Meet your instructor: Todd Cooperider
Before ESOTERIC, Todd spent 22 years working in the motorcycle industry. The early days of his career were spent behind the parts counter at dealerships, then finally moving his way up in the industry where he spent the final 10 years as a Regional Sales Manager in charge of 15 District Managers, and 600 dealerships across the Midwest. Detailing was always a hobby during these days, and it actually goes all the way back to his BMX racing when he was young. Little did Todd realize at the time, but all of the experiences in the motorcycle industry ranging from retail, to purchasing and product development, to product sales, distribution, and sales management were preparing him to create his own business.
Todd started to detail cars on the side starting in 2007, and finally established ESOTERIC as a business in 2009. In 2010, he closed the chapter on the motorcycle world, and started detailing as a full-time career. In 2012 Todd moved ESOTERIC into the current facility in New Albany, Ohio. The biggest difference is that in those early days, Todd was a sole owner / operator, whereas now ESOTERIC has grown to a team of almost 40 individuals.
Todd’s passion in detailing went far beyond making cars look better, and he started working very closely with manufacturers on product development and testing. He never accepted “status quo” within the business, and always pushed boundaries and limits to question how and why things are done. This desire to look behind the curtains so to speak put ESOTERIC in a position to be at the forefront of ceramic coating sales and education as well as being one of the first two distributors for Rupes Tools in the USA market.
The early days, even dating back to being a part-time detailer, saw Todd begin his educational quest in the form of article writing. After about 150 detailing related articles, he was getting a lot of inquiries about doing in-person training. So then in the spring of 2012, the ESOTERIC Elite Detailer Academy was formally launched where up to 4 students would attend on a monthly basis to learn the latest and greatest techniques. After years of successfully operating the Academy, the demand came for even more information for those who couldn’t make the trip around the world to attend. So in early 2015, the ESOTERIC Channel on YouTube was kicked into high gear. Fast-forward to today, and Todd has created over 500 videos that have been viewed close to 10 million times.
So after growing a business from a single owner / operator to almost 40 people, writing 150 articles, creating 500 videos, and doing in-person training for a decade for hundreds of students from around the world, Todd and the ESOTERIC team decided to take all of those learnings and create an online detailing training platform that is unrivaled in the automotive detailing industry. This is NOT just a collection of YouTube videos…these are videos created just for the online training, and most of it has never been published outside of our 3 day in-person course.
Outside of ESOTERIC, Todd has been happily married since 1990, has 2 children, 2 cats, and 3 dogs. Originally from Ohio, Todd moved around chasing the motorcycle industry from Ohio, to Florida, to Texas, to Michigan, then back to Ohio where he’s been since 1998.
While motorcycles are still an interest, Todd switched his primary passion to cars where he has owned a variety of sports cars from a C7 Z06 Corvette, to a Porsche 991.2 Turbo S, Camaro ZL1 1LE, C7 ZR1 Corvette, AMG GTC, Camaro ZL1 convertible, and now a C8 Corvette. As you can tell, he’s a big fan of high horsepower vehicles!
Outside of cars, Todd is an avid audiophile and even writes high-end audio reviews.
Some interesting facts to learn about your instructor:
Favorite Racing Series: Formula 1, MotoGP
Craziest experience: Riding on the back of a motorcycle with a racer, around the Isle of Man while attending the TT races.
Favorite sport outside of motorsports: College Football (Go Ohio State Buckeyes!)
Favorite Bands: Pink Floyd, Led Zeppelin, Porcupine Tree
Favorite relaxation spot: The Beach
Favorite quote: “Victory is the only option…one cannot accept failure”
Favorite cars: Ferrari 250 GT Tour de France, or just about anything from 1967 (year he and his wife were born).