From a childhood interest in trucking to forming one of the nation’s leading logistics companies, Bob Rich III, Founder & President of ROAR Logistics, sat down to talk about first jobs, the genesis of his freight fascination, and his commitment to culture and community in this edition of REG’s Leadership Roundtable series.
Fueled by movies, music and the CB radio, Bob grew up in a generation captivated by the cowboys of the road who crisscrossed the nation in tractor-trailers. Films such as Convoy, Smokey and the Bandit, White Line Fever, and Duel sparked Bob’s early interest in trucking, and his family’s frozen food business, Rich Products, gave him an opportunity to experience the long-haul lifestyle at a young age.
“I often rode with our fleet drivers when they did long road trips,” recalled Bob. “When Rich’s Murfreesboro plant opened, I rode to the official plant opening in one of our trucks. This passion fueled my desire to pursue a career in logistics.”
In 2001, Bob recognized a void in the intermodal (rail) transportation sector: too many providers, not enough customer-centric service. He then spent two years drafting a business plan and launched ROAR in 2003 to bring world-class, boutique-style service to a fragmented industry.
Now, 22 years later, ROAR has 180 associates across the country and in offices in New York, New Jersey, Illinois, California, Texas and Arizona. ROAR continues to earn industry accolades and, more importantly, the trust and repeat business of customers around the globe. So, what’s on Bob’s mind as he considers the future of ROAR?
“We’re expanding our global footprint through strategic partnerships and looking at acquisitions to better serve clients across borders and around the world,” shared Bob. “At the same time, we’re constantly looking at ways of encouraging our associates to build diverse, fulfilling careers across all facets of our business as we grow our operations, sales, compliance, and customer service. There’s room to grow at ROAR and we are honored and humbled by the commitment and enthusiasm of our associates as we continue our journey.”
The work-hard, play-hard culture Bob has inspired at ROAR is well-documented. Whether it’s the annual Halloween costume contest to benefit breast cancer research, Movember to support awareness of men’s health issues, the chicken wing eating contest, or spontaneous office moments, Bob knows his team thrives when they are enthusiastic about what they do.
“Culture eats strategy for breakfast,” explained Bob of a core business philosophy. “At ROAR, having fun is a catalyst for camaraderie, energy, and engagement. My role is to spark that enthusiasm and create a company where people feel safe, supported, and excited to come to work every day.”
Bob works tirelessly to nurture the elusive culture that has become synonymous with ROAR. He is committed to improving and growing the company without losing sight of its ethos. The most fulfilling part of his job continues to be engaging with and hearing from associates.
“My role is to be a cheerleader, a strategist, and storyteller,” described Bob. “As the company founder, I want to inspire our team, create excitement, and drive growth while staying true to our core values.”
ROAR’s values are a derivative of the family values Bob inherited from Rich’s, characteristics he came to appreciate while working in the company’s logistics department and private fleet, and as a loaned executive to Western New York United Against Drug and Alcohol Abuse. His early career not only shaped his understanding of the industry but also informed the foundation for ROAR. Those experiences solidified a commitment to culture, innovation, customer service, integrity and community.
One final sign confirmed what Bob knew had to be paramount to his business model. Nearly 30 years ago, he opened a fortune cookie that read: Those who do not give should not take.
“That philosophy has become a personal and professional creed,” said Bob. “Supporting and giving back to our communities is a cornerstone of our identity.”
Here are some other highlights from our conversation with Bob:
Tell us about your first job and what you learned from it.
I began my career at Rich Products at our headquarters at I was 15 years old when I was cutting grass and cleaning up after the local neighborhood dogs at Rich’s World Headquarters in Buffalo. You could say that I truly started from the “ground” up! I learned that no task is beneath you, and success comes from rolling up your sleeves and getting the job done. It was my first lesson in humility and work ethic.
What are some of the most important/impactful lessons you have learned since founding ROAR?
Adversity builds character. During our early years, we fought for every truckload we hauled. We struggled to gain credibility as a start-up, but we never quit. Those struggles taught me the value of grit, resilience, and unwavering belief in your mission and vision. Another important lesson that I learned from my father is that “No man is an island” and the team that you build around you was brought on for a reason: they know the business better than anyone.
What is your “Why”? What gets you up in the morning?
It is our people. I get up every day to champion our team, celebrate their successes, and let them know that they are appreciated. Being a positive, enthusiastic leader for them is crucial and drives me.
What is a typical day like for you?
It starts with walking the floor if I am in the office, and talking to our associates, checking in, listening. I usually don’t reach my desk for an hour or longer as I want to hear what they have to say and understand what is going on. I also reach out to our associates around the country, often just to say hi and stay connected. Then it’s meetings, strategy, growth planning, and thinking about how we continue to grow for the future.
What has been the most significant challenge in your career?
Gaining credibility during the early days of ROAR. We had to prove ourselves daily, contending with fierce competition. To this day, I believe that challenge sharpened us and gave us the underdog mindset we still embrace.
Who has had the greatest influence on you as a leader and why?
My father, “Bubba” (Bob Rich Jr). He taught me to take risks, trust people, and keep our associates at the center of everything. His belief in people and character-first leadership shaped how I run ROAR.
What advice would you give someone going into a leadership position for the first time?
Focus on your ABCs: Attitude + Behavior = Character. Be consistent, approachable, and genuine. Your team will mirror what you model.
In one sentence, what is the most important thing about being a leader?
Be in the know, be in the now, and always be available for your team, leading by example, while serving your community and those around you.
To conclude our conversation, we presented Bob with these “first reaction” questions and asked him to respond in three words or less:
- Describe ROAR in one word: Resilient
- Describe ROAR customers in one word: Priority
- What’s one attribute you look for when hiring an associate: Enthusiasm
- What is the one word you want your customers to say about ROAR: Trusted
- In three words or less, describe what it takes to be successful: Drive, commitment, appreciation
- What is the one word that you believe has the most power in the English language: Trustworthy