Press & recognition

Travis Hermiz in the press

Coverage, interviews, and features on Travis Hermiz and Detour. For interview and media requests, get in touch — the media kit has approved bios and press details.

Topics

What Travis Hermiz can speak to

These are the subjects Travis Hermiz works in every day, and the ones he is most useful on for a reporter, editor, or podcast host looking for a practitioner rather than a commentator.

  • Building a consumer brand in a commoditized category

    How a product that looks interchangeable on a shelf gets chosen anyway — and what actually creates preference when the underlying category is a commodity.

  • Brand-first thinking in cannabis

    Why Travis Hermiz built Detour around a point of view and a tagline — "Take the High Road" — instead of leading with specs, and what that changes operationally.

  • Value-add real estate and long-horizon ownership

    Acquiring, developing, and repositioning property with a hold-forever mindset, and how patience changes which deals are worth doing.

  • Operating in Michigan specifically

    What it means to build consumer businesses and own real estate in Michigan rather than treating the state as a test market for somewhere else.

  • Product and packaging as strategy

    Treating the physical product and what it comes in as the core strategic decision — using Detour's sub-brands, Dope Rope and Dope Smokes, as working examples.

  • Why culture beats media spend

    Betting on taste, humor, and identity instead of buying attention, and the tradeoffs that come with growing a brand that way.

Formats

Interview formats

Travis Hermiz is available in the following formats, remote or in Michigan:

  • Written Q&A over email
  • Podcast interview (remote or in person)
  • On-camera interview
  • Panel or moderated conversation
  • Expert commentary or quotes for a story already in progress

Fast path

For journalists on deadline

Everything needed to publish without a back-and-forth is already on the site. The media kit has approved short, medium, and long bios you can quote directly, plus headshot slots and usage notes.

For b-roll, background, or a quotable framing of the story in his own words, the three-minute video is on the site with a full transcript.

On first reference, use Travis Hermiz, founder of Detour. The brand is styled “Detour” — not “DeTour” or “Detour Cannabis” — and the tagline is “Take the High Road.” Michigan is the correct market reference.

For interview requests, fact-checking, or a quick quote, email hello@travishermiz.com or use the contact page. Note your outlet and deadline and it gets prioritized.