Welcome to the WHAT THE TRUCK?!? Newsletter presented by Tai Software. In this issue, F3 previews; what’s ahead on the show; and more.
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Future of Freight Festival returns to Chattanooga Nov. 19
F3 ’23
Countdown — We’re just five days away from FreightWaves’ Future of Freight Festival taking place in the heart of Freight Alley, Chattanooga, Tennessee.
F3 is a live conference experience that not only aims to fill a convention center with the greatest minds in logistics, we also take over the Scenic City!
Days begin at the convention center with amazing keynote speakers, Rapid-Fire Demos, a pair of debates on crucial issues, live WHAT THE TRUCK?!?s every day from the TV stage and celebrations like the FreightTech awards.
Manti Te’o: Keynote at F3 ’22
There’s so much energy in trucking that we can’t stop you from networking, we can only hope to contain you. FreightWaves does that through a series of events throughout the city that include everything from a freight field day to a live concert by Stone Temple Pilots!
Packing – Heads up, Chattanooga isn’t Miami. We do have real fall weather and while you’re in town it’s going to be in the low-50s to the mid-60s. Thursday morning the mercury could dip nearing freezing territory. Since the event is both inside and outside, make sure to pack a coat.
Here’s your official-unofficial WTT guide to this year’s F3:
Brad Jacobs: Keynote at F3 ’23
Day 1 11.19
8:10 a.m. [Main stage] – Craig Fuller hits the main stage bright and early with Business Wars host David Brown. His hit podcast focuses on all the great rivalries in business, like McDonald’s vs. Burger King, WWE vs. WCW, Playboy vs. Penthouse, Uber vs. Lyft, FedEx vs. UPS and more. The only one he hasn’t done is FreightWaves vs JOC.
9 a.m. [Main stage] – The two biggest trucking stories in 2023 were the collapses of both Yellow and Convoy. It’s been a year since Convoy suffered death by overfunding and the impacts of the Great Freight Recession. We’ll find out what Dan Lewis learned and what he will build next in this fireside chat with Fuller.
9:25 a.m. [Main stage] – J.B. Hunt’s Shelley Simpson delivers our second keynote of the day, and you won’t want to miss it. Is she bullish on the freight market, and does she agree that the freight recession is dead?
Dooner, Gord Magill
11 a.m. [TV stage] – Head on over to the TV stage to catch WHAT THE TRUCK?!? live and in living color. We got plenty of hats and stickers to give away, stupid questions to ask the audience, and amazing guests from Amazon, Trigent Software and Temco Logistics.
1:25 p.m. [Main stage] – There’s no better place to catch the latest tech in action than during the Rapid-Fire Demo sessions. Participants have seven minutes to show off their solutions in real time before production cuts the mics. Who will win best in show at the most intense competition in FreightTech? Will anyone top Reed Loustalot’s digital freight gong for most unhinged presentation? Drop in!
Reed Loustalot’s Rapid Fire Demo
Networking Day 1
Adam Wingfield, Alex Mai, Dooner at F3 ’23
3:15 p.m. – By this point, your brain cup will be overrun with impactful information and it’s time to network. That’s where Freight Field Day comes in.
The first-ever Freight Field Day – brought to you by SopeCreek, PayHawk, Nolan Transportation Group, Marquee Insurance Group and Commercial Truck & Trailer Parts – will be fun for everyone (and includes drinks and snacks for those who don’t feel like playing)!
Test your skills at pickleball; pingpong; cornhole; inflatables, including an obstacle course, basketball and Sumo wrestling; a mechanical bull; and Xbox Games.
Who wants to Sumo me?
5 p.m. [TV stage] – If you’re still around the convention hall, catch a live episode of Grace Sharkey’s Drive Time SiriusXM show. She’s going to learn all about becoming an Amazon partner and so can you.
Parties
5 p.m. – There’s a number of event parties hosted by various companies at the event. Keep in mind that most of these are RSVP or invite-only so check in advance. For example, the above event at State of Confusion requires you to RSVP here.
6:30 p.m. – Stone Temple Pilots will be singing an Interstate Love song on their way down to the J.B. Hunt 360 party taking place at The Signal. STP is the DeLeo brothers Grammy award-winning band that has been helmed by legendary late vocalists like Scott Weiland and Chester Bennington.
Now, the outstanding Jeff Gutt steps up to the mic as we celebrate the freight recession being Dead & Bloated.
Kevin Nolan, TI J.B. Hunt 360 party ’23
Day 2 11.20
8:05 a.m. [Main stage] – Last week on WHAT THE TRUCK?!?, Craig Fuller made a controversial call that the freight recession is dead. What’s a massive fleet like Covenant seeing, and do they see a similar path ahead in 2025? Covenant’s founder and CEO, David Parker, ignites the stage with a tremendous breakdown on the road ahead.
9:15 a.m. [TV stage] – Aside from the market, freight fraud and strategic cargo theft have been top of mind for nearly every guest we’ve had on WHAT THE TRUCK?!? this year. With this problem only expected to grow, it is more important than ever to secure your supply chains. FreightWaves’ Mary O’Connell and Descartes Systems’ Danielle Spinelli dissect the issue on the TV stage.
9:40 a.m. [Main stage] – The Sultan of SONAR Zach Strickland squares off against The Godfather of Freight Noel Perry as they debate the market and the cargo conundrum.
1:25 p.m. [Main stage] – FreightWaves’ John Kingston invites Armchair Attorney Matthew Leffler on stage for an incisive look at the perilous legal landscape carriers and brokers face as they enter 2025.
Taylor Barker, Dooner at F3 ’23
1:45 p.m. [TV stage] – Another day, another WTT. Head on over to the TV stage to catch our session with Samantha Foley at Turvo, Prasad Gollapalli at Qued and Jordan Kidd at Alvy’s.
The puppy playpen
Booths – F3 is a free-flowing event with tons of booths and attractions. None draw more moths to the flame than the puppy playpen. Last year, Loyalty Logistics’ Sean Laidacker became known as “The Puppy King” for covering the adoption fees for all the puppies in the playpen. So, let this be a warning: You may leave Chattanooga with a new best friend.
6:30 p.m. – After you fill up on pizza at Goodfellas, we’re all heading over to the Tennessee Aquarium for a networking reception and tour. This is the only freight conference where you can close a deal while petting a stingray.
9 p.m. – We’re ending the night on the historic Walnut Street Bridge. If you miss this one, you’re going to have to wait until at least fall of 2026 for the bridge to reopen as it goes under renovation next spring.
Day 3 11.21
Matt McLelland at F3 ’23
8:05 a.m. [Main stage] – Don’t go too wild on the Walnut Street Bridge because Craig Fuller and Echo Global Logistics CEO Doug Waggoner wake up the convention hall with a keynote that’s sure to bring it home.
8:50 a.m. [Main stage] – Right after the opening keynote, I have to throw on the zebra stripes as I’m the special guest referee for the driver shortage debate between OOIDA’s Lewie Pugh and Clarendon Capital’s John Larkin. You’ll pay for the whole seat but only need the edge during this brawl to end it all.
Justin Martin, Chris Thomas, King Spud, Mike Diamond, Gord Magill at F3 ‘23
9:40 a.m. [Main stage] – The most anticipated awards ceremony in freight goes down on the main stage as the winners of this year’s FreightTech awards are announced. Who’s No. 1 this year? Who has vanished? Who is emerging? Who will lead the field in 2025? We’ll find out when Kaylee Nix and Becca Denison name the winners.
FreightTech25 F3 ’22
10:30 a.m. [TV stage] – Last chance to catch WTT live at F3. Head on over to the TV stage and catch me with e2open’s Jim Sanborn, WireBee’s Solomlya Tomkiv and Transfix’s Jonanthan Salama. If you’re in the audience, be prepared to be called on stage to spin the wheel of stupid questions.
Dooner, Scott Pecoriello at F3 ’22
10:45 a.m. [Main stage] – On Monday, 178,000 CDL holders will be put in prohibited status. What will that mean for capacity, rates and your drivers? Craig Fuller and Innovative Logistics Group’s Adam Wingfield tell you everything you need to know.
Richie Daigle at F3 ’23 after winning the WTT gong smash competition
12 p.m. [Main stage] – As the event wraps, you don’t have to go home, but you can’t stay here. However, before you leave make sure to see who was best in show from the Rapid-Fire Demos. (Oh, and make sure to say bye to me before you leave.)
Don’t have tickets yet? Get some right here with my discount applied.
Click here for the full agenda.
Friday on WHAT THE TRUCK?!?
Truckload’s new cycle; Truckers for Troops; organized cargo crime rings – Friday live on WHAT THE TRUCK?!?, I’m joined by RXO’s Corey Klujsza to bring down their latest spot market report. We’ll find out why RXO says we’re in a new cycle, and we’ll learn how we got here.
OOIDA is celebrating veterans with Truckers for Troops! The fundraising effort has been an OOIDA tradition since 2007, originally dedicated to sending care packages to service personnel stationed in combat zones. Truckers for Troops has also helped a variety of veterans facilities, including those assisting or housing wounded, disabled or homeless service members. We’ll find out how it works from Norita Taylor.
Traveler’s Craig Leinauer discusses the shocking rise of strategic theft and organized cargo crime rings.
Plus, all the latest headlines, trends and viral weirdness since our last show.
Catch new shows live at noon EDT Mondays, Wednesdays and Fridays on FreightWaves LinkedIn, Facebook, X or YouTube, or on demand by looking up WHAT THE TRUCK?!? on your favorite podcast player and at 5 p.m. Eastern on SiriusXM’s Road Dog Trucking Channel 146.
MAFA
WTTGear.com
MAKE AMERICA FREIGHT AGAIN – We are so back. Head on over to WTTGear.com to get our newest merch! Use code WTTFans for 10% off.
Now on demand
The Mysterious Case of Rudolf Diesel; Fuller vs. Miller freight debate; risk management
Amazon top toy seller talks tariffs under Trump; RIP Great Freight Recession
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Don’t be a stranger,
Dooner