwide. “When the storm hit, Martin Goebel thought he’d be okay,” said Romans, in her report, “you had insurance.”

The storm to which she was referring was in March of 2021. The heavy rain and hail and whipping winds on that day severely damaged the roof on the 15,000-square-foot building that houses his factory. The company is still fighting the effects of that storm, and the insurance company on which it was relying.

“When the storm hit, Martin Goebel thought he’d be okay,” said Romans, in her report, “[he] had insurance.”

"I was fully covered and fully up to date on all of my payments,” Goebel explained. 

“You thought you’d be covered, so you think it is not fair,” responded the reporter.

“Everything going on here is not fair,” he said, “What we are dealing with here is not the disaster of the storm, it is the disaster of the insurance that is supposed to protect us from the storm.”

Goebel is suing Cincinnati Insurance Company for what he believes is what he is owned from his $1 million policy.

He said that he cannot afford to pay for the repairs himself. “No, that is why I have insurance."

According to Goebel, the insurance company has only paid for money for tarps, some machinery and temporary fixes, “far from enough to repair the roof and machinery damaged,” Romans reported.

“Every time it rains, it gets a little worse and there’s a new leak somewhere,” he responded. “The assumption is the storm was the worst day of your life, but in reality, the worst day of your life it is really the next storm. You don’t know how bad that damage is.”

Because of the ongoing problems, Goebel said he has lost hundreds of thousands of dollars, had to cut staff and take on a second job to make ends meet with a newborn at home.  

“That must be so frustrating,” Romans said, “Because if it had been fixed in 2021, you wouldn’t have these cascading problems.”

In response to the NBC Nightly News' inquiries, Cincinnati Insurance, which previously had declined to respond to Woodworking Network stating ongoing litigation concerns, said that it "believes in paying claims quickly and fairly."

The insurance company told NBC News that it can’t talk specifically about Goebel’s case. But, in Romans’ reporting, she cited court filings from the insurance company that read, “The existence of hail or wind damage is an open question of fact.”

There was, however, a hailstorm on that date in St. Louis, Romans reported.

Today, Goebels still waits for his day in court, which may come sometime next month.

“I think that every small business owner out there should look at this and say to themselves, 'what do I do when this happens?' Because it is not a question of ‘if’ but when.”