40 Under 40: Luke Stump
Director of Wholesale; GEN-Y Hitch; With company: 2.5 years | Industry experience: 8 years
At GEN-Y Hitch, Luke Stump is known as the “King of Data.”
“Luke has an uncanny ability to pull together sales figures, market trends and customer insights, and turn them into actionable strategies that drive growth,” says Jason Helmuth, customer service director. “He doesn’t just manage accounts — he elevates them, using data as a tool to forecast needs, identify opportunities and provide unmatched support to partners.”
Over the past few years, GEN-Y Hitch has faced a range of challenges, from supply chain disruptions and shifting market demands to navigating rapid growth. But Luke, 39, has helped GEN-Y turn obstacles into opportunities.
“When dealer needs became less predictable, Luke leaned into his data expertise to create clearer forecasting models, helping the team anticipate trends and adjust production and inventory strategies accordingly,” Jason says. “His proactive approach gave the company more stability in uncertain times and allowed GEN-Y to stay ahead of the curve while others were playing catch-up.”
One of Luke’s most notable achievements at GEN-Y has been successfully establishing and growing relationships with major big box retail stores.
“Luke not only secured these partnerships but also ensured they thrived, aligning our products with the needs of large-scale retailers while maintaining the quality and values our brand is known for,” says Donna Schmucker, marketing director.
“His ability to anticipate challenges, negotiate effectively and adapt to high-volume distribution requirements has strengthened our market presence, opened new revenue streams and positioned the company for long-term growth.”
Under Luke’s leadership in wholesale sales, the company has seen consistent year-over-year increases in revenue, with wholesale sales growing by over 30% in the past 24 months alone.
He has played a key role in onboarding several major national accounts, expanding GEN-Y’s dealer network by more than 20% and increasing average order size through strategic upselling and data-driven product recommendations.
Luke is also on the road two to three weeks each month to maintain strong dealer relationships.
The wholesale department collaborates across all of GEN-Y, working with engineering, marketing, production and shipping teams.
“That requires him to be a servant leader to all of his teammates and an excellent communicator with all stakeholders across our organization,” says Adam Yoder, operations manager.
Luke, who was named the AAM Group’s Ambassador of the Year in 2024, is a true outdoorsman who loves fishing, hunting and spending time with his wife and dog.
Additionally, he is involved with many of GEN-Y’s charitable initiatives, including Cultivate Food Rescue, The Center (formerly Family Christian Development Center), Corvilla Boundless, Time to Revive Missionaries and the Boys & Girls Clubs of Nappanee and Elkhart County.
“Luke’s unique blend of relentless work ethic, data mastery and field presence has not only driven top-line growth,” Jason says, “but also helped streamline operations and solidify GEN-Y’s reputation as a leader in the towing industry.”
Luke’s advice for up-and-coming leaders in the RV industry:
The “boots on the ground” strategy has consistently been a fundamental aspect of our business and a key to our growth, which I emphasize to our team. To achieve success, we must engage with both current and potential customers as frequently as possible. Additionally, being an excellent listener is crucial for development as an emerging leader!
What it means to Luke to be a 40 Under 40 honoree:
I am deeply honored to be acknowledged as a young emerging leader, not just by my colleagues at GEN-Y Hitch but also by RV PRO. I genuinely could not perform my role without the backing of our talented team members at GEN-Y.
