From Lifestyle Reset to Scalable Growth: The Ferncrest Story

After more than a decade of building a successful national clothing brand, Brian and Joanna Linton knew something had to change. “That business was seemingly successful, but it left us feeling burnt out and disconnected,” says Brian. “We wanted to build a slower, more intentional life.”

Taking a Pandemic Leap into Outdoor Hospitality

That desire became reality during the pandemic, when the couple took a leap of faith—refinancing their home and purchasing a rundown motel in Promised Land, Pennsylvania. What started as a personal project soon turned into something bigger. After the motel came the acquisition of a failing campground nearby, which they transformed into the first Ferncrest site.

“We realized that people weren’t just looking for beautiful places to stay—they were looking for meaning, for stories and for a sense of place,” says Brian. Ferncrest was born. Their journey, chronicled on their @findingpromisedland social media channels, now reaches more than 700,000 followers who tune in to see how the business—and the family—continues to grow.

Designing Comfort, Wellness and High-End Amenities in Nature

Ferncrest’s signature dome tents were chosen as much for function as for visual impact. “They’re incredibly practical,” says Brian. “They can handle all four seasons, have a small footprint and give us the ability to provide a high-end experience with less environmental impact.”

That balance between design and guest comfort is a hallmark of the brand. “Things like AC, private hot tubs and self-service amenities aren’t afterthoughts; they’re part of how we honour our guests’ time and desire to unplug in comfort,” he adds. Ferncrest is also evolving to include camp cabins, a natural next step that reflects their values while widening their accommodation style.

Getting to this point wasn’t easy. “We bought an old campground with seriously outdated infrastructure—and in many ways, that was harder than starting from scratch,” Brian explains. “We inherited two failing septic systems, and the entire property had less than 100 amps of electric service.” But the couple’s previous experience managing a national business with nearly 100 employees proved invaluable. “We stayed focused on the vision and weren’t afraid to get our hands dirty—literally.”

From the beginning, branding was just as important as infrastructure. “A strong brand doesn’t just attract customers; it builds trust, community, and long-term value,” says Brian. Ferncrest is designed to evoke a nostalgic yet modern camping vibe—approachable, family-focused, wellness-led, and unmistakably memorable. “It’s why our guests return, and why others are now asking to partner with us through franchising.”

Scaling Ferncrest Through a Values-Driven Franchise Model

Franchising is Ferncrest’s next frontier. “Many of our followers wanted to do what we did—but they didn’t know where to start,” says Brian. The Lintons saw an opportunity to scale without losing their values. “Franchising allows us to meet that demand in a way that scales our values. Instead of opening more Ferncrest locations ourselves, we’re helping entrepreneurial landowners build their own under our brand and playbook.”

The model wasn’t built overnight. “Franchising isn’t easy—we’ve spent over a year and hundreds of thousands of dollars building out the legal and operational framework to do it right.” But the result is a system that supports franchisees at every step—from site design and infrastructure guidance to marketing, storytelling, booking tech, and business coaching.

“Most glamping operators can’t justify hiring a high-level team. But with our franchise model, they gain access to a whole support structure while still owning the asset and building equity,” says Brian. “It’s glamping, but smarter, faster, and with a built-in support system.”

So who is the ideal franchisee? “It’s not just someone with land—it’s someone with a vision,” Brian says. “We see interest from lifestyle entrepreneurs, retirees, even real estate investors. What unites them is a desire to build something beautiful that serves their community and generates real income.”

Designing Each Ferncrest Location Around Sense of Place

Each Ferncrest site is carefully planned to reflect the local character and environment. “We start by looking at the land the way a guest would—what’s the magic here?” It might be a hidden creek, a forested ridge, or a wide view of the stars. Then come the practicalities: zoning, access, utilities. “But it’s never just about land—it’s about creating an experience.”

Looking ahead, the Lintons are aiming high: 100 Ferncrest locations in five years. “Each one will be independently owned but united by a shared brand, vision, and guest experience,” says Brian. They’re investing in more durable infrastructure, including custom stainless steel hot tubs and cold plunges, and expanding their training and educational resources through Finding Promised Land.

What started as an escape from burnout has evolved into a thriving business—and a movement for intentional, outdoor hospitality. Ferncrest may be growing, but its roots remain firmly in the values that started it all: simplicity, connection, and purpose.

Pulling Back the Curtain at Glamping Show Americas

At the 2025 Glamping Show Americas, Brian took the stage to talk about the realities of launching and scaling a glamping brand. We pulled “back the curtain… not just the dreamy Instagram version, but the grit, decisions and systems that make it work,” he says. We wanted “people to walk away with the belief that they can do it, and the roadmap to get there faster and smarter than we did.”