Most locations also have an auto service center, gas mart, and car wash. On July 10, 2019, Fleet Farm announced that it had reached a deal with SECURA Insurance to purchase their current headquarters building in Appleton.

The family later created an oil company and opened a dealership and auto parts stores.

The first store, named Fleet Wholesale Supply, was opened in Marshfield, Wisconsin.

In addition, Fleet Farm launched a new brand campaign and added the tagline “Built for real life”, replacing the slogan "We Love It" which debuted in 2009.

These include: Road Runner - Batteries and tires, Big Max - Trailers and automotive supplies, Field and Forest - Clothing and footwear, Fleet Boutique - Women's clothing, Dura-Built - Farm supplies, Milkhouse brand - Dairy supplies, Farm Life - Animal supplements, Sprout - Animal feed, Mills Fleet Farm - Candy and nuts, Farm Toys.