40 Under 40: Dustin Morgan
General Manager; Wilkins RV; With company: 4 Years | In industry: 4 Years
A dealership’s numbers can tell a story, but the changes behind those numbers often reveal the leadership that made them possible. At Wilkins RV’s Nichols, New York, location, Dustin Morgan’s tenure has been marked by a hands-on approach to strengthening operations, developing employees and building a more profitable dealership.
Dustin joined Wilkins RV in October 2022 as a finance manager at the Bath location after previously owning a car dealership. In May 2024, he stepped into the general manager role at Nichols, taking responsibility for the dealership’s overall operations and quickly expanding his expertise beyond sales and F&I to include parts, service, inventory and day-to-day dealership management.
His approach is straightforward: take ownership of problems, regardless of where they originate, and stay involved until they are resolved. That has meant working directly alongside employees, arriving early, staying late when needed and helping managers develop the skills to build stronger teams of their own.
“Dustin takes ownership of problems regardless of department and remains engaged until they are resolved,” his nominator says. “He is willing to arrive early, stay late when necessary and work directly alongside his team.”
When Dustin took over at Nichols, the sales and finance departments were performing reasonably well, but parts and service needed significant operational attention. He addressed those areas through staffing changes, hiring and training, and by helping managers strengthen their own leadership and training capabilities.
The effort has translated into substantial financial gains. From 2023 to 2025, Nichols increased total sales by 26.1% and total sales gross profit by 19.7%, while net profit climbed 153.2%. At the same time, total expenses increased just 8.3%. In dollar terms, the dealership added approximately $4.22 million in annual sales and $841,000 in gross profit while increasing expenses by about $326,000. Net profit increased by more than $514,000.
The improvements also earned broader recognition. In 2025, the Nichols location received Wilkins RV’s Store of the Year award, recognizing its overall performance and improvement during Dustin’s tenure as general manager.
Dustin’s leadership extends beyond his own dealership as well. He shares ideas and processes with other Wilkins RV locations, trains employees and managers and has become a resource for developing other general managers. His focus is on balancing profitability and efficiency with customer experience and the development of the people responsible for delivering both.
Outside the dealership, Dustin is a family man who enjoys spending time with his children, camping and outdoor activities. He also plays golf and remains connected to the automotive business by selling cars on the side.
For Dustin, leadership is less about staying behind a desk and more about being willing to step into whatever part of the dealership needs attention — and bringing the team along in the process.
Dustin’s advice for up-and-coming leaders in the RV industry:
Take ownership before you are given the title. Stay close to your people, communicate the standard clearly and never ask your team to carry a burden you are unwilling to carry beside them. Results matter, but the strongest results come when people understand the mission, believe in their leadership and know their contribution matters.
What it means to Dustin to be a 40 Under 40 honoree:
Being named an RV PRO 40 Under 40 honoree is an incredible honor and one of the most meaningful accomplishments of my career. I view it as recognition not only of my leadership, but also of the team at Wilkins RV, the people who have invested in my development and the culture we have built together. It reinforces my commitment to helping move our company and the RV industry forward while creating opportunities for the next generation of leaders.
