From Basement Brokerage to Tech-Powered Expansion: Welke's Next-Gen Trade Playbook

Описание: Host: Annik Sobing (  / annik-sobing-mba  )

Guest: Jordan Welke (  / jordan-welke-lcb-ccs  )

Published: January 26, 2026

Length: ~30 minutes

Presented by: Global Training Center



ACE Up Your Trade Game: Modernizing Family Logistics



This week on Simply Trade, host Annik Sobing chats with Jordan Welke, next-generation leader of Welke Customs Brokers & International Freight Forwarders, about evolving a family-owned logistics firm in a changing trade landscape. From rented desks symbolizing rapid 2025 growth to blending old-school service with cutting-edge tech, Jordan shares how Welke transformed challenges into expansion. Whether you're scaling a brokerage, managing hybrid teams, or navigating tariffs, this episode reveals strategies for staying nimble, compliant, and people-focused amid industry shifts.​



What You’ll Learn in This Episode:




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Origins of Welke: Founded in 1985 from a basement brokerage to North America's magazine specialist




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2025 breakout: Two new U.S. offices, 10 hires, NV OCC licensing for freight forwarding




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Hybrid culture: Three office days, flying teams for unity despite remote options




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Tech-service blend: Automating data entry to free staff for concierge client care




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Growth drivers: Capturing clients from acquired competitors, handling supply chain chaos




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Branding edge: Fun website vibes (shipping container dreams) driving inbound leads




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Leadership scaling: Empower divisional managers while communicating 5-year vision company-wide




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Adapting to pitfalls: Nimble mindset, owning mistakes, constant education like CVSA exams




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Future-proofing: Compliance tech, agency feeds, and hiring hustlers for U.S. sales​






Tips for Getting Started:




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Honor roots: Pair personalized service with AI for mundane tasks—keep humans on exceptions.




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Build online presence: SEO-optimize with personality to stand out in searches.




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Scale smart: Hire/promote leaders per office, share vision to preserve "mom-and-pop" feel.




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Stay adaptable: Embrace failure as learning; invest in team training amid tariffs/strikes.




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Respond fast: Answer crisis calls instantly—turn disruptions into loyalty wins.​






Key Takeaways:

Welke proves family businesses thrive by modernizing without losing heart—40 profitable years into 2026 growth. Tech enhances, doesn't replace, expert people in complex trade. Nimbleness, culture, and quick service capture market share as boomers retire and chaos rises. Data-driven branding and automation build credibility for enterprise plays.​



Resources & Mentions:




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Jordan Welke: Connect on LinkedIn (search Welke Customs Brokers)




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Welke Customs Brokers: www.welke.com (https://welke.com/) — Customs brokerage, freight forwarding, 3PL across North America




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Hiring: U.S. freight/customs sales roles open—DM Jordan for culture-fit hustlers




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Industry context: Tariffs, CARM, supply disruptions boosting demand for agile partners​






Credits

Host: Annik Sobing (  / annik-sobing-mba  )

Guest: Jordan Welk (  / jordan-welke-lcb-ccs  )



Producer: Annik Sobing 



 



 



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