40 Under 40: Casey Colton
Chief Operating Officer; Colton RV & Marine; With company: 17 years | In industry: 17 years
At Colton RV & Marine, Casey’s approach to leadership centers on accountability, transparency and a strong focus on employees and customers. As COO, Casey has helped guide the dealership through a challenging RV market while also becoming an increasingly active voice within the industry.
His nominator says Casey “leads with passion” for the dealership, the RV industry and, most importantly, its customers. That commitment extends beyond the dealership through his involvement with the Pennsylvania Recreational Vehicle and Camping Association (PRVCA) Board and the Keystone Dealer Council, where he brings a dealer perspective to conversations about the industry’s future.
Within Colton RV & Marine, Casey has pushed for greater transparency and accountability. His nominator points to the dealership’s first annual Leadership Summit and an internal 20 Group that allows store managers to compare performance, openly share results and discuss best practices.
“The company is sharing more data than ever before, but more importantly, they are using it to drive action,” Casey’s nominator says. The approach has created clearer expectations for managers while making accountability less about assigning blame and more about improving performance.
The results have been reflected in the dealership’s growth. His nominator reports that the dealership’s Buffalo, New York-area market share has increased from a historical 24% to 26% range to approximately 33% to 35%, while company-wide volume is up 15%. The organization is also tracking within 1% of its forecasted net profit, while service locations have achieved 20% net profit year to date.
Another nominator who works with Casey through the Keystone Dealer Council points to his leadership style and industry involvement, describing him as engaged, responsive and employee focused. His nominator says Casey genuinely cares about employees, customers and the business, adding, “He represents what we always look for in a dealer-partner.”
That nominator also says Casey has emerged as a voice within the dealer council whose ideas support dealers, customers and manufacturers alike. Despite being younger than many other council members, Casey has quickly established himself as someone whose perspective is heard and considered.
A third nominator emphasizes another aspect of Casey’s leadership: integrity. The nominator says he listens to understand employees and customers and leads by example, including during challenging periods. His focus on employees and the customer experience has also contributed to improved training, employee retention and customer satisfaction, Casey’s nominator says.
Casey’s industry recognition includes being nominated to the PRVCA Board at age 30 and serving on the Keystone Dealer Council.
Away from work, Casey prioritizes time with his wife, Stefanie, and their children, Remi and Riley. He also enjoys golf, live music and following Buffalo sports, particularly the Bills.
Across the dealership and the broader RV industry, Casey’s leadership combines business performance with an emphasis on people, customer experience and continuous improvement.
Casey’s advice for up-and-coming leaders in the RV industry:
Stay curious and lead from the front.
I have been extremely fortunate throughout my career to be able to participate in a handful of industry 20 Groups with folks that I hold in the highest regard. Members of the Bretz, McClain’s, Traveland and Holiday World organizations have provided me with guidance, wisdom and expertise that have had a profound impact on myself and our organization. When you stop learning, you stop growing; ask questions, stay curious and listen like you might be wrong.
That same curiosity carries over to the day to day at the dealerships as well. I have focused on leading from the front, working alongside and learning from my team members. No classroom, presentation or meeting can teach you more than spending time with your team and experiencing the work firsthand.
What it means to Casey to be a 40 Under 40 honoree:
Being named to the 40 Under 40 means a lot to me for three reasons. First, my love language is “words of affirmation,” so it feels good to be recognized, but that’s probably TMI for this RV PRO publication! Jokes aside, being honored is a reflection of all the guidance and support that I have received throughout my career thus far. I do not know where I would be or what I would be doing without the support of my wife, Stefanie; the leadership of my dad, Jim; the help from my Colton teammates; and the guidance and education from many throughout the industry (Lee, Dustin, Mark, Brian, Chuck and many others). Lastly, it is a reminder to keep my head down and stay focused on what really matters. I did not expect to be nominated; throughout my career I have operated with the guiding principle of “What can I do to make us better today?” Being recognized is a reinforcement that when you put your attention and effort on trying to get better, good things happen.
