Geneva Long has elevated the travel experience for modern adventurers by reimagining the original aluminum travel trailer as of today's most advanced RV, the Bowlus. Geneva studied at the Wharton School of the University of Pennsylvania where she first conceptualized her company of which she is founder and CEO and resides in Los Angeles, California. She was recently named to Forbes 30 Under 30.

Can you tell our readers about your background? 

I’m Geneva Long, founder, and CEO of Bowlus. We’re an ultra-luxury RV company featuring modern technology and exterior design with art deco roots from the 1930s. We reinvented the approach to luxury RVs to make them more in-line with the yacht industry -- as far as innovation and quality of materials -- than with the traditional RV industry. All of our products are handcrafted, and we also produce bespoke models, in addition to having a robust customization program.  

What inspired you to start your business? 

My first connection to the Bowlus brand first occurred decades ago, when my family obtained a vintage Bowlus Road Chief after completing a 3,000-mile North American road trip. I began to conceptualize the return of the Bowlus Road Chief brand while at the Wharton School. What has been incredible is we have been able to create the luxury land travel experience in North America while building the most luxurious user-centered, sustainable design in the industry.  

Where is your business based?

We’re based in Oxnard, CA.

How did you start your business? What were the first steps you took?

I think it is always essential to make sure that you have a clear idea of what you wish to accomplish with your business. As a result, I wrote a detailed business plan. I did extensive research on the zombie trademarks and spent a great deal of time prototyping our first Bowlus before producing any product.

What has been the most effective way of raising awareness for your business? 

I think we can all agree social media can play a crucial role in brand recognition. I am also a strong believer in the power of PR. Of course, it helps dramatically if you have a unique product that is the best in the category.  

What have been your biggest challenges, and how did you overcome them? 

One of the biggest challenges right out of business school is that everyone wants to work for widely recognized organizations. Within those companies are opportunities to meet people, take a specific professional path, and be mentored. As an entrepreneur, you miss those opportunities right out of school, so it can be very challenging to begin your startup with little real work experience or a network to look to for support. In my case, I stayed focused on what needed to be accomplished and made some excellent early hires.

How do you stay focused? 

It is important to find time away from work, so when you return, you feel fresh and can see a challenge in a new light. I enjoy hikes and of course, camping in my Bowlus.

How do you differentiate your business from the competition? 

In my case, the Bowlus is the original iconic riveted aluminum travel trailer, so we have an advantage with our positioning. It is as unique as it is beautiful. No one in the recreational vehicle category comes near our performance and luxury, so it is very easy to differentiate ourselves and have very little competition.

What has been your most effective marketing strategy to grow your business?

We're now at the stage where our business is growing organically, which is fantastic. It is always a challenge to decide how you spend your marketing dollars. My best advice is to know your customer and figure out where to find them. Just because something is trending doesn't mean it applies to your business. 

What's your best piece of advice for aspiring and new entrepreneurs? 

Keep your focus and only take advice from those you respect. Just because someone offers an idea, it doesn’t mean they understand your business.

What's your favorite app, blog, and book? Why?

I love to find inspiration, and we are all so lucky that there are so many apps, blogs, and books to read. I lately have been really interested in integrating some of our applications and integrations, so that's what I am mostly researching these days.

What's your favorite business tool or resource? Why?

I'm a huge fan of Airtable. It has really advanced our business in so many ways. I love its flexibility and, from a small business perspective, affordability.   

Who is your business role model? Why?

It probably sounds a little corny, but in many ways, it's my mom. She has been an entrepreneur for most of her professional life, so I got an upfront seat growing up about what it was like to really run a business.  

How do you balance work and life? 

I really don't think there is a perfect way to balance work and life. Particularly the last year has seen priorities change daily if not hourly in some cases. So instead, I like to be acutely aware of what is critical (whether it is work or life) and review priorities and possible outcomes. This means if things change, I'm already comfortable with the new direction.

What's your favorite way to decompress? 

My favorite way to decompress is by traveling. There are so many amazing places to visit and in my Bowlus, nothing compares with the ability to be off-grid but still totally plugged with air-conditioning and full communications if required. For me, it's heaven on earth. 

What do you have planned for the next six months?

In my line of business, we work incredibly far in advance. I am excited to be launching a new product next year which will be another industry first so I am looking forward to another excellent year for Bowlus. In five years, I hope to be continuing to lead the RV industry with innovations that speak to the way the luxury land travel segment likes to adventure.   

How can our readers connect with you?

You can find me on social media @bowlusroadchief.