BWOTW: ‘A reminder that being strong doesn’t mean you can’t also be compassionate.’ How Apolline is making a difference in a male-dominated industry!

Featured

10 Mar

Written By Ashlee Sturme

This week’s Bizwoman of the Week is Apolline, owner of Madam Towing Ltd!

Introducing Apolline

Hello, I’m Apolline, the owner of Madam Towing Ltd here in beautiful Wanaka.

I started this business with one simple belief, that strength and kindness can exist in the same space.

Towing is often seen as a tough, male dominated industry. But I saw an opportunity to bring something different. A woman’s touch. Calm in stressful moments. Reassurance when someone’s day hasn’t gone to plan. A reminder that being strong doesn’t mean you can’t also be compassionate.

Every call I answer isn’t just about a vehicle, it’s about a person. Someone who might be shaken, stranded, overwhelmed, or simply having a bad day. And in those moments, I show up not just as a towing operator, but as someone who genuinely cares.

What I offer through Madam Towing goes far beyond transport and recovery.

We provide professional vehicle recovery, machinery transport, relocation services, forklift operations, Dangerous Goods transport, and we are fully endorsed to handle wheels, tracks, and rollers.

But what truly defines my business is the level of care behind every job.

When someone calls me, it’s often during a stressful or uncertain moment. A breakdown. An accident. A delay that disrupts everything. And in those moments, what matters most isn’t just capability, it’s trust.

I treat every vehicle, every machine, and every situation as if it carries someone’s livelihood because often, it does.

High-quality service to me means:

• Taking the extra time to secure everything perfectly

• Communicating clearly and honestly

• Staying calm under pressure

• Showing up with professionalism and heart

I built Madam Towing with the belief that strength can be steady, and professionalism can be compassionate.

This is a business run with precision but also with humanity.

Because at the end of the day, I’m not just moving vehicles. I’m protecting investments. Supporting businesses. Helping people breathe a little easier.

And that responsibility is something I carry with pride.

Five things about me as a woman in biz you should know:

Here are five things about me that I believe truly define who I am and how I run my business:

1. I lead with heart.

For me, towing isn’t just about vehicles, it’s about people. Every call is someone’s stressful moment, and I treat it with care and respect.

2. I am resilient.

Building a business in a male dominated industry has challenged me in many ways. Instead of shrinking, I grew. Every obstacle strengthened my determination.

3. I believe kindness is powerful.

You can be firm, capable, and professional and still be gentle. Strength and softness can exist in the same space.

4. I value integrity above everything.

If I say I’ll be there, I’ll be there. My word matters. Trust is the foundation of my work.

5. I am proud of the path I chose.

Not because it was easy but because it reflects who I am: courageous, hardworking, and deeply passionate.

3 Wins I’m Proud of:

Running this business has challenged me, stretched me, and shaped me. And along the way, there are three wins I’m especially proud of:

1. Building something from courage.

Starting Madam Towing wasn’t the easy path. Stepping into a male-dominated industry required belief, strength, and persistence. Creating a business that stands strong today is something I carry with pride.

2. Earning trust in my community.

In this line of work, trust is everything. Knowing that people call me not just because they need a tow, but because they trust how I will show up calmly, professionally, and with care means more than any title ever could.

3. Staying true to who I am.

I didn’t harden myself to succeed. I didn’t silence my kindness. I built my business around resilience and compassion. And that, to me, is the biggest win of all.

How I can help you:

We all dream of peaceful drives, beautiful views, and days that go exactly as planned... until something unexpected happens, a dead battery, a flat tyre, keys locked inside the car... and suddenly the day becomes stresstul.

As a woman running a towing service in a still very male dominated industry, I know how unsettling these moments can feel, whether you're a local heading to work, a parent with kids in the back, or someone simply trying to get home safely.

And I also know how as a woman it can be comforting to see an other woman arrive to help when you need it most.

That's why I created Madam Towing :

to be that reassuring helping hand, so every person, local or traveler, can get back on the road feeling supported and safe.

Available 24/7 to assist you with:

• Towing

• Keys locked in the vehicle

• Flat battery

• Out of fuel

• Tyre changes

• Any unexpected roadside issue

My goal is simple:

to turn stressful moments into small detours, and help you continue your journey with peace of mind.