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