Pride Transport

What Pride Transport does

Pride Transport is a privately-held, family-owned temperature-controlled trucking company headquartered in Salt Lake City, Utah, founded in 1979 by Jeff England. The company operates a nationwide asset-based refrigerated truckload fleet of 500+ late-model tractors (average age 23 months, predominantly Freightliner Cascadia and Peterbilt 579), serving shippers of perishable goods (produce, ice cream, meats, cheeses), high-value cargo (cosmetics, pharmaceuticals, alcohol, aerospace), and customers with specialized dedicated transportation needs across all 48 contiguous states via 33+ terminal and regional hub locations.

The company runs three integrated operating arms: the Asset Fleet providing direct refrigerated and dry truckload services; Pride Logistics, an asset-based brokerage established in 2002 that connects shippers with vetted contracted carriers; and Pride Dedicated Services (PDS), established in 2006, which provides customized dedicated fleet solutions with consistent drivers and scheduled home time. Underlying technology includes the McLeod Transportation Management System for customer-facing load management, SmartDrive video-based safety platform, Detroit Assurance collision mitigation on Freightliner Cascadia units, and Smith System driver training with Sentix Pro learning management. The fleet is ISO 14001-certified and uses CNG-fueled equipment alongside daily purchases of R99 renewable diesel, positioning Pride as an environmentally differentiated carrier for shippers with ESG mandates.

Pride generates revenue primarily through per-mile and per-load transaction fees on asset-based truckload services, brokerage transaction fees on third-party carrier loads arranged through Pride Logistics, and managed-services contracts under Pride Dedicated Services. The go-to-market is sales-led, with a dedicated sales team, regional sales directors, and direct shipper acquisition supported by a driver-recruitment channel (driveforpride.com) that addresses chronic driver shortages via paid CDL training, competitive mileage-based pay (.57-.75 CPM), and modern equipment. Customer concentration is moderate and undisclosed, anchored by a 45+ year relationship with Price Chopper and a diversified book across grocery, retail, pharma, and industrial shippers. Leadership transitioned in 2023 when Ian Peterson became CEO alongside Jay England as President, formalizing next-generation governance while retaining England-family ownership.

Name

Pride Transport

Legal name

Pride Transport Inc.

Website

https://pridetransport.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pride Transport is a privately-held, family-owned refrigerated trucking company headquartered in Salt Lake City, Utah, operating 500+ trucks nationwide to serve shippers of perishable goods, high-value cargo, and dedicated transportation needs via asset-based, brokerage, and dedicated service divisions.

Ownership category

akta.pro rank

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices33 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Asset Fleet Truckload Transportation: Pride Transport operates its own fleet of trucks providing full truckload transportation services across the United States. Revenue is generated through miles driven and rates charged per load. The company specializes in temperature-controlled (refrigerated) trucking for perishable goods, high-value cargo, and specialized freight.
2. Pride Logistics (Brokerage): Asset-based logistics division connecting shippers with contracted carriers. Provides additional capacity through vetted partner carriers while maintaining same service standards as the Pride fleet. Revenue generated through brokerage fees on loads arranged.
3. Pride Dedicated Services (PDS): Dedicated fleet services for customers with specialized needs, allowing clients to focus on core business while Pride handles transportation operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Pride Transport is an asset-based refrigerated trucking carrier that provides nationwide temperature-controlled full truckload transportation for perishable goods (produce, ice cream, meats, cheeses), high-value cargo (cosmetics, pharmaceuticals, alcohol, aerospace commodities), and specialized freight. The company also operates a brokerage division (Pride Logistics) that connects shippers with contracted carriers, and a dedicated fleet services division (Pride Dedicated Services) that provides customized transportation outsourcing for customers with specialized routing, equipment, or scheduling needs.

Product overview

Pride Transport is a temperature-controlled trucking company offering a comprehensive suite of transportation services. The core offerings include Refrigerated Truckload Services and General Truckload Services for high-value cargo, perishables, and specialized freight. The company operates multiple divisions: Pride Logistics (asset-based logistics and carrier services, est. 2005), Pride Dedicated Services (customized fleet solutions, est. 2006), and Pride Transport Asset Fleet (company-owned late-model Freightliner and Peterbilt trucks). The fleet operates nationwide with a focus on lane discipline, providing Direct Store Delivery, Regional, Local/First & Last Mile, and Dedicated/Special services. The company also offers CDL Driver Training Programs and uses the McLeod Portal TMS platform for customer access to transportation management.

Differentiator

Problem solved

Functional benefit

Brands

• Pride Logistics: Asset-based logistics division providing transportation solutions, carrier partnerships, and settlement services for shippers and carriers since 2005.
• Pride Dedicated Services (PDS)

Products and services

• Refrigerated Truckload Services Temperature-controlled transportation services specializing in handling perishables including produce, ice cream, meats, and cheeses. Lane-disciplined full truckload delivery throughout the United States with consistent service and stable solutions for volume needs.
• Truckload Services Full truckload transportation services across the country supported by strategic terminal and relay locations that enable express transit times and high service demands, with lane discipline throughout the United States.
• High Value Cargo Services Secure transportation and delivery services for high-value products including cosmetics, pharmaceuticals, alcohol, and aerospace commodities, featuring advanced processes and around-the-clock tracking.
• Direct Store Delivery Fleet designed to meet high demand for product delivery within the retail environment on an hourly basis, catering to retail clients requiring frequent store-level deliveries.
• Regional Fleet Services Disciplined fleet operating shorter routes with the same drivers and equipment returning multiple times per week, providing consistency for regional clients.
• Dedicated/Special Fleet Custom fleet solutions allowing clients to focus on their core business competencies while Pride Transport handles all transportation operations, providing complete outsourcing of logistics.
• Local/First & Last Mile Services Experienced fleet with knowledge and capability to navigate major metropolitan markets where most origin and destination points occur, handling local deliveries.
• Pride Logistics Asset-based logistics division providing contracted carrier services, extra capacity solutions, and customer/carrier support. Operates 24/7 with the same values and excellence standards as Pride's fleet. Provides 7-day standard payment and ACH direct deposit to contracted owner-operators.
• Team Driving Services Over-the-road team driving opportunities offering additional per-mile bonus pay. With over 21,000 average miles per month, team drivers earn up to .75 cents per mile plus productivity bonuses.
• Solo Driving Services Solo over-the-road CDL driving careers with pay up to .75 cents per mile. Pride Transport emphasizes low turnover rates, excellent safety scores, and high driver satisfaction.
• CDL Driver Training Programs Paid training programs including Eval I (for experienced drivers with 4 months OTR experience, $900/week for 1 week) and Full Training (for new CDL holders or returning drivers, $750/week Phase 1 plus .30/mile Phase 2). Starting pay ranges from .57 to .75 cents per mile after training.
• Specialized Fleet Services Diverse fleet solutions for unique and specific transportation needs, allowing customers to focus on core business competencies without worrying about transportation operations.
• McLeod Portal (Transportation Management System) Transportation Management System portal for customers to manage loads, track shipments, and access Pride Transport logistics services.

Quantifiable outcome

• 46 drivers have achieved 1,000,000+ safe miles
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature7 records

Partnerships

17 partnerships are on record, tiered minor and core.

• Truckers Against TraffickingminorOthers · 1 January 2016Partnership training Pride drivers since 2016 to recognize trafficking victims. Professional drivers are positioned to identify victims on the road where traffickers operate.
• SmartDrivecoreTechnology or IntegrationPride Transport uses SmartDrive video-based safety platform and transportation intelligence system combining video safety, advanced analytics, telematics, and compliance applications for fleet performance monitoring.
• Smith SystemcoreTechnology or IntegrationSmith System Driver Improvement Institute provides professional driver training programs, integrating driver training with telematics, driver scoring metrics, and predictive risk analysis.
• Detroit AssurancecoreTechnology or IntegrationDetroit Assurance provides fused radar and camera technology for Freightliner Cascadia trucks with Detroit engines, integrating with brakes, engine, and transmission for collision mitigation.
• Sentix ProcoreTechnology or IntegrationSentix Pro Learning Management System provides training management specifically designed for transportation and logistics companies, including incident-triggered training and annual training assignment capabilities.
• McLeod SoftwarecoreTechnology or IntegrationMcLeod Transportation Management System provides customer portal for logistics operations, load management, and transportation coordination.
• Primary Children's HospitalminorOthersDecades-long partnership supporting the hospital where many Pride employees have had personal experiences. Partnership includes payroll deduction and volunteer opportunities for employees.
• Salt Lake Truck ShowminorOthers29-year partnership promoting positive image of trucking industry while raising funds for the Kidney Foundation of Utah and Idaho. Event brings together truckers from across the nation and Canada.
• Utah Food BankminorOthersPartnership to address hunger in the community through employee volunteer nights, monthly food box deliveries, and load transportation when needed.
• St Christopher Truckers Relief FundminorOthersPartnership helping over-the-road semi-truck drivers and families when illness or injury takes them off the road, providing financial aid and preventative health programs.
• UMRminorOthersHealth insurance provider offering UMR Plans with PPO and HDHP options, single/couple/family coverage, HSA accounts, and preventative care throughout the United States.
• Delta DentalminorOthersDental insurance provider offering coverage throughout the United States with $1,500 annual benefit maximum and discounts for major services and orthodontics.
• LifeMapminorOthersLife insurance provider offering $25,000 life and AD&D paid by Pride for all full-time employees, with additional benefits available at group rates.
• EyeMedminorOthersVision insurance provider offering $10 copay exams, $130 allowance for frames or contacts, and discounted Lasik pricing.
• UllianceminorOthersEmployee Assistance Program provider offering Pride-paid well-being services including counseling, coaching, crisis support, legal and financial consultations.
• Voya FinancialminorOthersSupplemental insurance provider offering short term disability, critical illness, accidental injury, and hospital indemnity plans.
• Securian FinancialminorOthers401k retirement plan provider through Utah Trucking Association offering 5% of employee contribution discretionary employer match.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Hirschbach Motor Lines: Hirschbach is a refrigerated and dry van truckload carrier serving food and beverage shippers nationwide. Similar mid-size asset-based refrigerated carrier with dedicated, brokerage, and refrigerated divisions like Pride.
• Heartland Express: Heartland Express operates refrigerated and dry van truckload services across the US as an asset-based carrier. Overlapping product mix (cold chain plus general truckload) and similar asset-heavy model make it a close comp.
• C.R. England: C.R. England is a Salt Lake City-based, family-owned temperature-controlled and dry truckload carrier. It is the founder's former family business and operates a similar refrigerated asset-based model from the same geographic base.
• John Christner Trucking: John Christner Trucking is a refrigerated carrier focused on produce, meats, and dairy, with family-ownership roots and asset-based operations. Highly comparable niche player in temperature-controlled truckload.
• Marten Transport: Marten Transport operates one of the largest temperature-controlled truckload fleets in North America alongside intermodal and dedicated services. The multi-divisional structure (asset + dedicated + brokerage-adjacent) closely mirrors Pride's three-pillar model.
• KLLM Transport Services: KLLM is one of the largest temperature-controlled (refrigerated) truckload carriers in North America, operating a large fleet across the US. It is a direct comparable to Pride Transport in core product (refrigerated full truckload), target customer (perishable shippers), and asset-based model.

Broad incumbents

• Schneider National: Schneider National is a large multimodal carrier with truckload, intermodal, and logistics divisions serving enterprise shippers. Reaches the same perishable and high-value shipper customers with refrigerated capability.
• Crete Carrier Corporation: Crete Carrier operates a large diversified truckload fleet including refrigerated capacity through subsidiary Shaffer Trucking. Comparable incumbent serving temperature-controlled and dry freight shippers nationwide.
• Werner Enterprises: Werner Enterprises is a large diversified truckload carrier (publicly traded) with dedicated, refrigerated, and logistics services. Comparable as a broader incumbent serving the same shipper base with overlapping refrigerated capabilities.
• Knight-Swift Transportation: Knight-Swift is the largest truckload carrier in North America, encompassing refrigerated, dry van, and logistics through acquired brands. Serves the same perishable shipper pool with general refrigerated capability at massive scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pridetrans
• Facebookfacebook.com/pridetransportinc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pride Transport