Tell us about your business.
Alura Coaches is one of Australia’s longest-standing family-owned transport companies, proudly approaching 100 years of service in 2026. Established in 1926 by Sydney Crowther, the business has grown and evolved through multiple generations of Crowthers, continuing to offer safe, reliable, and high-quality group transport across Australia. With the fourth generation joining the business in 2025, we’re driving forward with a deep respect for our legacy and a clear focus on sustainable growth and modernisation. As a family-led business, we maintain a strong family focus, not just within our own family, but in supporting the families of our team as well. That sense of care and stability flows through everything we do and is something our customers truly value. What sets us apart is our unwavering commitment to service and the long-term relationships we’ve fostered with our communities.
What has been your greatest success?
Our business turns 100 in 2026 and that in itself is one of our greatest achievements. For our business to be reaching its centennial, generations of my family have had to drive the business (pun intended) through moments in history like the Great Depression, World War 2, global financial crisis’, natural disasters and global pandemics. From dirt roads and WW2 petrol rationing to GPS-tracked, air-conditioned coaches, our business has watched Australia become the country it is today. Four generations of our family, and the incredible staff that we’ve had work with us, have remained adaptable, resilient and committed to safely delivering our customers there, and back again.
What do you value about FBA?
Dad (Paul) joined FBA over 10 years ago, driven by a desire to connect with other business owners who understood the unique challenges and dynamics of running a family business. He still remembers walking into his first FBA conference in Melbourne and thinking, “All these people are just like me.” That, and the conversations that come from it, is a clear value differentiator for FBA.
I (Caitlin) joined the Emerging Leaders Forum Group because I realised I didn’t really know anyone else in a similar position to me, not only in a similar age range to me but also stepping into a leadership role within a family business, navigating succession, and learning the ropes while also managing the unique dynamics that come with working alongside family. Succession is such a specific experience, and having a space where that’s understood has been incredibly valuable. The learning has been huge, the speakers they bring in are not only brilliant but genuinely relevant to the conversations we’re having and the challenges we’re facing. But just as important are the relationships being built within the group. There’s a real sense of shared experience, and I’ve found a network of peers who understand both the professional and personal sides of this journey.
What advice would you give to other family businesses?
Take succession seriously and invest in getting it right. We’ve seen firsthand how difficult it can be when succession isn’t planned or supported properly, and the legacy of that can linger for years both in the business and family. This time around, learning from his experience entering the business, Dad set us up to approach it differently. We’ve invested in external support, taken the time to have the hard conversations, and focused on setting the next generation up for success. It’s not always easy, but doing it well is one of the most important things you can do for the future of both your business and your family relationships.
Learn more about Alura Coaches
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