When you think about the soul of the classic truck community, you think of friendship, nostalgia, turning wrenches late into the night, and telling stories that live longer than the trucks themselves. That spirit is exactly what fuels United By Trucks, the lifestyle brand created by Robbie Purser, our guest on this episode of The Customized Ride.
What began as a simple desire to document his builds and learn YouTube eventually sparked a movement. Robbie has built a thriving brand rooted in storytelling, craftsmanship, and an unwavering love for classic trucks. Today, United By Trucks includes a growing media arm, a podcast, merchandise, a network of friends and creators, and a community that stretches across the country. Robbie Purser – United By Truck…
Robbie’s story reminds us that the journey is never linear. Sometimes, your calling begins in a garage.
FROM SMALL GARAGE TO FULL-TIME BRAND
Robbie didn’t set out to build a national platform. In fact, it all began with curiosity. After exploring YouTube to research new trucks he was interested in buying, he wondered if anyone would care about the builds and adventures happening in his small garage. Robbie Purser – United By Truck…
So he did something most people never do—he hit record.
On November 28, 2018, Robbie posted his first YouTube video. He stitched together clips from his phone, recorded a simple intro and outro, and uploaded it under the name Whitlock Garage, a nod to the area he lived in. Robbie Purser – United By Truck…
Those early videos weren’t polished, but they were real. They featured his flagship build—a 1968 GMC affectionately named Teddy—and documented the process of putting these trucks back on the road. To Robbie’s surprise, viewers began responding. They commented, encouraged, and gathered around the content.
Soon, a community began forming—not just locally, but from across the country and even internationally. Robbie began saying, “Welcome to Whitlock Garage, where we are united by trucks,” and before long, that tagline became the name. United By Trucks was born. Robbie Purser – United By Truck…
WHAT UNITED BY TRUCKS BECAME
Over the next few years, United By Trucks transformed from a YouTube channel into a full lifestyle brand built around three key pieces:
1. Classic Truck Content
United By Trucks highlights Robbie’s personal projects, his friends’ trucks, and standouts from the classic truck world. Rather than working on customer vehicles, the focus is personal—creative storytelling, friendship, and fun. Robbie Purser – United By Truck…
2. UBT Media
Together with his wife Sarah, Robbie operates a boutique creative agency helping automotive companies tell their story through video, visuals, and strategic branding. It’s a natural extension of the skills he developed along the way. Robbie Purser – United By Truck…
3. Action Line Podcast
The podcast dives deep into old-school stories, builds, and conversations that highlight the culture behind the steel. The passion is obvious—it is fun, relational, and full of the camaraderie that defines the automotive world. Robbie Purser – United By Truck…
FULL-TIME AND FULL FAMILY
In April 2024, Robbie and his wife took United By Trucks full-time. Robbie Purser – United By Truck…
The transition came with new challenges—financial inconsistency, balancing multiple projects, and the massive workload of filming, editing, building, and traveling.
They quickly learned that running a growing brand is more complex than filming interesting builds. There’s editing, scheduling, managing clients, designing merchandise, handling logistics, road travel, and serving the community.
But one thing stands out: family is built into the DNA of UBT.
Robbie, Sarah, and their two kids, Jackson and Millie, travel to shows together, work booths, and meet the people supporting them. Robbie Purser – United By Truck…
UBT is more than a brand—it’s a family story.
THE TEAM BEHIND THE BRAND
Although the heart of UBT is Robbie and Sarah, they have a small team helping on the media side, plus a crew of longtime friends who support filming, wrenching, and storytelling.
These are the people who have carried UBT forward—editing videos, traveling to shows, building trucks, and giving their time simply because they care about the mission. Robbie Purser – United By Truck…
It truly takes a village.
CURRENT PROJECTS
Robbie has two main builds underway:
• A 1991 OBS Silverado with coilovers and an LS 6-speed setup
• A reimagining of Teddy, his 1968 GMC, with motorsports influences, coilovers, wide steelies, and rust repair Robbie Purser – United By Truck…
Both projects continue his love for blending old-school style with new-school performance—while telling the story every step of the way.
FAVORITE SHOWS
Robbie’s top pick is C10 Fall Revival in Denton, North Carolina.
The setting, people, and vibe make it special. The show raised more than $100,000 for Ronald McDonald House this year, proving that when culture and community work together, lives are changed. Robbie Purser – United By Truck…
WHAT WE LEARNED FROM ROBBIE PURSER
Robbie dropped countless nuggets throughout the conversation. Here are some of the most powerful:
1. Passion beats perfection
He never started with expensive gear or polished skills. He started with what he had. The passion mattered more than the production.
2. Community is everything
United By Trucks works because people see themselves in it—stories, friendship, and authenticity.
3. Evolve, but stay rooted
A brand will grow, shift, and mature, but its core purpose must remain. That keeps it honest and prevents burnout. Robbie Purser – United By Truck…
4. Full-time is not easy
The highs are high, but finances fluctuate, editing piles up, and it is a grind. Still, Robbie loves it enough to keep showing up. Robbie Purser – United By Truck…
5. The booth changes everything
Selling merch at shows is rewarding, but it limits filming time. The team and family support make the difference. Robbie Purser – United By Truck…
6. Keep the younger generation engaged
Even if their style isn’t your favorite, their participation protects the future of the culture.
7. Tell stories that matter
People connect through stories—the builds, the road trips, the friendships. That’s what keeps them coming back.
THE HEART OF THE EPISODE
At its core, Robbie’s journey is a reminder that purpose grows when passion meets consistency. He started with curiosity, built with intention, and stayed humble. His willingness to learn video, embrace new skills, weather burnout, and rely on community is why UBT continues to thrive.
United By Trucks isn’t just a channel. It’s a reflection of the culture—classic trucks, hard work, patience, friendship, and memories preserved under metal and paint.
Most of all, it shows that anyone with a passion can create something meaningful if they simply begin.
FINAL THOUGHT
Whether you are a builder, creator, or dreamer, Robbie’s story leaves us with this:
Start where you are. Build what you love. Invite others along for the ride.
That is what unites us by trucks.
The Customized Ride covers car shows, car meets, car events etc..