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The Australian Financial Review
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href="/work-and-careers">Work & Careers</a></li><li class="_90b3125353b062c9f570" data-testid="breadcrumb-category"><a class="_3764f7449fdd83320b98" href="/work-and-careers/leaders">Leaders</a></li></ul><h1 class="_9e3416b7b144f0713cde">This former investment banker now runs a $2b caravan park business</h1><p class="_954fa2ebef5f0392b2c8">Grant Wilckens spent his early career raising capital for clients. Now he’s the CEO of the holiday parks company he founded, G’Day Group.</p><figure class="c38fa68eeed3b426ef56 _6f6db0aa612a03c039e8" data-pb-type="im"><picture><source media="(min-width: 1180px)" width="2200" height="1238" srcSet="https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_1440/e_sharpen:30%2Cq_88%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5, https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_2880/e_sharpen:30%2Cq_52%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5 2x" data-pb-im-config="{"aspectRatio":1.777778,"type":"landscape16x9","width":2200,"urls":["https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_1440/e_sharpen:30%2Cq_88%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5"," 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https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_1600%2Cq_52%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5 2x"]}"/><img alt="" class="c101ad2e6ff325391dc3" data-testid="Image-image" src="https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_1440/e_sharpen:30%2Cq_88%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5" srcSet="https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_460%2Cq_88%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5, https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_920%2Cq_52%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5 2x" sizes="(max-width: 767px) 460px" data-id="c89fc6fcdc8133d229d456196c8a4d6118b58af5" data-pb-im-config="{"aspectRatio":1.777778,"type":"landscape16x9","width":460,"urls":["https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_460%2Cq_88%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5"," https://static.ffx.io/images/$zoom_0.2106%2C$multiply_3%2C$ratio_1.777778%2C$width_1059%2C$x_0%2C$y_79/t_crop_custom/c_scale%2Cw_920%2Cq_52%2Cf_auto/c89fc6fcdc8133d229d456196c8a4d6118b58af5 2x"]}" width="460" height="259"/></picture><figcaption class="_80bb118486236bcec2bc"><p>Grant Wilckens presides over G’Day Group, a holiday parks company that owns $2 billion of property and is the largest provider of regional accommodation in the country.<!-- --> <cite class="_3c0c5a31e2deab9fe7b5">RoyVPhotography</cite></p></figcaption></figure></header><section class="ae754da393b38cf0f618"><div class="d5dfe5984973a371f244"><section class="_368ce47922cc50406182" id="endOfArticle"><section class="_79ac355651a627afaf4b"><div 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8.4l-.143.583a.6.6 0 0 0 .726-.726zm-.85-.85c-.06-.207-.127-.434-.2-.665a15 15 0 0 0-.451-1.255c-.17-.398-.307-.626-.384-.702a1.123 1.123 0 0 0-1.588 1.587c.077.077.305.215.703.384.372.158.818.313 1.255.451.231.073.458.14.665.2" clip-rule="evenodd"></path></svg></span><span class="a8795dddfcb83ad715dd">Gift this article<!-- --> <div data-testid="Label-new" class="_3fbc02206dd8b1c74a7d">New</div></span></button><div class=""><div class="_97f224ea82c75c120440"><div class="_484bfbd8af6e9b38c490 _6dac7bb70d5d5d8a771b ba22c1812d2b27916259"><button class="_658fc1521f5561bd1c64" type="button" aria-label="Close"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 12 12" class="dd6db77aa2c85e94be85" focusable="false" height="10" aria-hidden="true" width="10"><g fill="none" fill-rule="evenodd" stroke="currentColor"><path d="M11.27.73 6.02 5.98.73 11.27M11.27 11.27 6.022 6.022.729.729"></path></g></svg></button><p class="_53c90ec3429d93c7f693" data-testid="Modal-title">Subscribe to gift this article</p><p class="_2b3ce025e5cbb6cec24c _4caa6be900319bfd3106" data-testid="Modal-description"><span>Gift 5 articles to anyone you choose each month when you subscribe.</span></p><a data-testid="Modal-subscribe-button" href="https://subscribe.afr.com/?promote_channel=HI_AGFT_GNL_GIFTCTA&utm_source=ArticleGifting&utm_medium=HouseInventory&utm_campaign=General&utm_content=GiftCTA" class="f6dfc6f770f1c16f22f5">Subscribe now</a><p class="_1c7a5940e3812685c336">Already a subscriber?<!-- --> <button data-testid="Modal-login-button" type="button">Login</button></p></div></div></div></div></div></section></section><p>In 2008, Grant Wilckens owned a four-year-old caravan park business, supported by $15 million of equity and $40 million of debt.</p><p>It was the wrong time to be heavily geared. The global financial crisis hit that year and investment bank Lehman Brothers collapsed, leaving his company, now known as G’Day Group, struggling to stay afloat.</p><div class="_398b6c5e39701f15a1a2">Loading...<figure></figure><figure></figure><figure></figure><figure></figure></div><div></div></section><div class="a3b28a4f67a674b57863 _641fb672692d5313992a" data-testid="ArticleFooter"><div class="_9e5858bb5e9aa47354b4"><div class="_9f146e4c46884f388d0e"><button aria-describedby="articleFooterLoginTooltip" class="_13dba38c2689588db954 _7cd6d3a619318b4274cf" data-click-outside-ignore="true" data-testid="SaveArticle-button" type="button"><span class="_82522fbabfe2be1d6f63"><svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 24 24" class="dd6db77aa2c85e94be85" focusable="false" height="1em" aria-hidden="true" width="1em"><path stroke="#111" stroke-width="1.2" d="M6.607 5c0-.221.179-.4.4-.4H17c.22 0 .4.18.4.4v13.077a.4.4 0 0 1-.63.328l-3.851-2.702a1.6 1.6 0 0 0-1.838 0l-3.85 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data-id="0fe59bc3835acf6c65e32b2f09fe56376d6e7d18" data-pb-im-config="{"urls":["https://static.ffx.io/images/$width_140%2C$height_140/t_crop_fill%2Cq_auto:best%2Cfl_any_format/0fe59bc3835acf6c65e32b2f09fe56376d6e7d18"," https://static.ffx.io/images/$width_280%2C$height_280/t_crop_fill%2Cq_auto:best%2Cfl_any_format/0fe59bc3835acf6c65e32b2f09fe56376d6e7d18 2x"],"width":140,"aspectRatio":1,"type":"square1x1"}" width="140" height="140"/></picture></figure><span class="_1b861ab323f41ec0b7ca"><strong><a class="a189e4281d1ef17b0b4e" data-testid="AuthorURL" href="/by/sally-patten-j7gdj">Sally Patten</a></strong></span><span class="_502fdc96c2c81588de6d">BOSS editor</span><span class="_528a6daccc86ac482af4">Sally Patten edits BOSS, and writes about workplace issues. She was the financial services editor and personal finance editor of the AFR, The Age and the Sydney Morning Herald. She edited business news for The Times of London.<span class="ebf04f7a6858148cabbd _1abef93fc6602c02bcb2" data-testid="Author-Social"><span> <!-- -->Connect with <!-- -->Sally<!-- --> on <a class="_86e1121a0a44d2d45f97" href="//twitter.com/sallympatten?lang=en" rel="noopener noreferrer" target="_blank">Twitter</a>.</span><span> <!-- -->Email <!-- -->Sally<!-- --> at <a class="c5a5b7d2f686623f7687" href="mailto:spatten@afr.com">spatten@afr.com</a></span></span></span></div></div></section><section class="_7497db783171f2944740"><div class="_12071acfb60f663a6d6c" data-testid="keyPath-driver-wrapper-pos-1"><header class="_1d6911d24a4d542dc6f9"><h3 class="_7ce50a196b2b714ebd75"> Executive Education</h3><span class="_46db990dafd7b7b8f800"><span class="f6746d217698aa979e67">Powered by</span><svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 100 16" class="dd6db77aa2c85e94be85 _50ca2fd8010d27506ec0" focusable="false" height="1em" aria-hidden="true" width="1em"><path 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& careers","Leaders"],"categoryId":115,"asset":{"about":"Grant Wilckens spent his early career raising capital for clients. Now he’s the CEO of the holiday parks company he founded, G’Day Group.","allowComments":false,"body":"\u003Cp\u003EIn 2008, Grant Wilckens owned a four-year-old caravan park business, supported by $15 million of equity and $40 million of debt.\u003C\u002Fp\u003E\u003Cp\u003EIt was the wrong time to be heavily geared. The global financial crisis hit that year and investment bank Lehman Brothers collapsed, leaving his company, now known as G’Day Group, struggling to stay afloat.\u003C\u002Fp\u003E\u003Cp\u003E“It was terrifying,” Wilckens says, conceding that the debt-to-equity ratio back then was “ridiculous”.\u003C\u002Fp\u003E\u003Cp\u003EMaking matters even more hairy, Wilckens, a former investment banker, was in his mid-30s with two children under the age of four.\u003C\u002Fp\u003E\u003Cp\u003ESixteen years later, it is a different story. Wilckens, the chief executive and co-founder of the privately owned G’Day Group, presides over a holiday parks company that owns $2 billion of property and is the largest provider of regional accommodation in the country.\u003C\u002Fp\u003E\u003Cp\u003EThe company’s portfolio includes Discovery Parks, a network of almost 90 holiday parks and resorts; G’Day, a network of more than 240 licensed parks; and the El Questro Station luxury resort in the Kimberley in northern Western Australia.\u003C\u002Fp\u003E\u003Cp\u003EAmong recent acquisitions are a $4 million purchase of the Wilpena Pound Resort in South Australia’s Flinders Ranges and another park at Margaret River in WA.\u003C\u002Fp\u003E\u003Cp\u003EIn the year to June, the group, which employs 2500 people, recorded a 20 per cent rise in net cash from operating activities to $49 million after a 15 per cent increase in revenue to $387 million. However, rising employee, supplier and interest costs and a $6.9 million impairment charge contributed to an $18.6 million before-tax loss.\u003C\u002Fp\u003E\u003Ch2\u003E‘Why have I done this?’\u003C\u002Fh2\u003E\u003Cp\u003EWilckens’ ambition is to be “the undisputed leader in regional travel experiences”. Nothing could have been further from his mind in 2008.\u003C\u002Fp\u003E\u003Cp\u003E“I’d given up an investment banking career. It was like, ‘Why have I done this?’ [My friends in investment banking] were getting bonuses and they were being well remunerated. I was hardly getting paid anything because I had to pay everybody else first.\u003C\u002Fp\u003E\u003Cp\u003E“I was on a treadmill and the treadmill was going faster and faster, and I couldn’t get off. It was just a scary moment. I’m lucky I’m still married. I was probably a pretty grumpy guy.”\u003C\u002Fp\u003E\u003Cp\u003EAs it happened, the global financial crisis of 2008 was a defining moment in Wilckens’ career.\u003C\u002Fp\u003E\u003Cp\u003EHe sold nine caravan parks to reduce debt and learnt how to improve the profitability of each park – a mission he is still on today. But it was a tough way to learn the “cash is king” lesson.\u003C\u002Fp\u003E\u003Cp\u003E“We had to reflect on how to drive a different type of customer to our parks.\u003C\u002Fp\u003E\u003Cp\u003E“I didn’t know enough about operations. I’d only ever been an advisor. I’d never actually been in the business. I spent many, many weeks working in parks. I’ve cleaned many toilets. I’ve checked in a lot of people through the reservation systems,” Wilckens recalls. In the background, he was also dealing with a minority shareholder litigation.\u003C\u002Fp\u003E\u003Cp\u003E“The whole thing was a huge shit fight pretty much for two years,” Wilckens says.\u003C\u002Fp\u003E\u003Cp\u003EEventually, in 2010, with the help of a turnaround fund, G’Day Group was recapitalised, with its debt facilities renegotiated.\u003C\u002Fp\u003E\u003Ch2\u003EProperty in the blood\u003C\u002Fh2\u003E\u003Cp\u003EWilckens has been around property for as long as he can remember. Growing up in Norton Summit in the Adelaide Hills, Wickens’ father was a builder, owning his own construction company, which proved a useful source of summer jobs for the young student, who has two older sisters.\u003C\u002Fp\u003E\u003Cp\u003EWilckens’ grandfather was also a builder and also had his own business. Notably, his father set up his own company rather than joining the family business.\u003C\u002Fp\u003E\u003Cp\u003EIt is something of a theme.\u003C\u002Fp\u003E\u003Cp\u003E“My father didn’t go into my grandfather’s business. My father wanted to prove himself and started his own business. He was tremendously successful as a builder.\u003C\u002Fp\u003E\u003Cp\u003E“I think that always made me think that I wanted to do something myself as well. Even though I went into corporate finance, I knew I wanted to be in control of my own destiny.”\u003C\u002Fp\u003E\u003Cp\u003EWilckens also recalls holidays at the family shack on the Murray River. It got him into the “simple things of life”, as did camping trips. It was family time unencumbered by technology.\u003C\u002Fp\u003E\u003Cp\u003E“You haven’t got a dishwasher, and you’re having to wash dishes. You do the tea towel flicking with your siblings. I did it with my siblings, and now I watch my kids do it. It’s all good bonding stuff.”\u003C\u002Fp\u003E\u003Cx-placeholder id=\"5e595411e79d6f01eff2ffa57112b7386057f7d8\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003EAfter high school, the young Wilckens chose a commerce degree. Not only did he want to be in control of his own destiny, he wanted it to be successful. By his own admission, Wilckens was driven.\u003C\u002Fp\u003E\u003Cp\u003EHe landed a job at KPMG, became a chartered accountant and then went to work for Rothschild in London. At the investment bank, Wilckens may not have learnt much about operating a company, but he gained valuable experience in finance and raising capital with a skew towards infrastructure and property. He honed his skills further back in Australia working for real estate developer Trafalgar, before coming across a portfolio of five caravan parks in Melbourne and three in WA.\u003C\u002Fp\u003E\u003Cp\u003ETrafalgar had no interest in investing, so the newly married Wilckens moved back to Adelaide and tried to put together enough capital to buy them. It was 2004. He and his co-founder, who left the business in 2007, succeeded but then went on an overly zealous buying spree.\u003C\u002Fp\u003E\u003Cp\u003E“In hindsight, we grew very rapidly. We bought 40 parks in 36 months,” he recalls.\u003C\u002Fp\u003E\u003Ch2\u003ESunsuper steps in\u003C\u002Fh2\u003E\u003Cp\u003EUnbeknownst to Wilckens, who has just turned 50, he was something of a trendsetter when he and turnaround specialist Allegro recapitalised the business in 2010.\u003C\u002Fp\u003E\u003Cp\u003EThe budding entrepreneur had previously assumed the company would be floated on the ASX. But listing was hard yards and instead the business found an investor in Sunsuper, the superannuation fund now known as Australian Retirement Trust (ART).\u003C\u002Fp\u003E\u003Cp\u003EART originally bought a 27 per cent stake and now owns 95 per cent of G’Day Group, making the business one of the biggest investments in the $300 billion retirement fund’s real estate portfolio.\u003C\u002Fp\u003E\u003Cp\u003EAt the time super funds tended to own stakes in companies through third-party specialist equity managers who invested in listed shares. Direct ownership of companies was less common, in contrast to the current climate where the largest super funds are more than happy to buy companies directly.\u003C\u002Fp\u003E\u003Cp\u003EThe country’s largest super fund is a case in point.\u003C\u002Fp\u003E\u003Cp\u003EIn recent years, \u003Cx-placeholder id=\"659e990648fc10f840ab14c145fd9eb1f01613d2\"\u003E\u003C\u002Fx-placeholder\u003E, formerly known as the Australian Tower Network, for $1.9 billion, and teamed up with private equity firm BGH to \u003Cx-placeholder id=\"985026856d690e2cd41adab2f76faa26516bbb4d\"\u003E\u003C\u002Fx-placeholder\u003E.\u003C\u002Fp\u003E\u003Cp\u003EIn 2019, AustralianSuper was part of a consortium that attempted to buy private hospital operator Healthscope, which was \u003Cx-placeholder id=\"4a965dc36a241294a25f53c3fb62bf97c7ac9def\"\u003E\u003C\u002Fx-placeholder\u003E.\u003C\u002Fp\u003E\u003Cp\u003EWilckens, who still owns 5 per cent of G’Day, is happy to be majority-owned by ART. He has access to pretty much unlimited capital and doesn’t have to worry about the whims of the sharemarket nor shareholders, who, from time to time, have been known to fall out of love with the management of companies in which they invest.\u003C\u002Fp\u003E\u003Cp\u003EStill, there have been times when he has wondered if G’Day would be valued at a higher price if it were listed.\u003C\u002Fp\u003E\u003Cp\u003EG’Day Group is still buying properties, but it is also investing in the existing assets to make them work harder, as well as improving its digital capabilities. Wilckens is spending money on local tourism activities as a means of enticing holidaymakers to spend an extra night, or extra nights, at his holiday parks.\u003C\u002Fp\u003E\u003Cx-placeholder id=\"fd8d89909135b30faba4bc1ad3ad196fed265079\"\u003E\u003C\u002Fx-placeholder\u003E\u003Cp\u003E“What I really want people to do is to spend another night. If I can give them things to do, and they stay another night, or stay two more nights, it’s less labour for me. It’s a much better solution.\u003C\u002Fp\u003E\u003Cp\u003E“The benefit of caravans and camping is that, other than the school holidays where it’s about families, there are a lot of people who are flexible with their travel” – aka, the grey nomads.\u003C\u002Fp\u003E\u003Cp\u003ETo this end, G’Day is buying assets such as touring businesses and boats aimed at giving customers reasons to stay longer. Meanwhile, the company’s WikiCamps app points out local tourism attractions.\u003C\u002Fp\u003E\u003Cp\u003EWilckens says in a cost of living crisis, he is happy to be at the “affordable” end of the holiday market. Happily, after the pandemic, there are more than 850,000 registered caravans in Australia.\u003C\u002Fp\u003E\u003Cp\u003EStill, he has seen a slowdown in parts of Australia, such as southern New South Wales. Tasmania and WA, meanwhile, are “flying”.\u003C\u002Fp\u003E\u003Cp\u003ESo does the Wilckens family, which owns a “middle of the road” Jayco caravan, still go on caravan trips? Probably five or six times a year, he says.\u003C\u002Fp\u003E\u003Cp\u003E“My kids still think it’s the best holiday they can have. 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