CHARLOTTE, N.C. — A large “I love trucks” sign greeted attendees at the American Trucking Associations’ (ATA) Management Conference and Exhibition (MCE) earlier this week, providing a popular backdrop for photos. But for incoming ATA President and CEO Mark Colson, the display offered an opportunity to share a message that goes straight to the heart of his passion for the trucking industry.
Though he doesn’t officially start his new job until Dec. 1, Colson made great use of his time at MCE 2026.
Announced as ATA’s next chief executive just two days prior to the start of MCE 2026, Colson knew trucking’s high-beam spotlights would be shining brightly on him from the moment he arrived in Charlotte.
Looking back over his career, Colson is no stranger to high-profile assignments that require the ability to lead.
A former quarterback who played on the first Huntingdon College football team in the early 2000s and who became a member of that NCAA Division III school’s sports hall of fame, Colson has consistently shown the ability to meet the moment whether it’s in the field or in the boardroom.
While Colson is already well known within the ATA Federation — having served as the president and CEO of the Alabama Trucking Association since 2019 — MCE 2026 provided the opportunity for him to display many of the down-to-earth leadership qualities that have defined his career.
Rising to the moment
One of the best examples of what Colson is bringing to ATA was seen during Monday’s General Session at MCE 2026. Waiting in the wings to be introduced and take the stage as ATA’s incoming president and CEO, Colson’s talent for stepping up and delivering at the right time was on full display.
Moments after outgoing ATA Chairman Greg Hodgen and incoming ATA Chairman Derek Leathers finished their fireside chat on the state of the trucking industry and the road ahead, Colson was called to the stage.
Standing at the podium in front of a large audience that included his wife, his daughter and many other familiar faces from all his years of service within the trucking industry, Colson paused as he took a moment to look at the gathering of trucking professionals.
He took a deep breath.
Those last quiet moments before he spoke were not Colson using his training as a quarterback to survey the field before calling and executing a play.
Instead, as he would share during his first ATA press conference on Tuesday, Colson took those first silent seconds at the podium to consider the responsibilities of his new position and how he valued the opportunity to serve the ATA’s membership and the trucking industry at large.
“I took a breath and tried to remember that moment, not out of my own personal ego or anything like that – more out of the moment that we’re in,” shared Colson. “This is a monumental time for our industry. They’ve been through such a hard time, and I know companies in my state that are no longer here.
“I know people who work for those companies that are no longer employed with those companies – people who had jobs who have found other jobs. So that’s weighing on me always,” he added. “It’s just a huge level of responsibility and I don’t take it on my shoulders alone, but that was it. I just felt in the moment that kind of scary, kind of exciting feeling all at the same time.”
An appreciation for the trucking industry from the ground up
Much of what Colson shared with members of the media on Tuesday echoed the initial thoughts he offered to the General Session audience on Monday. In his brief speech, Colson noted that he gained a connection to the trucking industry very early in life by watching his father run the tire shop that had been started in Alabama by his grandfather.
“In the tire shop, I learned about the values of this industry — faith, family, teamwork and grit,” said Colson. “Trucking is a gritty industry, and I love that. I know that this industry’s facing and climbing out of one of the toughest economic times in history.
“I think we have to have great empathy for the companies and leaders, what they’ve been through this time,” he added.
Colson told the General Session that one of his mentors, Bill Canary, had worked with ATA for over a decade and had served as interim president and CEO following Walter McCormick’s departure and prior to Gov. Bill Graves’ tenure as lead executive of ATA.
Colson mentioned to the trucking press that he also had the opportunity to work with Tom Donohue, who was ATA President and CEO from 1984-97 before leading the U.S. Chamber of Commerce until 2021 as its president and CEO.
“I do think the leadership and legacy matter with the association, knowing its history. These companies that you all run, you have histories. That’s important,” Colson told ATA members from the podium on Monday. “I think we need to listen, and that’s something I’m challenging myself in talking with Derek and Greg.
“We need to listen to our members, and we need to meet you where you are,” he added. “We need to build trust. We need to grow our membership, but we have to return maximum value. I’m confident we can do that.”
Some perspective on the search process
Leathers said the search committee was seeking a leader who is rooted in the industry and who understands challenges this industry faces, noting that ATA sought candidates who could bring passion to the position.
“With passion comes energy, and energy leads to leadership, and people willing to follow,” explained Leathers. “We had a great slate of candidates, and they all performed admirably throughout the entire process.
“There was an intentionality in trying to find the right person,” he added before noting the impression Colson made at MCE 2026. “I think you’ve seen some of that on display already. Somebody who is a great communicator and who has a command of the information. Somebody who can take ATA where it needs to go as we look forward.”
Leathers used a three-legged stool analogy when looking at the main work of the ATA.
“Advocacy is the core of ATA, and it matters — and they do it better than anybody else,” he said. “We also have to keep an eye on the financials of ATA and make sure of the financial stewardship – somebody who can steer the ship, keeping that financial strength and building upon the foundation that’s already there.
“Then, somebody who inspires members, inspires the teammates and the people at ATA,” Leathers continued. “I think Mark can do all of the above. We were fortunate to find somebody like Mark for this role. I think he’s the right person at the right time and I’m super excited about what it looks like from here going forward.”
Charting the road ahead for ATA
During Tuesday’s press conference, Colson praised the ATA staff and noted that he will be doing a great deal of listening as he prepares to start his new position and take his first steps as ATA’s president and CEO.
Calling upon his experience in leading the Alabama Trucking Association, Colson noted a common theme that he will be bringing to the national stage is the focus on the mission of the organization.
“We’re a membership group that puts diverse people together for a common mission,” said Colson. “The number one thing that makes us successful or not successful is the engagement and quality of the leaders that are involved.
“It’s the values they bring to the table and their level of commitment to that common mission. ATA has a wonderful history of that. It’s one of the reasons I was attracted to it,” he added. “Policy issues come and go. You get wins and losses. Sometimes you deserve them, sometimes you don’t. All those things happen.
“But the foundational thing in an organization is being aligned behind that mission and having quality members involved because we’re here to serve them. I’m a servant to them and I’m proud I’ve done that in my career,” he said.
Care and concern for the men and women behind the wheel
For the closing moments of his initial remarks to the General Session on Monday, Colson made certain to demonstrate his commitment and care for the nation’s professional drivers, which dates back to his youth and his family’s tire shop.
“I love fighting for what I believe in, and I believe in trucking not because it sounds good, because it’s in my DNA. It’s who I am,” Colson told the audience. “I started in a family tire shop and now I get to do this on a national stage, and it is the greatest honor of a lifetime.
“One thing I want you to know about me is I believe the professionals in our industry matter most,” he added. “Everything we do from the language we use to the policies we promote, we must be guided by empathy and respect for the trucking professional.”
While it wasn’t a deep breath, Colson paused for a second during his speech Monday before returning to the “I love trucks” sign that had greeted attendees at the entrance to MCE 2026. He had taken note of the display while touring the conference, and now he used it to make a point about the people who keep the industry moving.
“Simply put, I love truckers. I love trucks. I like that sign out there, but I love truckers more,” Colson said before making a request of the audience in the general session. “I want to ask for your prayers.
“I believe in the power of prayer for our drivers that are on the road, our professionals in the industry, those who are leading this organization and the sacrifices they’re making as well as for the staff and me and my family,” he added. “I believe ATA’s best days are ahead of us.”
Greg Thompson is an award-winning writer and producer who has worked in the trucking industry in a variety of roles since 1998. With more than a decade’s worth of experience as a journalist prior entering trucking, Greg is the founder and executive producer of PodWheels.com, a podcast network dedicated to spotlighting the trucking industry.
Since 2019, PodWheels has provided specialized coverage of the National Truck Driving and National Step Van Driving Championships. Over its history, the NTDC Podcast Series has provided more than 150 hours of podcast content highlighting the competitors, organizers and volunteers involved with the Truck Driving Championships at both the state and national levels. The NTDC program, which is hosted annually by the American Trucking Associations, has a history that dates back to 1937.
Beginning in 2025, PodWheels was chosen by the ATA to serve as the Official Podcaster for the NTDC. PodWheels’ coverage of the NTDC, including state competitions and other features, is available through RoadToNTDC.com.
