When it comes to business innovation, John Willenborg, founder of Owl Vans, has found his stride by being a “jack of all trades” rather than a specialist. While some might see this as a disadvantage, Willenborg argues that knowing a little about a lot allows for broader thinking, innovative solutions and the cross-pollination of ideas from different industries. This mindset is at the heart of Owl, a company that began as a passion project and has grown to become a leader in the adventure van market.
Willenborg’s journey began with skills he learned from his uncle, a Navy Seal and underwater welder. This experience instilled the value of hard work, which he applied to motorcycle racing and van customization. More than a decade ago, when Sprinter vans were new to the U.S. market, Willenborg built his own gear because no one else made it, and people constantly asked where he got his equipment. After selling his previous business, which made lenses for Apple, Willenborg turned his hobby into Owl, combining his passion for adventure with skills in manufacturing, product design and engineering.
Owl was not started as a van conversion company. Instead, Willenborg and his team focused on designing and manufacturing parts that could be sold to both van conversion businesses and end-users. “Custom is a four-letter word for us,” Willenborg says, emphasizing that their business model is about mass production and efficiency, not custom conversions. This approach has allowed Owl to differentiate itself in a market that often lacked quality products and customer service.
Willenborg observed that, while the adventure van market was growing, the products available were often poorly designed, with little attention to customer service. “We want to change all that,” he says. For Owl, good business means shipping same-day when possible, providing exceptional customer service and maintaining high standards of quality. This philosophy, inherited from his father, who was one of the first to offer same-day shipping back in the late ’70s and early ’80s, sets Owl apart from competitors.
One of Owl’s most iconic products, the Ladder Tire Carrier, is a perfect example of how the company innovates. It was initially inspired by a customer’s dilemma about whether to choose a ladder or a tire carrier; Willenborg designed a hybrid solution that addressed both needs. This product, which combines a ladder on the side and a tire carrier in the middle, has since become a standard for adventure vans worldwide. “We borrowed technology from other industries,” Willenborg says, “like adding motorcycle foot pegs to the ladder for added functionality.”
By listening to customers and refining the design repeatedly, Willenborg turned a basic concept into a market-leading product. The Ladder Tire Carrier exemplifies how Owl takes feedback seriously, continuously improves, and leverages technology from various fields to enhance its offerings.
Owl has evolved from a one-man operation in Willenborg’s garage to a company with a 50,000-square-foot headquarters, partnering with major brands like Airstream, Winnebago and Mercedes. Now OEM on vehicles such as Storyteller, Owl’s physical stores provide a rare hands-on experience in the overlanding market. Owl currently has stores open in Portland, Ore.; northern and southern California; Denver; and Mesa, Ariz. A store in Austin, Texas, is set to open by the end of this year, to be followed by Salt Lake City; Bozeman, Ariz.; and locations in the Southeast, Northeast and Midwest.
“We went from me doing all the welding, fabrication, design, marketing, shipping and customer support, to where we are now,” Willenborg says. The company has grown to more than 80 employees “and more people are joining the team every month,” Willenborg says. “Owl is fortunate to get some of the best welders in the country … because of word-of-mouth from other welders in addition to Owl incentivizing staff to put quality and creativity first, not just production rates,” he adds, noting, “Welding is as much of a science as it is an art.”
As the trend of outdoor recreation continues to grow, Owl is positioned to lead the way. Willenborg believes the days of traditional vacations are numbered. Instead, people are choosing more active, immersive experiences closer to home — hiking, biking, camping and, of course, overlanding in adventure vans.
By expanding to 10 retail locations nationwide within the next 18 months, Owl is tapping into a market where in-person interactions still matter. Customers who are investing thousands of dollars in van accessories want to physically experience the products before making a purchase. “Expanding our physical footprint is a critical evolution for Owl,” Willenborg says.
Each retail location will not only showcase Owl’s cutting-edge products but also serve as professional installation centers, ensuring customers receive top-notch service. The company’s data-driven approach to selecting store locations near overlanding communities further bolsters its strategy for long-term growth.
This approach, combined with its brick-and-mortar strategy, innovation in product design and commitment to American manufacturing, sets Owl Vans on a trajectory toward becoming a $100-million company within five years.
Did You Know: The global adventure van market is expected to grow significantly, driven by the rising trend in outdoor recreation and overlanding. Reports show the adventure vehicle market is projected to reach more than $10 billion by 2027, with increasing consumer interest in custom van builds and high-quality, durable accessories like those offered by Owl.
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