Father and Son Lead Sunway Charters into a New Era

After more than two decades at the helm, Sunway Charters founder and president Lee Helms is beginning a carefully planned leadership transition to his son, Jeff Helms, marking a significant milestone for the family-owned transportation company.

Lee, now 75, launched Sunway Charters in 1999 with just a single trolley, drawing on his background in restaurants, food sales, and event logistics. Over the years, the business expanded through strategic acquisitions, most notably the 2011 purchase of Myrtle Beach-based Sunway Charters. Today, Sunway operates out of four locations, runs a fleet of more than 100 vehicles, and employs around 150 people.

“Not many companies in our industry get the chance to pass the reins to the next generation,” Lee said. “We’ve seen so many operators bow out because their children didn’t want to be involved. That’s why this moment is so meaningful.”

Lee’s path into transportation began later in life, at age 50, when he volunteered for large-scale events like the U.S. Open and helped manage transportation gates at Charlotte Motor Speedway.

Jeff, 40, is taking a similar leap. After a 25-year career in grocery retail, most recently as a district manager for Harris Teeter, overseeing more than 60 stores and 1,500 employees across the Carolinas, he’s ready to carry forward his father’s legacy.

“I want to continue his legacy,” Jeff said. “I’ve seen how hard he’s worked for decades. Keeping the business in the family and honoring what he built while helping it grow – it’s the right next chapter for both of us.”

Learning the business from the ground up

While Jeff is new to the motorcoach industry, his expertise in logistics, operations, and team leadership has already prepared him for the challenge. His approach will start at the most hands-on level: washing buses, working alongside mechanics, shadowing drivers, and eventually earning his commercial driver’s license.

“I’m not here to make changes on day one,” he said. “I’m here to learn, listen, and understand what makes Sunway successful.”

Jeff officially begins this week, with the leadership transition unfolding over the next six months. Lee will continue to oversee special events and provide guidance, visiting the office about once a week from his home in Sunset Beach, North Carolina.

“He’s more of a people person,” Lee said about his son. “He knows how to motivate a team and build relationships. And he’s loyal—he stayed with Harris Teeter for 25 years. That says a lot.”

For Jeff, this next step feels like a long-awaited full-circle moment. “When my dad started this company, I was just starting out in my career,” he said. “Now we get to build something together.”

Building connections in the industry

To begin forging relationships within the motorcoach community, Jeff plans to attend the United Motorcoach Association EXPO in Birmingham, Alabama, on February 11–14. The event will connect him with operators, vendors, and industry leaders from across the country.

“I know how important relationships are in this business,” Jeff said. “The EXPO will be a great opportunity to listen, learn, and start building those connections.”

As many transportation companies struggle with succession planning, the Helms family is charting a different course—one that honors the past while preparing for the future.

“When I got into this, I never imagined it would grow the way it did,” Lee said. “It’s been a good run – and it’s in good hands.”

Image and Source: Sunway Charters, Bus and Motorcoach News