Cathy Rinne is the Co-founder and President of Flex-Line Automation, a family-owned industrial automation company. Under her leadership, Flex-Line earned the Women-Owned Small Business (WOSB) certification. Cathy also creates content on TikTok as The Conveyor Cougar, where she shares her 40 years of experience in the factory automation industry. 

In this episode…

Many industrial businesses struggle to stay relevant as markets evolve and younger generations enter the workforce. Leadership often clings to outdated mindsets, rigid processes, and traditional marketing, which limit innovation and employee engagement. How can companies embrace change without losing their identities?

According to automation veteran Cathy Rinne, embracing authenticity, flexibility, and generational collaboration has helped her build a business that stands the test of time. She recommends generating real, unpolished content, like in-the-moment TikTok videos, to boost brand visibility and humanize company culture. She emphasizes trust-based leadership, avoiding micromanagement, and fostering a workplace where people feel valued and free to contribute new ideas. Cathy also advocates for proactive outreach to schools to attract and inspire the next generation of talent.

In this week’s episode of Industry Edge, Danielle Neely hosts Cathy Rinne, Co-founder and President of Flex-Line Automation, to discuss building a legacy business through authenticity and adaptability. Cathy explains how working with younger generations altered her leadership style, the importance of rebranding for relevance, and how to collaborate with younger generations.