If you own a truck and you have ever spent time trying to figure out exactly which wheels and tires will fit your specific build — lift height, offset, backspacing and all — you have almost certainly landed on Custom Offsets.
It is the largest truck wheel fitment community and online retailer in the United States, pulling in an estimated 60,000 website visitors every single day and selling around 150 wheel sets daily. But behind all those photos, fitment guides, and YouTube builds is one man who quit a comfortable corporate job on Christmas Eve 2012 to solve a problem he could not stop thinking about.
What Is Custom Offsets?
Custom Offsets is an online truck gallery and e-commerce platform that sells wheels, tires, lift kits, suspension, and leveling kits for trucks and off-road vehicles. It is headquartered in Appleton, Wisconsin, and was founded in 2013.
The company’s core product is its massive community-driven gallery where real truck owners share photos of their builds along with exact fitment data — giving buyers the confidence to purchase without guessing whether a setup will actually work on their specific vehicle.
Beyond the gallery, Custom Offsets operates a hugely popular YouTube channel with millions of subscribers, making it one of the most influential automotive media brands in the truck enthusiast space. Its annual revenue was reported at approximately $7.6 million in 2026 as a standalone entity, though the broader group of related companies under its founder generates significantly more.
Who Owns Custom Offsets in 2026?
Custom Offsets is a privately owned company. It was founded by Shawn Chartier, who remains a Founder and Board Member of the company based in Appleton, Wisconsin. The company has no public shareholders, no venture capital backing, and no institutional investors. It has never raised an external funding round.
The broader ownership picture involves multiple co-owners who hold stakes across a group of related automotive aftermarket businesses. Ben Raboine is a documented co-founder of Custom Offsets and is listed as a part owner of several connected brands including Anthem Off-Road, Fitment Industries, ARKON Off-Road, and NovoMoto.
Steve Hamilton, who describes himself publicly as an owner of Fitment Industries, Custom Offsets, and SD Wheel, is the third major ownership figure in this group of interconnected companies based in and around Appleton, Wisconsin.
Ownership and Key Stakeholders Table
| Owner / Party | Role | Stake | Key Detail |
|---|---|---|---|
| Shawn Chartier | Founder & Board Member | Founding equity holder | Founded Custom Offsets on Christmas Eve 2012; launched February 2013 |
| Ben Raboine | Co-Founder & Part Owner | Co-ownership stake | Also part owner of Fitment Industries, Anthem Off-Road, and ARKON Off-Road |
| Steve Hamilton | Co-Owner | Ownership stake | Publicly lists himself as owner of Custom Offsets, Fitment Industries, and SD Wheel |
| Kirk Powell | Vice President of Marketing | Executive role | Listed as VP Marketing as of 2026 |
| No external investors | N/A | Zero outside funding | Privately bootstrapped; no VC, PE, or public shareholders |
| Fitment Industries | Sister Company | Shared ownership group | Separate brand under same Appleton, Wisconsin ownership network |
| SD Wheel | Sister Company | Shared ownership group | Full-service wheel and tire retailer under the same ownership umbrella |
| Anthem Off-Road | Sister Brand | Shared ownership group | Off-road wheel brand co-owned by Ben Raboine |
| ARKON Off-Road | Sister Brand | Shared ownership group | Off-road wheel brand within the same Appleton-based ownership group |
The Origin Story: A Christmas Eve Idea That Changed Truck Culture
The story of Custom Offsets begins with a deeply relatable frustration. Shawn Chartier was a self-described “wheel guy” who worked a six-figure job at a regional healthcare organization in Wisconsin.
Every time he wanted to modify his own truck with new wheels, he would spend months digging through automotive forums, begging other owners for photos and fitment data — only to find that the person who had posted the build had long since disappeared.
On Christmas Eve 2012, Chartier had his breakthrough moment. He walked away from his healthcare career and committed to building a solution — a platform where truck owners could share their exact wheel setups with photos and specs, making fitment research fast, reliable, and visual. By February 2013, Custom Offsets was live.
The concept was simple but powerful. Instead of guessing, a buyer could search for their exact truck model, filter by wheel size and offset, and browse hundreds of real photos from real owners with verified fitment data. Nobody else in the industry had built anything like it at that scale.
From Gallery to Business Empire
What started as a community gallery quickly evolved into a full-scale e-commerce and media operation. Shortly after launch, Custom Offsets partnered with a Chicago-based company to list wheels and tires for direct purchase — and when that partnership proved successful, Chartier and his partners bought the Chicago company outright.
The group then launched or acquired multiple additional brands. Fitment Industries became a sister brand targeting the broader car enthusiast market beyond trucks.
SD Wheel grew into a full-service wheel and tire retailer. Anthem Off-Road and ARKON Off-Road became house wheel brands manufactured and sold directly through the group’s own channels.
Chartier has noted that what separates Custom Offsets from every competitor is its investment in marketing and media.
While most rival companies employ two or three people on their marketing team, Custom Offsets built a marketing department of 50 people — a bet on content, social media, and community that turned out to define exactly where the industry was headed. That decision is the primary reason the company attracts 60,000 daily website visitors without relying on traditional advertising.
The YouTube Strategy That Built the Brand
One of the most important and underappreciated parts of the Custom Offsets ownership story is how deeply the brand is tied to YouTube and social media content.
Custom Offsets’ YouTube channel became one of the most-watched automotive channels in the truck enthusiast niche, producing build reveals, fitment guides, product comparisons, and truck giveaways that drove massive organic traffic to the website.
The truck giveaway campaigns — where Custom Offsets gave away fully built trucks complete with aftermarket wheels, lift kits, and accessories — became some of the most shared content in the truck community and generated enormous brand awareness at relatively low cost compared to traditional media buys.
This content-first model is the direct result of Chartier’s early insight that the future of the automotive aftermarket would be won by the brands that understood media — not just the ones with the biggest wholesale relationships.
Where Is Custom Offsets Headquartered?
Custom Offsets is based in Appleton, Wisconsin — a mid-sized city in Northeast Wisconsin that has quietly become one of the most productive hubs for automotive aftermarket e-commerce companies in the United States.
The broader Appleton operation includes the offices and warehousing for Custom Offsets, Fitment Industries, SD Wheel, and the other brands in the ownership group. The company employs approximately 31 employees as of mid-2026 as a standalone entity, with the broader group employing significantly more across its multiple brands.
Frequently Asked Questions (FAQs)
Q1. Who owns Custom Offsets in 2026?
Custom Offsets is privately owned by its founder Shawn Chartier along with co-owners Ben Raboine and Steve Hamilton — a fully bootstrapped company with no outside investors.
Q2. When was Custom Offsets founded?
Shawn Chartier conceived Custom Offsets on Christmas Eve 2012 and officially launched the company in February 2013 in Appleton, Wisconsin.
Q3. Is Custom Offsets publicly traded?
No. Custom Offsets is a 100% private company — it has never listed on a stock exchange and has never raised external funding.
Q4. Who is the founder of Custom Offsets?
Shawn Chartier is the founder of Custom Offsets. He quit a six-figure healthcare job to build the platform after being frustrated by the difficulty of finding reliable truck wheel fitment information online.
Q5. What other brands are connected to Custom Offsets?
The same ownership group also controls Fitment Industries, SD Wheel, Anthem Off-Road, and ARKON Off-Road — all based in or around Appleton, Wisconsin.
Q6. Where is Custom Offsets headquartered?
Custom Offsets is headquartered in Appleton, Wisconsin, which also serves as the base of operations for the broader group of connected automotive aftermarket brands.
Q7. How much revenue does Custom Offsets generate?
Custom Offsets reported annual revenue of approximately $7.6 million in 2026, with an estimated 60,000 daily website visitors and around 150 wheel sets sold per day.
Q8. What makes Custom Offsets different from other wheel retailers?
Custom Offsets operates a community-driven truck gallery with real owner photos and verified fitment data, and maintains a 50-person marketing team — far larger than any competitor in the aftermarket wheel space.
Custom Offsets is a 100% privately owned company founded by Shawn Chartier on Christmas Eve 2012 and launched in February 2013 in Appleton, Wisconsin. It has never taken outside investment and has no public shareholders.
The company is co-owned by Shawn Chartier, Ben Raboine, and Steve Hamilton — three partners who together operate one of the most successful clusters of automotive aftermarket e-commerce brands in America, including Fitment Industries, SD Wheel, Anthem Off-Road, and ARKON Off-Road.
Custom Offsets generates an estimated $7.6 million in annual revenue as a standalone brand, attracts 60,000 daily website visitors, and sells approximately 150 wheel sets per day — all built on a foundation of content, community, and a marketing team that is 25 times larger than any of its competitors.