By Ashley Reyes
The SEMA Businesswomen's Network (SBN) has named Drea Coello, owner and racer director at Desert Racing Enthusiasts Association, Inc., as the network's newest #SheIsSEMA spotlight member.
Get to know Coello in her interview with SEMA News below.
SEMA News: How long have you been in the industry?
Drea Coello: I have been involved in off-road racing for almost 17 years. What started as a single race became a passion and hobby and quickly became a huge part of my life. Three years ago, I took that passion one step further and started D.R.E.A. Racing, a platform where I could not only continue my love for racing but also give back and help grow the off-road community.
SN: What does your job entail?
DC: I plan, promote and organize the Annual Ladies Off Road Powder Puff Race for a Cure. From sponsorships and marketing to race logistics and creating the overall event experience, I am involved in every piece of making the race come together.
Right now, the Powder Puff Race is our main event and focuses on empowering women in off-road racing while raising awareness and support for breast and gynecological cancers. We are currently preparing for our 3rd Annual Powder Puff Race for a Cure and are excited to continue growing. Next year we plan to expand D.R.E.A. Racing by adding additional events and opportunities for racers.
SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?
DC: One of my biggest challenges has been proving myself in a sport that has traditionally been male dominated. There have definitely been times where, as a woman, I felt I wasn't taken as seriously or had to work a little harder to earn respect.
Over the years, I have earned my racing stripes––not only behind the wheel but also as someone who can successfully organize and lead an event. I've learned that respect isn't something you ask for; it's something you earn through hard work, consistency and showing up.
One of my biggest accomplishments has been creating D.R.E.A. Racing and watching the Powder Puff Race grow into something much bigger than just a race. Seeing women come together, support each other, build confidence and race for a meaningful cause has been incredibly rewarding.
SN: What are three qualities that got you to where you are today? How have these qualities benefited you?
DC: Passion, motivation and determination.
Passion is what started everything. My love for off-road racing is what pushed me to get involved, learn and eventually create something of my own.
Motivation keeps me moving forward, especially when things become challenging. Planning an event takes a lot of time, energy and dedication, but knowing the impact we are making keeps me going.
Determination has helped me overcome obstacles, prove myself and continue growing. I believe if you truly want something, you have to be willing to put in the work and not give up when things get difficult.
SN: Who are your role models or mentors in the industry?
DC: I have been incredibly fortunate to have some amazing people in the off-road community who have supported me, believed in me and helped shape my journey.
The late Tommy Russell played a huge role in mentoring me and teaching me what goes into creating and running a successful race. His knowledge, guidance and belief in me helped give me the confidence to take on this journey. Tommy taught me lessons that I continue to carry forward, and I hope to honor his legacy by continuing to grow the sport and support the off-road community the way he always did.
Gail Lynn has truly been one of my biggest mentors and supporters. Before D.R.E.A. Racing was even created, Gail believed in my vision and encouraged me to take that leap and start my own race circuit. She has offered endless advice, shared ideas and has always been someone I can turn to for guidance.
As a racer herself back in the day, Gail is a true pioneer and advocate for women in off-road racing. She helped pave the way for women like me to have opportunities in this sport. Having someone with her experience believe in me has meant more than I can put into words. Her encouragement has pushed me forward, and I truly do not think I could have done this without her support.
Matt Helton has also been one of my biggest supporters and someone I greatly respect in the industry. As a mechanic, fabricator, racer and all-around off-road legend, Matt brings a level of experience and knowledge that is invaluable.
Matt always shows up for me––whether it is supporting D.R.E.A. Racing, serving as my technical director, or being someone I can trust for honest feedback. He encourages me, challenges me and genuinely wants to see me succeed. He doesn't just tell me what I want to hear; he gives me the advice I need to continue improving and growing.
Having someone with Matt's history and reputation in the sport stand behind me and champion what I am building is something I will never take for granted. It is pretty special to have a legend like him in my corner.
My biggest supporter outside and inside racing is my husband, Robert. He has been there through every idea, every challenge, every late night and every crazy dream I decide to chase. Whether I need encouragement, a reality check or someone standing beside me when things get tough, he is always there.
Having someone believe in you before everyone else does makes all the difference, and I would not be where I am today without his support.
SN: What is the best career advice you have received?
DC: The best advice I have received is to not let fear or disappointment stop you from trying.
Not everything will always go exactly as planned, and sometimes the outcome may not be what you hoped for––but you will never regret taking the chance. You learn from every experience, good or bad.
That advice has helped me both personally and professionally because it reminds me to keep pushing forward, take risks and believe in what I am building.
SN: Have you always wanted to work in the automotive industry? What keeps you here?
DC: No, I never imagined this is where life would take me. I didn't grow up thinking I would be part of the automotive or off-road industry, but once I found racing, I fell in love with it.
What keeps me here is the people, the community and the passion. Off-road racing is more than just vehicles and competition––it's friendships, family, teamwork and helping each other. Being able to combine my love for racing with making a difference for others is what keeps me inspired.
SN: What do you like to do outside of the industry?
DC: Outside of racing, I enjoy spending time with my husband Robert, traveling, planning events and creating memorable experiences with family and friends.
I love bringing people together, whether it is through racing, charity events or everyday life. I've always had a passion for creating something meaningful and leaving a positive impact wherever I can.
Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.
