Dan Gross

• Owner/Head of sales /Auctioneer
• dzckgross@hotmail.com
• (989) 213-5189

 The Story Behind Gross Auction Co.

My name is Dan Gross, and I was born and raised in Montrose, Michigan, on our family farm. Growing up, we spent our days cash cropping, buying, and selling new and used farm equipment — and that’s where my passion for this business began.

My love for auctions started early — I was only five years old when I began tagging along with my dad to farm auctions, always excited to see what we might bring home next. The energy, the people, and the thrill of the sale stuck with me ever since.

Although I was around the auction industry my entire life, it wasn’t until January 2022 that I finally decided to pursue my lifelong dream of becoming an auctioneer. Life took me in and out of the family business over the years, but I returned full-time in July 2015, slowly working my way back into the farming and sales world that I’ve always loved.

In January 2021, my wife Brina and I officially took over the family business when my parents, Elmer and Marge, retired. Along with that came decades worth of inventory dating back to 1965! We decided to host an inventory reduction auction in August 2021, and that event reignited my passion for auctions even more — I knew right then that auctioneering was what I was meant to do.

I enrolled in the American Auction Academy, graduated in January 2022, and founded Gross Auction Co. soon after. Since then, we’ve built an incredible team of hardworking employees, family members, and veterans who share the same dedication and passion for this industry.

We held our first live and online auction in September 2022 and have been growing ever since — now proudly hosting four major consignment auctions a year along with specialized farm, estate, and benefit sales.

At Gross Auction Co., we’re a veteran-owned and family-operated company built on the core values of honesty, integrity, and hard work. Auctions aren’t just our business — they’re our passion.

 Whether it’s farm machinery, construction equipment, or a full retirement sale — we don’t just sell your items; we help carry your legacy forward.

Brina Gross

• Co owner

Brina is the co-owner of Gross Auction Co. She graduated from Coleman High School in Coleman, Michigan, and went on to build a successful 11-year career as an ER Tech and Patient Access Clerk. After spending seven years in Wyoming, she recently moved back home to Michigan, where she earned her degree in Medical Billing and Coding from Delta College.

Dave Gross

• Former Head Mechanic/Head of Sales

Dave was a big part of the success of our business and never will be forgotten for what he did for the business and his family.

He ran the business and farm when Elmer was out on the road and made most repairs and did most of the hauling for years. He spent many hours in the shop making our equipment run to the highest standards, and always had a lot of pride in his work to make everything look better than new, and would not except anything but the best and he has passed those same values down to his brother Dan and Jeff.

Cindy Allen

• Retired Office Manager

Cindy has been with us since 2019 and is the mother of Brina Gross, co-owner of our business.

She grew up in Coleman, MI, and graduated from Coleman High School. Cindy holds a college degree in Business and Data Processing. She retired from Dow Chemical in 2003 after 35 years of dedicated service.

Following her retirement, she worked in Wyoming as an Office Manager for the American Cancer Society before returning to Michigan in 2016. Since then, Cindy has devoted her time and expertise to Gross Auction Co. While she is now officially retired, she continues to help out from time to time

Nicole Forster

• Manager
• grossfarms16@yahoo.com

Nicole joined our team in December 2023, bringing with her an impressive background in sales and customer service. In her previous role, she achieved the number one sales ranking in the world and was ranked third globally in marketing.

Nicole is a dedicated mother to two boys, Peyton and Vayden, and is married to Jacob. Her family shares a passion for all things dirt bikes and Side by Sides, enjoying adventures together whenever they can.

A hardworking and devoted professional, Nicole gives her all both at work and at home. She has quickly become a vital part of our Auction Family, since taking over as the manager and now focusing her efforts on the auction side of the business. She pours her heart into ensuring every auction runs smoothly and every visitor has the best possible experience.

Always approachable and ready to help, Nicole is happy to answer questions or provide information whenever needed. Her dedication, energy, and positive attitude make her an invaluable member of our team.

Blake Wendling

• Repair / Detail help

Blake began working with us part-time while in high school and is now a full-time employee. He contributes in the shop by handling repairs and detailing, bringing dedication and a strong work ethic to everything he does. Outside of work, Blake is passionate about all things dirt bikes.

Caleb

• Marketing

Caleb, a graduate of New Lothrop, started working with us part-time in 2024 and has now transitioned into a full-time position in marketing. He is a dedicated and hardworking team member, and his commitment makes him a great asset to our company.

Troy Miller

• Auction Manager / Tech Department

Troy has been with us since we started the auction company in 2022 and has grown tremendously as an employee. He is a proud father to two boys, Hutson and Tristin, and brings that same dedication and leadership to our team. Troy’s expertise is unmatched—he not only serves as our Auction Manager but also leads the team in repairs, sales, and every aspect of our company’s operations. He is a vital part of our success, and we are extremely grateful to have him on our team.