When Airstream incorporated a year-round release schedule in 2024, Bryan Melton began working more closely with the engineering and product development departments.
Melton, the vice president of sales, worked closely with the dealer body, but also found himself busy with other priorities.
Melton’s boss took notice. Airstream President and CEO Bob Wheeler on Thursday announced Melton’s promotion to the newly created chief operating officer (COO) role.
“Bryan’s appointment marks a pivotal moment for Airstream,” Wheeler said. “His leadership and deep understanding of our business will help us build stronger connections across our operations and position us for long-term success.”
Melton said changing Airstream’s product release cadence caused him to focus more internally than he had before.
“When I am spending more time in the office,” he said, “I feel like I am not spending as much time as I wanted with the dealers and the sales directors.”
He said Josh Fonner helped with the decision to change roles. Fonner has been the manufacturer’s Central Region sales director since 2019. Fonner will step into Melton’s former role as the vice president of sales.
“The opportunity to bring someone like Josh in made this easy,” Melton said. “He is a great fit for it.”
Melton praised all Airstream’s sales directors but said Fonner in particular served as a hub for the department. Fonner and his wife were Airstream RVers before he joined the company. Melton said Fonner’s passion for the brand carried over to his sales director role, but his success made him a top choice for the promotion.
During Fonner’s tenure as sales director, his region experienced nearly 10% growth and more than doubled its exclusive store count. Melton said Fonner’s ability to interact with and partner with Airstream’s other sales directors was another benefit.
“Josh did act like a ‘hub’ where he was engaging with the others daily and usually had everyone on a similar page,” Melton said. “This made the whole process happen almost organically.”
In addition to the sales and product development/engineering departments, Melton will now oversee manufacturing, supply chain, human resources and the quality, service and parts, lean and custom outfitters departments.
Melton said he and Wheeler have a good working relationship that will continue in his new role.
“We are really excited about where things are going,” he said. “We have some good products in the pipeline, and we are in a good spot.”
Wheeler said he is confident Melton will bring the clarity, focus and energy necessary to drive Airstream’s mission forward.
