craft, culture, & leadership

Joshua is the President and Owner of Wil-Ro, Inc. He is a pivotal leader behind Wil-Ro, Inc., combining his expertise in manufacturing and operations with his commitment and appreciation of quality. With over 20 years of experience in growing industrial businesses, Joshua’s dedication to producing high-quality work trucks built to stand the test of time is what drives Wil-Ro, Inc.’s continued excellence.

In addition to his responsibilities at Wil-Ro, Inc., Joshua also owns and operates Turtleback Trailers, a leading overland trailer manufacturer. He enjoys the excitement of acquisitions, has a love for manufacturing, and is passionate about building and growing great brands.

Prior to acquiring Wil-Ro, Inc. in 2017, and Turtleback Trailers in 2023, Joshua’s career focused on a manufacturing track. From 2005 – 2017, he held various leadership roles at three Fortune 500 industrials, including Caterpillar and Joy Global.

At 17, Joshua enlisted in the United States Marine Corps and served for eight years. He completed three deployments to Okinawa, one to South Korea, and another to Iraq in support of Operation Iraqi Freedom. Joshua earned his MBA from the Kellogg School of Management at Northwestern University and has a Bachelor of Arts from DePaul University.

When he’s not at the factory, Joshua loves being outdoors—running, biking, camping, or hiking. He finds comfort in woodworking and building projects. He enjoys spending time with his three daughters and discovering new places with his family.

What ignited your interest in manufacturing?

Walking through Industrial Clutch (Pearl Street at Frederick Street; Waukesha, WI) as a child. Seeing my dad work in a factory. The sights, sounds, and smells. The rhythm of machines. Organized chaos but felt like harmony. Working at Caterpillar after the Marine Corps – my fascination for factories amplified. Excitement and passion – seeing a team transform a pile of materials into the best finished product in the industry.

If you could have dinner with any historical figure, who would it be and why?

Elle Woods, Buster Moon, Taylor Swift, Ally Campana, Michael Jordan, George W. Bush, James Mattis, Miguel Rivera, Abraham Lincoln, Walt Disney, and Phil Jackson.

What hobby or interest are you passionate about outside of work?

Running, road biking, mountain biking, hiking, kayaking, camping. Be outdoors! Reading. Traveling. Exploring.

What’s your favorite quote or motto to live by?

Have courage – and be kind.

What’s the best part about working with your team at Wil-Ro, Inc.?

A shared passion. Positivity. Results. Energy. Seeing a team that believes in one another. Witnessing others grow and excel in their roles and within our industry. Change Makers.

If you could master one new skill instantly, what would it be?

To learn to play a Steinway Concert Grand.

John is the Chief Financial Officer at Wil-Ro, Inc., where he is responsible for all the company’s financial functions, including corporate finance, audit, accounting, and treasury. He also oversees and brings his leadership experience to all human capital elements of the organization. His career spans more than 25 years of varied experience in implementing strategic initiatives to drive business growth and operational efficiency.

Prior to joining Wil-Ro, Inc., John’s career focused on M&A advisory, strategic consulting, and entrepreneurial ventures. From 2007 – 2016, John worked as an investment banker on Wall Street, and gained extensive expertise in finance, corporate board leadership, lower middle market business management, and operations.

Earlier in his career, John served as an Air Intelligence Officer in the United States Marine Corps. He completed deployments to both Kuwait and Iraq during his time on active duty.

Originally from Southern California, John earned his MBA from the Vanderbilt University Owen Graduate School of Management, and a Bachelor of Arts from the University of Colorado Boulder.

What’s the most valuable career advice you’ve received?

Nothing ventured, nothing gained — My father, a successful private business owner, stressed the importance of taking calculated risks, whether in business or professionally. Successful business leaders are decisive and willing to take risks, after thoughtful and careful evaluation.

What ignited your interest in manufacturing?

The process of creating or building products has always been of interest to me. I grew up in a family that owned a manufacturing company and continue to enjoy the challenges and rewards that are possible in a manufacturing business environment.

What motivated you to become part of the Wil-Ro, Inc. team?

The opportunity to join an energetic and growing team that is aligned and focused on a set of core values which personify success, both professionally and personally.

What’s your favorite way to unwind after a busy day?

Spending time with my family, sharing a home cooked meal (likely one that I’ve prepared) and hearing about the events of my family’s day.

What’s your favorite quote or motto to live by?

“Carpe Diem – Seize the Day”. I try to appreciate and take advantage of each day as time is something we cannot slow down or recreate.

What’s one technology or tool you can’t live without in your job?

HP 12C Financial Calculator – I always keep one close by on my desk and never go to a meeting without one.

Katelyn is the Director of Sales and Marketing for Wil-Ro, Inc. She has responsibility for all sales and marketing initiatives while crafting strategies that elevate the brand’s awareness and engagement. Known for her trend-savvy approach and compelling storytelling skills, she ensures that the American spirit and quality of Wil-Ro, Inc. resonates with customers across the country. With a background in marketing and a strong appreciation for manufacturing excellence, Katelyn plays a pivotal role in promoting Wil-Ro, Inc. as a distinguished leader in the industry.

Prior to joining Wil-Ro, Inc., Katelyn worked for the District Attorney’s Office as a Legal Assistant where she spearheaded multiple retention programs through grant writing and took great pride in her leadership efforts in preparing for criminal trials and various hearings. Drawing from her background in criminal law, Katelyn values personal connections and finds fulfillment in creative endeavors.

Katelyn earned her Bachelor of Arts degree from Western Kentucky University with an emphasis in Business Administration. She in active in her community, enjoys volunteering, and has served on the North American Trailer Dealers Association (NATDA) Women’s Leadership Committee. Outside the office, Katelyn spends her time with her two daughters, who keep her active and engaged, or surrounded by her large circle of friends and family.

What valuable lessons have you learned at Wil-Ro, Inc.?

At Wil-Ro, Inc., I’ve learned that time is money. Prioritizing tasks and making efficient use of time directly impacts productivity and ultimately the company’s success. This lesson has shaped my approach to work, emphasizing the importance of efficiency and maximizing output in all that I do.

Who or what is your greatest inspiration?

My kids are my greatest inspiration. Seeing their curiosity, resilience, and boundless imagination reminds me of the importance of embracing every moment with joy and optimism. They motivate me to strive for the best in everything I do, setting a positive example and hopefully, just hopefully, leaving the world a better place than I found it.

What’s one piece of advice you would give to your younger self?

Good advice to my younger self would be: Don’t be afraid to take risks and make mistakes. They are crucial for growth and learning. Always believe in your abilities and stay true to yourself, even when facing challenges. Invest time in building meaningful relationships and never underestimate the power of perseverance and hard work. Most importantly, prioritize your well-being and don’t forget to enjoy the journey along the way.

What’s your favorite quote or motto to live by?

You didn’t come this far to only come this far.” It’s a powerful reminder to keep pushing forward, no matter the challenges or setbacks encountered along the way. This motto encourages continuous improvement and a relentless pursuit of goals, reinforcing the idea that every step forward is part of a larger journey towards success and personal fulfillment.

If you could switch jobs with anyone for a day, who would it be and why?

If I could trade jobs with anyone for a day, I would choose Joe Navarro. He has a wealth of experience and knowledge in nonverbal communication and behavioral analysis, which fascinates me. Spending a day in his role would allow me to gain firsthand insights into his expertise and methods, deepening my understanding of human behavior and improving my own skills in communication and observation.

What’s the best part about working with your team at Wil-Ro, Inc.?

We thoroughly enjoy our time together! While work remains our priority, we ensure each day is filled with joy and camaraderie. Despite our diverse backgrounds and interests, we share a profound dedication to manufacturing excellence and delivering top-tier customer service and truck bodies in our industry.

Nathan is a highly experienced mechanical engineer with more than 14 years in the automotive manufacturing industry. He has a proven track record of delivering innovative solutions and tackling complex engineering challenges. Skilled in industry-standard tools such as AutoCAD LT, ProEngineer (PTC Creo), Robosim, and SolidWorks, Nathan brings both technical expertise and a passion for continuous improvement to every project. Originally from the southeastern United States, he has spent most of his life in the region, but his love for travel has inspired him to explore new places around the world. Outside of work, Nathan enjoys outdoor activities like hiking and hunting, as well as relaxing with a good board game.

What ignited your interest in manufacturing?

I have always enjoyed building things and learning how they operate. Manufacturing was a perfect fit for learning how to construct things.

What’s the most valuable career advice you’ve received?

Learn as much as you can at any job. Always look to pick up new skills and new information. Never stop learning.

What do you admire most about Wil-Ro, Inc.?

I have greatly appreciated how easily Wil-Ro can adapt to new situations and is always willing to change things to improve.

What’s one piece of advice you would give to your younger self?

Invest in bitcoin, sell at $60,000.

If you could travel anywhere in the world, where would you go and why?

New Zealand, I would like to hike and camp in their beautiful wilderness.

What hobby or interest are you passionate about outside of work?

Magic the Gathering – I am a Pro Tour competitor.

Farran began her journey at Wil-Ro, Inc. as Business Administrator, where she quickly became known for her energetic spirit, organization, and ability to keep operations moving seamlessly. Through her dedication, leadership, and passion for people, she has grown into her current role as Culture Creator, where she focuses on strengthening team connection, engagement, and the values that drive Wil-Ro forward.

With a natural ability to bring people together and create positive momentum, Farran thrives in fast-paced environments where she can serve others and help the team succeed. Her commitment to excellence and continuous growth makes her a driving force behind Wil-Ro’s culture and daily operations.

Before joining Wil-Ro, Farran owned and operated Simplified and Organized, a business she built from the ground up to help clients create calm, functional spaces in their homes. Her experience managing clients, projects, and business operations refined her attention to detail and her natural ability to connect with others. Farran also served in leadership roles at the YMCA and Williamson County Parks and Recreation, where she managed teams, training programs, and community services.

Outside of work, Farran enjoys an active life with her husband and their three children. Much of their time is spent traveling for their son’s motocross races, cheering on their middle daughter from the sidelines, or watching their youngest tumble at the gym. Whether she’s juggling family life, exploring new opportunities for growth, or supporting her team, Farran approaches every day with enthusiasm and positivity.

What was your dream job as a child?‍

When I was younger, I always wanted to be an Interior Designer. I loved decorating, rearranging spaces, and finding creative ways to make things look and feel just right. That interest in design and detail has stayed with me over the years.‍

What’s the most valuable career advice you’ve received?‍

The best advice I’ve received is to treat others the way you want to be treated, no matter their situation. It’s a simple rule that’s made a big impact on how I approach work and relationships—respect and kindness always go a long way.‍

How did growing up in your hometown shape who you are today?‍

Growing up in my hometown taught me to work hard and stay determined, no matter what challenges come my way. It instilled a sense of perseverance and pride in putting forth my best effort in everything I do.‍

What’s one piece of advice you would give to your younger self?‍

I’d tell my younger self to have patience. Things don’t always happen on our timeline, but when the time is right, everything has a way of working out just as it should. Trusting the process makes the journey a lot smoother.‍

What’s the most adventurous thing you’ve ever done?‍

Starting a new business was definitely the most adventurous thing I’ve ever done. It took a leap of faith, a lot of learning, and plenty of perseverance—but it pushed me out of my comfort zone and helped me grow in so many ways.‍

What hobby or interest are you passionate about outside of work?‍

Outside of work, I’m passionate about spending quality time with my family and staying active. Whether it’s working out, going for a walk, or just enjoying time together, those moments help me recharge and keep balance in my life.‍

What’s one technology or tool you can’t live without in your job?‍

I’d have to say the internet—it’s essential for almost everything I do. From communication and research to staying connected with my team, it keeps everything running smoothly and efficiently.

Hunter is integral to the quality control process, ensuring each truck body meets rigorous standards of craftsmanship and robustness. With a keen eye for detail and a hands-on leadership style, Hunter mentors the production team while holding them accountable for maintaining high standards. His expertise in quality control and commitment to excellence align seamlessly with Wil-Ro, Inc.’s standard of quality and resilience.

Dream job as a child:

Pro motorcross / supercross racer

Most valuable career advice:

Don’t chase the money, chase the opportunity

Valuable lessons at Wil-Ro:

Stay true to who you are, stand firm on what you believe in

How did growing up in your hometown shape you today:

That there is A LOT more to the world than just what you are used to seeing.

One piece of advice I’d give my younger self:

Enjoy the time you have with your family and friends before you look up and they are gone.

Hobby or interests outside of work:

Golf, Basketball, Football, Baseball, Coaching

If I could switch jobs with anybody, who would it be and why:

Josh Coster, I would love to see the determination and commitment it takes to operate 2 businesses at 1 time.

Best part about working at Wil-Ro:

Being able to make some close friends and see the skills other people have is incredible. Wil-Ro is and always has been like a big family.

Stephen has spent more than 20 years in sales, sales management, and business ownership in a multitude of industries. He has a record of driving revenue through strategic account management and takes great pride in relationship building. Stephen was a key contributor to three of the top magazine launches in US history and was part of American Hometown Media prior to joining Wil-Ro, Inc. Originally from Gallatin, Tennessee, he and his family have relied on Wil-Ro products for over 30 years. Stephen earned his MBA from Middle Tennessee State University and a Bachelor of Science in Accounting from the University of Tennessee in Knoxville. Stephen enjoys spending time with his family and following the Tennessee Vols and Tennessee Titans.

What was your dream job as a child?

Football player, I loved playing! I was just not very good.

What was the most valuable career advice you’ve received?

Work hard, Be Nice, Be respectful, and Be yourself.

Who or what is your greatest inspiration?

My father, he shared many life lessons but always reminded me, “What is right is right and what is not is not and you always know the difference.”

If you could have dinner with any historical figure, who would it be and why?

Teddy Roosevelt, he is as accomplished as it gets. Robert Neyland for the same reason would be a close second.

What hobby or interest are you passionate about outside of work?

Family, friends and Tennessee sports!

Cody brings more than 15 years of manufacturing experience to the Wil-Ro Team, specializing in commercial vehicle upfitting, electrical systems, and mechanical and hydraulic systems. His background includes roles in manufacturing and logistics, with expertise in welding and fabrication gained during nearly ten years at a Fortune 500 industrial.

Cody plays a crucial role in supply chain at Wil-Ro, Inc., overseeing that all materials meet stringent standards of reliability and consistency. With a sharp eye for detail and a proactive approach to maintain our industry-leading lead times, Cody handles vendor relationships effectively and ensures a smooth flow of materials. His expertise in supply chain management and commitment to excellence are key to supporting Wil-Ro, Inc.’s high standards for work truck design and durability.

Apart from his work, Cody enjoys camping, hunting, and fishing. He actively participates in organizing hockey tournaments to support the Make-A-Wish Foundation and spends quality time with his four kids. Originally from Wisconsin, Cody has called Tennessee home for the past six years, embracing the heat and humidity but holding on to his love for cold weather, snow, and the mountains. He also enjoys vacationing at the beach and building things with his hands.

What activities bring you the most joy?

Being out in nature hunting or fishing with my kids or sitting at the ice rink watching them grow in hockey.

What motivated you to become part of the Wil-Ro, Inc. team?

Moving from my home state of Wisconsin where I grew up and spent all my time and wanting to continue to grow at what I do. All the opportunities and multiple different positions to learn along the way.

How did growing up in your hometown shape who you are today?

The things I experienced/saw growing up in my hometown made me learn a lot about life and how to change to become better and where I am today.

What’s your favorite way to unwind after a busy day?

Heading to the lake with my kids to fish and relax.

What’s one piece of advice you would give to your younger self?

Don’t be afraid to try new and different things. Be smart but have fun and live life to the fullest. Ask questions and listen to the older.

What’s your favorite quote or motto to live by?

“You build on failure. You use it as a stepping stone. Close the door on the past. You don’t try to forget the mistakes, but you don’t dwell on it. You don’t let it have any of your energy, or any of your time, or any of your space.” — Johnny Cash

What was your dream job as a child?

My dream job was always to be a mom.

What’s the most valuable career advice you’ve received?

I once heard someone say “work as though you’re working for God, working towards the Kingdom” and that changed my perspective on everything.

What ignited your interest in manufacturing?

I wanted to challenge myself in new ways and be a part of the small percentage of women in this field.

How did growing up in your hometown shape who you are today?

People in my hometown are big on helping each other; community and family, that’s made a significant impact on me since I left.

What’s one technology or tool you can’t live without in your job?

My tape measure and soap stone are my best friends!

If you could master one new skill instantly, what would it be?

Hunting. I feel like that’s a necessary and useful skill.

Patrick was born and raised in Coopertown, Tennessee, where he developed a deep love for sports and a strong work ethic from an early age. Inspired by his hardworking grandfather — a tobacco farmer and passionate baseball fan — Patrick learned the value of dedication, perseverance, and teamwork, qualities that continue to shape both his personal and professional life today.

After graduating from Tennessee State University with a degree in Finance, Patrick began his professional career at UBS, where he spent twelve years expanding his financial knowledge and industry experience. Throughout his career, he has become known for his commitment to excellence, leadership, and ability to build meaningful relationships both inside and outside the workplace.

Patrick brings the same passion and energy to his role at Wil-Ro, Inc., where he values teamwork, continuous growth, and supporting those around him. His background in finance, combined with his strong character and people-first mindset, allows him to contribute positively to the company culture and daily operations.

Outside of work, Patrick enjoys spending time with his wife, Abby, whom he married in 2019, and their three beautiful children. Much of his free time is spent at the ballfield, where he combines his love for sports and mentoring by coaching the Liberty Creek Middle School softball team and the Tennessee Illusions travel softball team. Whether he’s coaching young athletes, supporting his family, or serving his team at Wil-Ro, Patrick approaches every opportunity with passion, integrity, and enthusiasm.

Shanda brings an extensive background in finance administration, operations, and customer service, along with a keen eye for detail that helps keep every aspect of the business running smoothly. With years of experience working with Toyota, she developed a strong foundation in organization, communication, and delivering exceptional customer experiences. Her professionalism, efficiency, and ability to manage the moving pieces behind the scenes make her an essential part of the Wil-Ro team.

Known for her warm personality and strong work ethic, Shanda plays a key role in creating a welcoming and seamless experience for every customer who walks through the door. Whether assisting customers, supporting the team, or managing day-to-day operations, she approaches every task with care, precision, and a genuine desire to help others. Her ability to balance professionalism with hospitality helps create the positive environment Wil-Ro is known for.

In addition to her operational strengths, Shanda has a natural talent for presentation, organization, and creating polished, inviting spaces. Her creativity and attention to detail bring an elevated touch to everything she does, helping both customers and coworkers feel comfortable and cared for.

Outside of work, Shanda enjoys spending time with her family and cheering on her grandbabies from the ball fields. Much of her free time is spent supporting their activities, making memories with loved ones, and enjoying the moments that matter most. Whether at work or with family, Shanda brings enthusiasm, kindness, and dedication into everything she does.