For over two decades, Designfusion has been a trusted leader in engineering design and manufacturing solutions, providing support and expertise to over 2,000 customers across North America. In opening its first Michigan office, the company seeks to expand on the growing trend of additive manufacturing adopters and automotive industry prowess in Michigan. The team is fluent in Markforged, HP, and Formlabs 3D printer applications, working for a host of companies from OEMs to small manufacturers.
Automation Alley sat down with Designfusion Director of Additive Manufacturing Trevor Johnstone to discuss opening its Michigan office, what DesignFusion offers to customers, and all things additive manufacturing.
Why did you expand into the Michigan market?
If you're in automotive, all roads end up in Michigan—that’s just the reality of the industry. We already had a strong presence in automotive, so expanding into Michigan was a natural next step for us. Beyond that, Michigan offers a unique combination of a strong, well-established manufacturing base and a talent pipeline that’s been built up over decades. The companies here are used to evolving, iterating, and innovating to stay competitive. From a geographic standpoint, our Michigan office also strategically places us between our locations in Toronto and Ohio, allowing us to be closer to our customers and serve them more effectively. When we were evaluating where to expand, we wanted to be where manufacturing was thriving, and Michigan checked all the right boxes.
What sets your company apart from other additive manufacturing resellers?
The problem in additive isn’t just competition—it’s the status quo. Too many companies still view additive manufacturing as an experimental technology rather than a practical solution. What sets us apart is that we don’t just sell printers; we take companies through the entire journey—from curiosity to full-scale adoption. We help businesses not just buy a machine but actually integrate additive into their operations in a meaningful way. A lot of resellers will sell you the printer and move on, but we offer consultative selling, application engineering, and hands-on support to ensure companies are using the technology effectively. In Michigan, that kind of support hasn’t really existed before in the way we provide it. We’re not just here to sell hardware; we’re here to make sure companies see real, measurable results from their investment in additive manufacturing.
What can you provide small to mid sized manufacturers?
We don’t differentiate between small and large manufacturers—we treat every business like it wants to be big. Additive manufacturing scales in a way that allows companies of all sizes to get started and grow at their own pace. When we work with manufacturers, we don’t just sell them a printer and walk away. Our role is to help them establish a North Star—an overall strategy for how additive manufacturing can bring value to their operations. If they need just one part printed, we can provide it. If they need help transitioning from traditional manufacturing to additive, we guide them through that process. Whether a company is a five-person machine shop or a global OEM, we take the same approach: we educate, we consult, and we help them develop a sustainable, long-term additive strategy. The goal isn’t just to sell technology—it’s to make sure they can actually use it to improve efficiency, reduce costs, and drive innovation.
What makes GeoFabrica a good office location?
GeoFabrica is more than just an office space—it’s a hub for innovation and collaboration. When we look at where we set up shop, we want to be in locations that allow us to engage directly with the manufacturing community, and GeoFabrica is perfect for that. Having a presence inside an active manufacturing facility means we’re surrounded by companies that are actively using and exploring advanced manufacturing technologies. That creates an environment where we can have real, hands-on conversations with manufacturers about their challenges and opportunities. On top of that, the space itself is set up to support manufacturing companies, with the right resources, infrastructure, and partnerships in place. It’s not just an office—it’s a launching pad for deeper industry engagement and collaboration.
How do you approach working with both small businesses and large enterprises?
The way we approach small businesses versus large enterprises is actually very similar. In a large company, every department operates almost like a business within a business, so we treat department heads the same way we would treat a small business owner. Whether it's a small machine shop or an R&D division at a major OEM, we start by identifying what problems they need to solve. For small companies, the biggest challenge is often figuring out how to get started with additive manufacturing in a way that makes financial sense. For large companies, the challenge is usually finding the time and internal resources to explore new technology. In both cases, we act as a guide—we do the assessments, identify opportunities, and help implement solutions that drive real value. Whether it’s a five-person shop or a Fortune 500 company, the goal is the same: help them see the potential of additive and give them the tools to act on it.
What excites you most about the future of additive manufacturing?
A lot of people focus on the flashiest new technologies—generative design, AI-driven optimization, multi-material printing—but what excites me the most is actually the low-hanging fruit. Too often, companies skip over obvious applications that could save them thousands or even millions of dollars simply because they’re chasing the next big thing. We go into companies and find 10 or 15 incredibly obvious ways they could be using additive to improve efficiency, cut costs, or streamline production—things that have been overlooked for years. Once they see those initial savings, they’re much more motivated to invest in more advanced applications. The most exciting thing for me isn’t just the technology itself—it’s the moment when a company realizes how much money they’ve been leaving on the table and starts taking additive manufacturing seriously.
What challenges do large manufacturers face when adopting additive?
Large companies often struggle with additive manufacturing adoption because it’s not a priority. They know there’s value in it, but they don’t have the people or the time to implement it properly. That’s where we come in. We conduct audits to assess how additive could impact their manufacturing lines, identify the best applications, and help them execute a strategy that makes financial sense. It’s not just about buying printers—it’s about understanding where additive fits into their business model and how it can generate real ROI. The companies that succeed with additive aren’t the ones that just dabble in it; they’re the ones that commit to integrating it into their processes in a meaningful way.
What’s one misconception people have about additive manufacturing?
One of the biggest misconceptions is that additive manufacturing is all about end-use parts. While that’s certainly a major application, a lot of the value comes from things like tooling, fixtures, jigs, and factory floor optimization. We’ve walked into companies where they were spending huge amounts of money on traditional manufacturing processes for things that could be 3D printed for a fraction of the cost. When people think of 3D printing, they often imagine complex, futuristic parts, but the reality is that some of the highest-value applications are the simplest ones—things like custom brackets, ergonomic tooling, and process improvements that save companies time and money.
What’s next for your company in Michigan?
We don’t add brands quickly, but we add capabilities quickly. We’re constantly expanding our services to make sure we can provide the full range of solutions our customers need. Right now, we’re rolling out SLS and SLA printing in Michigan, as well as 3D scanning services. We’ve also expanded our post-processing capabilities—we now offer tumbling, chemical smoothing, hydro-dipping, and a full range of finishing services to make sure our customers get production-ready parts. Our goal is to be a one-stop shop for additive manufacturing, taking customers from idea to finished product with as little friction as possible.
How did Automation Alley help you in this process?
Automation Alley was a major factor in helping us establish ourselves in Michigan. When you're a new company entering a market, it takes time to build trust, establish connections, and gain visibility. Automation Alley helped accelerate that process by introducing us to key players in the industry, providing us with opportunities to showcase our expertise, and connecting us to initiatives like Project DIAMOnD. Through these connections, we were able to get in front of the right people faster, engage with manufacturers who are actively looking to adopt new technologies, and start building meaningful relationships. Being part of Automation Alley’s network also gave us credibility—it signaled to the local industry that we’re serious about investing in Michigan and committed to supporting its manufacturers. You can’t put an exact dollar value on those kinds of introductions and endorsements, but they’re invaluable when you’re establishing a new presence in a competitive market.
To get in touch with Designfusion, see here.
