GoWest Board of Directors Spotlight: Tracie Wilcox, On Tap Credit Union President & CEO

Posted by Alyse Knudsen on May 6, 2026

Purpose, connection, and staying relevant in the communities credit unions serve — these principles have guided Tracie Wilcox, On Tap Credit Union’s President and CEO, throughout her nearly four decades in the Credit Union Movement.

Wilcox has spent nearly 20 years at On Tap Credit Union, joining the organization in 2008 when it was still known as Coors Credit Union in Golden, Colo. Before that, she dedicated two decades to Olympia Brewery Credit Union in Washington state. Her career, rooted in brewery-based credit unions, reflects a deep appreciation for cooperative principles and community ties.

In 2013, Wilcox stepped into On Tap’s CEO role after serving six months as interim CEO during a leadership transition. “It was the longest interview I’ve ever had,” she said with a smile. “But it was an amazing journey.”

Strengthening Collaboration in Colorado

Wilcox describes herself as a connector — someone who enjoys bringing people together to collaborate and solve challenges. That passion became especially important during the formation of GoWest Credit Union Association.

For Wilcox, GoWest represented more than a merger — it was a catalyst for deeper collaboration and stronger advocacy in Colorado. “When the merger happened, I was head over heels,” she said. “We were going to up our game in Colorado by joining GoWest.”

Serving on the Governmental Affairs Committee (GAC) in the early days of GoWest’s formation in Colorado was a pivotal experience. She remembers sitting in meetings where only a handful of credit union leaders had relationships with their legislators.

“You can’t complain about something if you don’t have a voice and you’re not leaning in,” Wilcox said.

Today, she sees a different environment — one marked by stronger relationships, deeper collaboration, and a collective willingness to engage.

“I feel like we are on a collaboration high in Colorado,” she shared. “I’m really proud of that.”

Leading with Purpose

When asked what led her to pursue board service at GoWest, Wilcox points to a deep belief in the power of collective leadership.

“The Credit Union Movement is at its best when leaders come together to shape its future,” she said. “Serving on the board is an opportunity to give back while helping ensure credit unions remain relevant, resilient, and forward-thinking in a rapidly evolving financial landscape.”

At On Tap, that philosophy is woven into the credit union’s mission: crafting solutions to brew community growth, equity, and camaraderie. For Wilcox, board service is simply an extension of that purpose — contributing to something bigger than any one institution.

A Connector in the Community

Deeply engaged both within and beyond the credit union industry, Wilcox helps lead credit union CEO roundtables across Colorado, fostering collaboration around shared challenges such as affordable housing and sustainable growth. She also serves on the Board of the Golden Chamber of Commerce and stays actively involved with the Arvada Chamber, Colorado Brewers Guild, and Pink Boots Society, which supports education and advancement for women in brewing communities.

Across each role, she sees herself as a bridge-builder. “I view my role as a connector — bringing together people, ideas, and opportunities to create something stronger than we could on our own,” she said.

Keeping Credit Unions Relevant

Wilcox is motivated by the core purpose of the movement. “Credit unions were built to solve real problems — financial access, affordability, and community equity — and those challenges remain as important today as ever,” she said.

She believes relevance is critical in an increasingly competitive and saturated financial marketplace. Financial services, she notes, can easily become an afterthought for consumers so credit unions must continually demonstrate their value.

“Every day is impactful, and every day has a purpose,” Wilcox said. “I hope the next level of leaders see that as well. We need to stay relevant and never give up.”

Advocacy Without Intimidation

“Advocacy protects everything that makes credit unions special,” she said. “Without a strong, unified voice, we risk losing the very foundation that allows us to serve.”

While advocacy is essential to protecting what makes credit unions unique, she understands that some leaders hesitate to engage because they fear saying the wrong thing. Her advice is simple: lean in.

“The GoWest team will help you at every twist and turn,” she said. “You’re not in it on your own. Your peers are here to help you.”

Whether through Governmental Affairs Conferences, conversations with legislators in Colorado and Washington, D.C., or convening CEOs around shared priorities like affordable housing, Wilcox believes advocacy is a collective responsibility.

“When we advocate together, we don’t just protect the Movement — we move it forward.”

A Legacy of Impact

“I want the Movement to be impactful,” she said, looking ahead at her legacy. “I hope to be a part of keeping us relevant in our communities.”

She is deeply appreciative of the strength and support GoWest provides, and mindful that not all states benefit from such representation. “If it happens in one state, it’s coming our way,” she said. “Having strong representation matters.”

Above all, Wilcox remains energized by the opportunity to contribute to something larger than herself — a movement built on collaboration, advocacy, and community impact, and strengthened by leaders willing to lean in and lift one another up.

“It’s meaningful work,” she said, “and it matters.”

Posted in Board of Directors, Colorado, Leadership, Regional Member News, Top Headlines.