In Canada, women make up less than five percent of transport truck drivers, according to a report by the Women’s Trucking Federation of Canada. An even smaller percentage of women work in towing. Falcao believes that visibility is the first step to increasing representation.

“You can’t imagine yourself in a role if you never see someone like you doing it,” she says. “Pink Theory is about changing that.”

Falcao has gone even further, offering “pink perks” to female drivers at Classic Towing. New hires receive pink gloves and straps, and if they stay on and meet performance goals, they’re offered a fully pink, branded truck.

Access to a female point of contact is part of the draw for women tow operators, something Falcao says makes a big difference for retention. The impact reaches far beyond Ontario. Pink Theory has helped build a growing community of female tow operators across Canada and into the United States. Falcao has shared stories and dinners with drivers from Thunder Bay to New York state.

“It’s amazing to build that kind of community,” she says. “Pink Theory is about representation, but it’s also about reminding people, especially girls, that they can do this too.”

There’s also a practical side to all of this: like many other sectors, the towing industry is facing a shortage of qualified drivers. Falcao believes part of the answer lies in showing more women that this job is not only possible but also rewarding.

“If companies can create the right environment and actually support women once they are in the door, it helps everyone,” she says.

For someone finishing school or thinking about a career change, towing might not be the first thing that comes to mind. But it is a job that offers flexibility, purpose and real community. Pink Theory is helping more women realize that this kind of work is within reach. With people like Falcao leading the way, that message is coming in loud and clear. CAA