How Winnebago is Rethinking Dealer Programs with Luke Stoker and Mike Alleva

Why You Win

Dealer relationships in the RV world aren’t built overnight, especially when digital change is on the table.

In this episode, John and Kyler talk with Luke Stoker and Mike Alleva from Winnebago about how they’re rethinking dealer enablement with smarter tech, better data, and a focus on real relationships. Luke shares what it was like to walk into skepticism on day one and why dealer trust became the most important part of the strategy. Mike explains how his background in marine and powersports helps Winnebago dealers feel supported and ready to grow.

You’ll also hear how the team is using unified digital tools, predictive service, and shared marketing to drive stronger results across the network.

Key Takeaways:

1. Lead with Empathy and Experience: Dealers don’t want a top-down directive. They want partners who understand their world and are invested in helping them win.
2. Make the Digital Experience Seamless: A unified experience between OEM and dealer sites increases trust, speeds up the buying journey, and keeps the brand strong.
3. Invest in Shared Wins: Whether it’s marketing strategy, better data, or predictive service tools, the goal is mutual growth—for the dealer, the customer, and the brand.

Timestamps:

(00:00) Meet Luke Stoker & Mike Alleva

(04:27) Why Luke was the perfect fit for digital at Winnebago

(06:24) Why RV retail still lags and how that’s changing

(07:38) Frictionless retail and the pushback it always brings

(09:13) Mike joins the team and instantly earns dealer trust

(12:48) Bringing new tech to outdated dealer websites

(16:20) How UID data helps target better buyers

(20:08) Predictive maintenance and Winnebago’s connected future

(29:47) Why people, not products, truly set Winnebago apart

(34:11) The handwritten note that defined team culture