Leadership is perhaps most evident in those fields or industries where change is due. Within the world of traffic management with its strictly regulated and fast-paced environment and amidst an industry traditionally defined by typical leadership patterns, Rebecca Woods has emerged as an individual leader whose purpose, consistency, and values-driven leadership have redefined the concept of leadership itself. As the founder of the Wallowa Traffic Group, an organization not only owned by women but also Indigenous in culture, Rebecca has achieved an incredible degree of success while also redefining leadership beyond culture and community.
This gives a glimpse into what drives and guides Rebecca’s vision with Wallawa Traffic Group, a business that has continued to thrive even with the challenges that have come its way. Further, through a look into how she encourages women leaders to work together and integrate her family values, we are able to see how business and social impact can also serve as motivators for leaders. Her life story is an expression of her passion to enable individuals to set high goals and validate that the strength of leadership stems from integrity rather than stereotypes. Learning from her experiences exposes us to the potential impact that inclusive leadership can have on an organization, an industry, and a community.
Interview Highlights:
Q. Miss Rebecca, share the story behind the formation of Wallawa Traffic Group, particularly your vision for the company given that traffic management has been primarily a male-dominated field. As a female-owned and Indigenous-run company, what does being a leader mean to you, and how has your leadership influenced the growth and development of Wallawa Traffic Group?
Wallawa Traffic Group was formed with a very clear vision, to build a traffic management business that put people, culture, and safety at the center of everything we do. Being a female-owned and Indigenous-run company in a male-dominated industry wasn’t something I saw as a barrier, but it did shape how intentional I needed to be as a leader. For me, leadership means creating opportunities, setting standards, and showing up consistently for both our team and our community. That approach has influenced Wallawa’s growth by building trust with clients, workers, and partners, and by proving that strong leadership comes from values, not stereotypes.
Q. What are your goals for your company, including the continued growth of Wallawa Traffic Group and the positive impact you will continue to make in the community?
Our goals are twofold: sustainable growth and meaningful impact. We want to continue expanding our capability and footprint while staying true to who we are. That means creating secure jobs, supporting local projects, and continuing to invest back into the community. Growth for Wallawa isn’t just measured in numbers, it’s measured in the people we support, the opportunities we create, and the relationships we build along the way.
Q. Traffic management is an industry with many demands and it can be extremely stressful at times; wouldn’t you agree that it took a lot of resilience to overcome the early challenges you encountered when you established your business?
Absolutely. Resilience was essential in the early days, and it still is. Building a business in a highly regulated, high-risk industry comes with constant pressure, long hours, and tough decisions. There were challenges around credibility, resources, and learning on the run, but resilience came from backing ourselves, leaning on our values, and remembering why we started in the first place.
Q. With three women at the helm of Wallawa Traffic Group and working together in a male-dominated industry, how do your different coaching and leadership styles contribute to your success?
Our strength comes from our differences. Each of us brings a unique leadership style, whether that’s operational focus, people development, or strategic thinking — and together that creates balance. We coach, challenge, and support one another, which means decisions are well considered and the business benefits from multiple perspectives. That collaboration is a huge part of our success.
Q. Family is the foundation of Wallawa’s culture. How do you weave your family values into your daily operations while also managing large-scale projects within a very structured safety environment?
Family values don’t conflict with structure, they strengthen it. We prioritize respect, accountability, and looking out for one another, which naturally supports a strong safety culture. While our projects are highly regulated and process-driven, the way we treat people within those systems is what sets us apart. When workers feel valued and supported, they perform better and safer.
Q. Wallawa Traffic Group has a lot of visible community involvement through initiatives such as fundraising for local non-profits and supporting local charitable events. Why is giving back a primary focus of your business?
Giving back is part of our purpose. Wallawa was created to support community, not just operate within it. We believe that if we’re fortunate enough to grow as a business, we have a responsibility to share that success. Supporting local causes, events, and organizations strengthens the communities we live and work in and that matters to us deeply.
Q. What steps does an Indigenous-owned business like Wallawa take to create opportunities, encourage participation, and inspire others in your community?
We lead by example. That means creating pathways into employment, supporting training and development, and showing that there is space for Indigenous businesses to thrive in highly regulated industries. Visibility matters, and if our journey encourages even one person to back themselves, then we’re doing something right.
Q. It is essential to have safe working practices and to comply with these practices in this highly regulated industry. How do we identify and measure if teams are successfully working at the standards required?
Clear expectations, consistent training, and regular auditing are key. We measure success through compliance checks, incident reporting, feedback from supervisors, and ongoing performance reviews. Safety isn’t a one-time requirement, it’s an ongoing commitment that needs to be reinforced every day.
Q. How do we support employees in feeling supported and valued while performing at a level that meets the requirements of compliance and working at the required standard?
Support starts with communication. We ensure our teams understand not just what is required, but why it matters. We provide training, listen to feedback, recognize effort, and step in early when support is needed. When people feel seen and supported, they take pride in meeting and exceeding standards.
Q. How has success and leadership in a male-dominated industry impacted your career path, and how do you want to send a message to other women who want to take similar career paths?
It’s reinforced my belief that leadership has nothing to do with gender, it’s about capability, integrity, and commitment. To other women considering similar paths, my message is simple: back yourself. You don’t need to fit a mould to succeed. There is space for strong, capable women to lead, and industries are better for it.
Rebecca Woods | Owner of Wallawa Traffic Group
Rebecca Woods’ experience with Wallawa Traffic Group is an excellent example of leadership that is guided by values, resilience, and responsibility. What is noteworthy is that her leadership practices prove that success in an organization or business is not just about conforming to policies or conducting business with excellence; rather, it is about taking care of people in society. It is about purposeful leadership in a male-dominated field.
In this interview, it is clear that the growth of Wallawa cannot be separated from its foundational culture, family, trust, accountability, and giving back. Rebecca’s message is clear and inspiring. Leadership is not just about conforming to the existing norms; it is about having the courage to lead. In doing so, she continues to pave the way for future leaders, especially women and indigenous entrepreneurs.
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Business Outstanders is a business magazine featuring interviews, growth strategi
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