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Free rides to combat impaired driving

Uride opens holiday offer to bars in seven communities.
20191025-Uride car photo supplied
Thunder Bay-based rideshare company Uride will be offering free rides to combat impaired driving this holiday season. (Photo supplied)

THUNDER BAY –Thunder Bay-based rideshare service Uride is offering free rides to help reduce impaired driving this holiday season.

Founder and CEO Cody Ruberto says any bars in communities served by Uride can contact the company to take advantage of the offer, which will allow their employees to disperse free rides to those who shouldn’t be driving. The company hasn’t placed a limit on the number of rides a bar can access.

“If a bar gives a ride to someone who shouldn’t be driving, that could save a life,” Ruberto says.

Ruberto, a professional soccer player who now spends much of his time in Europe, was inspired to launch the company when he was home for Christmas in 2016. He noticed crowds of people waiting for taxis outside of bars in -30 C weather. He saw an opportunity to help with the bar rush, combat impaired driving, and establish a successful business.

Ruberto also wanted to address high costs and long wait times. He says waits for taxis in Thunder Bay can run over an hour, while Uride’s average is under 10 minutes.

The company has expanded quickly, calling itself “Canada’s fastest growing rideshare service.” It now operates in seven cities, including Sudbury, North Bay, Sault Ste. Marie, and Winnipeg. They have announced plans to move into Peterborough, Timmins, and Moose Jaw, SK in coming months. Many of those communities have been passed over by larger brands like Uber and Lyft.

For Ruberto, that growth is exciting, but he’s focused on staying true to the company’s roots.

“It’s kind of cool that people see it as a bigger brand” now, he says, “but all the success we’ve had has come from the support we got in Thunder Bay.”

The free rides will be offered at least through the end of the year, Ruberto says.



Ian Kaufman

About the Author: Ian Kaufman

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