By Ashley Reyes
The SEMA Truck & Off-Road Alliance (TORA) named Greg Robinson, director of North American business development at Warrior Winches, as the council's newest spotlight member. Get to know Robinson in his interview with SEMA News below.
SEMA News: What inspired you to pursue a career in the truck and off-road industry?
Greg Robinson: My passion for motors and dirt started early. I learned to ride dirt bikes as a kid, and the thrill of off-road adventure has been a constant in my life ever since. At 16, I bought my first truck: a '92 Toyota Single Cab Pickup and immediately started dreaming up ways to customize it. That first trip to 4 Wheel Parts to quote out a lift kit, wheels and tires was just the beginning.
After returning from my last deployment to Iraq about a decade later, I treated myself to a brand-new Jeep Wrangler. I wasted no time bringing it to Fortec Custom Jeeps for a full makeover, and through that process, I built a great relationship with Andreas, the owner. One day, while picking up some floor mats, he offered me a job running sales for his store. I jumped at the opportunity, and that decision changed the course of my career.
Working at Fortec deepened my love for the off-road community. I built multiple Jeeps, connected with enthusiasts and realized I wanted to make an even bigger impact. That drive led me to the manufacturing side of the industry, where I joined ARB 4x4 as a regional sales manager.
Since then, I've held several roles across the industry, each one fueling my passion and expanding my perspective. Today, I'm excited to help grow a brand from the ground up in the off-road sector, continuing a journey that started with a love for dirt bikes and has become a lifelong commitment to the off-road lifestyle.
SN: Why did you join the TORA council?
GR: I joined the TORA council because I want to make a meaningful impact beyond the sales floor. The off-road lifestyle represents freedom, adventure and community--values I deeply cherish. However, preserving this way of life requires active effort and advocacy from all of us.
As access to off-road trails and locations continues to shrink, it's more important than ever to stand up for our community's future. I want my son and the next generation to experience the same sense of freedom and camaraderie that I've enjoyed. By volunteering with the TORA council, I hope to help protect and advance access to these spaces, ensuring that off-roading remains a vibrant and accessible lifestyle for years to come.
SN: What's the best piece of advice you've ever been given?
GR: The best piece of advice I've ever received is: "Focus on what you can control and don't waste energy on what you can't."
This simple idea has helped me stay grounded, especially when facing challenges or uncertainty. It reminds me to put my energy into actions and decisions that make a real difference, rather than getting distracted or frustrated by things outside my influence. Whether in business or in life, this mindset has helped me stay positive, productive and resilient.
SN: What is your dream truck or off-road vehicle? What is your daily driver?
GR: My dream off-road build would be a purpose-built rock crawler--think a stretched Jeep TJ/LJ or custom buggy--running one-ton axles, an Atlas transfer case, 40-in. tires and all the armor and suspension needed to tackle the most technical trails out there. For me, it's all about pushing the limits of what's possible and building something that can handle anything the terrain throws at it.
My daily driver is a '22 Toyota Tundra TRD Pro with Old Man Emu Suspension and 37s.
Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.
