Leadership, AI, and the Freight Market in 2025 with Kevin Rutherford of LetsTruck

Freight Nation: A Trucking Podcast

In this episode of Freight Nation: A Trucking Podcast, host Brent Hutto is joined by Kevin Rutherford, Owner and Presenter of LetsTruck.

Join them as they explore:

• The value of big-picture thinking for small business success
• Insights into the current freight cycle and recovery opportunities
• Managing fixed costs and avoiding financial overextension
• Strategies to mitigate fraud and safeguard operations
• Leveraging AI for smarter decision-making and operational efficiency
• Navigating regulatory changes under a new administration
• Turning competition into a catalyst for growth

Having started as a Small Fleet Owner for FedEx Ground, Kevin Rutherford has built a name for himself in the logistics industry. Until 2022, he hosted Road Dog Trucking’s Trucking Business & Beyond for Sirius Satellite Radio. He is now the Owner and Presenter of LetsTruck, a call-in business advice show that has helped thousands of owner-operators and fleets improve their fuel efficiency and maintenance costs and increase their bottom line.

Episode Highlights:

[02:51 - 04:59] Kevin emphasizes that big-picture thinking is essential for success in the trucking industry. He explains that focusing on broader trends allows businesses to adapt more effectively to changes in the market. However, he acknowledges that not everyone excels at operational details and suggests partnering with individuals who can complement this gap. Drawing from his own experience, Kevin highlights the importance of building a strong team to manage specifics while ensuring strategic goals remain the primary focus. He underlines that understanding where the industry is headed, rather than getting lost in minutiae, is what positions businesses for long-term success.

[08:35 - 11:19] Kevin describes the current freight cycle as one of the most unusual in recent memory, explaining how it has become somewhat disconnected from the broader economy. He points out that typical patterns, like freight recessions mirroring economic downturns, didn’t occur this time. Instead, disruptions like the COVID-19 pandemic and the ELD mandate have contributed to unique dynamics in freight volumes and rates. Kevin shares his optimism for 2025, anticipating steady growth rather than erratic market surges, and encourages carriers to capitalize on the emerging opportunities. Businesses can stabilize operations and build resilience against unpredictable market conditions by focusing on incremental progress.

[12:16 - 14:44] Kevin warns against the dangers of over-leveraging, particularly for businesses that grew rapidly during the COVID-19 boom. He references the recent bankruptcy of a large carrier burdened with unsustainable debt and high-interest rates, highlighting the risks of failing to adapt to normalized market conditions. Kevin stresses the importance of managing fixed costs carefully and avoiding financial decisions that could jeopardize long-term viability. He advises carriers to prioritize financial stability over chasing fleeting profits, especially in volatile market environments. Proper cost management, he asserts, is a cornerstone for navigating downturns and staying competitive.

[18:05 - 23:00] Kevin discusses the unique advantages smaller carriers have in the current market, particularly as regulatory burdens are expected to ease under the new administration. He contrasts the flexibility of smaller businesses with the higher costs that big businesses can absorb and pass on to customers. Kevin shares his optimism for the near future, highlighting short-term benefits for transportation, such as increased demand driven by the threat of tariffs. He also predicts a shift toward nearshoring and increased manufacturing in the U.S., which could create long-term opportunities for the trucking industry. These developments, he explains, could set the stage for a decade of prosperity and growth for those who strategically position themselves.

[30:24 - 32:18] Kevin Rutherford discusses the ongoing debate around broker transparency and emphasizes the importance of focusing on practical realities rather than idealistic notions of right or wrong. He explains that brokers are an integral part of the trucking industry, making operations more efficient and meeting the needs of shippers. Kevin advises carriers to accept that brokers aren’t going away and instead build strong, trust-based relationships to avoid common issues like disputes over rates. He emphasizes that spending energy trying to change the system won’t work and encourages owner-operators to focus on reliable partnerships and adding value. His advice is simple: adapt to how the market works and make the most of it instead of fighting against it.

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