Joshua J. Coster

President | Owner

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.

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.

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

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

Have courage – and be kind.

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.

To learn to play a Steinway Concert Grand.