WIM Members with Deputy Secretary of Labor Keith Sonderling
It was the summer of 2023 when conversations about launching a women’s council at ATA began to gain momentum. Member companies had been asking for a dedicated space for women for several years, and during ATA’s 2024 Mid-Year Management Session, those discussions became more focused. A small group of female leaders came together to determine where this new council, Women In Motion (WIM), should lend its voice first.
Those conversations resulted in five strategic priorities:
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Highlighting the need for safe truck parking for drivers
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Highlighting the need for bathroom access for drivers
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Highlighting the importance of getting more women into the industry
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Developing a survey so WIM could accurately assess the current ecosystem and track progress
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Establishing a Call on Washington where women could advocate for the industry using their unique lens
Today, I stand in awe of two years of progress. That progress is the result of countless trailblazers across the industry, both women and men, who helped lift women and put WIM on the map.
One of the most impactful areas of focus has been the need for safe truck parking. For every 11 truck drivers on the road, there is only one truck parking space available. As a result, 98% of truck drivers regularly experience problems locating safe and legal parking options. This issue is particularly salient for women drivers, who consistently rank access to safe parking as their top obstacle, over fuel prices, the economy, and other common industry issues.
Through a partnership with longtime ATA member and WIM Board Member Susan Fall, owner of LaunchIt Public Relations, I was introduced to Chris Oliver, Chief Marketing Officer at Trucker Path. Together, we began exploring ways to provide women drivers with real-time information about where they could safely stop while on the road. With more than one million users, Trucker Path’s reach, particularly among female drivers, made it an ideal platform to support this effort.
We gathered direct input from women drivers to better understand which amenities mattered most to them. After months of research and countless conversations, a clear list of priorities emerged. Those seven amenities are:
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Lighted parking
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Lighted bathroom access
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Lighted lounge areas
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Lighted shower facilities
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Lighted laundry facilities
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Maintenance available 24/7
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Security present onsite
Trucker Path built functionality into its platform, allowing drivers to search for these amenities under the WIM umbrella. To date, more than 12,000 truck stops have added information indicating the availability of at least one of these amenities. Nearly 250 truck stops now offer all seven, and the WIM logo appears by their stop when it is searched, indicating that it is WIM-friendly.
One of the most rewarding outcomes has been hearing directly from truck stop owners who have added or upgraded amenities to help women feel safer while on the road. The data reinforces this impact. The WIM section of Trucker Path’s platform has been accessed more than 64 million times and continues to grow.
This new functionality, coupled with Congress recently approving $200 million for truck parking expansion projects following the advocacy by ATA and WIM, amounts to real and meaningful change for the industry. Together, technology, data, partnerships, and federal investment are improving safety and quality of life for drivers in tangible ways.
Partnerships like this encourage more women to enter the trucking industry and demonstrate what is possible when collaboration meets purpose. WIM is a place where women come together, work toward common goals, and support one another throughout their careers while helping move the entire industry forward.
Help WIM Build Our Momentum and Expand the Map!
If you operate a truck stop and are looking to add the WIM-friendly amenities we’ve identified to your profile, check out our information sheet.
And if you are a woman driver, download the app today, search for stops along your route, then select “More” to identify the amenities that are important to you.
To learn more about and join Women In Motion (WIM), visit our website.