40 Under 40: Wil Knowles
Chief operating officer, VP of Wholesale; Liquified; With company: 3 years | Industry experience: 7 years
Wil Knowles has helped to take Liquified from a startup to a nationally distributed brand during his tenure with the company.
“Wil has successfully led both the wholesale and operations divisions of a rapidly expanding D2C and B2B business. In doing so, he has built a high-performing team from the ground up, providing consistent leadership, mentorship and a clear vision for growth,” says nominator Matt Foxcroft. “Wil’s leadership style is rooted in collaboration, empowering team members to excel while maintaining operational excellence. Beyond his own organization, he remains an engaged and respected presence in the RV industry, actively collaborating with fellow leaders, sharing insights and contributing to the industry’s continued innovation and success.”
Other nominator Mica Palmer says Wil is known for balancing big-picture vision with execution, leading warehouse buildouts, negotiating national retail partnerships and championing processes that make the business stronger. Wil played a pivotal role in securing one of the most significant partnerships in the company’s history — a nationwide deal with Walmart.
“Wil was critical in the transition from Amazon-only fulfillment to Liquified’s own warehouse operations, ensuring the company could handle increasing volume while improving margins,” says Mica. “He secured Liquified’s entry into Walmart stores nationwide, navigating the complexities of modular resets, packaging standards and PO consolidation challenges. Wil developed systems to handle rapid growth while keeping fulfillment costs manageable, even when facing logistical hurdles such as freight spikes and shipment delays.”
“Through strategic follow-up and a compelling sales presentation to the Walmart team, he led our small business to win Walmart’s prestigious ‘Golden Ticket’ competition. This achievement resulted in our products being placed in 1,700 Walmart stores across the country, dramatically increasing brand visibility, distribution reach and revenue potential,” says Matt.
Outside of Liquified, nominators say Wil embraces adventure and connection as a full-time RVer. They say he has a passion for travel, a fascination with tracking airplanes through his flight app and a sweet spot for gelato. He also enjoys staying active by playing pickleball with his wife and cherishes time spent with their golden retrievers Tucker and Yoona.
“Wil embodies the next generation of leadership in the RV industry: innovative and community-minded,” Mica says. “He not only makes Liquified stronger, but also elevates the standard for what RV products and leadership can look like in the industry.”
Wil’s advice for up-and-coming leaders in the RV industry:
My best advice is simple: take care of your people, and they’ll take care of everything else. The RV industry is built on relationships — within your team, partners and, of course, with your customers. When you invest in your team’s growth, treat them with respect and celebrate their wins, they’ll carry your vision farther than you ever could alone.
What it means to Wil to be a 40 Under 40 honoree:
Being named to the 40 Under 40 is an honor I never imagined. In the day-to-day grind, it’s easy to overlook the impact you’re making, so to be recognized by peers in this industry means the world. I’m truly grateful for the acknowledgment and inspired to keep contributing to the RV community I love.
