Reco Jefferson, based in Philadelphia, Pennsylvania, is the founder and CEO of Roughnecks Ecom, a fast-growing e-commerce business built on the principles of automation, efficiency, and real-world problem-solving. Born in Mississippi and later moving to Philadelphia in his teens, Reco’s journey from humble beginnings to respected entrepreneur is a story of resilience, self-education, and relentless experimentation. A U.S. Air Force veteran and Penn State graduate, he has combined his love for technology, engineering, and system-building into a thriving career. Away from business, he’s a passionate road racer, a fan of Formula 1, a movie enthusiast, and an advocate for mentoring youth in under-resourced communities. Reco’s life is about more than just success—it’s about creating better systems and opportunities for others.
What motivated you to move from being a full-time software engineer to building your own business?
It was never really about leaving one thing for another. I’ve always believed that real growth comes from building something of your own. Working as a software engineer taught me how to solve complex problems. It showed me how powerful technology could be when it’s used right. But after a while, I realized I didn’t want to spend my life building other people’s dreams. I wanted to create systems that solved real problems, not just patch issues for big companies. I wanted ownership—not just over my time, but over what I was creating.
How did your time in the military shape the way you run your business today?
The Air Force taught me discipline, no question. It taught me how to show up when you don’t feel like it. It taught me that preparation matters, but so does being flexible. In business, you can plan all you want, but you have to be ready to pivot at a moment’s notice. Also, leadership is huge. In the military, leadership isn’t about shouting orders. It’s about making sure the mission gets done and your people are taken care of. I try to bring that same mindset to Roughnecks Ecom. Build systems, train people well, and get out of their way so they can win.
What does “success” mean to you today compared to when you first started?
When I first started, success meant freedom. Freedom from the nine-to-five, freedom from answering to a boss, freedom to travel, and freedom to live life on my terms. Now, success feels different. It’s about building something that works without me needing to control every part. It’s about helping others win. It’s about creating real impact—whether that’s in the lives of my clients, my team, or the kids I mentor in Philly. Success isn’t just about personal wins anymore. It’s about building something bigger than myself.
What role does failure play in your life and business?
Failure is the best teacher I’ve ever had. Honestly, I don’t even call them failures anymore; they’re just feedback loops. Every time something didn’t work out—whether it was a product launch that flopped, an ad campaign that bombed, or a system that broke—it showed me where the gaps were. You can read books all day, but until you fall on your face a few times, you don’t really know what you’re doing. I don’t fear failure. I fear standing still.
How do you stay motivated when things get tough?
I get back to basics. I’ll go work on my car, spend a day at the track, or just unplug and watch some dumb horror movies. I remind myself why I started. I’m motivated by progress, not perfection. I don’t need to win every day. I just need to keep moving forward, even if it’s an inch at a time. Also, helping others—whether it’s mentoring someone new to e-commerce or speaking at a school—reminds me that the work isn’t just about me.
You’ve talked about automation a lot. Why is it such a big focus for you?
Because time is the only thing you can’t get more of. Money, you can always make again. Opportunities, you can find more of. But once your time is spent, it’s gone. Automation lets you buy your time back. It lets you build businesses that work while you sleep, travel, or hang out with your family. It creates space for creativity, rest, and new ideas. People think automation is about being lazy. It’s not. It’s about being smart with your most valuable resource.
What’s something about entrepreneurship that people don’t talk about enough?
Loneliness. Nobody talks about how isolating it can be when you’re first starting. Your friends might not understand why you’re grinding on weekends. Your family might not get why you’re taking risks instead of playing it safe. And when things go wrong—and they will—you feel like you’re carrying the weight of it alone. That’s why it’s so important to find mentors, communities, and people who understand the path you’re walking. You don’t have to do it alone, but you do have to choose who you bring along carefully.
What’s one mistake you made early in your career that you’d warn others about?
Trying to do everything myself. I used to think nobody could do it as well as I could. That mindset kept me small for too long. Delegating isn’t about giving up control; it’s about multiplying your efforts. You have to build a team you trust and let them do what they’re good at. Focus on what you’re best at and let others fill in the gaps.
If you could only teach one lesson to the next generation of entrepreneurs, what would it be?
Start before you feel ready. You’ll never have all the answers. You’ll never have the perfect website, the perfect logo, or the perfect timing. Action creates clarity. You don’t learn business by reading about it. You learn it by doing it, messing up, and doing it better the next time. Waiting kills more dreams than failure ever will.
Outside of business, what keeps you grounded?
Cars and racing, no doubt. Working on a car is mechanical, messy, and unforgiving. It doesn’t care who you are or what your title is. It either runs or it doesn’t. Racing is the same. It forces you into the moment. No multitasking. No distractions. Just pure focus. That’s a lesson that carries over into everything else. Plus, it’s a reminder that life should be fun too. You can work hard and still make room for joy.
You’ve mentioned wanting to open a school someday. Why is that so important to you?
Because I know what it feels like to be a kid who’s hungry for more but doesn’t have the roadmap. I want to create a place where kids learn real skills—tech, business, critical thinking, emotional resilience. Not just standardized test answers. The system isn’t designed for everyone to win. I want to build a system that is. If I can help even a handful of kids change their trajectory, it’s worth it.
What does the future look like for Roughnecks Ecom and for you personally?
Growth, but smart growth. I don’t want to scale for the sake of bragging about numbers. I want to deepen what we do. Build better systems. Help more people create real freedom through e-commerce. Personally, I want to keep learning, keep traveling, and keep giving back. Maybe even take some more time at the track too. Life isn’t just about building businesses. It’s about building a life you’re proud of.
If someone is reading this and thinking about taking their first step toward starting something—what would you tell them?
Start messy. Don’t wait. Don’t ask for permission. Build the first version. Ship it. Learn from it. Build again. Life rewards movement, not perfection. Trust yourself enough to begin.
Closing Thoughts
Reco Jefferson’s journey from Mississippi to Philadelphia, from military service to entrepreneurship, is proof that building a meaningful life isn’t about shortcuts—it’s about consistent action, staying curious, and keeping your values at the center of everything you do. Whether he’s building automated systems, mentoring young people, or racing down a track, Reco stays true to one simple principle: keep moving forward, one smart system at a time.