Kum & Go Gas Stations are Starting to Disappear in Iowa and Across the US

Earlier this year, it was revealed that one of the iconic Midwestern gas station chains would be undergoing a full rebrand to steer itself away from the snickers and jokes directed at its name for decades. Last week, it was confirmed that rebranding efforts have officially started, with motorists now having to get used to seeing a new name grace the familiar bright-red circle logo.

After acquiring the Iowa-based chain Kum & Go in 2023, Maverik, whose parent company is FJ Management (better known as Flying J) has announced that it will begin the steps to phase out the brand in 2025. Kum & Go gas stations will be rebranded as "Maverik" gas stations. I suppose the lack of a "c" in "Maverick" gives it a cooler, edgier look as opposed to one that inspires jokes.

Details About the Rebrand:

On Maverik's official website, they've stated that they are "working hard to make the transition as seamless as possible," but note that "there will be some brief closures during each location's remodeling process. Per CNN, a specific timeline for when the Kum & Go name will be fully retired wasn't given.

This is bitterly sad news, as a piece of Iowa history will be fading into obscurity. Kum & Go was founded by Bill Krause and his father-in-law T.S. Gentle as Hampton Oil Co. It was during its expansion across the Midwest that its name began Kum & Go in 1975.

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How the Kum & Go Name Started:

A 1993 interview with The Des Moines Register had Krause revealing that the "K" in Kum & Go stood for his name, while the "G" stood for Gentle. The ensuing name would then have the fewest number of letters, resulting in cheaper signs. The name becoming a sexual innuendo didn't phase Krause whatsoever:

I can bristle and be offended, or I can look at the fact that 100,000 people a day come through the doors of Kum & Go - Bill Krause, per The Des Moines Register

Kum & Go Rewards Will NOT Rollover:

One of the recently revealed developments about Maverik is that your Kum & Go "&Rewards" points will not rollover with the ensuing rebrand. Instead, frequent patrons will be encouraged to join Maverik's "Adventure Club," which includes:

• Punch-It! digital punch cards that don't have time limits — take as long as you need to earn your freebies!
• Save 2¢ on fuel —every gallon, every day (you don't have to activate your fuel discount, it's always there)
• Use Trail Points to pay for in-store purchases and to enter to Win Stuff
• Get freebies and exclusive offers on the Maverik app

Jackass Helped Popularize the Chain:

Earlier this year, I wrote about how Johnny Knoxville brought some increased national attention to the Kum & Go brand via Jackass Number Two.

WARNING: THE FOLLOWING CLIP CONTAINS GRAPHIC LANGUAGE AND BRIEF VIOLENCE. IT MUST BE VIEWED ON YOUTUBE DUE TO THE VIDEO ITSELF BEING AGE-RESTRICTED FOR VIEWERS 18+.

In Jackass Number Two, the 2006 sequel to Jackass: The Movie, one of the stunts involved Johnny Knoxville, Bam Margera, and Ryan Dunn standing in front of a riot control gun filled with small, rubber pellets. That kind of device is stationed at United States embassies around the world, and is used in the event of a riot, a stampede, or any instance where there is a threat to life or property.

Being that this is Jackass, of course Knoxville wanted to get footage of him and his cohorts getting shot by the device. But that's not the only funny thing in the clip itself. During the stunt, Knoxville is rocking a shirt with the Kum & Go gas station logo on it, along with their catchphrase "We go all out!"

Many folks who went on to be hats and shirts with the logo and branding didn't even realize it was an actual business!

Kum & Go's rebranding effort will be an extensive one for Maverik. The gas station has 400 locations spread across 13 states in the Midwestern and southern regions of the US. With Maverik's acquisition, that brings the combined number of locations to about 80, per CNN, and makes it the 12th largest convenience and gas station in the country.

Read more about Kum & Go's rebrand to Maverik on Maverik's official website.