The SEMA Truck & Off-Road Alliance (TORA) named Adventure Lifestyle Group as the council's newest member spotlight company. Get to know their story in the SEMA News interview with Chris Gramelspacher, Adventure Lifestyle Group's director of strategic initiatives, below.
SEMA News: Tell us the story of Adventure Lifestyle Group. How did the company start?
Chris Gramelspacher: Adventure Lifestyle began in 2021 after Kevin and David Walker bought their first powersports dealership, Grapevine Powersports, in Grapevine, Texas. This sparked the idea of creating a company that encapsulated the 12 truck accessory stores they already owned and operated and pairing it with powersports and marine dealerships to create a group of businesses that truly live up to the "Adventure Lifestyle" name. Kevin and David's grassroots started with their first Custom Trucks Unlimited store in Auburn, Alabama, in 2006.
Currently, Adventure Lifestyle operates 20 powersports dealerships, 12 truck accessory stores and two marine dealerships across 11 states. The vision is still growing as we continue to push into new horizons with Adventure Lifestyle. The truck accessory stores we own and operate are widely known by their long-standing history which are Custom Trucks Unlimited, Camper City, Auto Trim Design--Midwest and Cole Brothers Auto Trim.
Our breakthrough moment came in 2021 when we realized that truck accessories customers were also powersports customers. Since then, Adventure Lifestyle was created, and we've acquired 20 powersports dealerships, becoming one of the largest and fastest-growing powersports dealership groups. That is an unprecedented growth curve in that industry and required us to rethink the overall structure and processes and really come together and perform as a group and not just a bunch of independent dealerships.
SN: What's going on these days? What projects are you most excited about?
CG: The most interesting project on my plate currently is the bringing together of what has been two separate sides of our business. We are in the beginning phases of creating truck accessory stores inside some of our current powersports locations. This has very exciting and promising possibilities as nearly every powersports customer is also a truck or SUV owner. To be able to purchase your truck accessories at the same location as you purchase and service your powersports vehicle will be something truly unique in the industry.
Our most exciting current project is our Adventure Advantage Program. The Adventure Advantage is a specialty parts and accessory program that we offer to every Adventure Lifestyle Powersports customer. It grants them exclusive access and pricing to select parts and accessories for 24 months after purchase. It was rolled out in early 2024 and we have seen very positive results, and our Adventure Lifestyle customers love it.
SN: What's the best piece of advice you have for professionals getting started in the aftermarket?
CG: If the passion and drive live inside you, do not let anything hold you back. Good, old-fashioned hard work and perseverance will make you successful in your pursuit of a career in this field. Remember, it is a relativity small community and the personal connections you make now may be your future mentors, colleagues, partners or employees in the future.
Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.