From Horse Ranch to Robotics Leader: How Dustin Soulliere Built a Thriving Automation Business

Dustin Soulliere is the Owner and CEO of Elite Robotics, an automation services company specializing in robot programming, system layout, simulation, and controls for industries from automotive to powertrain applications. Since founding the business in 2017, he has grown it to around 100 employees with consistent 50% annual growth. Drawing on diverse entrepreneurial experience, Dustin drives the company’s strategic expansion and commitment to seamless virtual-to-physical automation solutions.

Here’s a glimpse of what you’ll learn:

[3:19] Dustin Soulliere explains how Elite Robotics designs and supports automation lines
[7:04] Dustin’s bull riding experiences and lessons learned from the ranching lifestyle
[10:44] How his family’s entrepreneurial background in landscaping and golf course development impacted Dustin’s career journey
[16:23] Dustin’s transition to launching his automation company
[23:07] Purchasing a building to win larger contracts and scale the business
[31:48] Mistakes in hiring, partnerships, and managing side businesses
[39:43] Moments of pride, including work with Rivian and launching Blue Colt Ranch

In this episode…

Many founders hit a ceiling when they try to scale from a capable solo operator to a company that wins larger contracts while balancing personal commitments. The stakes rise as growth exposes gaps in systems, talent, and credibility with customers. How do you position yourself for bigger opportunities while steering clear of common pitfalls like unfocused side ventures and getting bogged down in the details?

Dustin Soulliere, an expert in automation systems and robotics, shares lessons from building a fast-growing business from the ground up. Dustin emphasizes the value of taking calculated risks, such as investing in infrastructure to attract larger clients, and focusing on people’s strengths rather than their weaknesses. He warns against underestimating the time and attention side ventures require, advises applying the same rigor to all business endeavors, and underscores the importance of mentorship by both seeking it for oneself and offering it to others.

In this episode of The Road Already Traveled, Rich Schuette interviews Dustin Soulliere, Owner and CEO of Elite Robotics, about scaling an automation business through strategy and leadership. Dustin discusses taking bold risks, hiring based on strengths, and applying consistent standards across ventures. He also provides insights on managing friendships in business, learning from missteps, and moments of pride like securing major clients.

Resources mentioned in this episode:

Quotable Moments:

“If you like flowers and become the wizard of knowing everything about flowers, you can profit.”
“Putting pressure on yourself isn’t always a bad thing, and it worked out good for us.”
“I have that mentality of if I hit a goal, it moves; it’s a moving target.”
“You don’t make a whole lot of money without taking the risk, and risk isn’t always money.”
“I want people to say that I gave them the time — the most valuable thing we have.”

Action Steps:

Invest in infrastructure that signals capacity: Strategic purchases like a facility can open doors to larger, more profitable contracts.
Align roles with individual strengths: Matching people to their natural abilities boosts performance, engagement, and overall business results.
Apply the same rigor to side ventures: Treating all businesses with equal diligence reduces risk and increases chances of success.
Mentor through mistakes instead of replacing talent: Guiding people to improve fosters loyalty, saves in hiring costs, and preserves institutional knowledge.
Take calculated risks with both time and money: Smart, intentional risk-taking fuels growth and creates opportunities that safe choices may miss.

Sponsor for this episode…

This episode is sponsored by Avalan, a wealth management firm dedicated to personalized financial, business, and investment planning.

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