ALURA COACHES

Unearth-Ed’s Trusted Transport Provider

As Alura Coaches moves toward its 100th anniversary in 2026, the team is proudly reflecting on a legacy nearly a century in the making. Originally founded as Crowthers Coaches in the Sutherland Shire, the business has long been known for its reliability, warmth, and deep family roots - serving communities with care since 1926.

Now led by third-generation CEO Paul Crowther, Alura Coaches continues to evolve while holding fast to the values that have defined it for generations. The 2023 rebrand from Crowthers to Alura marked more than just a name change - it signalled a new chapter focused on future growth, broader impact, and empowering the passionate team behind the wheel.

This next chapter also welcomes the first Crowther woman to take the reins, as Caitlin Crowther steps into a leadership role within Alura Coaches and sister company, Unearth-Ed. Her arrival signals a fresh wave of energy and vision, further strengthening the family legacy while championing innovation, inclusivity, and long-term growth across both businesses.

Specialising in high-quality charter services for schools, seniors, sporting teams, and corporate groups, Alura Coaches combines a modern fleet with experienced drivers to deliver safe, flexible, and tailored travel experiences. With deep expertise in educational touring, the team partners closely with teachers and group organisers to ensure every journey is seamless and enriching.

“This next chapter is about honouring where we’ve come from while building something new,” Paul Crowther shared. “Alura gives us space to grow—inviting more people into the legacy, and giving our team and customers a renewed sense of identity, ownership and possibility.”

In 2025, Alura was nonimated as a Small Business Finalist in the Sutherland Shire Local Business Awards - highlighting its continued dedication to excellence and community connection. As the 100-year celebration approaches in 2026, Alura Coaches invites past and present customers, partners, and friends to share in the journey. With eyes firmly on the road ahead, they’re ready to continue delivering unforgettable travel experiences for generations to come.

We’re proud to partner with Alura Coaches as our trusted sister company, and look forward to celebrating this extraordinary milestone alongside them.