Alright – so today we’ve got the honor of introducing you to Nicole Ward. We think you’ll enjoy our conversation, we’ve shared it below.

Nicole, looking forward to hearing all of your stories today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

“The Real Story of Scaling AAWTA & My Entrepreneurial Journey”

You know, people love to talk about the glow-up — the ribbon cuttings, the headlines, the partnerships. But what they don’t often see is the grit that happened in the shadows.

When we founded the African American Women Trucking Association, it wasn’t some grand launch with investors and media coverage. It started with a real need — to create a space for African American women in trucking to be seen, supported, and successful. But building that? That was the hard part.

We scaled not with money, but with mission clarity and relentless consistency. That middle phase — where you’re too far in to turn around, but not yet stable enough to breathe easy — that’s where the real building happened.

Here’s what scaling up looked like for me:

I wore every hat — marketing, operations, HR, grant writing, you name it. I had to be resourceful, creative, and sometimes just plain stubborn.

We leveraged partnerships before we had capital. I looked for collaborators who believed in our mission and could bring something to the table — whether that was in-kind donations, access to their network, or mentorship.

I listened to our community. Every program, service, or training we launched was based on real feedback from our members. That allowed us to stay relevant and impactful, even while bootstrapping.

There were failures — launches that flopped, funding that didn’t come through, burnout that knocked me off track. But I learned how to pivot quickly and never let pride get in the way of progress.

I also learned the power of systems. As we grew, I had to start building a business infrastructure — not just doing the work, but documenting it, automating where I could, and training others to take ownership. That’s what allowed me to shift from hustling in the business to leading the organization.

One of the most meaningful turning points was launching The Power Hub — our workforce and wellness center in Decatur. That didn’t happen overnight. It took years of networking, advocacy, pitching the vision, and showing our value in rooms we weren’t always invited into.

The truth is: scaling a business isn’t glamorous. It’s not one big break — it’s a thousand tiny decisions, sacrifices, and late nights. It’s knowing when to rest and when to push. And it’s trusting that the impact you’re making today is the foundation for the legacy you’re building tomorrow.

If someone’s looking for the magic formula, it’s this: Vision + Grit + People + Process = Growth.

That’s how I scaled AAWTA. That’s how I built a brand that’s still growing, still learning, and still committed to driving change.

Nicole, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I Don’t Just Talk About Change — I Build It.

As President and Co-Founder of the African American Women Trucking Association (AAWTA) — the first nonprofit created specifically to uplift, support, and represent African American women in trucking and logistics. I started this work because I saw the gaps — the lack of access, the barriers, the silence — and I knew we had to do more than just make space. We had to build our own table.

What began as a vision has grown into a movement. Through AAWTA, we’ve launched The Power Hub “Where Shift Happens” — a full-service workforce and wellness center 3300 Memorial Dr D4 Decatur, GA 30032 — where we train new drivers, support entrepreneurs, and help people with barriers to employment get real opportunities. We offer CDL training, dispatch and freight broker programs, business coaching, wellness services, and career access that changes lives.

I’m most proud that this work is rooted in community. We’re not here for recognition — we’re here to make a real impact. We’re helping women step into leadership, create legacy businesses, and take control of their futures.

This is more than trucking. It’s transformation.

How do you keep your team’s morale high?

Leading a team — especially in a mission-driven organization like AAWTA — takes more than titles and to-do lists. It requires vision, consistency, and emotional intelligence. My advice for managing a team and keeping morale high starts with something simple but often overlooked: people need to feel seen, heard, and valued.

At AAWTA, we lead with purpose. Our mission to empower African American women in trucking fuels everything we do — from our workforce programs to our community events. But mission alone doesn’t manage a team. As a leader, I take full responsibility for the energy I bring into every room and the culture I help shape. I believe in leading by example, being transparent about challenges, and always giving credit where it’s due.

One of the most powerful tools in maintaining morale is communication. Check-ins, active listening, and celebrating wins — even small ones — go a long way. I also believe in building collaborative leadership. I don’t want people to just follow directions — I want them to feel ownership in what we’re building.

When I hosted and spoke at the Women in Trucking Leadership Panel at MATS (MId-America Trucking Show) August 29,2025, it was a reminder of how critical it is to have strong, inclusive leadership across every level of our industry. The panel featured bold voices, honest conversations, and a clear message: we lead differently — and that difference is our strength.

At the end of the day, morale stays high when your team believes in the why, feels supported in the how, and knows they are an essential part of the what’s next. My leadership style is rooted in respect, empowerment, and results — and that’s the energy I bring to every room, every project, and every person I lead.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

What built my reputation in the market wasn’t a flashy launch or a big-name sponsor — it was consistency, clarity, and community. I showed up before the recognition came. I built relationships before asking for anything. And I stayed focused on delivering real value — especially for people and communities that are often overlooked in this industry.

Leading the African American Women Trucking Association (AAWTA) gave me a platform, but it was the work behind the scenes — the late nights, the follow-ups, the problem-solving — that truly built trust in the marketplace. I didn’t just say we were going to build something impactful — I proved it, one partnership, one program, one person at a time.

I think what really set me apart was being mission-first but business-minded. I understand branding, structure, operations, and strategy — but I lead with heart. I’m not afraid to talk about equity, to challenge outdated systems, or to speak up for people who don’t always have a seat at the table.

Hosting events like the Women in Trucking Leadership Panel at MATS also helped elevate that reputation — not just because I was on stage, but because I used that platform to uplift others, represent our community with excellence, and demonstrate that AAWTA isn’t just a nonprofit — it’s a movement.

In short, what built my reputation was doing the work when no one was watching, staying aligned with my purpose, and refusing to compromise on impact.

Contact Info:

• Website: https://www.aawta.org
• Instagram: www.instrgra.com/aawta_org
• Facebook: https://www.facebook.com/AfricanAmericanWomenInTrucking
• Linkedin: https://www.linkedin.com/company/african-american-women-trucking-association/?viewAsMember=true
• Twitter: https://x.com/AAWTA_Org
• Youtube: https://www.youtube.com/channel/UCMjGaJ07C5qsujyvncJwL-w

Image Credits

Mid American Trucking Show 2025
Women in Trucking
NextGen Trucking
Truckstop
Rig on Wheels
Scale in Logistics