Today we’d like to introduce you to Dana Pritchard.
Hi Dana, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Hello – sure, my name is Dana Pritchard, I am originally from Staten Island, New York, and my dedication and involvement in The Woodlands community spans well over three decades. In my
senior year in high school I was vice president of the Business Professionals of America program and that
led to the start of a life-long desire to be a leader and proponent of business, education and
giving back to the community.
At 17, only a month after graduating from McCullough High
School, I enrolled in classes at North Harris College, and then transferred to
Montgomery/Lone Star College, being the first student to register when the new campus opened in 1995 and where I quickly developed a sincere appreciation for my instructors and the education process.
History Instructor Craig Livingston, now Dr. Livingston, has stated when interviewed “Dana was clearly
marked for success – a conscientious student, wonderful conversationalist, and a first-rate
person, and that Montgomery College’s portals were enhanced by her presence.” Geography
professor Gary Brown also expressed “Learning had to come from her high degree of
motivation and determination to succeed.”
It was those kinds of sentiments and experiences in school that lit
the fire to my dedication to serve and inspire, and to express gratitude at every turn. “I want to
share my knowledge and give back to the community however I’m able to do that.”
Not long after graduating from Sam Houston State University with a Bachelor Degree in Science
and Business Management, a business opportunity presented itself in 2003 I just couldn’t refuse.
With an understanding that new businesses usually fail within the first year, whatever I was
able to do to contribute to make this business successful and to sustain itself was a challenge
I took on head-first.
Fast forward to 2017, and no-longer with a business partner, I had become
sole owner of Woodlands Performance & Suspension, LLC (WPS), a specialty aftermarket
automotive business.
Since the inception of WPS it was an important principle to convey gratitude, appreciation, and setting a good
example as a business owner and give back to our community. WPS was now 100 percent a woman-owned
business, which is a rarity in this industry. But I have established close relationships with
industry professionals and earned a level of respect that proves my ability to lead in a male-dominated field.
And even before opening the business, I was one of the first founding members of The
Woodlands Car Club. The club started as just a handful of car lovers organizing a couple of
shows a year. I led the way in establishing The Woodlands Cars & Coffee for a Cause charity car event in
Market Street, wanting to make giving back a staple in the club’s purpose.
Even for these club activities, I encourage that there be some
kind of charitable component. My goal was to turn the car club around and focus on how to
use the marketability of a car event to raise money for charities. I even received an
appreciation award from the City of Shenandoah with recognition for commitment and
dedication to the community.
Since 2001, we have raised over $150,000 to over 100 local nonprofit organizations in Montgomery County. We are very thankful for the generous enthusiasts
from all over our community that help us in these efforts.
Being in the automotive industry has given me the opportunity
to be involved in the community in so many ways, such as volunteering, educating, building
relationships, and connecting people.
I feel extremely fortunate, and so thankful to have these opportunities. My mission
has always been to give back in any way that I can.
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FYI: Below is my updated professional public bio as of 2025, reflecting that in 2024 I closed the “shop” part of my business and I have started a new chapter.
Dana Leigh Pritchard
Owner | Speaker | Community Builder
📍 @woodlandsperformance | Facebook: Woodlands Performance Services
The Woodlands Car Club | TWCC for a Cause
🌐 www.woodlandsperformance.com | 🎙 Talk Show Podcast
“With over two decades of trailblazing experience in the automotive industry, Dana Leigh Pritchard is known for her role in building more than building a custom auto shop. As one of the founding members of The Woodlands Car Club and the visionary behind The Woodlands Cars & Coffee for a Cause, charity car display at Market Street, Dana has combined her love for all things automotive with her heart for service, raising awareness and funds for countless local charities.
Dana’s journey is one of true resilience. She was the very first student to register at Montgomery College’s new campus in 1995. After being diagnosed with a learning disability at 17, she defied the odds and earned her degree from SHSU after a 13-year journey…all while working three jobs and mentoring others along the way. She’s also a graduate of Texas School of Business and UNT’s Private Investigation program and even stepped into the ring for a local charity boxing match at 42.
For over 21 years, Dana owned and operated Woodlands Performance & Suspension, one of the only woman-owned custom automotive shops in Texas. She wasn’t just providing a niche service for specialty vehicles; she was serving people. Through her creative events, charitable car shows, and commitment to local businesses, Dana became a cornerstone in the community.
In 2024, following Hurricane Beryl, increased business costs, and personal challenges, Dana made the difficult decision to close the shop part of the business. But rather than let that be the end of her story, she turned it into a new beginning. Now in a new chapter, Dana is rediscovering her voice and purpose through speaking, mentorship, passion projects, and a new business venture.
Today, Dana is expanding her passion for connecting people, building relationships, and serving her community through her new venture, Woodlands Performance Services. With a focus on personal and business assistance consulting, Dana offers concierge-style support that bridges the gap between small businesses, automotive enthusiasts, and charitable causes.
Her services include automotive assistance and referrals, small business and consumer advocacy, customer relations, and special event hosting—all designed to strengthen community ties while helping others thrive. True to her long-standing reputation for leadership and service, Dana continues to dedicate herself to empowering businesses and creating meaningful connections that make a lasting impact.
Known for her authenticity, warmth, and contagious energy, Dana is often described as the connector—the woman who helps others rise. Dana shows up with heart.
Her story is a reminder that setbacks don’t define us—how we rise does. And Dana Leigh Pritchard is still rising.”
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I am also a member of: Montgomery County Association of Business Women – MCABW, and
The Woodlands Chamber of Commerce.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There have been lots of times when things did not and still do go smoothly. Over the past 25 years there have been lots of ups and downs just as there always is with owning a small business and just dealing with life in general. You go through the years adapting to the changes that are happening in the world, the economy, the ever-changing technology, learning from the changes as you grow and develop as a person, as well as dealing with personal challenges, health issues that come up as you go through life. In fact, over the past several years, I have developed severe hearing impairment, which has been extremely challenging for me to navigate through. It really makes you appreciate even more, the simplest basic things such as hearing, which is actually a really big thing! But I am finding ways to not let that get in my way. The main thing is though, you just keep learning as much as you can from everyone and everything, always be grateful for even the littlest things, never, ever give up, and just do the very best you can each day. Live with sincerity, intent, and purpose.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Today, I am expanding my passion for connecting people, building relationships, and serving my community through my new venture, Woodlands Performance Services. With a focus on personal and business assistance consulting, I offer concierge-style support that bridges the gap between small businesses, automotive enthusiasts, and charitable causes.
My services include automotive assistance and referrals, small business and consumer advocacy, customer relations, and special event hosting—all designed to strengthen community ties while helping others thrive. True to my long-standing reputation for leadership and service, I continue to dedicate myself to empowering businesses, people, and creating meaningful connections that make a lasting impact.
I am most proud of not giving up and to keep going when times do get tough. The decision to close the shop part of my business after 21 years was extremely difficult for me, but I kept my faith and had the support of many of my customers, community, friends, family, and colleagues. And I know God was watching over me. Everything happens for a reason, and I believe I am in the place I am supposed to be at every moment.
I am proud of being part of many “firsts” in The Woodlands community— the first car club in The Woodlands. The first morning automotive gathering in The Woodlands that the primary focus is giving back to and highlighting charities and small businesses. After this event began in 2009, the similar types of events began to pop up all across this area, Houston and beyond and have just exploded. Everyone wants to hold a Coffee and Cars or Cars and Coffee event, but I am proud we have established The Woodlands Cars & Coffee for a Cause, because of the very special meaning behind it and the extremely generous enthusiasts that dedicate their time and their contributions to make this event as successful as it is.
What we do with connecting people w/cars, they are sharing their passion and hobby, all while the non-profit is able to reach a whole new audience for exposure and those attending and participating in the event probably don’t even realize the impact they make by putting their car in the display and donating a few dollars, or however much they would like to give.
It’s the most rewarding and heartwarming experience being able to bring joy to people. Especially with the classic cars, bringing people back to a simpler place in time. You never know what people go through and at our event we are making people happy.
I also love mentoring young people – about education, life, career, learning and not to give up and to enjoy the process. It’s not about the final destination it’s about the journey and what you do and go through along the way to get there. And there will be ups and downs but never give up.
I am known as being the “car girl”, connecting people, raising awareness for non-profit charities, and highlighting and helping small businesses.
What sets me apart from others is an easy question — I am ME, and there’s no one else like ME!
How do you define success?
I define success as staying true to yourself, having patience, and realizing that this journey of life is uniquely your own. For me, it’s not about money or material things. It’s about staying the course, and helping others along the way. That is how I define success. And going through all that I have been through in my life has taught me more about patience than I ever could imagine.
You don’t have to be on a specific timeline for things or match up to what everyone else around you is doing. You go at your own pace in your own way, that is manageable and meaningful to you.
That is the only way to keep you focused and present in each moment, to take it all in and appreciate each opportunity you are given.
Contact Info:
- Website: www.woodlandsperformance.com
- Instagram: @woodlandsperformance
- Facebook: Facebook: Woodlands Performance Services
- Linkedin: https://www.linkedin.com/in/dana-l-pritchardwps-/
- Other: TWCC for a Cause
Image Credits
Monette Smith, Pink Poodle PR
