Apollo Fire Equipment
Apollo Fire Equipment is a Michigan-based authorized dealer selling Sutphen and Alexis fire apparatus, service, and custom fabrication to municipal fire departments across the state since 1990.
- Company typePrivate
- Founded1990
- HeadquartersSaginaw, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Apollo Fire Equipment does
Apollo Fire Equipment (legal name: Apollo Fire Apparatus) is a privately-held authorized dealer of fire apparatus founded in 1990, headquartered in Romeo, Michigan, with a secondary service location in Saginaw. The company sells new Sutphen and Alexis Fire Apparatus — including pumpers (S8, S2, G2, G9 configurations), heavy rescue vehicles, and the SPH100 aerial platform — directly to municipal fire departments throughout the state of Michigan. A team of five apparatus sales representatives engages fire department leadership to specify, order, and deliver custom-configured trucks, with each transaction representing a high-value, long-cycle capital purchase typical of municipal procurement.
Beyond new apparatus sales, Apollo operates a service and repair program covering pump service and testing, fleet maintenance, mobile service repair, preventative maintenance, collision repairs, lighting upgrades, tank repair, aerial inspections, and annual DOT inspections. The company also offers custom fabrication services — pull-out trays, shelving, tool boards, rescue tool mounts, SCBA bottle storage, cab consoles, hose bed covers, and aluminum/stainless steel welding — for both new trucks and existing fleet being reassigned. Revenue is generated through one-time apparatus sales (the largest ticket items) supplemented by recurring service contracts and quote-based fabrication work. With approximately seven employees, Apollo is a small, specialized dealer whose competitive position rests on its long-standing manufacturer relationships, institutional knowledge of Michigan fire departments, and comprehensive after-sale service capability. The company operates without disclosed institutional funding, outside investors, or public reporting, and shows no activity outside the state of Michigan.
Apollo Fire Equipment firmographics
Firmographics- Name
- Apollo Fire Equipment
- Legal name
- Apollo Fire Apparatus
- Website
- https://apollofire.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Apollo Fire Equipment is a Michigan-based authorized dealer selling Sutphen and Alexis fire apparatus, service, and custom fabrication to municipal fire departments across the state since 1990.
- Ownership category
- akta.pro rank
Apollo Fire Equipment industry classification
Industry- Product category
- Fire Apparatus & Emergency Vehicles
- SIC
- Pumps & Pumping Equipment (3561)
- akta.pro primary industry
- Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression) (IMAFALAD)
- akta.pro secondary industry
- Fire Pump Inspection, Testing & Service (IMAIAJAF)
Keywords
Where Apollo Fire Equipment is headquartered
LocationHeadquarters
- HQ city
- Saginaw
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Apollo Fire Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Fire Apparatus Sales: Sale of new Sutphen and Alexis fire apparatus to Michigan fire departments. Apparatus include pumpers, heavy rescue vehicles, and custom configurations. Revenue is generated through direct sales of complete fire trucks, which are high-value, custom-ordered equipment with long sales cycles.
- Service and Repair: Comprehensive service programs including pump service and testing, fleet maintenance, mobile service repair, preventative maintenance, collision repairs, lighting upgrades, tank repair and replacements, aerial inspections, and annual DOT inspections.
- Custom Fabrication: Custom fabrication services for fire apparatus including pull-out trays, shelving, tool boards, rescue tool mounts, SCBA bottle storage, cab consoles, hose bed covers, and aluminum/stainless steel welding. Services both new trucks and older trucks being reassigned.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Apollo Fire Equipment product offering
Product offeringCore offering
Apollo Fire Equipment is an authorized Michigan dealer for Sutphen and Alexis fire apparatus, selling new fire trucks (pumpers, heavy rescue vehicles, custom configurations) to municipal fire departments. The company supplements sales with in-house custom fabrication (storage solutions, equipment mounting, aluminum and stainless steel welding) and comprehensive service and repair programs including pump testing, fleet maintenance, mobile repair, collision repair, aerial inspections, and DOT inspections.
Product overview
Apollo Fire Equipment is an authorized dealer for Sutphen and Alexis fire apparatus, operating since 1990 in Michigan. The company offers a comprehensive portfolio centered on fire apparatus sales (pumpers, heavy rescue vehicles) and complete service/repair programs. The core offering consists of new Sutphen and Alexis fire trucks sold to Michigan fire departments, supplemented by custom fabrication services for storage solutions, equipment mounting, and specialized modifications. Service offerings include pump testing, fleet maintenance, mobile repair, collision repairs, and DOT inspections. The company maintains service locations in Saginaw and Romeo, Michigan.
Differentiator
Problem solved
Functional benefit
Products and services
- Fire Apparatus Sales
Companies that use Apollo Fire Equipment
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
Apollo Fire Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Apollo Fire Equipment partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Sutphen Fire ApparatuscoreApollo Fire Equipment is an authorized Sutphen Fire Apparatus dealer serving Michigan fire departments. Sutphen is a major American manufacturer of fire apparatus, and Apollo represents their products exclusively within their territory.
- Alexis Fire ApparatuscoreApollo Fire Equipment is an authorized Alexis Fire Apparatus dealer. Alexis is another fire apparatus manufacturer whose products Apollo represents to Michigan fire departments, expanding the portfolio of available apparatus configurations.
Scale indicators2 records
Recent moves8 records
Expansion highlights4 records
Apollo Fire Equipment competitors and assessment
Company assessmentBroad incumbents
- KME (Kovatch Mobile Equipment): US fire apparatus manufacturer producing custom and commercial pumpers, aerials, and rescue vehicles. Comparable product category to Apollo's Sutphen/Alexis offerings, serving overlapping municipal customer base.
- E-One: Major US fire apparatus and emergency vehicle manufacturer (REV Group subsidiary) producing pumpers, aerials, and custom chassis. Overlaps Apollo's product category as a manufacturer serving the same municipal fire department customers.
- REV Group: Public parent company of Pierce Manufacturing, E-One, Spartan Emergency Response, and other specialty vehicle brands. Operates broadly in the fire apparatus and specialty vehicle space overlapping Apollo's product category.
- Pierce Manufacturing: Largest US fire apparatus manufacturer (REV Group subsidiary), producing pumpers, aerials, and custom chassis. Comparable to Apollo as a participant in the same fire apparatus product category, though operating upstream as manufacturer rather than as dealer.
- Ferrara Fire Apparatus: Specialty US fire apparatus manufacturer producing custom pumpers, aerials, and industrial fire trucks. Comparable to Apollo's product category, serving municipal and industrial fire departments.
- Rosenbauer America: US subsidiary of Austrian fire apparatus manufacturer Rosenbauer International, producing custom pumpers and aerials for North American municipal customers. Comparable product category to Apollo's offerings.
Direct peers
- Brindlee Mountain Fire Apparatus: Alabama-based regional fire apparatus dealer selling new and used fire trucks to municipal departments. Comparable to Apollo as a multi-state fire apparatus dealer serving government fire customers with similar GTM motion and manufacturer relationships.
- Ten-8 Fire Equipment: Southeast US authorized dealer for KME/Sutphen fire apparatus serving municipal fire departments. Directly comparable to Apollo as a regional authorized dealer with similar manufacturer relationships and government fire department customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Apollo Fire Equipment social profiles
Digital presenceApollo Fire Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apollo Fire Equipment leadership team
Management profileNumber of profiles
Profiles9 records
Apollo Fire Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apollo Fire Equipment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apollo Fire Equipment
What does Apollo Fire Equipment do?
Apollo Fire Equipment is an authorized Michigan dealer for Sutphen and Alexis fire apparatus, selling new fire trucks (pumpers, heavy rescue vehicles, custom configurations) to municipal fire departments. The company supplements sales with in-house custom fabrication (storage solutions, equipment mounting, aluminum and stainless steel welding) and comprehensive service and repair programs including pump testing, fleet maintenance, mobile repair, collision repair, aerial inspections, and DOT inspections.
Is Apollo Fire Equipment a public or private company?
Apollo Fire Equipment is a private company. It is classified as unknown and is currently operating.
When was Apollo Fire Equipment founded?
Apollo Fire Equipment was founded in 1990. It employs 1 to 10 people.
Where is Apollo Fire Equipment based?
Apollo Fire Equipment is headquartered in Saginaw, United States, in the North America region.
How does Apollo Fire Equipment make money?
Three revenue lines are on record. Fire Apparatus Sales are the primary driver. The others are service and Repair and custom Fabrication.
Who are Apollo Fire Equipment's main competitors?
Broad incumbents on record are KME (Kovatch Mobile Equipment), E-One, REV Group, Pierce Manufacturing, Ferrara Fire Apparatus and Rosenbauer America. Direct peers are Brindlee Mountain Fire Apparatus and Ten-8 Fire Equipment.
Does Apollo Fire Equipment have an API?
No public API is recorded for Apollo Fire Equipment.
What industry is Apollo Fire Equipment in?
Apollo Fire Equipment's product category is Fire Apparatus & Emergency Vehicles. Its primary akta.pro industry code is IMAFALAD, Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression), with a secondary code of IMAIAJAF, Fire Pump Inspection, Testing & Service. Its SIC code is 3561.