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A proud family tradition is starting it's next chapter at Vellner Leisure Products Ltd., as Mitchell Vellner steps into the role of president and general sales manager. As the fourth generation to lead the company, Mitchell is carrying on a legacy built by three generations of Vellner men who have helped shape the family business over the past 90 years.
“I’m not just inheriting a title - I plan to uphold the values, work ethic and customer commitment that built this company. It’s an honour to continue that tradition and lead Vellner Leisure Products into its next chapter," Mitchell says.
That tradition stretches back nearly a century, beginning in 1925 when H.T. (Henry) Vellner emigrated from Germany and settled in Alberta. He found work in Edmonton unloading automobiles from railcars and soon developed a relationship with a General Motors dealer, eventually opening his own GM service garage in Camrose in 1927.
By the mid-1930s, Henry had moved his family to Wetaskiwin, where he partnered in Wetaskiwin Motors, a Chevrolet-Oldsmobile dealership. His son, James Robert “Bob” Vellner, joined the business in the 1940s. Together, Henry and Bob launched Vellner Motors in Red Deer in 1951, officially establishing the Vellner name in the region.
Over the following decades, the business expanded to include Studebaker, Volkswagen and Mercedes-Benz dealerships. In 1958, Bob entered the emerging recreation vehicle market – an industry that would ultimately define the Vellner legacy.
With Henry’s retirement in 1963, the family moved away from General Motors and by 1973, Bob had sold the Volkswagen franchise to focus solely on the RV industry. Vellner Leisure Products was born.
As is often the case in family-run businesses, the next generation wasn’t far behind. Bob’s son, Marty, began working part-time while still in school and joined the business full-time in the early 1980s. By 1985, Bob had fully retired and Marty was leading the company as general manager and owner.
Marty relocated the dealership to its current location on Gaetz Avenue in 1997, near Westerner Park, where the company has since flourished. All three of Marty’s sons worked at the dealership during their school years, but it was Mitchell – his youngest – who found his calling in the business.
Since joining the company full-time in 2012, Mitchell has worked across departments, becoming a journeyman RV technician and gaining valuable operational experience. He moved into the role of operations manager in 2022, where he was instrumental in streamlining processes and enhancing customer service.
“Learning the business from the ground up gave me a strong, customer-focused foundation,” Mitchell explains. “I can speak empathetically to staff because I’ve been in their shoes, and that experience allows us to deliver the high level of service our customers expect.”
Now, as president, Mitchell brings a deep understanding of the business and a clear vision for its future.
“I’m a ‘we over me’ type of person,” he says. “I’m excited to grow and build the team – and to share in their triumphs.”
And while the RV industry has evolved dramatically over the past century, Mitchell believes the company’s core strength lies in its consistency and community focus.
“We’re a staple in the community, a warm and inviting place where people know we genuinely want to help,” he says. “When customers have been through the gauntlet and land here, it’s a breath of fresh air. My challenge – and my goal – is to make sure people know we’re here for them.”
Now, as president, Mitchell brings a deep understanding of the business from the ground up. The Vellner family is proud to mark this milestone, continuing a 90-year tradition of serving Central Alberta’s RV community – now under fourth-generation leadership.
Ready to start your next adventure? Visit Vellner Leisure Products at 1890 49 Ave today and explore a wide selection of RVs, seek support from a knowledgeable team and see why families have chosen Vellner for 90 years.