By Chuck Woodbury
Recent advertising from Camping World is sporting a new logo with a halo, but it’s no longer over the head of the iconic Good Sam Man. What’s up? My RV industry friends and I have been asking that for a year now.
What do you think? Is Marcus Lemonis, the CEO of the club and Camping World, slowly retiring the Good Sam Man, to simply go with the golden halo? Camping World’s ads and brochures increasingly direct customers to CampingWorld.com/club where the Good Sam Man is seen far less than the new halo-only logo.
Lemonis is a highly energized businessman who is seldom mentioned in Good Sam Club literature anymore. To many if not most industry insiders he is bent on cornering the market on RV sales. He has recently added to his company’s holdings by rapidly buying up RV dealerships across the country and turning them into Camping World stores, where parts, accessories, service and RVs are sold. He has also acquired Gander Mountain and Overton’s outdoor recreation stores.
Lemonis announced recently that he plans to leverage the Gander brand to increase his RV footprint, honing in on areas where Camping World is under-represented and has an opportunity to grow. He said he will launch Gander RV in 40 locations by spring 2019.
So what will happen to the Good Sam Man? Time will tell.