Cora Jokinen’s path to entrepreneurship didn’t start with an off-road rig — it started in architecture. Now the owner of Torque Masters Industries, Cora shares how she made the leap from the design world to the dirt, turning her passion for off-roading into a thriving business.

In this episode, Cora opens up about navigating the challenges of acquiring a company, marketing in a fast-changing digital world, and building credibility in a male-dominated industry. From product development to personal growth, she’s honest about the highs and lows of running a business — and why passion and persistence matter most.

If you're an entrepreneur, off-road enthusiast, or woman forging your own path in business, this conversation offers valuable takeaways.

Key Takeaways:

• How Cora transitioned from architect to off-road business owner
• What it’s like being a woman in the off-road and automotive space
• Branding, consulting, and strategies for business growth
• The power of passion and knowledge in earning industry respect
• Balancing life and leadership with a four-day workweek
• How to overcome imposter syndrome through education and support