Leading Like a Bat: How One Safety Leader Transformed Southwind’s Fleet Culture from the Shadows
“Nobody seeks until needed.” That phrase defined the moment everything changed at Southwind. In September 2020, an accident struck the fleet just as insurance renewal season began. There were no formal safety policies, outdated tech in the trucks, and no real system for tracking driver behavior or preventing incidents. The financial impact was massive—over $1 million in claims that year alone.
But instead of scrambling for a quick fix, one leader saw an opportunity to rebuild from the ground up; Dwayne Morrison. Dwayne didn’t inherit a program—he created one, starting with zero processes and zero structure. He introduced key performance indicators to track safe miles, challenged teams across locations to compete in safe driving, and began laying the foundation for what would become a fully integrated, data-driven, and people-first safety culture.
Within just two years, claims dropped nearly 50%, even while the business quadrupled in size. In one market alone, these changes saved over $2 million. Safety at Southwind was no longer an afterthought—it became a core value. But the biggest shift wasn’t just in the numbers. It was in the mindset.
This wasn’t about compliance—it was about engagement. Safety became fun, proactive, and collaborative. Team members gave feedback, embraced new technology like Motive to track preventive maintenance, and helped drive accountability. Trucks weren’t allowed on the road unless they were 100% safe. Through AI alerts, driver coaching began to happen before dangerous behavior ever became an incident.
Dwayne with the Director of Fleet, Marcus Newman
In high-stakes moments, the team consistently stepped up. When idle time was identified as a major cost factor, a fuel-saving initiative launched that saved $500,000 in a single year. Teammates like Richard Drummond went above and beyond under pressure, and leaders like Joe Esquivel jumped in without hesitation when clear processes were missing. Their commitment proved that when challenges arise, Southwind doesn't panic—it pivots together.
Leadership also evolved. In past roles, this leader relied heavily on corporate structure—operating with logic, metrics, and control. But at Southwind, Dwayne learned the real power lies in people. By listening, trusting, and empowering his team, he helped shape a culture that now leads by example. That approach earned him global recognition as a safety thought leader, invited to speak as a keynote and co-branded with Motive to share Southwind’s journey on a global stage.
And he’s far from done. The next frontier includes shifting from a high-deductible insurance model to a self-insured program, and using AI-powered omni cams to monitor what’s loaded in trucks, how tarps are secured, and detect mechanical issues before they cause breakdowns. The goal isn’t just to react faster—it’s to predict and prevent.
What drives him isn’t just savings or recognition—it’s the opportunity to protect the organization and its people. Whether it's reducing financial exposure from claims or distributing Pedialyte and Gatorade to prevent heat stress during summer, the mission is always the same: get people home safe every day.
When asked what animal best represents his leadership style, his answer is unexpected—but fitting: a bat. Bats operate in the quiet. They’re precise. They eliminate distractions and stay focused on their mission. They thrive at night—when others are winding down, they’re locked in.“I love the grind,” he says. “At night, there’s a different energy. Fewer distractions. That’s when the real work gets done.”
Dwayne Morrison speaks at a Motive event in early 2025
The Southwind fleet and safety journey didn’t begin with a victory. It began with a problem—and a decision to turn that problem into a path forward. By combining technology, accountability, and human care, they’ve built a system that doesn’t just function—it thrives.
And just like a bat in the dark, Dwayne is a leader who continues working quietly, precisely, and relentlessly—eliminating risks, empowering teams, and keeping everyone safe on the road ahead.