Hollywood has come for Apocalypse Manufacturing, the Pompano Beach-based truck customizer that converts big Jeeps, Hummers, Land Rovers and more into six-wheeled monstrosities with names like HellFire and Bone Saw.

Truck Dynasty, a new reality series set to premiere Tuesday, Aug. 12, at 9 p.m. on the Discovery Channel, puts the operation under a microscope.

Viewers will meet celebrities, sports stars and wealthy business leaders who can afford $150,000 or more to buy converted vehicles or to have their own trucks retrofitted.

They’ll see how the shop’s crew customizes each build to serve specific needs of their customers, like Nick “the Wrangler” Bishop, a snake hunter who in the premiere reacts to the conversion of a Jeep into an amphibious camper that can plunge deep into the Everglades.

And they’ll meet the energetic family members who run everything.

There’s owner Joe Ghattas, a former car dealer who over 10 years turned a side hustle souping up Jeeps into a multimillion-dollar business headquartered in a $10.7 million plant near the corner of Martin Luther King Jr. Boulevard and Powerline Road.

Ghattas’ wife, Ashley Ghattas, met her husband during the early days, when he was seeking to lease a couple of empty work bays at a dealership where she worked. Now she manages the company’s books so Ghattas and his 80-member crew can concentrate on the builds.

Jerry Eisenband Jr., Ashley’s brother, handles marketing and sometimes makes a sale. He arranged the Discovery deal.

And there are two veteran salesmen: Ashley’s other brother, a handlebar-mustachioed Frankie Eisenband, and her father, Jerry Eisenband Sr., who boasts of starring in TV commercials for his own dealership back in the 1980s.

Much of the series revolves around the tension and interplay among this New Jersey family as they rush to finish the truck conversions. Joe Ghattas said in a recent interview with the South Florida Sun Sentinel that was joined by Ashley and Jerry that they often had to “water down” the explicit language when the cameras were rolling.

Despite that, Ashley says, “the insane family dynamic is going to be quite enjoyable, we think, for America.”

The premiere episode features scenes of Bishop taking Frankie into the Everglades to hunt snakes so Frankie can get a better idea of how to configure the camper. Not used to outdoor life, Frankie trips over a tree and disappears into a pool of swamp water.

Bishop and the video crew “weren’t sure what was going on,” Bishop told the Sun Sentinel. “There was a moment of silence, but he got back up and he kept trekking along. Shortly after he fell, we found a couple of water snakes.”

The premiere episode also features an appearance by popular reality show chef Guy Fieri, a previous customer who brings his kitchen-equipped HellFire back to the shop for some further renovations.

Future shows will spotlight trucks built for Shaquille O’Neal and Jay Leno, Jerry said.

Planning for the series has been underway since 2020, Joe said. While wearing masks and conducting meetings by Zoom, “Jerry comes to me and says, ‘These guys pitched a TV show,’” he says.

Jerry adds, “They had read an article about SoFlo Customs (the sales branch of the company) in some obscure magazine. They called and said, ‘Hey, you know, we’re a production company. Have you ever heard of the Property Brothers?’”

The producers were Scott Brothers Entertainment, creators of the Property Brothers and a long list of shows on HGTV and other cable channels that revolve around the drama of purchasing distressed real estate and renovating old houses.

Shooting began in December 2023 and continued through the end of summer of 2024, Jerry said.

Joe, Ashley and Jerry said they believe that subsequent episodes follow a plot similar to the premiere’s — chaos ensues as the crew figures out how to modify vehicles to serve the needs of their eccentric buyers.

But they acknowledge that they’re not sure what the producers chose to include out of all the footage they shot.

“We haven’t seen all of the episodes,” Joe says. “We don’t know from what all was captured will actually make it to TV.”

Not only did the crew have no say in what’s being presented in the program, they say they earned no money from their participation.

Ashley says, “Honestly, right now, like, the whole filming, the entire process that we’ve been through, thus far, is so unique to us. We’ve never done it before, and we had such a good time together that if that’s all it was, we had a killer time doing it. If it leads to more than that, then hallelujah, you know?”

Exposure from the series could lead to more sales, more orders, and more rebuilds. Although the plant is cranking out vehicles at full capacity now, Joe says they’d find a way to expand to meet any additional demand the series generates.

“If more folks find out about us because of it, that’s the absolute win.”

Ron Hurtibise covers business and consumer issues for the South Florida Sun Sentinel. He can be reached by phone at 954-356-4071, on Twitter @ronhurtibise or by email at rhurtibise@sunsentinel.com.