From Architect to Automotive Innovator: Cora's Journey | S3 E9

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In this episode, Barry Alt and Katie Abraham welcome Cora Jokinen, owner of Torque Master Industries, to share her unconventional journey from studying architecture to becoming a leader in the automotive aftermarket.

Cora discusses her passion for off-roading, her transition into business ownership, and the role community, mentorship, and networking have played in her career. She also shares lessons from navigating the Rebelle Rally, offers her perspective on women in the automotive industry, and explains how strong customer experiences can help brands build lasting connections.

The conversation also introduces Cora’s new product line, Oris Adventure Cooking, and explores how sensory experiences can make customer engagement more memorable. Along the way, the group talks about entrepreneurship, resilience, and finding balance through activities outside of work, including pickleball.

Key Takeaways:

• Cora’s transition from architecture to automotive was fueled by her passion for off-roading.
• Joining a local 4x4 club was a major turning point in her journey.
• Her first Nissan Xterra sparked her interest in vehicle modifications.
• Learning to weld gave Cora the ability to create custom parts for her own builds.
• Her husband played a key role in supporting and shaping her automotive path.
• Buying Torq-Masters Industries came from real-world experience in the off-road and rock crawling community.
• Cora faced a steep learning curve after acquiring the company, especially in business management and operations.
• Mentorship, networking, and SBN involvement have been crucial to her growth in the industry.
• Customer relationships are built through word-of-mouth, reputation, approachability, and helpful video content.
• Cora’s story highlights resilience, community, innovation, and the power of staying open to unexpected opportunities.

Guest Bio:
I’m an original Rebelle Rally participant, finishing 5th in the first year and earning the Team Spirit Award. In 2021, my team won the crossover class in a Ford Bronco Sport. I’ve also raced King of the Hammers twice in a stock-class Jeep and have a deep love for welding, inspired by my grandfather’s advice to “have a career and a trade.” My career was architecture, and my trade is welding.

I’m also a longtime SEMA Businesswomen’s Network member and have served on the SBN Select Committee for the past six years. SBN has been a major part of my life, constantly inspiring and challenging me through its leadership, education, and networking opportunities.

My husband and I live in upstate New York, where we run Torq-Masters, a 100% USA-made manufacturing business we acquired in 2014. We travel across the country for shows and events, and I’m excited for the conversation ahead.

Guest:

Cora Jokinen, Torque Master Industries

• https://torqmasters.com
• https://skottle.com
• https://www.facebook.com/TorqMasters
• https://www.instagram.com/torqmasters
• https://www.youtube.com/@TorqMastersIndustries

Host:
Barry Alt, Motorhead Digital

• maximizesales@motorheaddigital.com
• https://motorheaddigital.com
• https://facebook.com/Motorhead.Digital
• https://instagram.com/motorhead.digital
• https://linkedin.com/company/motorhead-digital

Co-Host:
Katie Abraham, Falcon Dynamic

• https://www.facebook.com/abeskatie
• https://www.instagram.com/wildkatieabes
• https://www.linkedin.com/in/katherine-abraham-b4506580

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