Experience of financial problem solving would stand any business owner in good stead. But for Joanna Bonnett, now the proprietor of two well respected coach operators, the financials are only part of the story.
Walking into a job centre in 2005 to “see what else was out there” might be viewed as an odd decision for someone who already had an opening into a career in criminal law.
But then again, Joanna Bonnett is not someone who keeps to a well-worn path.
“I realised quite early on that criminal law wasn’t really for me,” she explains. “It might sound odd, but I wanted, even needed, something more challenging. Walking in to the job centre on that fateful day I spotted an opportunity as a junior in the finance department of a property management business. I was interviewed, but with no real finance experience I was surprised when I got the job. It seems they liked that I had no preconceptions. They saw me as a sponge, ready to learn. Looking back, that move into finance proved to be the key to unlocking a hitherto unknown passion for problem solving.
“In the years that followed, as I progressed up the ladder, a woman in a male-orientated world, I faced a number of business challenges, moving around between different finance jobs, mainly because I needed new challenges as well as wanting see what different sectors were like. I enjoyed different businesses.”
A lesson learnt
But Joanna wanted to make a difference. On one occasion she was talking to production staff in a warehouse.
“The staff were convinced I was an ‘undercover boss’,” she says. “They weren’t used to seeing anyone from the office in the warehouse. On another occasion, staff had been honest with me about flaws in a particular process and suggested improvements. I reported back to my directors but was dismayed to learn the staff had been reprimanded for their honesty. That was a significant career lesson. I vowed I never wanted to be in that position again, or to put anyone else in that position.”
By late 2020, Joanna found herself as Head of Finance with a large, privately owned haulage and warehouse business. That company subsequently expanded with the acquisition of four coach and bus operators.
“By May 2023 I was Finance Director, with a direct responsibility for Reg’s Coaches in Welwyn in Hertfordshire,” she says. “Reg’s had the real feel of a being a family firm. I really liked the people.”
But for Joanna, a changing business landscape meant change was just around the corner.
“I had been running the Reg’s Coaches business, but in terms of performance and growth it had reached its natural ceiling. Further investment was required but under the existing ownership that was unlikely to happen. I could see what was needed though, and because by then I knew the Reg’s Coaches team well, I took a considered leap of faith. In April 2024 I stepped down from my job as Finance Director and acquired the coach operator. For the first time in my career, I was the person in charge!”
Recognising talent and potential
Joanna started to invest in a newer fleet, but it wasn’t just her finance experience she brought to the table.
“My skill set is finance,” she explains. “But people skills have played, and continue to play, a very important role in what I do. I’d noticed that Reg’s had a secret weapon. I’d seen that Gill, the Office Manager, was untapped talent. She had real potential, but the old structure meant she was being held back. I promoted her to Business Manager. She’s incredible and part of a team that has really blossomed.
“Sometimes the toughest part of what I do is convincing people who don’t have confidence in their own ability that, in fact, they’re actually rather good at what they do. Our Transport Manager, Paul, was one of the team who took some convincing. After a bit of encouragement his confidence has gone from strength to strength.
“Our drivers are magnificent too. They are sometimes viewed as only a necessary part of running a coach business. However, they are the backbone of this industry; without them we simply couldn’t operate. With the right team you can achieve anything.”
With a new boss in place, and a new-found enthusiasm permeating every part of the business, Reg’s Coaches continued to thrive and prosper. But sometimes, good fortune can come your way.
“With my previous company I used to run a major contract for a local college,” explains Joanna. “After taking up the reins at Reg’s I was approached by the college to see if I would be interested in taking the contract as my previous company was no longer able to fulfil its obligations. I jumped at the opportunity. We were all so pleased when we won it.”
The positive side of social media
But on Monday 3 March this year, Joanna saw something on Facebook that would set her in a new direction.
“I spotted a post from Shaws Coaches of Maxey, near Peterborough, saying it was closing down,” she explains. “The three directors were retiring. I live about 14 miles from Maxey and knew the operator because it operates private hires for my daughter’s school. I wasn’t specifically looking to expand, but I knew I wanted organic growth. The announcement made me sit up. But with the company about to close, I was convinced the contracts would have been handed back, and drivers and other staff already lined up for other employment. So would I be too late? I called Shaws. The response was positive, although I remember being told that they wish I’d called them a few weeks earlier!”
Joanna met with the family: Chris Shaw, Richard Shaw, and Jane Duffelen.
“I asked them if there was anything to be done?” recalls Joanna. “In a stroke of good fortune, the local authority hadn’t reallocated all the school contracts. Drivers and staff hadn’t found new employment. All the stars aligned. The situation was favourable. After several discussions we came to an agreement. From 3 May 2025, Shaws Coaches would become part of Reg’s Coaches.
“But with some drivers still considering leaving for pastures new, convincing them to stay wasn’t without its challenges. I’m pleased to say we got there in the end.”
Openness and honesty
The acquisition of Shaws included the brand and goodwill, the book, the tour and day excursion programme and database, and 10 vehicles. But it’s the team that Joanna applauds.
“Shaws has been incredible through all of this,” she says. “I’ve been involved in a number of acquisitions over the year but this has been surprisingly easier than I was expecting. There’s been an openness and honesty from the outset. I want to thank Chris, Richard and Jane. Their support has been steadfast throughout. Considering they were planning to wind everything down, the change of tack to support me in stepping in at the eleventh hour has undoubtedly been quite a challenge for all of us.”
Now part of Reg’s Coaches, the Shaws Coaches ‘Shaws of Maxey’ brand continues.
“It’s important to me to uphold the legacy,” notes Joanna. “We have the whole team together again. Staff have transferred under TUPE regulations. It’s been relatively seamless. I’m aware there’s a real feeling of relief.
“At the sharp end, we’re upgrading the back office systems in both businesses. I’ve said to the team that you don’t work for me, you work WITH me. Much as I found with Gill at Reg’s, I want to let enthusiasm and creativity shine. It’s very early days of course, but it does seem that my style resonates with the Shaws’ team. There’s no doubt in my mind that if Chris, Richard and Jane hadn’t understood and agreed with my vision, we wouldn’t be sat where we are now.”
Family feel
“So, once again, I’m facing new challenges and opportunities, I’m still doing what I love, problem solving, although there aren’t too many of those! Reg’s, and now Shaws, are part of what I call the world of smaller operators. I like the family feel, I like making a difference. That fits with my ethos. Looking ahead, if a coach operator got in touch saying they were thinking of retiring, or looking to close down, I’d be happy to have a conversation. But that operator would need to fit. I don’t want growth for growth’s sake, it has to be right for us.
“But that’s in the future. Now, I have two wonderful teams in Welwyn and Maxey and there’s work to be done. I need to focus on what we have and grow organically from here. I want to be a champion in my own right. From a personal perspective, I want to be proud of what I’m achieving. I’ve made my move with Reg’s, and now Shaws. People are relying on me. I don’t want to let them down!”
