The Women in Bus and Coach “Spotlight On” initiative shines a light on the incredible contributions of women in all roles across the bus, coach, and community transport sector. From professional drivers and engineers to human resources experts and CEO’s, ‘Spotlight On’ will highlight the diverse talents and achievements of women in this dynamic industry.
Today we focus on and find out about:
Denise Carmichael
Chief Executive Officer
Borders Wheels
How did you get to where you are today?
From a 25 year career in IT training, I then had 15 Years in Active Travel with Scottish Borders Council. I saw the vacancy at Borders Wheels and was delighted to be appointed in March 2024. I have a strategic operational background which fitted well with what Borders Wheels needed me to do. Effect change, lead through a merger, and say yes as often as possible to our clients!
Did you experience any challenges getting to where you are today?
Not really, I always have a passion for Community projects, and I think that shines through my vision and direction on what we deliver.
What do you like about the sector?
We live in a rural locality, with many challenges around transport. Public Transport is not the greatest and although we embraced the railway coming from Edinburgh, again it can be difficult to access. I am extremely impressed by the sector and have had some great help from the Community Transport Association in empowering my learning of best practice and being part of a strong network. I genuinely believe we give a lifeline service in the Scottish Borders for our clients to access a multitude of appointments and events. I think Community Transport fulfils a vital service.
What does a typical day look like?
Strategically, lots of partners and networking discussions and driving the business out of deficit. Always searching and applying for funding. Leading the staff through change.
Operationally, helping staff get people where they need to be and constantly planning for growth and evolving our service. Fleet purchasing (mainly through grants) and running two retail charity shops.
What advice would you give to women thinking about a career in the bus, coach or community transport sector?
The sector is very open and transparent, and my experience has been that people are delighted to share leaning, wisdom and ideas. It is good to come across lots of people who want to help and learn from you as well. It would be great to encourage more women to drive for us, we are getting there but slowly.
What has been your bus, coach or community transport sector career highlight?
I was delighted to speak at the CTA Conference 2025 – The voice of the Passenger. Closer to home, bringing in funding of circa £170k in my first year to allow me to effect change and refresh the fleet.
What three things could the bus, coach or community transport sector do to improve the industry for Women?
- Focus on recruiting women to drive in the sector
- Have very open recruitment for all
- Ensure we all come together and communicate as much as we can to share great ideas
Where do you see yourself in 5 years’ time?
Still leading Borders Wheels. Making sure it has a sound, vibrant and effective future to serve our Borders Community
Anything else you would like to share?
Let’s keep sharing information and ideas to help our valuable sector.
Thank you for sharing Denise, your story truly makes a difference.
To find out more about who Denise works for, and career opportunities visit: https://borderswheels.org.uk/recruitment/
