About Adventure Business Update

ABU exists to give dealers, manufacturers and industry professionals the analysis they actually need — not press release rewrites, not cheerleading, not vague trend pieces.

The outdoor leisure vehicle market is complex, fast-moving and underserved by useful business intelligence. We cover caravans, motorhomes and campervans with one aim: to tell you what's happening commercially and what to do about it.

The Team

Will Hawkins - Founder

Will built Adventure Business Update after years working with outdoor leisure and healthcare businesses on digital strategy, SEO and content. He started his career in Microsoft's content development and delivery group, then founded Digital Business, which focuses on SEO, local SEO, traditional marketing and database reactivation.

His background is in helping businesses grow their online presence and connect with the right audience — and that commercial perspective shapes everything ABU publishes.

Lynne Cullen - SEO and Content

Lynne spent over two decades in traditional sales and marketing before moving into digital. She brings deep expertise in keyword research, content frameworks, SEO analysis and social media strategy — and a practical, problem-solving approach that keeps ABU's content grounded in what actually works.

John Sootheran - Content and Editorial

John is a media and marketing professional with experience across outdoor leisure, automotive and fleet sectors. He has worked with Future Plc, Pirelli, Morgan Motor Company and Asda, among others. His editorial background keeps ABU's analysis sharp and its coverage strategically focused.

What You Get

ABU covers the UK outdoor leisure vehicle industry for the people who run businesses in it. Each piece is built around three questions:

What actually happened - stripped of marketing language
What it means commercially
What dealers and businesses should do about it