We’re Sam Russo and Lauren McCullough, two women who live and breathe the automotive aftermarket. Sam runs Transportation & Mobility at Pivotree, and Lauren is CEO of Tromml. We met through the industry, became fast friends, and discovered we share the same mix of grit, stubbornness, and “say yes to the crazy” energy. The Rebelle Rally first caught us at the 2024 Women in Auto Care Conference. Kathryn Reinhart was on stage talking about strategy and prepping for the Rebelle, and Sam turned to Lauren and said, “We should do this.” Lauren thought she was joking. She wasn’t. That moment planted the seed. At first, it wasn’t our year. Life and work took over. But in 2025, the spark came back. We were together again at Women in Auto Care when Lauren said, “Do you still want to do it?” and then put down the deposit to get us on the waitlist. Honestly, we thought it was a “maybe next year” thing. Then the emails started rolling in — “You’ve moved up… top three… number one…” And suddenly, it was real. We actually found out we were officially in while at the biggest conference of our year. The two of us just stared at each other, then started laughing hysterically — equal parts fear, excitement, and “what the hell did we just sign up for?”From that moment, it was go-time. We had five months to raise money, prep a 150k-mile 4Runner, and teach ourselves how to navigate with no GPS. At that same conference, we made our first mini-goal: raising $2,500 in four days to secure our spot. We built flyers at FedEx, printed QR codes, hustled on LinkedIn, and watched donations pour in. Waking up on the final day to see we’d hit $2,600 felt like the universe saying, yep, you’re supposed to be here. Since then, it’s been nonstopDISABLEDDISABLEDDISABLEDDISABLED. We’ve built sponsor packets, begged parts from our networks, watched Amazon wishlist boxes pile up at our doors, and leaned on the aftermarket family we’ve spent years pouring into — who are now pouring right back into us. That outpouring has been the most humbling part. It feels bigger than trophies, bigger than titles. What makes us a team is that neither of us knows how to quit. There were plenty of times it would have been easier to push this off to 2026. But every time we waited for the other to say, “maybe next year,” neither of us did. Instead, we doubled down: Sam’s been wrenching and branding, Lauren’s been neck-deep in navigation training. Together we’ve been building our own “dummy handbooks” — step-by-step guides for when panic hits in the desert. So here we are: two rookies, chasing down checkpoints, scared and thrilled all at once, and laughing through the chaos. The Rebelle isn’t just something we signed up for. It feels like something that called us — and we couldn’t say no.
Pirelli, Niterra EMEA GmbH , Autology Data Management Group, Hedges & Company Automotive Digital Marketing Agency, Turn 14 Distribution, Inc., FORVIA HELLA, The Speed Foundry, Shari Pheasant, Torque Digital, Borne Off-Road, OPTIMA® Batteries, BODYARMOR Sports Nutrition, Cadence CPG, Stibo Systems, DataPoint Inc, GSP, JZilla Track Days, Method Race Wheels, Driv, Viking Vehicle Wraps, Rancho,
I got into cars because of a boy, stayed because I loved it, and somehow turned that into a career fixing the messy, overlooked parts of the automotive industry. I’m raising a daughter, running a shop with my husband, and I signed up for the Rebelle Rally not to prove anything to anyone else, but to remind myself that I can figure out hard things—especially the ones that scare me.
Occupation: Head of Industry, Automotive & Heavy-Duty at Pivotree — and part-time trailblazer. What that means to me: I help some of the biggest names in the automotive and heavy-duty world make sense of messy data so they can run smoother businesses, deliver better products, and stay ahead in a rapidly changing industry. But beyond the boardroom, I’m deeply embedded in this space — from advocating for women in auto care to co-owning a local performance shop in Georgia. For me, it’s not just a job; it’s a calling to push the industry forward, inspire others (especially women), and prove that you can be both technical and tenacious… even while reading maps in the dark at 5 a.m.
Roswell, GA
Kennesaw State University (BA in Fine Arts & Masters in IT)
"I’m the little red riding hood that knew exactly what she was doing when she let the wild in."
I'm doing the Rebelle Rally. But really. Now every time I get asked this question for the rest of my life I can say "I did a 2,500 Km 8 day rally across the California desert with no GPS, no phones, and just a compass with a map." The current one is I'm an avid thrifter, I have been thrifting for over 10 years and find so much joy in the hunt. Probably 90% of my life is thrifted.
It’s something in me. I don’t know how else to explain it. The second I heard Kathryn Reinhart speak about it on stage at the 2024 Women in Auto Care conference, I turned to Lauren and asked if she wanted to do it. She laughed, but I already knew. You could have signed me up right then and there. It’s not because I don’t like who I am. It’s because I wanted to meet the version of me who did this—who raised the money, got the sponsors, survived eight days in the desert, and figured it out without GPS or comfort or guarantees. My personally needs to constantly be pushing. I wanted a challenge that would require smarts, planning, tenacity, and just enough stubbornness to keep going when it gets hard. And truthfully? I don’t know how to explain that to ‘normal’ people. I feel it, this indescribable pull to do something I’ve never done, to push past what I know, and come out the other side different. Not because I need to change, but because I know there’s something waiting for me on the other side of this experience. Something I won’t find anywhere else.
What inspires me most is knowing I’ve never fit in—and never needed to. Not as a kid, and not now. There’s a constant pressure to show up a certain way—to dress a certain way, lead a certain way, act like everyone else. I’ve always pushed against it. I stay true to who I am, even when it’s uncomfortable or easier not to. By being willing to go first, to stay visible and real, I hope I’m helping make room for someone else to do the same.
Books — I’m a book lover of Romantasy, so don’t expect an inspirational one here. However, I like to trauma-bond over Manacled. If you’re a Harry Potter nerd and want to alter your brain then you need to read Manacled. It is a fanfic that is no longer on A03, but if you reach out to me I can help you (lol).
I feel like I'm lucky to have the means to travel and I know I haven't traveled enough but sometimes it's not about the location but the person you're with. The on trip I did that sparked my need for adventure was to Colorado in 2015. I had never been to Colorado and I always wanted to go. I ended up with the opportunity to go with one of my best friends who had been there before. It was September, and we stayed in a quiet little hotel in Vail. A ski town without the snow, where the sidewalks weren’t crowded with skiers but with stillness and sunshine. Everything was green, alive, and so unlike what I had expected. I remember the drive from Denver to Vail, watching the Rockies rise up in front of us—mountains so big and bold they felt like they were touching the sky. I had never seen anything like them. We had no real plan other than to hit up this artist market we knew was happening. So we rented a car and road-tripped through the mountains—Vail to Glenwood Springs, then down to Aspen, with thrift shops and scenic stops pulling us off the road here and there. I have this picture of us laughing in the car that we took with a selfie stick and I treasure it to this day. When we got to Aspen, we wandered straight into a Mac & Cheese Festival. No signs, no warning—just sunshine, music, and booths of gourmet mac and cheese. We looked at each other, amazed. Mountains all around us, plates in our hands, laughter echoing between the buildings. I was with someone who felt like my twin flame, and everything just clicked—I knew, even in that moment, that I’d carry it with me forever. Later that day we hit the road again going east from Aspen. Somehow we ended up at the Continental Divide. I had never experienced something so life altering and so beautiful. I stood at the edge with my arms stretched out wide, breathing in the cool mountain air, and something inside me shifted. I breathed in the cool Rocky Mountain air, with a smile on my face and that was another brain altering moment where something clicked and I was changed from that moment on. We were starting to lose sunlight and we were up in the mountains. So we rushed back down and watched the most amazing sunset on the way back. We drove through small Colorado towns and stopped for dinner in a western themed restaurant in what felt like in the middle of no where. I even remember stopping at this random gas station where they had ziplock bags of Mike and Ikes and we bought them. It made no sense and perfect sense all at once. This is a core memory for me, for my soul, and I will carry it forever with me. This just proves that sometimes you just have to wing it and go with it. You never know the adventure you may have or who you will me.
I am most definitely not in it to win it or even hit podium. This is our rookie year. All I want to do is survive and have fun. For me, it’s about the challenge, the growth, and seeing what we’re capable of when we’re way outside our comfort zone. I want to come out of this proud—not because we were perfect, but because we figured it out, kept going, and had a hell of a time doing it. If we laugh more than we cry and make it to the finish line in one piece, that’s a win in my book.
Outside of work, I’m a mom, a wife, and a lifelong automotive enthusiast. My husband owns a performance shop and races a Mustang GT350, so weekends often mean track days, late nights in the garage, and a shared love for expensive hobbies. Before we had our daughter, I was right there with him — modifying vehicles, wrenching side-by-side, and chasing that next adrenaline-fueled thing. Life shifts when you become a parent, and for a while, that part of me — the one who lived for the build and the events — took a back seat. I think the Rebelle Rally is my way of reconnecting with that version of myself. It’s not just about the race; it’s about rediscovering the tribe of people who think this kind of challenge makes total sense, and reclaiming the parts of me that thrive on doing hard, wild, incredible things — not in spite of motherhood, but alongside it.
Like a lot of stories, mine started because of a boy. The joke? The boy didn’t last — but the passion for cars stuck and became a lifelong career. I was the black sheep in my family — the only one who loved the smell of race fuel and spent weekends wrenching on cars instead of doing anything “normal.” I dove headfirst into the Atlanta automotive scene, where I built lifelong friendships, met my husband, and found a community that just made sense to me. I’ve drag raced. I’ve sat passenger in drift cars. I’ve felt the rush of hot laps at Road Atlanta and AMP. I even worked for NOS Energy Drink as a Field Marketing Manager — meaning if there was a race, a car show, or a burnout box nearby, I was probably working it, living it, and loving every minute. Ironically, I earned a degree in sculpture and ceramics, hoping I could design concept cars by hand — carving clay into future dreams. Life had other plans. I made my way into the automotive industry almost by accident, hired on potential, not pedigree. Two decades later, I’m considered one of the leading voices in product and fitment data. I help manufacturers, distributors, and retailers across the automotive aftermarket figure out how to get the right parts, to the right people, faster — so shops like my husband’s can stay running and fleets can stay on the road. I don’t just work in this industry — I live and breathe it. Motorsports lit the spark, but the entire ecosystem — from the shop floor to the supply chain — is what fuels me now. The Rebelle Rally isn’t just a challenge. It’s a homecoming.
Outside of the Rebelle, I stay busy pushing the boundaries of what's possible in the automotive aftermarket—especially when it comes to the wild, wonderful world of product data. I’m considered a subject matter expert in automotive product and fitment data, which means I help make sure that when someone looks up a part for their vehicle, they actually find what fits. It’s the digital backbone of the industry—and yes, there’s a whole ecosystem behind it! I’m deeply involved in the Auto Care Association, serving on the Technology Standards Committee and the Automotive Content Professionals Network (ACPN). I also moderate conversations for Women in Auto Care’s “Data Demystified” subcommittee, where we break down the intimidating layers of data and make it accessible, relatable, and—dare I say—fun. On the innovation front, I co-lead the AI Think Tank with MEMA (Motor & Equipment Manufacturers Association), where we’re helping the industry understand and adopt AI in real, tangible ways. In 2025, I was honored with Auto Care’s 4 Under 40 Impact Award and named a “Women at the Wheel” inductee—recognitions that mean a lot because they represent not just what I’ve done, but the impact I’ve had helping others grow. Outside of work, I was into CrossFit for five years and even earned my trainer certification. I’m also a proud mom (the coolest title I have). I love to travel, and I think having the career I do—paired with owning an automotive shop with my husband—gives me a huge advantage. I see both sides: the data-driven, strategic view and the hands-on, customer-facing experience. It gives me a clear lens on what could be better in the industry—and more importantly, how to actually make it better. Lately, I’ve leaned into teaching and mentoring because I believe our industry only grows when we grow together. Knowledge is only powerful when you pass it on.
I don't think my mom would feel the same way about this, but it's almost 20 years later. My first car, the one that called to me and drew me down this path was a 1999 Honda Prelude SH. It's the early 2000s, so it's the peak of NOPI National days and Fast & Furious was everything. I was 19, in a hot Nighthawk Black Pearl H22 prelude with the body kit and the bass to silence out the world. I loved it. That was the car, and it was like a switch inside me. There were plenty of late nights with my best friend, hanging in parking lots, cruising down roads, and just not having a care in the world. That summer though, her parents invited me down to Florida and we both drove in my Prelude to meet them there. I was making record time (lol), until I hit I-10 in Florida. I passed highway patrol going 120 in a 65. Our music was so loud I had no idea he was behind me. Once I did, I pulled over and I was arrested. This is memorable, but not the memorable moment. My best girl friend couldn't drive a manual so the vehicle had to stay on the highway and she had to ride to the station with me in the back of the cop car for her parents to pick her up. I just remember even in that terrible moment, I looked at her, we locked eyes and just started laughing. I was handcuffed in the back of a cop car with her next to me and the cop radio in a small town talking about me --- we just smiled and laughed. My mom still talks about it to this day. That was the moment though when I chose this path. That car was a choice. From there it was a passion and an addiction. It was who I was inside, no one else in my family is into cars but for me it was like this missing piece of who I am.
I am the Founder & CEO of Tromml, a software company I built to help the automotive aftermarket embrace AI in a practical, hands-on way. To me, being a founder is about grit, curiosity, and building something bigger than yourself. Every day I’m solving hard problems, leading a team, and pushing through uncertainty. It means I get to shape the future of an industry I love, while also proving that people from outside the “traditional mold” can create meaningful impact.
Raleigh Durham, NC
Ohio University (Master in Public Admin and Bachelors in Sociology)
"But I have discovered the secret that after climbing a great hill, one only finds that there are many more hills to climb. I have taken a moment here to rest, to steal a view of the glorious vista that surrounds me, to look back on the distance I have come. But I can only rest for a moment, for with freedom comes responsibilities, and I dare not linger, for my long walk is not ended."
I threw javelin and hammer in college at Ohio University.
The last five years have been marked by loss, grief, and constant reinvention. I’ve had to navigate death in my family, the unraveling of a long relationship, and the pressure of building a company through uncertainty. Those experiences forced me to find strength in the hard places, to keep moving forward when stopping would have been easier. The Rebelle feels like the right challenge at the right time. It’s not just about off-road navigation, it’s about testing resilience, trusting myself, and proving that I can carry the weight of the past while still chasing something bold and new.
I’m inspired by community and the power of people to do incredible things together. Whether it’s building businesses, creating safe spaces, or tackling challenges like the Rebelle, I believe the strongest outcomes come when people bring their grit and talents into a shared effort.
Hidden Brain Human ElementThis American Life
My greatest adventure so far was living in Uganda for a summer during an internship with the State Department. It was only my second time on a plane, and I showed up completely unprepared for what I was stepping into. What I learned was that you don’t need to feel ready to go on an adventure. You just need to say yes and make the most of every minute. That experience set the tone for how I approach life now.
I’m here for the challenge and the experience. The past five years have been full of loss and stress, and the Rebelle is my way of pushing reset by testing myself in a new environment, finding joy in the hard parts, and building something unforgettable with my teammate. Winning would be great, but for me it’s about showing up fully and proving I can carry what I’ve been through into something stronger.
When I’m not running a startup, I’m usually chasing adventure. I ride a Triumph Bonneville and drive a Bronco, and I’m happiest when I’m out exploring new roads or trails. I’ve got two dogs who keep me grounded, and I tap into my creative side through drag performance and community events. I also co-own a wellness center, which feels like the opposite end of the spectrum from tech but keeps me balanced. What makes me tick is taking on challenges that push me out of my comfort zone—whether that’s in business, on stage, or here in the desert.
I don’t have a traditional motorsports background and I think that’s what makes this exciting. I get to come in with fresh eyes, no expectations, and a willingness to learn everything as I go. For me, the Rebelle is less about pedigree and more about proving that grit and adaptability matter just as much as experience.
I’ve driven cross-country twice in a Toyota Corolla with my wife, and we actually got married on one of those trips. I ride a Triumph Bonneville motorcycle, take my Bronco off-road, and chase adventure in whatever form it takes. I also perform as a drag king and speak at national conferences about technology and the future of work—two very different kinds of stages that both push me to show up with grit and adaptability.
One of my favorite memories is driving cross-country twice with my wife in a Toyota Corolla. On one of those trips, we actually got married. It wasn’t a big rig or some decked-out adventure vehicle, but it carried us coast to coast and into a whole new chapter of life. Those trips proved you don’t need the perfect setup to have a big adventure. You just need the will to go and the grit to figure it out along the way.
