WestJet was founded in 1994 by Clive Beddoe, Tim Morgan, Donald Bell, and Mark Hill. It operates as a low-cost carrier in Canada, differentiating itself through its caring attitude towards passengers. By 2003, WestJet captured 25% of the domestic Canadian market. While maintaining its culture of being fun, friendly, caring, and safety-oriented, WestJet now faces challenges around sustaining its high employee engagement during growth and resolving compensation issues with pilots.