by John Spader and the NCM Associates Team
RVBusiness Special Issue October 2025
In today’s RV marketplace, dealers face challenges that test even the most experienced operators. Margins are under pressure, inventory costs are high, and customer expectations are evolving quickly. For many dealers, the difference between just getting by and truly thriving comes down to one thing: perspective. That’s where the power of a 20 Group comes in.
A 20 Group is more than just a meeting of non-competing dealers. It’s a structured forum where owners and leaders openly share financials, compare results, and learn from one another’s successes and struggles. For RV dealers navigating a difficult retail environment, being in a 20 Group can be transformative. The combination of benchmarking, accountability, shared strategies, and relationships creates a multiplier effect that is hard to replicate anywhere else.
Benchmarking and Best Practices
From my perspective, the most important value of a 20 Group is benchmarking with other dealers. Numbers don’t lie, and when you see where your dealership stands compared to peers, it provides an honest assessment of performance. Dealers often walk into their first meeting thinking they’re doing well, only to discover wide performance gaps. Maybe another dealer is achieving far higher selling margins or turning inventory twice as quickly. That kind of insight challenges assumptions and opens the door to adopting proven strategies. The result? Real, measurable improvement, sometimes after just one meeting.
A Challenge to Beliefs and Biases
Until they join a 20 Group, many dealers don’t realize how much better things could be. I’ve seen it countless times: a dealer compares their numbers to the group, realizes their margins or efficiency are lagging, and leaves with a new sense of what’s possible. The first few months after joining often bring rapid changes, because seeing what others achieve resets your expectations. Suddenly, goals that once seemed unrealistic become benchmarks you’re determined to hit.
Accountability That Works Both Ways
Running a dealership can be a lonely job. Businesses aren’t democracies, and the dealer principal is often the final decision-maker. That dynamic works inside the store, but it can also create blind spots. In a 20 Group, peers hold each other accountable with the same intensity that owners hold their employees. It’s a refreshing, if sometimes tough, experience. But it’s also powerful—because it forces action and improvement in a way that internal accountability often can’t.
The Relationships That Transform Leadership
Before you’ve been part of a 20 Group, it’s easy to underestimate the power of the relationships you’ll form. These aren’t just business acquaintances. Over time, they become trusted friends and confidants—people who understand your challenges in a way few others can. In what can often be an isolating role, having someone to bounce ideas off, to strategize with, or simply to share experiences makes a profound difference. These relationships are often as valuable as the financial insights, and for many dealers, they’re what keep them engaged year after year.
Why Join—and Why Stay?
If I had to convince a dealer who was hesitant to join, I’d start with the hard data: Every study I’ve seen shows that dealers in 20 Groups outperform their peers, often by significant amounts. The financial benefits are clear. But the deeper truth is this: you join for the business opportunity, but you stay for everything else. The growth, the relationships, the confidence, the perspective of it together creates a foundation for long-term success.
The RV business isn’t getting easier, but the dealers who commit to learning, adapting, and holding themselves accountable are the ones who will thrive. A 20 Group provides the structure, insight, and relationships to make that possible. It’s not just about sharing numbers, but also about building better businesses and stronger leaders. For dealers serious about profitability and growth, there may be no better investment than joining a 20 Group.