5 Overlanding Topics Driving High Engagement (with Data!)

1. DIY Overlanding Builds Still Rule—Low Cost, High Impact

On Reddit’s r/overlanding, users frequently push back on the idea that overlanding requires a $20K rig. Instead, there’s lively discussion around minimal setups that get the job done affordably.

2. Overlanding Is Officially Mainstream—And Rapidly Growing

This isn’t declining enthusiasm—it’s explosion. Overlanding participation in the U.S. is projected to jump from 8 million in 2024 to 12 million in 2025—a 50% increase in just one year.
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This massive growth signals a broader market, deeper retail penetration, and opportunities for brands to expand reach and product lines.

3. Emoji-Worthy Enthusiasm for Gear That Holds Its Value

Across Instagram forums and overlanding groups, people cheer when their gear still performs after years of rugged use. Strong resale value and durability buzz—especially over four-season RTTs and steel racks—provoke frequent praise from seasoned users.

4. Trail Stewardship Gaining Ground in Overlanding Culture

Popular YouTube channels and Reddit threads are buzzing with the idea that "overlanding is killing itself" unless the tribe self-polices. Topics like Leave No Trace, pit toilet etiquette, and minimizing trail impact are becoming mainstream conversation among enthusiasts. Eco-conscious gear is increasingly a brand differentiator.

5. Summer Sell-In Season and OEM Overland OEM Momentum

Spring isn’t just wildflower season—it’s build season. Overland sales spike as people prep rigs for summer adventure. Meanwhile, OEMs like Toyota (Trailhunter), Ford (Bronco), and Jeep (Gladiator) are leaning hard into overland-ready trims, reinforcing the lifestyle’s expanding footprint.
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Trend Table

Quick word on our Pre-Validation Report

There was a good reaction to this poll last week, but also some questions suggesting that the description was unclear. So, apologies if it was unclear.

We’ve launched a number of products over the last 10 years - some very successfully and some less successfully. Always, I’ve wondered about ways of taking the risk out of this process by developing a pre-validation process, pre-prototyping.

And now, by using a landing page, meta ads and AI generated photo-realistic imagery, we are testing a process to see if we can hit required benchmarks for D2C. This is the process that I propose developing into a report, including the results and Go/No Go decision and beyond.

As mentioned, there would be an associated cost, as this report would need to be designed and developed professionally, and be a real value add to anyone interested in developing and launching a new product in our niche.

I’ll have a structure to share next week, along with a final poll.

Overland Vehicle Systems: The Challenger Brand That Scaled Fast

If you’ve walked an Overland Expo in the past five years, you’ve likely seen the Overland Vehicle Systems (OVS) booth crowded with rooftop tents, 270-degree awnings, racks, and recovery gear. For many, OVS seemed to appear out of nowhere and suddenly claim shelf space right alongside established players like ARB, Front Runner, and Alu-Cab.

In truth, its growth story is more deliberate — built on a clear founder vision, aggressive distribution, and a focus on accessibility. What makes OVS so interesting for those of us in the overlanding and outdoor industry is how quickly it has moved from “budget option” to a legitimate mid-tier powerhouse with investor backing.

Founder Roots: From Aftermarket to Overlanding

The driving force behind OVS is Sean Angues, a veteran of the automotive aftermarket world. Before launching OVS in 2018, Angues built his career inside Transamerican Auto Parts, where he worked on brands like Smittybilt, Pro Comp Suspension, and Poison Spyder. These are household names in the Jeep and off-road accessories space, and they gave him first-hand experience with sourcing, scaling, and marketing parts to enthusiasts.

By the late 2010s, Angues recognized a shift: overlanding was no longer a fringe hobby, it was becoming a lifestyle movement. Yet the gear market skewed either to premium (ARB, Alu-Cab, iKamper) or low-end knockoffs. There was little middle ground — a space he believed he could own.

With that, Overland Vehicle Systems was born in Southern California. From the start, Angues positioned it as a broad catalog brand: roof-top tents, awnings, racks, recovery boards, storage, even shower enclosures. Rather than perfecting one hero product, OVS went wide to meet new overlanders where they were shopping.

Products: Accessible, Not Elitist

The Nomadic series roof-top tents were OVS’s first breakout success. Priced between $1,000–$1,400, they offered solid fabrics, annex options, and telescoping ladders — features that got the job done for families and weekend adventurers without demanding a $3,000 spend.

Next came the Nomadic 180° and 270° awnings, aggressively priced compared to Australian imports. They weren’t the most exotic or indestructible, but they brought shade and versatility to thousands of rigs that might never have justified a premium awning.

Then came recovery boards, air compressors, shower tents, racks, and MOLLE panels. The strategy was clear: become a one-stop shop for overlanders, especially those just starting their build.

That positioning — good quality at an accessible price point — resonated. OVS didn’t sell elitism. It sold the idea that you could get into the lifestyle without emptying your wallet.

Scaling Through Distribution

Angues’s aftermarket background gave OVS a crucial edge: he knew how to work with distributors. From the start, OVS gear landed on Quadratec, RealTruck, Summit Racing, and Amazon — channels that already served the exact audience he wanted: Jeep, Tacoma, and Bronco owners.

Rather than wait for boutique overland outfitters to adopt the line, OVS blasted straight into the mass distribution pipeline. That move put Nomadic tents and awnings into garages and driveways at a pace most startups could only envy.

OVS also leaned heavily on its own direct-to-consumer site, bundling products and offering frequent promotions. Buy a tent, get an annex free. Free shipping across bulky items. The pricing and logistics model spoke to a customer base that valued deals and speed.

Rapid Catalog Expansion

By 2021, OVS had moved far beyond its early tents and awnings. The lineup now spans:

• Rooftop tents: Nomadic softshells, Bushveld and Mamba hardshells

• Awnings: Nomadic 180° and 270°, with wall kits and annexes

• Recovery: Traction boards, compressors, recovery straps, kits

• Racks: Bed racks, roof racks, modular MOLLE systems

• Camping gear: Shower tents, storage boxes, camp lighting

The Bushveld and Mamba hardshell tents, priced around $2,000, showed OVS’s willingness to push upmarket. They weren’t just chasing entry-level anymore — they were aiming at buyers comparing iKamper and Roofnest.

The pace of product release has kept OVS top-of-mind at shows and online. For distributors, a brand with hundreds of SKUs is easier to slot in, upsell, and bundle.

Leadership, Investment, and ESOP-Style Growth

Unlike many garage-born overland startups, OVS had leadership from day one that understood scaling. Sean Angues remains CEO and founder, steering the brand with an eye on both volume and margin.

In July 2022, OVS brought on a major financial partner: Caymus Equity Partners, a private equity firm based in Atlanta. Caymus made a growth investment in OVS to accelerate expansion, supply chain depth, and product development. Importantly, Angues stayed in the driver’s seat, ensuring founder vision wasn’t lost.

This partnership brought professionalization to OVS’s structure while keeping it nimble. The deal also signaled to the industry that OVS wasn’t just a scrappy player — it was a company with backing, scale, and serious growth ambitions.

Revenues and Market Position

Because OVS is private, exact figures aren’t disclosed. But industry estimates and distributor data suggest $15–25 million in annual revenue as of 2024.

That puts OVS:

• Smaller than Alu-Cab ($30–50M) or Front Runner ($20–30M)

• Larger than Goose Gear ($5–10M)

• On par with or ahead of Leitner Designs ($10–15M)

OVS has carved out a mid-tier, high-volume niche: it’s not the boutique choice, and it’s not a bargain-basement knockoff. It’s the gear that tens of thousands of truck and Jeep owners trust for their first steps into overlanding.

Marketing the Lifestyle

If ARB markets durability and Alu-Cab markets expedition credibility, OVS markets accessibility. Their imagery shows real rigs, not safari-ready Unimogs. Their social feeds lean heavily on Tacomas, Wranglers, Broncos — vehicles most Americans already own or aspire to.

Partnerships with mid-tier influencers have worked well. Instead of dropping gear on A-list explorers, OVS invests in YouTubers and Instagram personalities who actually connect with working-class overlanders.

Trade shows are another key touchpoint. At Overland Expo West, East, and Mountain West, OVS booths are massive and always busy, demonstrating both product breadth and customer enthusiasm.

Criticism and Growing Pains

Of course, OVS isn’t immune to critique. Purists sometimes dismiss their tents as “rebrands” of generic Asian designs. Durability complaints occasionally surface around zippers or fabrics compared to $3,000 premium tents.

But those critiques often miss the point: OVS isn’t trying to be Alu-Cab. It’s trying to deliver solid, accessible gear that works for the majority of buyers. For every critic in a forum, there are dozens of happy customers who got into overlanding thanks to OVS’s price points.

The real challenge ahead is managing quality perception as the brand moves upmarket. If $2,000 Bushveld hardshells are pitched against iKamper, buyers will expect similar refinement. Meeting that expectation while keeping value pricing will define OVS’s next chapter.

The Road Ahead

Looking forward, OVS is poised to keep climbing. A few signals stand out:

1. Deeper ecosystems: Expect racks, drawers, and vehicle-specific gear that integrate seamlessly with RTTs and awnings.

2. Global expansion: With the U.S. market crowded, OVS has the distribution chops to go after Europe, Australia, and Asia.

3. Premium tiering: Budget-friendly Nomadic tents will stay, but hardshells and modular systems will push OVS toward higher-margin products.

With Caymus Equity behind them and a proven founder still in charge, OVS looks less like a newcomer and more like a permanent fixture of the overlanding industry.

Timeline Snapshot

• 2018 — OVS founded in Southern California by Sean Angues

• 2019 — Launch of Nomadic RTTs and awnings

• 2020 — Expansion into recovery and racks

• 2021 — Bushveld and Mamba hardshell RTTs hit market

• 2022 — Growth investment from Caymus Equity Partners

• 2024 — Estimated revenues $15–25M; major presence at Overland Expo series

Bottom Line

Overland Vehicle Systems has only been around since 2018, but in less than a decade it’s transformed from a startup into a significant force in the gear market. Founder Sean Angues leveraged deep aftermarket knowledge to spot a gap, moved fast to fill it with accessible products, and then scaled through distribution and private equity investment.

Today, OVS sits comfortably in the mid-tier — not the cheapest, not the priciest, but arguably the most approachable for newcomers. For the industry, it’s a case study in how smart positioning, aggressive catalog building, and founder-led execution can create real scale quickly.

And in many ways, OVS represents the future of overlanding gear: accessible, broad, and built for the many rather than the few.