Bowling Green’s 40 Under 40: Cassie True

Story by Amelia Bowen

Managing human resources in end-of-life care requires a rare balance of quiet empathy and structural grit. For Cassie True, that foundation was built on the competitive tennis court, where her long-time coach taught her that resilience and leading with heart outweigh any tactical playbook. At Hospice of Southern Kentucky, Cassie applies that mindset to support the doctors, nurses and staff guiding families through their hardest days. She views her work not as corporate administration, but as protecting the caregivers so they can deliver dignified, compassionate care to the region. Holding degrees from WKU and the University of Louisville, Cassie continually sharpens her approach to community leadership through the Community Foundation’s Nonprofit Leadership Series, SKY SHRM and Bowling Green Business Women. But her daily work at the hospice offers a constant, grounding reality check about time. That awareness dictates how she spends her life outside the office with her husband, Will, and their two toddlers, Tommy and Anna. Rather than chasing grand plans, Cassie prioritizes the chaotic, beautiful simplicity of raising young kids in her hometown, whether through impromptu ice cream runs, local playground trips or busy family mornings.