24 Months of Upgrades: A Conversation with Our CEO

Four Wheel Campers has been busy over the past two years, rolling out a series of upgrades that make life on the road and in the backcountry more comfortable than ever. From lithium power and rooftop AC to smarter storage and upgraded materials, these improvements all come from one place – listening to our customers. To dig deeper into what’s changed and what it means for the future, we sat down with our CEO, Larry Baab, for a conversation about innovation, feedback, and where Four Wheel Campers is headed next. 

1. Customer-Focused Innovation 

What were some of the biggest things customers asked for, and how did those requests shape the upgrades we’ve rolled out over the past two years?

“The most consistent requests we heard were for greater power capacity and more storage, along with improved heating and cooling – from furnaces and water heaters to more efficient cooling systems. Customers also asked for updated cabinet and countertop options. We are proud to have delivered: underbed storage is standard on flatbeds and now available on full-size slide-ins, higher-capacity lithium batteries are included as standard, and we have expanded cabinetry and countertop choices, including bamboo finish options. We’ve also introduced upgrades like an improved thermal pack, external power ports, and Starlink connectivity. Every one of these improvements is a direct response to customer feedback.” 

“When our customers speak, we listen—and their input continues to guide our decisions.” 

2. Product & Technology Enhancements 

Which upgrade do you think makes the biggest difference for owners in their day-to-day adventures?

“Our shift to lithium power has made a great impact . No matter where you camp, having reliable, higher-capacity power transforms the experience—whether it’s running appliances, charging devices, or staying off-grid longer. What has been especially exciting is that we can now offer lithium upgrades not just in new builds, but also as an option for customers with older campers. Ithas opened the door for long-time owners to enjoy the same benefits and extend the life of their rigs. 

For those who chase snow, the Truma heater paired with our thermal pack is equally transformative. It makes winter camping not only possible but comfortable, extending the season into the coldest months and enabling true year-round adventure. These are the kinds of innovations that redefine what our customers can do with their campers.” 

3. New Product Development 

The Hawk+ and the new CampOut modular series represent significant product launches. How do these fit into FWC’s long-term vision for innovation and serving a broader range of outdoor enthusiasts?

“Both Hawk+ and CampOut are cornerstones of our long-term strategy. With Hawk+, we have reimagined the flatbed platform to deliver more power, more storage, and more comfort – designed for customers who want a fully self-contained experience in remote places. At the same time, the CampOut modular series introduces a completely new level of flexibility, allowing owners to build, customize, and upgrade their camper to match their style of adventure. Together, these launches show our commitment to innovation while also expanding the ways people can experience the outdoors with Four Wheel Campers. Our vision is to meet customers where they are – whether they are looking for a rugged, lightweight setup or a fully equipped home base – and to keep pushing the boundaries of what a pop-up camper can be.” 

4. Investing in People 

We’ve seen improvements not just in the campers, but also in employee communication and benefits like retirement plans, healthcare, and life insurance. Why was it important to make those workplace investments alongside product upgrades?

“Our people are the foundation of everything we do. Just as we invest in our products to deliver the best possible experience for our customers, we believe it’s equally important to invest in the team that makes it all possible. Enhancing benefits like retirement plans, healthcare, and life insurance ensures that our employees feel supported not just at work, but in their lives outside of work. When our team is taken care of, they bring more energy, creativity, and passion to building campers – and that ultimately shows in the quality of what we deliver to our customers. 

Our entire team is also deserving to understand our plans and priorities. That’s why we have monthly all-employee meetings where we provide updates on the business, welcome new employees, and celebrate employees’ birthdays. I write a weekly CEO letter to all employees highlighting business successes, challenges, changes, recognizing employee ideas, and more. We started a monthly CEO luncheon where ten different employees from various functions spend time with me, and their colleagues. Our dialogue is informal and it’s a great opportunity to get to know one another and speak about whatever is on their minds. I believe deeply that a leader must effectively and regularly communicate with all employees.” 

5. Looking Ahead 

If you had to sum up the next chapter for Four Wheel Campers, what does the future of the company look like to you?

“The future of Four Wheel Campers is about building on our legacy while continuing to push boundaries. We will keep leading with innovation while refining our classic models to stay best-in-class. We have been investing in new processes to enhance our customer service capabilities, and we will be exploring the use of enhanced technology to make it even better. And, we have recently added to our quality team, made process improvements, and have new reporting capabilities to ensure we prioritize and tackle opportunities to be better. We have the best dealer network in the industry, and we are striving to provide them with quality products, training, and information essential to remain the best in the industry. We are proud of our dealers who are dedicated to selling, servicing, and supporting our camper owners and the industry. Just as importantly, we are focused on expanding our community of outdoor enthusiasts, making it easier for more people to experience the freedom and adventure our campers provide. At the core, our next chapter is about remaining the most trusted and innovative pop-up camper brand in the world, while inspiring more people to get outside and explore.”