The transport industry is evolving, but for women in coach, visibility and opportunities remain a challenge. As the founding Director of Women in Bus and Coach (WiBC), I have seen first-hand the need for greater representation, recognition, and support for women working in this sector.
That’s why I am excited to announce the launch of a dedicated coach subgroup within our initiative — a focused effort to raise the profile of women across our sector and drive meaningful change.
A stronger voice for women in coach
The coach industry is a vital part of the transport sector, connecting communities, supporting tourism, and providing essential transport solutions. Yet, despite the significant contributions of women in operations, driving, management, and leadership, they remain underrepresented in key roles. The lack of visibility and career progression opportunities for women is an issue we can no longer afford to overlook.
A recent statistic revealed that it will take 134 years for gender parity to be achieved worldwide. This staggering figure highlights the urgent need for change within our sector. Many women in leadership roles work just as hard as their male counterparts but remain hidden behind the ‘face’ of their companies.
Meanwhile, frontline female staff often encounter less-than-favourable welcomes in a male-dominated environment. If we truly wish to attract a younger and more diverse workforce — one that mirrors the communities we serve — we must change our perspectives and approach to inclusivity.
From the challenges of recruitment and retention to ensuring career progression and fair representation in decision-making, women in coach face unique barriers. Overcoming these hurdles requires a tailored approach that acknowledges the distinct nature of the coach sector while fostering collaboration, mentorship, and policy change.
Mission of the subgroup
The new coach subgroup aims to:
- Raise awareness – by shining a light on the contributions of women in coach, we will showcase role models, share success stories, and promote career opportunities within the sector
- Create a support network – women in coach need a space to connect, share experiences, and access mentorship opportunities that empower them in their careers
- Advocate change – we will work with industry leaders, operators, and policymakers to champion initiatives that support recruitment, retention, and career progression for women in coach
- Provide practical resources – from training opportunities to leadership development, we want to equip women in coach with the tools they need to thrive.
Driving progress
This initiative is not just for women — it’s about creating a more inclusive, dynamic industry that benefits everyone. We welcome collaboration from businesses, industry stakeholders, and male allies who are committed to fostering diversity in coach.
I encourage operators, industry leaders, and individuals passionate about change to join us in this journey. By working together, we can break down barriers, inspire the next generation, and ensure that the coach sector is a place where women can build fulfilling, successful careers.
If you are interested in getting involved, sharing your story, or learning more about the coach subgroup, please reach out. Together, we can shape the future of women in coach and create a lasting impact on the industry.
Visit the WiBC website for more information.
