Off-Road & In Charge: Cora Jokinen on Business, Branding, and Breaking Barriers

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 ownerWhat it’s like being a woman in the off-road and automotive spaceBranding, consulting, and strategies for business growthThe power of passion and knowledge in earning industry respectBalancing life and leadership with a four-day workweekHow to overcome imposter syndrome through education and support