Colin Osborne on FreightWaves’ What the Truck?!

Colin Osborne joined FreightWaves' What the Truck?!? to discuss how trailer access is becoming as critical as freight access and why carriers who adapt early will win.

Carriers today are getting squeezed from every direction. Rising costs. Tighter margins. Constant capacity shifts. In this environment, innovation isn't optional anymore; it's survival.

That was the core message when REPOWR Senior Product Manager Colin Osborne sat down with FreightWaves' What the Truck?!? host Malcolm Harris, alongside Jake Johnson from RTA and Corey Klushka from RXO. The conversation covered freight, technology, and equipment, but Colin's focus was on something often overlooked: trailers, and why access to equipment is quickly becoming as strategic as access to freight itself.

"We're the Trailer People"

Colin spent his entire career in logistics, working across operations and technology teams. That experience now shapes his work at REPOWR, where he helps design tools that solve one of freight's most frustrating problems: finding trailers when and where you need them.

As Colin put it: "We're the trailer people."

REPOWR runs a two-sided marketplace that connects equipment owners who have underutilized trailers with carriers who need flexible access, with no long-term commitments required. It's repositioning, rentals, and on-demand use, all in one place.

Why This Matters Now

Trailer shortages aren't new. But the pressure carriers face today is different.

"With the way the industry is getting squeezed," Colin explained, "the only way out is innovation."

Margins are tighter than ever. Carriers can't afford inefficiencies, especially when trailers sit idle in one market while being desperately needed in another. That's pushing adoption of tools that help fleets do more with less, faster.

Finding the Right Trailer, Fast

As REPOWR's marketplace has grown nationwide, a new challenge emerged: too many options. Carriers were spending too much time searching.

To fix this, REPOWR introduced guided search with an AI-powered assistant. Instead of endless scrolling, carriers enter their requirements upfront and get instant answers - everything from logistics details to basic questions like pickup timing.

Behind the scenes, AI does what humans can't: find opportunity in massive datasets. Fleets might have the data, but not the bandwidth to interpret it. REPOWR's tools surface what matters, like where trailers are sitting idle and where they're needed most.

Efficiency Is Everything

When asked about the biggest pain points fleets face, Colin didn't name just one because they're all connected.

Maintenance. Compliance. Labor shortages. Cost pressure. They all demand the same thing -  greater efficiency across the operation.

And that efficiency isn't just about technology. It's about rethinking how equipment is used, how networks are planned, and how flexibility is built into daily operations.

How Carriers Actually Use REPOWR

One of the most revealing insights? How REPOWR's "power users" behave.

They don't treat REPOWR as a backup option. They plan their routes, schedules, and capacity around on-demand trailer access. They assume trailers will be available where and when they need them, and build their businesses accordingly.

That shift is where real competitive advantage happens.

The Next 24-36 Months

Colin's prediction for the near future was clear:

"Equipment is going to become as on-demand as freight."

Carriers and fleets that recognize this shift early and adapt their operating models will be better positioned to compete, especially as volatility becomes the norm.

Leveling the Playing Field

Colin wrapped up by highlighting one of the outcomes he's most proud of: seeing small fleets and owner-operators win.

Many smaller carriers don't have the capital or infrastructure to own and manage large trailer pools. On-demand access levels the playing field, giving them tools that were once only available to big enterprises.

"When passion and grit meet opportunity," Colin said, "it's really cool to watch."

Trailers aren't just assets anymore; they're strategic levers. The carriers who treat equipment access as a core part of their planning, not an afterthought, will be the ones who thrive.

Watch the full interview: FreightWaves' What the Truck?!

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