Four Wheel Campers has been on a roll since the pandemic. In 2021, the worldwide leader in pop-up campers moved to a massive, 140,000 square foot manufacturing facility in Woodland, California, issued a number of updates to it’s extensive catalog that included two electric roof lift systems in 2023, and debuted the Orvis Special Edition camper for anglers in 2024. Since then, the company has announced the opening of several dealerships throughout the United States, and began hosting annual Earth Day cleanup efforts throughout the American West. Owned by Salt Creek Capital, a San Francisco Area-based private equity firm, the company announced the retirement of CEO Dan Welty in the summer of 2024 with Larry Baab assuming the reigns of the company in July 2024. Larry brings a wealth of experience by leading several world-class companies including Johnson & Johnson and Black & Decker. We had the pleasure of meeting Larry at the 2024 Overland Expo West and it quickly became apparent that he possessed the enthusiasm and smarts to keep Four Wheel Campers on it’s present course. To learn more about his vision and plans for the future, Larry was kind enough accept our invitation for this interview.
Hi Larry, it was great meeting you at the 2024 Overland Expo West. Now that you’ve had some time with the company, what are your impressions about the company and overlanding in general?
Larry Baab: It was great meeting you at the Overland Expo West as well, what an awesome event! My time with the company so far has been rewarding. I’m impressed by our team’s dedication and genuine passion for creating top-notch pop-up truck campers that enhance the camping and overlanding experience.
Overlanding isn’t just a trend—it’s a lifestyle of adventure and self-reliance. Four Wheel Campers are built to support that, with the perfect mix of comfort and durability. I’m excited about the direction we’re heading and how we can continue to innovate in the overlanding space.
Why Four Wheel Campers? What drew you to the company?
Larry Baab: I was drawn to Four Wheel Campers because of the chance to lead a business that aligns with my passions and experience. At this stage in my career, I wanted to lead a company with passionate customers where innovation, quality products, and great service impact the experience of customers and their families. Four Wheel Campers offers just that, and I’m excited to leverage my diverse experiences and personal interests to help drive our continued success. Of course, the ability to take an Four Wheel Camper out in the wild is a big bonus too.
Are you an outdoor enthusiast yourself?
Larry Baab: I’ve always enjoyed hiking, running, cycling, and camping. Growing up in Southern California, Big Bear Lake and Mammoth Mountain were my local stomping grounds. My family and I also love exploring Aspen’s Crater Lake and the Maroon Bells area. When I was living in Wisconsin, I spent a lot of time in the Wisconsin Dells—amazing scenic trails and some of the best camping spots around.
What is your vision for Four Wheel Campers?
Larry Baab: My vision for Four Wheel Campers is to expand the outdoor community by making overlanding and dispersed camping more accessible through the benefits of our pop-up campers, ultimately growing the industry. Additionally, we want to remain the best and most innovative pop-up camper brand globally, with continued market share growth. To achieve this, I aim to cultivate greater creativity, accountability, and decision-making within our team. We’re refining processes, enhancing project management, and improving internal communication to drive our progress forward. Our goal is to excel in innovation and product launches, ensuring that every stage—from ideation and design to development, quality assurance, and market release—is seamlessly coordinated and successful.
Additionally, I’m committed to making the customer purchase experience consistently positive, and we’re updating our systems, from our website tools to our production methods, to reflect this. We also need to be great at servicing our valued dealers, as they are all great partners. Ultimately, being successful in these areas will enable us to maintain our passionate and enthusiastic customer base, which it’s all about.
Will you continue expansion of the Four Wheel Campers dealership network nationwide?
Larry Baab: Yes. Not only do I aim to enhance our current dealer support, but I’d also like to expand our dealer network. We’ve added a few locations in the past year, and I’d like to continue that momentum, and it’s important they are the right partners and in the right areas. The more opportunities we can provide to potential customers to experience our products in person, the better.
Can you share any upcoming events or initiatives that Four Wheel Campers is involved in?
Larry Baab: Four Wheel Campers is committed to making a positive impact through several upcoming events and initiatives. We will continue to coordinate up to four environmental events each year and aim to involve all our employees in at least one event in 2025. Our volunteer event with Clean Up the Lake recently took place August 4-7 at Donner Lake in the Lake Tahoe area where I had the privilege of joining the volunteers to support this worthwhile nonprofit and preserve the beautiful ecosystem, plus camp in one of our campers.
In addition to our environmental efforts, we’ll continue showcasing our campers at various expos and keep hosting our popular annual Owners Rally. These events are a fantastic way to strengthen the community that makes Four Wheel Campers special in the industry.
What advice would you give to someone new to overlanding and considering a Four Wheel Camper for their adventures?
Larry Baab: Start by considering the activities you plan to use your camper for and the environments where you’ll be camping. For example, if you’re a winter camper setting up base at a ski mountain parking lot or exploring the backcountry in Oregon, you might want to look at a slide-in camper with a furnace and a thermal pack. On the other hand, if you’re an overlander tackling tough off-road BLM terrain in the desert, the Project M series—our lightest option—might be the best fit.
Four Wheel Camper Project M on a Ram Power Wagon outfitted with a Bowen Customs truck bed.We offer a range of options tailored to different uses and environments. Start with the end goal of your camping adventures in mind, and we’ll help you find the solution to make the most of your overlanding experience.
Do you plan to innovate or improve the current product lineup?
Larry Baab: While we don’t plan on making fundamental changes to our products, we’re committed to continuous improvement and adding new features that meet our customers’ needs. Our focus is on strengthening our leadership in pop-up truck campers by delivering innovative, high-quality products that set the standard in the market. An overarching goal is to have one new and significant innovation or product line every other year and offer continuous improvements and upgrades annually.
How has your personal experience as an outdoor enthusiast influenced your approach to product development and company strategy?
Larry Baab: My entire career has been in the consumer durable-goods industry, which I love because it lets me work directly with products that people can experience firsthand. My personal experience as an outdoor enthusiast has deeply influenced my approach to product development and company strategy. I believe that success hinges on truly understanding our customers by using the products ourselves and sharing in the same adventures. We actively seek customer input through events, research, and ownership groups to ensure our products meet their needs.
Internally, I focus on fostering an environment that encourages ideas and allocates dedicated time to innovation and product development. It’s crucial to align cross-functionally on initiatives and to have a strong commitment to positioning and marketing our innovations effectively. I also recognize the importance of taking calculated risks, understanding that not every initiative will be successful, but those risks are essential for growth and innovation.
Can you share a memorable camping experience that inspired your work at Four Wheel Campers?
Larry Baab: There are many memorable camping experiences, but one thing that stands out is how I, like many others, began my outdoor journey by car camping at state and national parks. I always knew there was more to explore and experience beyond traditional camping, and I admired those who had the willingness and means to venture off-grid for more rugged, and sometimes unpredictable adventures. While I might not have called it overlanding back then, I aspired to be part of that experience. Fast forward to today, and I’m leading a company that was a pioneer in the industry, a brand that truly enables those off-grid adventures. It’s humbling and I’m grateful to be here.
Love four wheel campers! But just to add an AC in your unit is crazy expensive. Shouldn’t be more than 2k to add an AC option. It’s literally the only thing holding me back from buying a fwc is the high prices.