Ann Arbor based firm RealTruck has been a rapidly growing presence in the truck accessory market with the company having a strong digital footprint as it attempts to bring its own spin on the customization process to consumers.

This internet focused gameplan has worked well for RealTruck but the firm knew sooner or later that it needed to have a physical store to expand its ability to appeal to new customers. The firm got its chance in Rochester Hills and the company was kind enough to invite us to their first ever flagship store to see what it was all about.

Swapping dumbbells for brush guards

“We’re elevating the truck experience by bringing the RealTruck brand to life with a store experience that will fuel Michiganders incredible passion for trucks,” said Tony Ambroza, Chief Growth Officer at RealTruck. This focus on elevating the truck experience is evident when you walk into the 15,000 square foot store which used to be a defunct Burn Fitness gym. Ambroza revealed that RealTruck managed to not only get the building, but also build the store in 12-18 months.

The gym’s legacy is evident in some of the concrete cutouts that used to form a part of the old plumbing for the locker room and showers. RealTruck kept them as a nod to enhancing its character, but the store layout is very well laid out and organized. Each section of the store represents a specific theme and this focus on organization allows buyers to easily find the right parts they need.

This includes strategically placed tablets that have direct access to the RealTruck Builder software which allows consumers to digitally install and preview how the accessories will look on their truck when they are installed. RealTruck doesn’t mind catering to DIYers, but for customers who prefer to sit back and let the pros do it, the store also has a shop area where technicians can do the leg work while they sit and grab a cup of coffee or perhaps a snack while they wait.

To support the store’s opening, RealTruck entered a partnership with Washtenaw Community College (WCC) during their six-week course titled Custom Cars & Concepts. During the course, students had the opportunity to build vehicles for the new store by accessorizing, and lifting RealTruck’s showroom display vehicles. The course also enabled them to capture content to promote the partnership and the builds that will be on display within the retail space.

Location reveals underlying plan

While the incredible transformation from gym to truck mecca in such a short time is a pretty impressive architectural feat, the choice of a store in Rochester Hills also highlights the company’s understanding of location playing a key role in the buying experience.

The store is right off of M-59 and is also a short drive from Holly Oaks ORV Park. A PR representative we spoke with from Holly Oaks and RealTruck reps said that they are exploring future promotional and collaboration opportunities between the two to help enhance appeal among off-road buyers.

In addition, the store is close to Birmingham and Bloomfield Hills. These two communities are well known for being pockets of wealth and some of these customers would welcome a facility where they can go wild with truck accessories and have the installation part done for them. RealTruck even had NFL Hall of Famer and former Detroit Lions WR Calvin Johnson on hand at their grand opening event. Johnson and RealTruck worked together on a custom F-150 which will be on display for a year before it gets auctioned off at the 2026 Barrett Jackson Auto Auction event in Arizona.

Proceeds from the auction will go to support the Calvin Johnson Jr. Foundation, a non-profit organization founded by Johnson in 2008 to empower at-risk youth in Metro-Atlanta and Metro-Detroit through mentorship, leadership, and scholarships to assist them in pursuing college and career dreams.

It will be interesting to see how RealTruck’s first brick and mortar store does, but with a prime location and a strong gameplan in place, expect it to win over pickup fans including new owners that are getting into the lifestyle for the first time.