Serving a Specialized Niche

Perhaps few RV dealers have successfully reinvented themselves as often as Leisureland RV in Meridian, Idaho. Launching in 2015 to refurbish pre-owned RVs, Leisureland turned its attention first to selling destination RVs in 2018 and then to well-built overlanding units in early 2025.

In 2026, dealership co-owner John DeHoff, who considers himself an “industry disrupter,” is selling a selection of niche products.

DeHoff, an Air Force veteran who retired on a medical discharge in 2014 with nearly a quarter century of service, is known for his predilection for hiring military veterans. The practice has led to the dealership receiving several U.S. Department of Labor awards.

“I have always had an appreciation and fondness for those who have served in the military,” he says. “It is a call to duty, not a job. It is a great sacrifice that people make. Most Americans support the military, which I appreciate. I always said I would seek out veterans to hire, because they understand that extra level of dedication and discipline.”

DeHoff’s wife, Carina, is co-owner of the dealership. When her husband retired from the Air Force, she asked if he could help fix an old travel trailer she had. They reconditioned it and sold it within two days after putting it on the market. That was the impetus of Leisureland’s original business model.

At its peak employment level, Leisureland RV had 29 employees, nine of whom were veterans. Since then, the DeHoffs have changed the company’s structure, transforming it into a “boutique” store, specializing in a limited number of brands with a focus on overlanders. In the process, the staff was trimmed considerably.

“We have compressed the company,” DeHoff says. “When we were selected for the Veterans Gold Medallion Award by the Department of Labor, we had five [veterans] out nine on the team, so we were at over 50%.”

Due to its focus on a dedicated team with low turnover, openings are infrequent. As part of its veteran-centric hiring, Leisureland is a member of the Veterans Chamber of Commerce. It is also a certified Service-Disabled Veteran Small Business (SDVSB).

“Veterans do seek us out, but currently we do not have openings,” DeHoff says. “Anytime we do, I am always looking for veterans.”

A Versatile Business Model

DeHoff has long been critical of the construction of many RVs. “They can have problems,” he says. That skepticism led him to initially build a business model of reconditioning pre-owned units. DeHoff decided to expand in 2018, first into destination lines. That move worked well at the time, buoyed by the housing crunch in nearby Boise.

“As an independent dealer, we started out the first four years only in pre-owned, and we did very well. We had a robust service department, and we did heavy reconditioning on them until we became known as one of the best pre-owned dealers in the industry. We would go to great lengths to get them into good shape. Our reputation grew until half of our sales were out of state.

“We expanded from [Forest River’s] Sandpiper into [THOR Industries’] Crossroads campers. We kept doing well, so we decided to try other new lines. This was leading into the COVID years, where anything and everything would sell. We kept adding new lines until we got away from our core, which had been the beautiful, hand-selected, pre-owned units, meticulously selected by my wife or me.”

DeHoff realized another change might be in order after the RV market declined following the pandemic. In mid-2022, overloaded with new inventory, he began contemplating his next move. He decided to get rid of every unit by the end of October. That was more than 100 2022 models.

“The pendulum had swung, and interest rates went through the roof. It took us three years to unburden ourselves of aged inventory and to try to build up a better inventory. By then, the game had changed. The larger dealers were buying in bulk, and they were selling them for the same amount that I was buying them for. It was destroying our company. The destination market was saturated.”

So about a year ago, DeHoff began to reflect on Leisureland’s time in the pre-owned market.

“We were the best. Then when we first got into the destinations, nobody competed with us in that space. We were in a modular office on a dirt lot in southeast Boise, and we were the No. 1 Sandpiper dealer in the U.S. for destinations. We were the No. 1 Crossroads Hampton dealer in the western U.S. … just because of our client-centric reputation. We were accountable when things went wrong.”

DeHoff decided to transform Leisureland into a boutique dealer, phasing out from “the regular RV world,” which he says had become a “headache.” The new Leisureland is built around selling well-built units backed up by strong warranties.

In June 2024, DeHoff partnered with MDC USA, the U.S. branch of an Australian builder of overland RVs. He quickly became enamored with the quality and sturdiness of the MDCs, which were new to the U.S.

“I saw these MDCs, and they are built like battleships. I understand military-grade quality [and] aerospace engineering, and what it takes to build something that is going to last. They planned to produce about 500 units a year, with six or so dealers. They gave us a massive territory and customer support. It was a godsend, and it was everything I was looking for.

“With the overlanders, it was a different story. If there is ever a problem, it is always addressed. I have the personal cell number of the U.S. plant manager. I was in direct contact with the number two at MDC on a weekly basis, [with] unrestricted access. We were part of the developmental process for the off-grid extreme variant, the Generation II. Clients seek us out and say they had heard we were an MDC dealer.”

Leisureland added a second brand in early 2025 — Pause by Forest River, a builder of off-road models, which DeHoff says offers the same level of support as MDC.

“We started getting questions from clients looking for that specific product, the same as with the overlanders. … I know our clients are going to get a superior product. They are going to be taken care of and the manufacturer is going to stand behind them, and I can stand behind the product.”

On the Hunt

For MDC, Leisureland’s territory is Montana, Wyoming, Idaho, Oregon, Washington, Alaska and western Canada. For Pause, it is Idaho, Montana, Wyoming and some small dealers in Washington and Oregon.

“We are going to assume control of that market, because that is what we do,” DeHoff says. “That is what we specialize in. Customers will want to go to the best.”

The switch to a limited selection of models has attracted a completely new set of customers. Overlander enthusiasts typically have done their research when they arrive.

“The reason we chose Pause to pair with MDC is that is the lion’s share of the overlander market. There are a lot of similarities, but there are some marked differences. The Pause has a lot of bells and whistles, features and some very cool gadgetry, which gives it a ‘wow’ factor. MDC is rugged luxury. It is a battleship, a tank. It has everything you need, and it is not going to fail. You’ll never have to worry about it.”

DeHoff says Leisureland has matured its MDC line, carrying all eight floorplans. He has been showcasing the Pause brand while developing that inventory. In late January, he had two in stock and five more on order.

The dealership’s third OEM partnership is with Genesis Supreme, an independent builder of toy haulers in Perris, California.

“They are sought out as the best,” DeHoff says. “There is a waiting list for those. What I want to develop is the complete shopping experience, which we had developed way back when we had our destination line. I offered a good, better and best.”

DeHoff wants one more line to round out his offerings.

“I’m on the hunt for an entry-level line to offer. It has to have the same level of quality and manufacturer’s support that fits with our business model. I have not found it yet, but I’m looking, and that is what will round out what I need for this chapter of my business. We will also have selected pre-owned units that will be the best that can be found out there.”

DeHoff says the switch to selling MDC was timely and helped keep Leisureland afloat. It was part of a restructuring process that eliminated overhead. Realizing products have a life cycle, DeHoff is always looking ahead to his next move.

“If the overlander runs its course, how can I move onto the next thing while still maintaining the culture and integrity of the company? How do I find the right product that is worthy of our reputation? That is the biggest challenge.”