Author’s note: This article builds on themes explored in my Spring and Fall 2025 writing.

Going into 2026, it feels like there’s a lot of uncertainty.

Some point to new tax laws, international investment, and strong market performance as signs that the U.S. economy could accelerate. Others point to continued cost pressure, employment uncertainty, and ling…

Read more

Behind every passenger, there’s a reason that matters.
We move people toward the moments that matter to them.

When someone boards one of your vehicles, they’re not just going somewhere. They’re heading toward something meaningful. As ground transportation operators, we don’t just move people—we support life’s experiences.

The question is: do we recognize t…

Read more

To explore the conversation from another perspective, I spoke with Harald Kruse about how intermediaries like BusBank view their role — and how operators might approach these partnerships more strategically.

This discussion was also featured in the October/November issue of BUSRide Magazine as a text article, continuing a meaningful dialogue within the industry.

In our conversation, Harald shared his perspective on:

• Why he believes BusBank should be viewed as a distribution channel, not a competitor, helping complement operators’ local business with national reach.

• The importance of clear communication and process discipline to ensure operators are paid quickly and fairly.

• Why, as he put it, “the customer doesn’t speak bus” — and how his team works to translate customer expectations into actionable trips for operators.

• The shared responsibility among brokers, operators, and drivers is to ensure safety and service quality.

• And his view on how intermediaries — whether brokers, marketplaces, or DMCs — will continue to play a role in the industry’s future.

This was a thoughtful and constructive exchange — not to settle the debate, but to provide context for how different parts of the industry view the same set of challenges.

🎥 Watch the whole conversation above, and share your thoughts in the comments:
How do you see the role of intermediaries evolving — and what makes for a fair and balanced partnership between brokers and operators?

Drivers and vehicles — those are the two essential ingredients in our business. We take drivers and vehicles, and together, we move people.

Much of my focus in Ground Transportation Insights has been on the people side of the business. That’s intentional — people are the more complex part of the equa…

Read more

In a recent strategic planning webinar I facilitated with Busie, I shared an example from my time as VP & GM of American Coach Lines of Orlando — Coach America’s Central Florida operation. During that time, we experienced a dramatic shift — not just in top-line revenue, but in the way …

Read more

Almost two weeks ago, I co-facilitated a webinar with Louis Bookoff, Co-Founder & CEO of Busie, on one of my favorite topics: strategic planning. The session, presented by Busie in August 2025, provided operators and business leaders with a framework for moving beyond day-to-day firefighting and into leading with clarity, focus, and a long-term vision.

H…

Read more

Introduction

Earlier this summer, during a conversation with a respected voice in our industry, I learned something telling: while demand for ground transportation — especially in the bus sector — has largely returned to pre-COVID levels, capacity remains limited due to the consolidation that took place during the pandemic.

That puts many operators in a phase of strong performance, healthy margins, and steady growth. It’s a great place to be… and also the riskiest place to get complacent.

As former UMA President & CEO Vic Parra cautioned in a recent conversation, “demand is still outpacing supply (thanks to COVID!). But you and I know that at some point — in probably the not-too-distant future — that will change, and the equation will shift back to the pre-COVID days. Sales will slow, pricing will move back to the lowest-cost provider, and margins will drop.”

No one can say exactly when that change will come. This year alone, trade policy shifts under President Trump injected uncertainty into an already skittish market, creating a rough spring for stocks before they recovered. Yet trade deals remain unsettled, interest rates are stubbornly high, the job market is cooling, and many small businesses — the category to which most of us belong — are holding off on new investments.

History also reminds us that market turbulence often arrives quickly. Some of the darkest economic days in U.S. history — Black Tuesday in 1929, Black Monday in 1987, the dotcom low in 2002, and the start of the 2008 financial crisis — all came in the fall. But not every downturn waits for autumn. COVID disrupted the market in the spring of 2020 with little warning.

Economic cycles have always followed this truth, famously summarized by economist Herbert Stein:

“If something cannot go on forever, it will stop.”

Or, as Sam Walton reminded us:

“You can't just keep doing what works one time, because everything around you is always changing. To succeed, you have to stay out in front of that change.”

Strong demand and healthy margins may feel lasting, but history tells us they’re temporary by nature. That’s why the operators who take action now will be best positioned when the inevitable shift occurs.

Think of our industry in seasons: COVID was a harsh winter. Recovery brought the warmth of spring. Today, many are enjoying the abundance of summer. But just as the calendar turns, so does the business cycle. Autumn — and eventually winter — will return.

The smartest operators will use this “summer” to prepare now, so when the season changes, they’re ready.

Ten Steps to Future-Proof Your Bus Business Before the Cycle Turns

Good times create the illusion that the cycle has been broken — but history tells us otherwise. The question isn’t if conditions will change, but when. That’s why it’s critical to use today’s strength as a launch pad, not a resting place. The following ten steps are practical ways to prepare your business now, so you’re not caught off guard when the market inevitably shifts.

As Jim Collins wrote in Built to Last:

“The signature of a truly great company is not the absence of difficulty, but the ability to come back from difficult times even stronger than before.”

That mindset is exactly what this list is about — using today’s strong market as the launch pad for long-term resilience.

1. Strengthen and Stick to Your Budget — Even When the Numbers Look Great
When cash flow is strong, it’s tempting to let budgets slide. Resist the urge. A budget isn’t just for when times are tight — it’s your year-round financial game plan. Maintain approval thresholds for major expenditures to prevent recurring costs that may be difficult to reverse in the future. Treat every expense like you’ll have to justify it during leaner months.

Read more

In 2023, I completed my master’s degree in Hospitality and Tourism Management at the University of Central Florida’s Rosen College of Hospitality Management. One of the most meaningful courses in the program was Strategic Management. While…

Read more

Last night, I played pickleball for the first time—and let’s say I found myself in a bit of a pickle.

About ten minutes into the game, I felt what I thought was a ball hit the back of my left calf. The sharp pain got my attention. I scanned the court, spotted a ball by the fence, and asked my partner if one had come flying over from another match.

“Nope,”…

Read more

As I write this article in early April, the Dow has experienced another turbulent Monday following last week's losses. This downturn has led to a decline of nearly 10% since the beginning of 2025, with other indices reflecting similar trends. Several factors may contribute to this recent sell-off. Still, a key catalyst is the change in trade policies an…

Read more

The outlook for our economy varies greatly depending on who you listen to. Some believe we are on the brink of significant growth, while others fear we may face a correction or something worse. Although I'm not an economist, analyzing the markets without feeling that a change is imminent is hard. Over the past five years, the Dow has increased by more t…

Read more

Wow. That Was Decisive.

Last night, the underdog Philadelphia Eagles didn’t just beat the Kansas City Chiefs—they dismantled them on the biggest stage, in front of a global audience. It was the most lopsided championship win in years. While the final 18-point margin tells one story, anyone watching knows it was never really close. The Chiefs’ late-game p…

Read more