Storyteller Overland announced a leadership transition that will move founder Jeffrey Hunter into the role of chairman while Chief Strategy Officer Neil Grimmer assumes the position of chief executive officer as the company prepares for its next phase of growth.
The transition follows significant expansion since Storyteller Overland launched in 2018 with a seven-person team in Birmingham, Alabama.
Since then, the company has expanded its dealer network nationwide, completed multiple acquisitions and broadened its product offerings as part of what it described as an “adventure lifestyle ecosystem.”
Hunter will step away from day-to-day executive operations but will remain involved in long-term strategy, culture, capital planning and strategic partnerships as chairman.
“I am beyond grateful to the entire Storyteller team and community for their creativity, trust, and partnership in building what has become the most unique and special adventure-ready lifestyle brand of its type anywhere on the planet,” Hunter said in a press release.
Hunter said Grimmer’s leadership and business experience made him the right choice to guide the company forward after working together closely in recent years.
Grimmer joined Storyteller Overland in 2024 as chief strategy officer, overseeing the company’s long-term strategic direction and growth initiatives.
According to the company, he worked alongside Hunter to expand the product portfolio and strengthen the broader lifestyle platform tied to the brand.
Before joining Storyteller, Grimmer worked as a senior designer at IDEO, focusing on innovation and human-centered design projects for Fortune 500 companies.
“It’s a true honor to step into this role and be trusted to steward Storyteller at such an important moment in our journey,” Grimmer said. “My focus is simple— stay true to that foundation, strengthen what’s working, and keep pushing into what’s next.”
The company said it recorded 40% year-over-year growth despite broader industry declines in the double digits.
Under Grimmer’s leadership, Storyteller plans to accelerate product development, expand manufacturing capabilities and increase support for its dealer network and owner community.
Storyteller Overland is based in Birmingham and manufactures overland vehicles and adventure-focused products.