Brian Dickson, contributor to Bus & Motorcoach News and founder of Bus Business Consultants, has debuted a new video series, 40 Over 40 Legends, which honors ground transportation professionals who have devoted four decades or more to the industry.
While 40-under-40 lists spotlight rising leaders, this series recognizes the veterans whose dedication, resilience, and leadership built the foundation for the future.
The latest episode features Mike Waters, whose six-decade career spans roles as driver, mechanic, owner-operator, and leader of Coach America’s San Francisco operation. Waters shares lessons on people-first leadership, safety, and culture – plus a team-centered view of the industry’s impact.
Dickson shared his conversation with Waters in a recent post on Ground Transportation Insights, his reader-suppported Substack publication.
“I had the privilege of sitting down with Mike Waters, whose career in our industry spans nearly 60 years,” Dickson said. “Mike began in 1967, cleaning buses for his uncle’s company in San Francisco. From there, he worked his way through nearly every role imaginable — driver, mechanic, owner-operator — before leading Coach America’s San Francisco operation, part of what was then the nation’s largest private charter and tour network.”
Dickson adds that Waters is continuing his career with Coach USA, still contributing his leadership and perspective.
Reflections of an industry veteran
In their conversation, Waters discussed the biggest changes he’s seen in the industry, including equipment and operations; the importance of knowing employees as individuals and supporting them in critical moments; his belief that “the customer isn’t always right, but they are always your customer”; and what has kept him motivated across nearly six decades.
Waters shared this advice for the next generation of industry leaders: “Care for employees, serve customers well, and never compromise on safety.”
They closed their conversation by reflecting on the scale of the industry.
Referencing an American Bus Association statistic that motorcoach operators move more than 400 million people every year — more than the population of the United States – Dickson says Waters added his perspective, “reminding us that behind that staggering number are real responsibilities.”
“We move a lot of people,” Waters told Dickson. “And we do it safely. That takes commitment from everyone — the driver, the mechanic, the shop, the leadership team. It’s not just about buses; it’s about lives. And when you step back and realize the scale of what we do, you can’t help but feel proud to be part of it.”
Dickson is looking for recommendations for more industry veterans who would be a good fit for a future 40 Over 40 Legends. Email him at brian@busbusinessconsultants.com.
