In September 2000, the agreement with Pine City Broadcasting was severed, and Casey Communications took over day-to-day operations of WWLC and sister station WXCX, which had signed on earlier that year.
Quarnstrom Media purchased WLMX-FM and WXCX in late 2002 and began operating the stations through a local marketing agreement on October 1, 2002.
The new owners switched WLMX-FM to a hot adult contemporary format in early 2003, dropping local news and the Wisconsin Radio Network.
Later in 2006, Quarnstrom Media agreed to sell WLMX-FM and WXCX, along with seven other stations in Wisconsin and Minnesota, to Red Rock Radio for $7.5 million.
On July 20, 2016, Red Rock Radio announced that it would sell WLMX-FM to Zoe Communications as part of a five station deal;[5] the sale was completed on September 30, 2016.