On the Rise: Cole Strandberg
Cole Strandberg
Managing director | FOCUS Investment Banking | Parkland, Fl. | Age: 32
What was your first job in the industry?
I grew up around the automotive industry through my family’s business, which — then and now — provides equipment to shops across the sector. As a kid, I answered phones and spent time in the warehouse learning the basics (and, transparently, goofing around with some of the employees). After school, I initially pursued a different path, but when the family business came calling, I returned and never looked back. Over the next six years, I served in various managerial and leadership roles, helping the company grow into one of the largest equipment distributors in the tire and service space.
What attracted you to the industry?
Initially, I joined the industry without a deep passion for it — though I’ve always loved cars. During my six years working in the family business, however, I discovered a genuine appreciation for the work and, more importantly, for the people. The automotive industry is full of some of the best, most grounded, and hardworking individuals I’ve ever met. Like so many others, I grew to love the space, and today I can confidently say this is where I belong — and where I’ll stay.
What is the biggest challenge you’ve faced in your career?
Over the past decade, I’ve seen the automotive industry evolve and innovate at an incredible pace. That kind of change is exciting, but it also brings real challenges — because change is hard, and it can be intimidating. I’ve always believed that every challenge presents an opportunity if you frame it the right way. In my role at FOCUS, every deal comes with its own unique hurdles to navigate, and during my time with the family business, we faced obstacles daily. Those experiences taught me to approach challenges with creativity and persistence, seeing them not as roadblocks but as opportunities to grow and create value. Today, working in M&A, the opportunity behind each challenge is even clearer, as the finish line of a deal represents the ultimate success for a hardworking automotive entrepreneur — and it’s rewarding to help make that happen.
Who has had the biggest influence on your career?
The biggest influence on my career — and my life — has been my dad. He embodies the ultimate American dream and entrepreneurial success story. He started a business from scratch and built it into something truly special, earning respect and admiration across the industry. One of the most rewarding things even today is hearing others speak so highly of him.
In hindsight, I know the business — especially in its early years — was full of challenges and headwinds. But as a kid, I never saw any of that. He never missed a baseball game, always made time for my sister and me, and never let on that his mind might have been on the stresses of running a business. That ability to lead, persevere and stay present for his family is something I deeply admire and strive to emulate every day.
What is your biggest accomplishment in the industry?
Every deal my team and I close feels like a major accomplishment because each one is unique and deeply meaningful. The most rewarding part of what I do is helping create generational wealth for business owners — often in a single moment that’s the culmination of decades of hard work and sacrifice.
I’m also proud of the ways I’ve contributed beyond just transactions. Through my writing for Modern Tire Dealer, I’ve been able to help educate and empower tire dealers about the M&A process.
Tell us about your current job and responsibilities. How do you spend your workday?
I focus on mergers and acquisitions, as well as capital raising, for companies in the automotive aftermarket. The most rewarding part of my work is connecting with business owners who are either looking to grow or seeking to realize the value of many years of dedication.
Our industry is filled with remarkable people, and it’s a privilege to help them through life-changing transactions. On the foundation of decades of hard work, these deals often create generational wealth for families — an outcome that’s as humbling as it is inspiring.
Tell us about your family.
I owe everything to my family. Growing up in our family business in the automotive equipment space inspired my passion for both the industry and entrepreneurship. My parents are my heroes — they shaped my values and guided me into the person I am today.
My wife is my best friend, my strongest supporter, and the rock of our family. I couldn’t do what I do without her. Most recently, we welcomed our first child, a beautiful baby girl named Eve. Becoming a father has been both transformative and profoundly fulfilling. She’s brought us incredible joy and already taught me so much about perspective and purpose.
At the end of the day, family is the most important thing in my world. They are my foundation, my motivation and the reason I strive to leave a lasting legacy.
What is the most essential professional skill for someone in your job?
For me, the most essential professional skill in M&A is empathy. While many people think of mergers and acquisitions as purely financial, the real “X-factor” in investment banking is storytelling. To tell the story of a business well, you have to understand it deeply and present it as though it’s the most important deal you’ve ever worked on.
For us as bankers, deals come frequently. But for the business owner — the seller — this may very well be the only deal they’ll ever do. To be truly effective, you have to put yourself in their shoes, understand what matters most to them and then optimize the story through that lens. Empathy allows you to build trust, capture the essence of the business and tell a more compelling story that resonates with both the client and the market.
I also bring a unique perspective because before becoming a banker, I was an operator. I went through the M&A process in my family’s business — on both the buy side and the sell side. Experiencing the highs and lows of those transactions firsthand gave me a deep appreciation for what owners go through. I’ve been in their shoes, and that lived experience allows me to connect with clients on a different level, guiding them with both technical expertise and genuine understanding.
What song takes you back to high school?
I was raised on classic rock — some might even say I was “brainwashed” into loving it from an early age. Some of my fondest memories are riding to baseball practice with my dad, who coached most of my teams growing up. We’d rotate between BIG 105.9 and 98.7 the Gator, and as soon as a new song came on, I’d be quizzed on the artist.
Because of that, my favorite song is still “Hold On Loosely” by 38 Special. Nostalgia plays a big role here — it brings me back to summers on Lake Hartwell, water skiing and wakeboarding with family and friends, blasting that song from the boat. For me, music has always been about connection, memories, and the people I’ve shared those moments with.
If you could start a new career tomorrow, what would you do?
In reality, I want to be doing exactly what I’m doing today. If I had to start over, I would still find my way into the automotive industry — it’s where my passion lies. One thing about this space: once you’re in, it’s tough to leave. It’s easy to fall in love with the work, the people and the community.
If I were to take a different path, I’d likely follow in the footsteps of many of my clients and try my hand at owning and scaling a multi-store operation. Helping others do it has given me a deep appreciation for the challenge, the grit and the reward that come with building something lasting in this industry.
One caveat is that I have loved my time in automotive media, whether as a columnist or podcast host. Perhaps I'd pursue that combination of passions as well.
Do you live by inbox zero, or inbox disaster?
I’m very much team inbox disaster! As much as I’d like to say I live by inbox zero, the reality is that keeping my inbox fully maintained has proven to be a bigger challenge than I can handle right now. That said, I make sure to tackle the emails that need to be handled!
In the next 10 years, what will be the biggest change in the tire industry?
The tire industry is the definition of an “evergreen” industry, and I’m very bullish on its future. No matter how much the automotive landscape evolves, tires remain — and will remain — a necessity. Over the next decade, I see the biggest change coming from the rise of autonomous vehicles and EV fleets. These technologies won’t reduce tire demand; if anything, they’ll shift where the demand comes from.
Fleet accounts, in particular will become an increasingly important piece of business for tire dealers everywhere. As more companies operate autonomous delivery vehicles or large EV fleets, they’ll look to dealers who can service them consistently, efficiently and at scale. Dealers who position themselves as trusted partners to fleet operators — building the right capabilities, technology, and service models — will have a tremendous opportunity to grow in the coming decade.
What moment in life would you like to live over again?
I’d be scared to live too many great memories over again for fear I might mess them up given the chance! That said, some moments stand out as ones I’d relive in a heartbeat: marrying my beautiful wife, welcoming our baby girl into the world just a few months ago, and, of course, celebrating some of the big Ole Miss football wins from my time there.
What hobby or activity helps you unwind?
Being born and raised in Florida, I’ll lead with an unexpected one: snow skiing. My family and I make it a point to go at least once a year, more often if we can. Beyond that, some of my favorite ways to unwind include golf, pickleball, going to the movies and spending time on the water boating with my family. Each of these hobbies gives me a chance to recharge, enjoy time with loved ones and step away from the fast pace of work. (Though I'll still have my phone on me!)
If it was your job to persuade new people to join the tire industry, what would be your best selling point?
The biggest selling point to join the tire industry is twofold: the people and the opportunity. The automotive aftermarket is full of salt-of-the-earth individuals who are welcoming, collaborative and committed to helping one another succeed. It’s an industry that truly embodies the “rising tide lifts all boats” mentality.
The opportunity is just as clear. Tires are part of a growing, evergreen industry that will always be essential — and yet it’s also an industry in need of young talent. As vehicles become increasingly complex through technological evolution, the need for skilled professionals, entrepreneurs and corporate leaders is greater than ever. Whether your aspirations are technical, entrepreneurial or corporate, this industry offers a path to build a career, create impact, and find your place.
What’s one thing you would change about yourself?
I'd love to be more technical and handy. That is not my gift!
Pick a celebrity and explain why you think he/she would be a great tire dealer.
If I had to pick a celebrity to make a great tire dealer, I’d go with Taylor Swift — with a little help from her fiancé, Travis Kelce. Taylor already sings about “mud on your truck tires” and “brand new tires,” so clearly, she understands the importance of a quality set of tires. Add Travis, and you’ve got the perfect family business.
Taylor would handle the marketing (“Are You Ready for It? New Tires Today” practically writes itself), while Travis would bring his grit, leadership and Midwestern work ethic to the shop floor. Together, Swift & Kelce Tire Co. would combine brand power, authenticity and community spirit — everything that makes a tire dealer successful.