Marcus Lemonis founded FreedomRoads LLC in 2003 to consolidate a fragmented RV dealer industry.
The main reason for the original idea was the ease of entry, the lack of exit strategy for the current owner groups, the ease of maneuvering around the manufacturers and his experience from the auto industry.
The nonexistence of any competition at the time of the start-up and the limited possibility of future competition for consolidation were also key factors.
The most challenging facet has been accumulating the human capital that the growing infrastructure requires.
The primary hurdle was flying in the face of traditional consolidations that don’t make it and getting dealers to believe in something they weren’t sure would succeed. The chief financial risk was the money invested and the guarantees that were made, along with the risk of missing out on the opportunity of consolidation.
The business model is largely built on the entrepreneurial spirit, which allows all of the associates within the framework of good corporate governance, high ethical standards and significant levels of accountability to make decisions that rely on their creativity, their best practice and experience, and the true spirit of the entrepreneur.
Lemonis says that it is, “Our people, our process and our product,” in that order, that make FreedomRoads different and better.
His vision and plan is to acquire north of 20 percent market share through the improvement of margins and self-funded growth.
HOW TO REACH: FreedomRoads LLC, (847) 808-3000 or www.freedomroads.coc