Efforts towards advocacy, support, and education are crucial for a truly inclusive and diverse industry that values women’s contributions and fosters their professional growth
By Mark MacDonald
BRITISH COLUMBIA – In an industry steeped in tradition as construction is, Fereshteh Froude, CEO of Vancouver-based FMI (Froude Management Inc.) has chosen to lead by example.
“I embrace the roles of CEO, collaborator, and agent of change,” says Fereshteh, who leads the commercial construction general contracting company that does work across the country. “This approach led to recognition and solidified our team’s contributions. As one of the first female CEOs in a large scale of commercial general contracting in Canada, I am proud to be part of a broader movement toward inclusivity and diversity.
“The challenges I encountered opened doors to new opportunities, leading to noteworthy achievements.”
Fereshteh found that her reception in the construction industry has been a blend of challenging and welcoming experiences.
“Throughout my career, I was often reminded of the male-dominated nature of general contracting,” she states. “Despite warnings that women might struggle to gain respect or advancement opportunities, my determination remained unshaken. Upon entering the workforce, I was ready to embrace the rich traditions and tackle the inherent challenges. Initially, my efforts were underestimated, and opportunities for interviews were scarce.”
Choosing this field, which traditionally didn’t have many women involved, included facing obstacles and turning them into opportunities for personal and professional growth.
“Each project became a testament to my capabilities, earning respect as I consistently delivered projects ahead of schedule, under budget, and with exceptional quality,” she recalls.
Fereshteh has been involved in a number of high profile projects during her FMI journey, including the fast-track construction of a large Animal Hospital and the 38,000-square-foot office tenant improvement for Transportation Investment Canada.
“These projects not only showcased FMI’s exceptional capabilities, but also brought a long-held vision to life,” she says. “The Animal Hospital project was especially significant due to the urgent need for completion within a tight deadline, coinciding with the end of the hospital team’s lease. Despite the industry’s skepticism and the reluctance of many competitors and subcontractors to take on such a demanding timeline, our team at FMI demonstrated unwavering commitment and expertise by delivering a high-quality facility on schedule and within budget.
“This project was more than just a construction endeavor; it was a vital addition to the small community, providing essential services and care for its animal members.”
The Transportation Investment Canada project started a month behind schedule, yet the client still expected to reach the original completion date.
“FMI rose to the challenge with a blend of collaborative spirit and inventive problem-solving, securing occupancy in under eight weeks—a feat that seemed nearly insurmountable,” she says. “This achievement was a significant moment for FMI, as it not only echoed the trust our clients place in us but also highlighted our commitment to delivering exceptional results under tight constraints.”
The client told FMI “We didn’t think you could finish on time, but you did an outstanding job, and we are thoroughly impressed.”
Immediately after high school, Fereshteh joined an architectural firm, progressed to a subcontractor role, and eventually joined one of the largest construction general contracting firms in North America, which allowed her to delve into the multi-faceted world of construction.
She has spearheaded some of the most ambitious projects across various sectors, including healthcare, commercial, institutional, and renewable energy.
“My rapid climb up the corporate ladder was a proof to my dedication, but my ultimate goal was always to establish FMI, a firm that leaves a tangible, positive mark on the community,” she recalls. “I was determined to be a role model for young girls, showing them that with passion and perseverance, they too can break barriers and succeed in fields traditionally dominated by men. My journey is a message to all aspiring young women that they can achieve their dreams with hard work and determination.”
Fereshteh discovered numerous challenges, although none were insurmountable.
“The increasing presence of women is driving positive change and laying the groundwork for those who will follow,” she observes. “The industry’s challenges include gender bias, persistent stereotypes, and a lack of representation. Despite a shift towards more women assuming leadership roles, the industry must strive for true inclusion that transcends promotional efforts.”
She is wary of ‘tokenism’, which in some cases uses women’s images for optics rather than effecting real change.
“Efforts towards advocacy, support, and education are crucial for a truly inclusive and diverse industry that values women’s contributions and fosters their professional growth,” Fereshteh states. “Tokenism remains an issue. Therefore, dedicated advocacy, unwavering support, and comprehensive education are essential to cultivate an industry that genuinely values the contributions of women and actively supports their professional advancement.”
