Owl's Origin Story: From Garage Sparks to Industry Leader

Every great company begins with a story—and Owl is no exception. What started almost cliché, as a passion project in a garage, has evolved into a driving force in the van aftermarket industry.

Humble Beginnings: A Need Ignites Innovation

The journey started back in 2010, when John, Owl’s founder, purchased a Sprinter van to support his love for motorcycle racing. Looking to outfit his van with accessories, John quickly discovered a gap in the market. “Nobody made anything,” he recalls. “There was no Owl, no Canyon Adventure Vans… nothing.”

Leveraging his background in product design, John began creating tire and gear carriers for his own vehicle and started sharing his process and results on online forums. The response was immediate and overwhelmingly positive, with the community offering valuable feedback and clamoring for their own custom products.

From One-Off to Must-Have

What sets John’s story apart is his openness with the process and willingness to engage the community. Thanks to early forum supporters and suggestions—like making carriers low for easy access and ensuring they open with the doors—the product continued to improve. Demand skyrocketed quickly, leading John to build a limited run of ten tire carriers which sold out in hours. That pivotal moment hinted at a potential business, and Owl was born.

Building a Team That "Bleeds Blue"

As demand grew, so did the team. John credits his colleagues, craftsmen, and staff for Owl's ongoing success: “It’s the folks behind me that kick butt here and make all the products,” he says. People now recognize the brand at shows thanks to John’s transparency and enthusiasm on YouTube, but he’s quick to shine the spotlight on his team.

Kevin, the head of manufacturing—and employee number two—joined Owl after answering a Craigslist ad. With little manufacturing experience but a keen eye for quality, Kevin soon took over everything from hiring welders to ordering parts and prototyping.

Ash, the Manager of Fabrication, ensures each product meets Owl’s high standards. From prepping materials for welding to performing meticulous final checks, Ash is integral to maintaining the brand’s reputation for durability and function. “Before they leave for powder coating, I am quality control as well. I basically check to make sure all of the welds are complete, there’s no missing products and they are cleared of all scratches and dents.”

Fueling the Adventure Culture

What keeps Owl's team so invested? For John, it’s the customer experience—seeing van owners fall deeper in love with their vehicles with every adventure. The energy from the community mirrors his original excitement for discovery and exploration.

“People come up at shows now and they know who we are… They are so excited. And the coolest thing is, that’s the excitement I had when I started using my van and adventuring and going on trips. And that, to me, is everything.”

John WIllenborg

Looking Forward

From backyard builds to a state-of-the-art 12,000-square-foot facility, Owl continues to grow—driven by a team deeply passionate about quality and the adventures their customers embark upon.