Telling the story of Canada's Knights of the road: the origins of the wowtrucks calendar

Telling the Story of Canada’s Knights of the Road: The Origins of the Wowtrucks Calendar
By David Benjatschek
It’s hard to believe it’s been almost two decades since the very first Wowtrucks Calendar hit the shelves. What began as a simple idea sparked during a conversation with a long-time trucking friend has turned into Canada’s Big Rig Calendar—an annual tradition that recognizes and celebrates the unsung heroes of our highways: the men and women professional drivers who make this country run.

From Oil & Gas to the Open Road (Through a Lens)
Before launching Wowtrucks, I spent 15 years in the Oil & Gas industry, serving Canada’s trucking sector in service, sales, and marketing roles at Shell. My work allowed me to travel across the country, spending time in truck stops, fleet yards, and behind the scenes at logistics operations. But it wasn’t just business—it was personal. I formed friendships with countless drivers, dispatchers, and fleet owners who treated trucking not as a job, but as a way of life.

When I left Shell to become a speaker and photographer, the question lingered: how do I stay connected to this community that had given me so much? The answer came one day in conversation with Michael “Motor” Rosenau, a highly respected driver and former Truck News Owner Operator of the Year. We talked about the American SuperRigs calendar and how Canada didn’t have anything quite like it.
That’s when the lightbulb moment happened. Why not create our own calendar—a Canadian calendar—one that would feature not just the trucks, but the drivers themselves? One that would elevate their stories and showcase the pride they take in their rigs and their work.

The Launch of Wowtrucks (2008)
In 2008, I launched the first edition of the Wowtrucks Calendar. The goal was simple but meaningful: tell the story of 13 Canadian professional drivers each year through powerful photography and heartfelt storytelling. Unlike stock image calendars, Wowtrucks would be built around real people, real trucks, and real pride. And unlike the more commercial American counterparts, this would be a grassroots Canadian effort—with authenticity at its core.

The calendar is slightly oversized—intentionally so. It’s printed on premium photo paper and wire-o bound to make it durable and eye-catching. Each month, a different trucker and their rig are featured, accompanied by a short write-up sharing their personal story, their love of the road, and often, the family legacy behind the chrome.

Why It Matters
During my years with Shell, I came to understand a core truth about the trucking community: much like farmers, trucking isn't just what they do—it’s who they are. It’s a lifestyle, a calling, and often a family tradition passed down through generations. Even when the job is tough and the days are long, the vast majority of drivers wouldn’t trade it for anything else.
That level of dedication, of showing up day after day to keep the shelves stocked, the plants supplied, and the country moving—it deserves to be seen. It deserves to be celebrated.
And that’s what the Wowtrucks Calendar has done since its inception. It has honored the spirit, grit, and pride of Canadian truckers. It’s a way to say “thank you” and “we see you” in a world that often overlooks the people behind the wheel.

Powered by Community Support
The success of Wowtrucks is built on the support of Canadians from coast to coast. Every year, individuals purchase the calendar not just for its stunning visuals, but because it represents something they value deeply: the work ethic and heart of our country’s drivers.
But the calendar’s reach goes beyond individual households. Many companies across the transport and logistics sectors have chosen to customize the Wowtrucks Calendar with their own logo and brand identity. By doing so, they’ve turned it into an unforgettable company calendar—one that becomes a powerful icebreaker on sales calls, a trusted gift for loyal customers, and a unique way to show appreciation to their teams. More than just marketing, it becomes a statement: We support our drivers. We’re proud of our industry.

A Platform for Other Photographers
While I’ve personally photographed the majority of the images featured in the calendar over the years, Wowtrucks is also becoming a platform for lifting up other talented transport photographers across the country. In recent years, I’ve begun involving these creatives in local shoots—helping them gain experience, exposure, and a chance to share their passion for trucking culture through the lens.
It’s been incredibly rewarding to see this community grow. These aren’t just pretty pictures of chrome and steel; they’re portraits of pride, identity, and craftsmanship. And I’m thrilled to see the next generation of trucking photographers stepping up to carry the torch.

Looking Ahead: The 2026 Calendar and Beyond
The 2026 edition will mark the 19th Annual Wowtrucks Calendar—a milestone I never would have imagined back in 2008. Each edition feels like a chapter in an ongoing story—one that’s rich with character, challenge, and commitment. And while 19 years is a long run, I’m not done yet.
In fact, I’ve got plans for at least 20 more. Why? Because the mission hasn’t changed. The drivers are still out there—hauling loads through snowstorms, navigating city congestion, sleeping in truck cabs far from home. They deserve to be recognized. Their stories still need telling. And Canadians still need reminders of the people who make everyday life possible.As long as there are proud drivers on the road, there will be the Wowtrucks Calendar to capture and celebrate their spirit.

Final Thoughts
Creating Wowtrucks has been one of the great privileges of my life. It’s allowed me to blend my passion for photography with a deep respect for an industry and a people that shaped who I am. It’s reminded me, year after year, that every truck has a story—and every story matters.
So whether you’re a driver, a fan, a fleet manager, or just someone who appreciates beautiful trucks and hardworking people, thank you. Thanks for being part of the journey.

Here’s to 25 more years of chrome, courage, and community.

Here’s to Canada’s Knights of the Road.

To order your copy of the Wowtrucks 2026 Calendar or inquire about customizing it for your company, visit wowtrucks.com or call 1.888.734.2641.
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