Pam Cooley, movmi’s Shared Mobility Operations Practice Lead and Executive Director of the Global Carsharing Association (CSA), is a distinguished advocate for car sharing and a champion for women in the shared mobility industry. Her journey from founding one of Canada’s pioneering car-sharing services in Halifax to leading global initiatives underscores her commitment to sustainable transportation and gender equity.
Pam’s career is built on a foundation of collaboration, advocacy, and innovation. Whether you’re learning about her for the first time or already inspired by her work, this feature interview delves into her entrepreneurial journey, impactful projects, and vision for the future of car sharing and sustainable urban living.
Pam Cooley - Carsharing Trailblazer and Inclusivity Advocate
Building CarShare Atlantic: From Idea to Impact
In 2008, Pam returned to Halifax after 25 years in Vancouver, where she had been an active car-sharing member. Shocked by the absence of a similar service in Halifax, she decided to take action.
“When I moved back, I thought, ‘This is supposed to be a major city. How is there no car sharing here?’ So, I decided to start one,” Pam recalls.
With no prior experience running a car-sharing organization, she relied on her skills as a professional facilitator to bring people together and navigate uncharted territory. She developed a business plan, secured low-interest loans, and launched CarShare Atlantic with an initial fleet of nine vehicles.
Overcoming Challenges with Grit and Creativity
Pam faced significant challenges introducing car sharing to Halifax, from educating the public to overcoming operational hurdles.
“I always say Halifax was so far behind, we were ahead,” Pam quips. “People didn’t even know what car sharing was. I had to pound the pavement, talk to people, and explain the basics—‘It’s a normal car, but you share it!’”
One of her most innovative strategies was showcasing cars at local markets, inviting passersby to explore the service. “I even handed out key fobs and let them get into the cars. That was the level of education we needed.”
Parking, another critical issue, required outside-the-box thinking. Pam worked tirelessly to secure private parking spots and engaged a key city official who championed her vision.
“I’ll never forget walking into his boardroom and saying, ‘Here’s what I’m doing.’ Fifteen minutes later, he asked, ‘What do you need?’ That kind of support was crucial.”
Continuing the Mission: Advancing Shared Mobility
CarShare Atlantic grew rapidly under Pam’s leadership, expanding to 90 vehicles within 10 years. However, Pam recognized the need for a larger partner to scale operations further. She partnered with Communauto, which later acquired CarShare Atlantic and expanded its fleet to over 250 vehicles.
“I’m a starter. I can grow something to a point, but then I need to pass it on to someone who can take it further,” Pam reflects. “Communauto had the resources, experience, and vision to achieve what I couldn’t.”
Today, as movmi’s Shared Mobility Operations Practice Lead and Executive Director of the Global Carsharing Association, Pam continues to drive global conversations about sustainable transportation. Her focus remains on fostering city-partnered car-sharing environments.
“Car sharing is the lowest-hanging fruit for cities aiming to reduce personal vehicle use,” she says. “If you’re a city leader, partner with car-sharing organizations—they’re your gem waiting to be polished.”
Pam also emphasizes the importance of collaboration. “It’s not just about the technology or the business model. It’s about relationships—partnering with cities, working with transit, and making it all work together.”
Pam’s work has left an indelible mark on Halifax and the shared mobility industry at large. From growing CarShare Atlantic to over 250 vehicles to advocating for women’s leadership in transportation, her influence is far-reaching.
“I’m proud of what we accomplished,” Pam says. “We’ve taken thousands of cars off the road, reduced congestion, and shown that sustainable transportation isn’t just possible—it’s essential.”
Pam’s vision for the future is equally inspiring. “Shared mobility isn’t just about cars. It’s about creating a better, more connected world. And I’m excited to keep pushing that vision forward.”
Advocating for Inclusivity in Shared Mobility
Pam’s contributions extend beyond operations; she is a passionate advocate for gender equity in transportation and a vocal supporter of collaborative solutions within the shared mobility ecosystem. As the Executive Director of the Global Carsharing Association (CSA), Pam works tirelessly to champion car sharing as a vital component of sustainable transportation networks.
“I’m kind of like the car share ambassador,” Pam explains. “I love to go around and talk about car sharing in relation to different stakeholders and what they need to consider when they’re involved in car sharing.”
Pam’s advocacy also extends to empowering women in the industry. As a multi-year judge for movmi’s Empower Women in Shared Mobility (EmpowerWISM) award, she actively champions women-led initiatives that address the underrepresentation of women in transportation leadership.
The EmpowerWISM award celebrates female-founded and led companies in shared mobility, highlighting their innovation and impact. Pam’s dual role as an advocate for car sharing and a champion for gender equity underscores her commitment to fostering inclusivity and collaboration within the shared mobility ecosystem.
