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, co-founder of , shares her journey from a corporate marketing career to becoming an entrepreneur. After a journey in corporate America, she moved back to Pueblo and teamed up with her husband’s cousin, who had invented a multi-directional hand truck to solve the common issue of maneuvering plywood in tight spaces. Together, they launched a family-run business focused on innovation, safety, and ergonomic design—proudly crafted in Colorado. The company currently holds two patents and one provisional patent.

A New Chapter Begins in Pueblo

Judy never set out to revolutionize how people move heavy objects, but when a cousin walked into her Pueblo, Colorado, home with a prototype hand truck that could pivot in ways she’d never seen, she knew she was looking at something special.

"We never set out to reinvent the wheel—literally—but once Richard showed me the prototype, we knew we had something different."

A third-generation Coloradan with a background in marketing and business, Judy had worked with major companies like Campbell Soup, Conoco, and Intel. After earning her MBA from Arizona State University, Judy’s career had taken her across the country—from Houston to Atlanta to Phoenix—before eventually bringing her back home to recover from health issues. It was during this period of rest and reflection that the seed of a new business was planted.

A Family-Driven Solution to an Everyday Problem

While back in Pueblo, Judy reconnected with family, including her cousin’s husband, . Richard, an industrial designer, had recently created a unique hand truck while trying to solve a practical problem: moving plywood through narrow doorways. When existing tools didn’t meet his needs, he began sketching and prototyping a multi-directional hand truck that could rotate 360 degrees and lock at various angles.

Once the design was finalized and a patent secured, Richard approached Judy with the idea of teaming up. With his engineering background and her expertise in marketing and business, they formed a partnership to bring the innovative product to market. What began as a personal solution quickly evolved into a broader business opportunity—one focused on solving real-world problems through ergonomic and efficient design, all while keeping the business rooted in Colorado.

Challenging the Status Quo in a Century-Old Industry

Building something new in an industry dominated by a few major players hasn’t been easy. The hand truck industry is long-established, with only a small number of U.S.-based companies maintaining dominance over the market. Breaking through that barrier—and getting noticed—has proven to be one of the company’s biggest challenges.

Because The Hand Truck Company’s product sits in the specialty segment, it hasn’t always been easy to convince buyers to consider an alternative to the well-known brands. Many purchasers stick with what’s familiar. However, the story changes once users—particularly warehouse workers and movers—try the product themselves. The improvements are immediately felt, whether by tall individuals experiencing less back strain or shorter users who no longer feel the physical toll in their shoulders and hips. Even small innovations, like a built-in strap to secure cargo, have gone a long way in improving safety and usability.

Since the first Hand Truck 360 was invented, other products have followed—such as the Wheeler 360 for the beer industry, Attachit Straps that turn a regular hand truck into a furniture dolly, and the new E-track Attachit Strap for the transportation industry. All of these products were invented because the team listened to the needs of their customers.Ìý

"You don’t ever want to be a one-product company."

Investing in Growth Through RCWS

Amid the daily demands of running a business, Judy has remained committed to learning and growth. She attended the Rural Colorado Workshop Series (RCWS) in Pueblo, a program led by and that equips local entrepreneurs with the tools they need to succeed. For Judy, already engaged with the Southern Colorado Small Business Development Center (SBDC), RCWS offered a different kind of value.

RCWS delivers practical, hands-on business training tailored for small business owners. Focused on real-world topics like scaling, pricing, and brand positioning, RCWS makes complex concepts accessible and actionable.

What sets RCWS apart is its engaging, high-energy format and its commitment to serving entrepreneurs outside major startup hubs. By bringing expert-led education directly to local communities, it empowers business owners across Colorado to make smarter, more strategic decisions for long-term growth.

Advice for Future Founders

As the company’s products were made to protect those front-line workers who are moving products every day, Judy sees her entrepreneurial journey as both demanding and deeply rewarding. For students or aspiring founders who might feel like they’re too early or too late to begin, she’s living proof that there’s no one right time to start—just be able to solve a problem.

"There’s never really a 'too late' when it comes to starting a business, as long as you’re solving a real problem. I’m learning every day. Entrepreneurship challenges you in ways the corporate world doesn’t. You’re steering the ship, and that means surrounding yourself with the right team and being willing to grow constantly."

Judy encourages students to intern with small businesses or startups to gain exposure to the fast-paced, all-hands-on-deck nature of entrepreneurship. She also emphasizes the importance of surrounding yourself with the right people, whether that’s a marketing expert, a finance advisor, or a trusted manufacturer. With a strong team and a clear mission, even the most difficult challenges become more manageable.

Built in Colorado, Built to Last

At its core, The Hand Truck Company is a product-driven business solving everyday problems—built entirely in Colorado by a team that believes in doing things the right way. It’s not just about innovation; it’s about values. The company has never considered outsourcing production and remains proudly committed to keeping operations, manufacturing, and jobs within the state. That commitment to local craftsmanship is part of what sets the brand apart in an industry that hasn’t changed much in centuries.

From reimagining a centuries-old tool to navigating the modern challenges of distribution and scaling, Judy Kochevar’s story highlights what’s possible when perseverance meets purpose. For any student on the fence about entrepreneurship, it’s a powerful reminder that the right time to start isn’t defined by age or experience—but rather by your willingness to learn, lead, and stay the course.