From News Reporter to Motorsports Media: Kendra Sommer’s Leap of Faith
From News Reporter to Motorsports Media: Kendra Sommer’s Leap of Faith
Success stories in motorsports rarely follow a straight line—and Kendra Sommer’s journey proves exactly that.
Growing up in Green Bay, Wisconsin, Kendra spent time in the garage with her father, developing an appreciation for cars and mechanical culture. But her professional career initially took a different path.
She became a multimedia journalist, covering news stories and working long hours in the fast-paced world of television reporting.
While many people see journalism as glamorous, Kendra describes it very differently.
Reporters often work alone in unpredictable environments, handling everything from filming to interviewing to editing. Eventually, she realized she wanted something different—something closer to her passion for automotive culture.
The Leap That Changed Everything
When Kendra asked her news director for time off to attend the SEMA Show, the answer was no.
So she made a decision many people only dream about.
She quit.
With no business plan and no guaranteed income, she flew to Las Vegas and walked into the largest automotive trade show in the world.
She created a media identity—Cruising with Kendra—to gain credentials and began meeting people throughout the automotive industry.
Those conversations turned into opportunities.
Those opportunities turned into projects.
And eventually, those projects became a company.
Building CWK Media
Today Kendra runs CWK Media, producing video content and storytelling for automotive manufacturers, brands, and events.
Her work has taken her across the country and around the world.
Some of her projects include:
• Filming during the Hot Rod Power Tour
• Creating feature content for automotive manufacturers
• Producing media coverage at major trade shows like SEMA and PRI
• Traveling internationally for automotive events
Every project involves planning, logistics, and teamwork.
Large productions may involve 7–15 crew members, requiring detailed production schedules and coordination.
For Kendra, preparation is key.
Life on the Road
Some of the most memorable stories come from early projects.
One of Kendra’s first jobs involved traveling with a manufacturer on the Hot Rod Power Tour, documenting the experience for promotional content.
With limited resources and last-minute planning, the team ended up staying in a motel that proudly advertised “colored TV.”
Those early experiences may have been challenging—but they were also part of the adventure.
Automotive True Crime
Kendra is now exploring an entirely new storytelling concept that blends two unexpected passions: true crime and car culture.
Her series examines vehicles connected to famous criminal cases—often uncovering surprising historical details.
The concept began when a social media video about a true crime case involving a vehicle unexpectedly received over a million views.
The response showed there was a real audience interested in this unique combination of storytelling.
Advice for the Next Generation
Kendra believes anyone entering the motorsports media world should focus on building a strong portfolio.
Her advice:
Create three powerful examples of your work.
Once people see what you can do, opportunities begin to grow.
And perhaps most importantly—don’t be afraid to take risks.
Because sometimes the biggest career breakthroughs happen when you take a leap of faith.