Truly Inspirational – Fix Auto Mid Devon Director Receives National Recognition for Her Trailblazing Ways

A trailblazer who is truly inspirational…” is how Fix Auto Mid Devon’s Finance Director Alena Woolacott has been described after being named as a recipient of a 2024 Inspiring Automotive Women Award. 

In her citation, Julia Muir, founder of the Automotive 30% Club that stages the annual national awards, highlighted Alena’s success in “creating and constantly developing a work-place environment that is inclusive, supportive and provides equal opportunities for women”. 

The Automotive 30% Club comprises of senior leaders from across the automotive industry who are committed to building gender-balanced businesses. Alena was nominated for the award following a social media appeal last autumn which attracted scores of entries from right across the automotive sector. 

She is one of 17 winners who will receive their awards at a function held in London on March 13, where one winner will also be singled out by the Institute of Motor Industry as its overall Inspirational Women of the Year.  

On hearing her news, Alena said: “I am genuinely honoured to accept one of the Inspiring Automotive Women Awards. This recognition not only acknowledges my contributions to our traditionally male-dominated industry, but also pays tribute to the legacy of three incredible women who paved the way for my journey – my grandmother, Sheila Woolacott, who co-founded our business over 50 years ago, my mother, Louise, our former Managing Director and my sister, Erika, our current Managing Director. 

“To be one of only a small number of winners from the repairer community within the Automotive Industry is also special and I would like to thank Grace Weddell of Fix Auto UK for raising awareness of these awards and encouraging the Fix Auto network to submit nominations. I can think of numerous women within the Fix Auto UK who are just as deserving of this award as I am and so I accept it in their name too.” 

Alena added: “I fully intend to continue the legacy of my grandmother, mother and sister, and that is to inspire the next generation of women in automotive, and to contribute to a future where gender diversity is not only embraced but celebrated. I look forward to using this platform to further advocate for inclusivity, diversity, and excellence in the automotive world.” 

Julia, said: “Alena is a deserving winner of an Inspiring Automotive Women Award because she has created a workplace culture that is inclusive, supportive and provides equal opportunities for women.  

 “Alena is a trailblazer in the accident repair sector and is a great role model and is personally striving to ensure automotive is a place where women can thrive. She is a truly Inspiring Automotive Woman.” 

Ian Pugh, Managing Director for Fix Auto UK, commented: “Alena is a truly inspirational women who leads by example. What she, along with her mum, Louise, and sister Erika, have achieved for their business and our network really has been incredible and this award is so thoroughly deserved.”