265 Bob Wheeler: President & CEO of Airstream

Supply Chain

Airstream faced significant supply chain challenges during the pandemic, which impacted their ability to meet increased demand. Bob Wheeler explains that the company struggled with supplier capacity and logistics, as many suppliers were affected by global disruptions 1. This led to delays in receiving materials, compounded by labor shortages as local employers competed for workers. To address these issues, Airstream shifted its marketing focus to recruit employees, successfully resolving labor shortages.

We told our marketing team, stop selling airstreams and start recruiting employees. And they put together a fantastic local campaign.

--- Bob Wheeler

Now, with materials and labor in place, inflation remains the primary challenge for the company 1.

   

Pandemic Shift

The pandemic prompted Airstream to adapt its business practices as lifestyle and travel preferences shifted. Initially, Bob Wheeler and his team anticipated a downturn similar to the 2008 recession, leading to a temporary shutdown and layoffs 2. However, the demand for RVs surged as people sought safe travel options, turning Airstream's fortunes around.

We went from kind of terrified about the pandemic to really depressed about where we anticipated the business was heading. Laid off 25% of the company... and then came back and got hold of the tiger by the tail.

--- Bob Wheeler

This unexpected boom required rapid adjustments to meet the new market demands 2.

   

Recession Lessons

Reflecting on past recessions, Bob Wheeler shares how these experiences informed Airstream's strategies during the pandemic. The company initially reacted based on the 2008 recession model, which involved significant downsizing 3. However, the pandemic presented unique opportunities for the RV industry, which they initially missed.

Just because it walks like a duck and quacks like a duck doesn't mean it's a duck.

--- Bob Wheeler

Learning from this, Airstream recognized the importance of adapting strategies to current circumstances rather than relying solely on past experiences 4.