Travis Hermiz media kit

Travis Hermiz is a Michigan-based entrepreneur and real estate investor, and the founder of Detour, a Michigan cannabis brand known for the tagline “Take the High Road.” He builds brand-first consumer companies and acquires, develops, and repositions Michigan property.

Travis Hermiz is a Michigan-based entrepreneur, real estate investor, and the founder of Detour, one of the state's most distinctive cannabis brands. He began by buying, fixing, and holding Michigan real estate, an education in value-add work and long-horizon ownership that still shapes how he operates. He brought that thinking into cannabis, building Detour as a brand-first company — with its “Take the High Road” positioning, road-trip aesthetic, and sub-brands including Dope Rope edibles and Dope Smokes pre-rolls — rather than another interchangeable label. His focus stays on Michigan, on product quality, and on brands people choose on purpose.

Travis Hermiz is a Michigan-based entrepreneur and real estate investor, and the founder of Detour, a Michigan cannabis brand built around the tagline “Take the High Road.” His career started in property: buying, fixing, and holding real estate one building at a time. That work provided a practical education in underwriting, renovation, contractors, and tenants, and it produced the conviction that runs through everything he does — value gets created over years rather than quarters, and ownership compounds in a way that trading does not.

When cannabis opened in Michigan as a genuinely new consumer category, he saw an industry competing almost entirely on supply, price, and distribution, with shelves full of products that looked interchangeable. He founded Detour to compete on identity instead. The brand came first: a road-trip aesthetic of highways at dusk and detour signs, a voice that is confident and funny without being juvenile, and sub-brands such as Dope Rope edibles and Dope Smokes pre-rolls that carry their own personality inside a coherent world. Product quality is treated as part of the brand rather than a separate budget line, because packaging earns the first purchase and the product earns every one after it.

Today Travis Hermiz splits his attention between growing Detour and continuing to acquire, develop, and reposition Michigan property. He keeps his work in-state deliberately, on the view that local knowledge of markets, municipalities, and contractors is a real advantage that does not transfer. He is open to partnerships, product collaborations, and Michigan real estate opportunities.