Adam Webber – American Adventure Holdings

When Adam Webber joined American Adventure Holdings in 2015, he found more than just a promising business — he found an opportunity to align his passion for the outdoors with a mission to help families create lasting memories. Having grown up camping and exploring the wilderness, Webber saw in the company’s model a reflection of his own experiences. Over the next decade, he helped steer its financial and strategic growth, ultimately becoming chief financial officer in 2021.

Adam Webber | American Adventure Holdings | Chief Financial Officer

American Adventure Holdings operates six premier RV resort entities across the United States, offering guests elevated experiences that go far beyond traditional campgrounds. Through a mix of franchise models and targeted acquisitions, the company identifies high-demand markets with strong growth potential. Its success lies not only in its expansion but in its focus on quality, safety, and family enjoyment — ensuring guests can create meaningful memories in beautiful, well-managed environments.

As CFO, Webber has been central to sustaining that growth while ensuring long-term financial discipline. His approach to finance is grounded in collaboration, technology, and strategy — ensuring that the numbers tell a story, guide decisions, and reveal opportunities.

Seeing the business behind the numbers

Webber’s fascination with finance began early in his career. What drew him in wasn’t just the technical side of accounting but the window it provides into how businesses truly operate.

“When you think about any business, you usually start with what they sell — their product or service — and naturally make assumptions about how that business must operate,” he said. “But once you start looking at the financial statements, those assumptions quickly get challenged.”

That curiosity shaped his analytical mindset. To him, numbers aren’t static—they’re living reflections of strategy, execution, and opportunity. They can reveal strengths, weaknesses, and competitive advantages that may not be visible on the surface. “Finance becomes much more than just reporting,” he said. “It becomes a partner in strategy.”

After earning both his undergraduate degree from the University of Iowa and MBA from the University of Michigan, Webber began his career in corporate finance before moving to a public accounting firm. Those experiences gave him a comprehensive understanding of how different industries function, ranging from manufacturing, automotive, real estate, and hospitality. By the time he joined American Adventure Holdings, he was prepared to merge his financial expertise with his passion for helping a company grow sustainably and strategically.

Forecasting the future

In his leadership role, Webber has built a finance function that doesn’t just track performance — it predicts it. Using data-driven forecasting, he and his team collaborate with department heads to anticipate opportunities and mitigate risks.

“There’s that old saying about not being able to see the forest for the trees,” Webber said. “We have more data than ever, and it’s easy to get lost trying to measure everything at once. The challenge is figuring out which data points actually matter.”

By focusing on the true drivers of financial performance, Webber simplifies complex decision-making and aligns financial planning with the company’s broader strategic goals. His forecasting models enable leaders to identify market shifts early, adapt quickly, and make confident, informed decisions.

That ability was particularly critical during the company’s 2022 acquisition of Ocean Canyon Resorts, a major milestone that doubled American Adventure Holdings’ size. Webber led the financial integration and cultural alignment between the two organizations — an undertaking that required not just technical expertise, but empathy and adaptability.

“The biggest challenges came from being open-minded to change as an acquirer, appreciating cultural differences between the organizations, and retaining talent,” he said. “What made the integration successful was recognizing and appreciating critical talent, being intentional about supporting engagement, and finding a common goal to rally around.”

The process strengthened the organization’s foundation and sharpened its focus on operational excellence.

Strategy, discipline, and innovation

As the company continues to expand, Webber is deeply focused on maintaining the right balance between financial discipline and the flexibility needed for innovation.

“As organizations scale, strong policies and procedures become essential,” he explained. “They create consistency — which is critical for your brand — and they allow you to do more with less. But I also recognize that structure alone isn’t enough.”

That balance is especially important in an industry where consumer expectations are always changing. For Webber, success depends on giving the company the financial flexibility to test new ideas and act on emerging opportunities without compromising long-term stability.

He applies that philosophy to asset management as well. In 2023, Webber coordinated the divestment of nine RV parks across five states, selling them to seven different buyers in less than a year. The move allowed American Adventure Holdings to focus on its most efficient, high-value properties, reinforcing the company’s commitment to sustained growth.

“In finance, it’s critical to look at both what’s right in front of you and what’s ahead,” Webber said. “Every decision has to make sense in the short term and still hold up strategically in the long term.”

This forward-thinking approach ensures that capital is always deployed where it can have the greatest impact — strengthening liquidity, supporting reinvestment, and positioning the organization for future success.

Technology and teamwork

Webber’s leadership also reflects his belief that technology and teamwork are the cornerstones of a modern finance organization. He has implemented new systems and tools to improve reporting accuracy, accelerate forecasting, and give operational leaders real-time visibility into financial performance.

“Every year, technology becomes a bigger part of the finance function,” he said. “To build best-in-class reporting and support real-time decision-making, the focus has to be on integration — making sure systems talk to each other and that you’re consciously managing your own technology destiny.”

That philosophy of integration extends beyond systems and software. Webber is intentional about building strong cross-departmental relationships, ensuring finance remains a collaborative partner in achieving company-wide goals. Through quarterly and annual executive planning sessions, he helps align departmental objectives with the company’s broader mission.

Within his own team, Webber fosters a culture of transparency and growth. He believes that when people understand the impact of their work, they become more engaged, accountable, and proud of their contributions.

“Every person on the finance team plays a critical role in giving leadership timely and accurate visibility into the business,” he said. “When people see the impact of their work and know they’re supported, that’s when they do their best work — and the whole organization benefits.”

This people-first leadership style mirrors American Adventure Holdings’ broader commitment to quality, experience, and community. Just as the company strives to provide guests with safe, memorable stays at its resorts, Webber strives to give his team the support and tools they need to thrive.

Charting the next adventure

Under Webber’s financial stewardship, American Adventure Holdings continues to grow with confidence and precision. Each expansion, integration, and innovation is guided by a clear understanding of what drives the business — and how to sustain its success for decades to come.

In the same way that families gather around campfires at the company’s resorts, American Adventure Holdings’ leadership gathers around shared goals — creating experiences that matter, both for guests and for the people who make those experiences possible.

For Webber, that’s what makes his role meaningful: using finance not just to measure the business, but to help it thrive. It’s an approach that blends numbers with purpose, structure with creativity, and strategy with adventure — a combination that perfectly captures the spirit of both the company and its CFO.