Love’s Enters the Media Business
In October 2025, Love’s Travel Stops announced the launch of Love’s Media Group, described as the first retail media network designed specifically for America’s travel stops and the first to reach professional truck drivers at scale. The new platform leverages Love’s 662 locations across 42 states to deliver advertising to travelers through fuel pump screens, in-store digital
signage, the Love’s Connect mobile app, and the My Love Rewards loyalty program. The company hired retail media veteran Tommy Greenberg to lead the initiative, drawing on his experience building similar platforms at Lowe’s and Target’s Roundel division. From a marketing perspective, the move makes obvious sense. Love’s serves millions of professional drivers and everyday travelers who spend significant time on the road and are actively making purchase decisions throughout their journey. But behind the technology story is a physical infrastructure story that does not get enough attention.
Digital Networks Require Physical Infrastructure
Every pump screen, every in-store digital display, and every piece of connected hardware at a Love’s travel stop exists inside a physical structure that had to be designed, fabricated, and installed. Digital signage at fuel islands requires weatherproof enclosures, mounting hardware, and structural connections capable of withstanding wind loads, temperature extremes, and the vibration of a busy fueling environment. Pump screen systems require secure mounting solutions integrated into the fuel dispenser island canopy structure. In-store display systems need conduit routing, structural backing, and mounting frames that are built to last in high-traffic commercial environments.
None of this infrastructure installs itself. Structural welders and fabricators are part of the process that makes the digital guest experience physically possible. The screen a truck driver sees at the pump is the front end of a technology platform. The canopy holding that screen in place is the result of certified welding work. You do not get one without the other.
Love’s Is Building for the Long Term
Love’s has been family-owned and operated since 1964 and has grown to nearly 40,000 team members across North America and Europe. The company planned to add 20 new travel stops in 2025 alone and has committed to investing $700 million in 2026 for new stores, remodels, loyalty upgrades, foodservice improvements, and alternative energy projects. The launch of
Love’s Media Group is one piece of a much larger investment in the physical and digital guest experience at every location.
For welding and construction contractors who serve the travel center market, that investment translates directly into project work. New travel stops require complete fuel and structural welding scopes. Remodels require precision work around existing systems. Alternative energy projects, including EV charging infrastructure and low-carbon fueling systems, require new types of structural and mechanical welding work that are becoming increasingly common at modern travel centers.
The Convergence of Technology and Trades
As the fuel retail industry becomes more technology-driven, with retail media, app-based loyalty programs, connected dispensers, and digital customer experiences becoming standard at the largest chains, it is easy to focus on the technology and overlook the physical infrastructure underneath it. But the screens, the canopies, the fuel systems, the kitchen equipment, and the structural steel that holds everything together are still built the same way they always have been: by skilled tradespeople with the right certifications, the right equipment, and the right standards. Sarlo Certified Welding is proud to be part of that physical foundation. We support fuel retail operators, contractors, and developers who are building the next generation of travel centers and convenience stores, whether they are adding pump screens or adding pumps.
- Fuel canopy fabrication for new and modernized travel center locations
- Structural mounting and enclosure fabrication for pump-side technology systems
- EV charging station structural support and conduit system welding
- Alternative fuel infrastructure welding for hydrogen, CNG, and biodiesel systems
- Remodel welding for active travel center locations with live operations
- New travel center construction welding from ground up
Ready to build or upgrade your fuel station infrastructure? Contact Sarlo Certified
Welding today at sarlocertifiedwelding.com and let our team bring your project to the
finish line with the quality and precision your business depends on.