RUGGED RADIOS

A NEW COMPLEX SHOWCASES A PASSION FOR COMMUNICATION TECHNOLOGY

By Dan Sanchez

After starting out in a small garage, Rugged Radios founder and president Greg Cottrell grew his radio and communication equipment business into a giant in the industry. We recently visited the company’s latest complex in Arroyo Grande, California, a small town neighboring Pismo Beach, which showcases the company’s passion for communication technology as well as vintage cars, motorcycles, race vehicles, and more.

“Our home is here in Arroyo Grande,” said Cottrell. “My dad had a motorcycle repair shop in Covina, California, and I began getting involved in it with him when he began racing in SCORE in the 70s.” Cottrell learned early on that communication is critical for safety during racing or other off-road adventures. Cottrell later moved to Arroyo Grande and began working on improving the communication systems that were available at the time, and he soon became a leader in the marketplace.

“I’ve been in the business of communication technology for 32 years and started Rugged Radios over 18 years ago,” said Cottrell. “I started out in my garage, and now we have a state-of-the-art complex designed by enthusiasts for enthusiasts.” 

The Rugged Radios facility isn’t just a large, bland building in the middle of town. The beautiful exterior and interior are inviting to everyone interested in cars, motorcycles, off-road, Overlanding, and anything else on two or four wheels. “For us, it’s all about energy,” said Cottrell. “When you walk in, you feel the company– who we are– become immersed in the activity here, and you begin to realize you’re in the communications superstore.”

With more than 50 employees, the showroom is open and allows customers to see everything from order-taking, R&D, production, shipping, and more. You will also be surrounded by multiple vintage motorcycles, buggies, race vehicles, and hot-rods, all on display with the company’s products in them. From headsets for helmets to the latest GMRS communication units, samples are available for customers to pick up, feel, and ask questions.

The employees also show pride in working there, and although the main building and showroom are impressive, there’s much more to the Rugged Radios complex. Alongside the main building is the company’s new taco stand, a small building with a full kitchen that is still being prepared to make, sell, and distribute Baja-style tacos. 

“The taco stand is being set up for when we have events such as car shows here at Rugged,” said Steve Gonzalez, Rugged warehouse manager. “We have events here that bring in hundreds of vehicles, and people want to eat, so we took our love of tacos from Baja and brought it to our facility.”

The Rugged complex also houses the company’s “garage,” where new products are prototyped and tested and where team members can work on their vehicles. Everything from welding tools to a CNC laser cutter is in this area to maximize creativity and design. Behind the Garage is another building where all of Cottrell’s personal toys are housed and showcased. Vintage motorcycles, Baja Bugs, Jeeps, a vintage trailer, collectible bicycles, and a replica of his dad’s motorcycle repair shop are all displayed in a tribute to the passions Cottrell shares.

Between the main building and the Garage are numerous Rugged Radio vehicles, including show support and product trailers, along with four-wheel show and pre-runner trucks. 

“This year, we partnered with SCORE International as the Official Radio Communications company,” said Cottrell. “It’s been a dream of mine to become involved with SCORE in an official capacity, as we support SCORE and SCORE supports us. Most importantly, we support the racers at every event and teach them how to install, check, and recheck their equipment before a race. This partnership with SCORE is only the beginning, and I can’t wait for the many more years to come.”

For more information on the Rugged Radios location or any of the Rugged Radio products, visit them at www.ruggedradios.com.