Leadership Change at Storyteller Overland to Propel Growth and Innovation

Leadership Change at Storyteller Overland

Storyteller Overland, widely recognized for its innovative Class B RVs and expedition vehicles, is embarking on a significant leadership transition designed to enhance its growth trajectory. Founder Jeffrey Hunter will transition to the position of Chairman, while Neil Grimmer, the existing Chief Strategy Officer, will take over as Chief Executive Officer.

This strategic change marks a pivotal moment for Storyteller, which has experienced remarkable growth since its inception in 2018. Growing from a small seven-person team in Birmingham, Alabama, to a formidable name in the adventure lifestyle industry, the company has established a national dealer network and garnered a dedicated community of owners. This transition is not merely about leadership roles; it signifies the natural evolution of a brand that has continuously expanded while maintaining its core values and authenticity.

Jeffrey Hunter, who founded Storyteller Overland, expressed his gratitude towards the team and the community that has supported the brand's journey thus far. In his new role as Chairman, Hunter will focus on long-term vision, capital, and establishing strategic relationships, continuing his deep involvement with the brand and its followers. "I am immensely grateful to the entire Storyteller team and community for their creativity, trust, and partnership in building what has become the most unique and special adventure-ready lifestyle brand globally," Hunter shared. He stressed his excitement for the future, underscoring his confidence in Grimmer's ability to uphold the brand's magic while steering it toward growth and innovation.

Neil Grimmer brings a wealth of experience to the CEO position, having begun his career at IDEO, where he specialized in design and innovation for major brands. He co-founded Plum Organics, leading it to become the leading organic baby food brand before its acquisition by Campbell Soup Company. Furthermore, as the Brand President of Harley-Davidson, Grimmer revitalized the consumer experience to attract new customers. His time at Storyteller Overland, starting as Chief Strategy Officer in 2024, has equipped him with the necessary knowledge and experience to lead the company forward.

Grimmer's approach as CEO emphasizes respect for the brand's rich history and the importance of fostering a strong relationship with the community of Storyteller owners. "I want to share my deep respect for Jeffrey and consider it a true honor to step into this role. My mission is to serve our team and ultimately our owner community, strengthening our foundations while exploring new avenues for adventure," Grimmer stated.

As the company navigates changes in an industry facing declines, the leadership team plans to build upon the soaring growth of 2025 — which saw a remarkable 40% increase — by accelerating product development and enhancing manufacturing processes. They aim to nurture the vibrant community of owners and deepen support for its dealers, ensuring Storyteller remains responsive to the evolving needs of adventure enthusiasts.

This leadership transition heralds a new chapter for Storyteller Overland, a move that promises to propel the company forward while honoring its pioneering spirit and commitment to community. With Jeffrey Hunter's vision and Neil Grimmer’s operational expertise at the helm, Storyteller is poised to continue its legacy of delivering high-quality, adventure-ready vehicles designed for those eager to explore the world.

About Storyteller Overland

Founded in 2018 by Jeffrey Hunter and a passionate team of adventure enthusiasts, Storyteller Overland’s mission has always been to empower adventurers. It stands as a symbol of freedom, exploration, and the joy of shared experiences. Based in Birmingham, Alabama, Storyteller Overland prides itself on its diverse and inclusive owner community. As it embarks on this new phase, the company remains dedicated to its commitment to crafting exceptional vehicles that inspire unforgettable adventures.