From Legacy to Lift-Off: Rebranding a Family Business with Tobi Flowers

In this episode of Building Unbreakable Brands, Meghan Lynch sits down with Tobi Flowers, second-generation President and CEO of TraCorp, a full-service learning and development company. Tobi shares how she stepped into her father’s shoes to lead the company through a generational transition, a strategic rebrand, and bold business expansion—alongside her husband and co-leader, Christian. From lessons in leadership and succession planning to unexpected inspiration from motorsports, this episode offers practical wisdom and fresh perspective for anyone navigating growth, legacy, and brand evolution in a family-owned business.

Key Topics Discussed:

• Navigating second-generation leadership with intentionality and informal succession
• Rebranding a legacy business with inspiration from motorsports and personal values
• Balancing risk and realism when leading with a spouse or partner
• The importance of content curation in corporate learning—and why software isn’t enough
• How customer feedback shaped TraCorp’s LMS and product evolution
• Using proactive communication tools, like therapy, to strengthen business and personal relationships

Connect with Tobi Flowers on LinkedIn or learn more about her work at Tracorp.com.

Building Unbreakable Brands is hosted by Meghan Lynch
Produced by Six-Point Strategy