In Canada, women make up fewer than five percent of truck drivers, according to a report by the Women’s Trucking Federation of Canada. Towing, in particular, remains a male-dominated profession, and many women do not consider it a viable path — until someone else opens that door. “Nobody says ‘Why not try towing?’ unless you already have a family tie,” Falcao says. “Pink Theory helps create that initial appeal for people who never would have considered it otherwise.” Since launching Pink Theory on social media, Falcao has connected with female tow operators from across North America. Some have driven to meet up in person. Others have reached out with stories, questions or encouragement. “I’ve met women from Thunder Bay, from the U.S., from across the Prairies. When you’re one of the only women doing this in your area, that sense of connection really matters.” Back at Classic Towing, Falcao has put her own spin on mentorship by offering “pink perks.” Female drivers receive pink gloves and straps, and if they stay on and perform well, they are offered a pink, branded truck — plus the support from the other women on staff. “Having that point of contact makes a huge difference,” she says. “You feel like someone’s got your back. That really helps in this industry.” For many customers, the experience of being helped by a woman is new, and often very welcome. “I’ve had women tell me they were relieved to see me pull up, especially late at night or in isolated spots,” she says. “There’s an instant layer of trust and comfort.” Pink Theory is not just about visibility; it’s about changing perceptions, one interaction at a time. For women in Manitoba and beyond, it’s sparking interest in a career they might not have considered. “Give it a try,” Falcao says. “You have nothing to lose, and you might discover something you love.” CAA