Fr8 Marketing Gurus
We are the premier destination for marketing professionals within the transportation and logistics industries, where they can find inspiration, guidance, and community in their journey to drive impactful marketing strategies and innovations.
We aspire to create a dynamic and inclusive platform that transcends geographical boundaries, bringing together marketing leaders, experts, and enthusiasts from around the world to exchange ideas, share insights, and collaborate on shaping the future of transportation and logistics marketing.
Through engaging and thought-provoking content, we envision our podcast becoming a trusted source of knowledge and inspiration, empowering our listeners to navigate the complexities of the transportation and logistics landscape with confidence and creativity.
Fr8 Marketing Gurus
Building Relationships That Drive Revenue | Michael Jenkins, Wheelhouse Logistics | Free Marketing Gurus Podcast
In this episode of FR8 Marketing Gurus, Jennie Malafarina sits down with Michael Jenkins, General Manager at Wheelhouse Logistics, to talk about the real side of building a business in today’s logistics market — from startup challenges to personal branding, authentic relationships, and leading with transparency.
Michael shares how he transitioned from 23 years in software to freight brokerage, what it takes to build trust in a volatile market, and why authenticity and process—not perfection—fuel growth.
You’ll hear:
- How relationships drive revenue in logistics and beyond
- Why authenticity wins over automation
- Lessons from building a startup brokerage in a market downturn
- How Wheelhouse supports freight agents like true partners
- Why handwritten notes, small gestures, and real connection still matter
- The power of personal branding and showing up as a thought leader
This conversation is packed with insights for logistics professionals, brokers, and anyone building a business that lasts.
Timestamps:
00:00 Intro: Free Marketing Gurus + Wheelhouse Logistics
02:00 From software to freight — Michael’s career pivot
05:30 The value of relationships in logistics
08:00 Integration, efficiency, and building a scalable operation
12:00 Go-to-market strategy: balancing old-school and modern tactics
15:30 Building brand awareness through authenticity
18:00 Supporting freight agents and fostering collaboration
22:00 Lessons learned from a tough freight market
28:00 The future of freight: optimism, correction, and opportunity
41:00 Success advice: authenticity + process
45:00 The power of personal gestures (pumpkins and handwritten notes!)
50:00 The human side of logistics and connection
53:00 Closing thoughts + gratitude