From Data Overload to Driver Engagement: Making Telematics Actually Work

Phil Kozdemba is a seasoned business development leader with a proven track record in sales management, strategic partnerships, and technology-driven growth. At GO Analytics, he's driving global expansion by building high-impact relationships with customers, resellers, and industry partners, helping fleets transform overwhelming telematics data into clear, actionable insights. With experience spanning Microsoft and now GO Analytics—a company focused on enhancing the Geotab experience by creating workflows that make telematics data more actionable and usable—Phil brings a unique mix of innovation, scalability, and customer focus. His work is shaping the future of fleet safety and efficiency, ensuring technology serves the people who rely on it every day.

Here's a glimpse of what you'll learn:

• [02:04] Phil's journey from Microsoft retail to fleet safety technology and why it feels like meaningful work
• [04:11] How GO Analytics bridges the gap between data overload and actionable fleet insights
• [06:27] Why giving drivers direct access to their own risk data changes everything
• [08:25] The power of treating drivers like adults and letting them make informed decisions
• [09:45] Building safety culture through leaderboards celebrating improvement, not just identifying problems
• [10:11] Meeting fleets where they are: from safety skeptics to fully adopted organizations
• [12:31] Why the most impactful safety direction comes from direct supervisors, not chatbots
• [14:59] Balancing biometric driver ID technology with privacy concerns and union considerations
• [17:04] The evolution of camera acceptance: from "no way" to industry standard
• [19:12] Taking a tactical approach: focusing on one safety issue at a time instead of overwhelming systems
• [21:25] How the Geotab Marketplace transformed GO Analytics from custom solution to scalable product

In this episode...

Fleets are drowning in telematics data. Terabytes of information flow in daily about vehicle performance, driver behavior, maintenance needs, and more. But having data doesn't equal having insight, and having insight doesn't automatically drive behavioral change. How do you transform overwhelming information into workflows that actually make drivers safer?

According to Phil Kozdemba, Business Development Leader at GO Analytics, the answer lies in making data accessible at every level of an organization—especially to the drivers themselves. By creating intuitive interfaces that give drivers direct visibility into their own performance, risk scores, and improvement trends, fleets can move from top-down enforcement to bottom-up engagement. Phil explains how combining AI-powered automation with human conversation creates the most effective path to behavioral change.

In this episode of RoadRageous, host Chad Lindholm sits down with Phil to explore how GO Analytics transforms Geotab's comprehensive telematics platform into actionable workflows. They discuss why driver engagement beats punishment, how to balance technology with privacy, and why successful safety programs focus on one challenge at a time rather than trying to solve everything at once.

Quotable Moments:

• "I really wanted to be part of something that I felt strongly about. I know that the work we are committed to doing is helping save lives and reduce accidents."
• "If the driver doesn't react to what's being presented to them, you're not going to inflict the change that you want."
• "Give them that information directly and let them make adult decisions with their driving behaviors. That is the core of how to make our roads safer."
• "Positive reinforcement is so important. Who's doing the best? Who's the most improved? Who do we want to celebrate?"
• "Automation is important, but it can't replace everything. There is an immediate distaste when you're being bombarded by technology versus someone you directly talk to every day."
• "What interests the boss fascinates the worker. If my boss talks to me about my actual driving, that's going to have a bigger impact than a chatbot."
• "Focus on the things that matter most. Take things one piece at a time. If you try to adapt all the functionality at once, you're going to get overwhelmed."
• "The marketplace has been an absolute godsend for us. It truly lifted our solution into a place where we couldn't have achieved it in that amount of time on our own."

Action Steps:

• Empower drivers with direct data access: Provide drivers visibility into their own risk scores, trends, and improvement progress
• Combine automation with human touch: Use AI tools to identify issues but rely on direct supervisors for meaningful coaching conversations
• Celebrate positive behaviors: Create leaderboards highlighting top performers and most improved drivers alongside risk concerns
• Focus on one challenge at a time: Start with a single high-priority safety issue (like cell phone use) before expanding to other areas
• Communicate technology changes clearly: Ensure drivers understand what's being recorded, why it matters, and how it protects them
• Build tactical implementation plans: Roll out safety technology in structured phases rather than all at once
• Leverage ecosystem partnerships: Utilize marketplace platforms to scale solutions faster and reach larger customer bases
• Prioritize driver engagement over punishment: Frame safety programs as tools for improvement, not surveillance mechanisms

Transforming Telematics Data Into Driver Engagement

In a recent episode of RoadRageous, host Chad Lindholm welcomed Phil Kozdemba, Business Development Leader at GO Analytics, to discuss how fleets can move beyond data collection to meaningful behavioral change. The conversation centered on making complex telematics systems accessible, balancing technology with human connection, and implementing safety programs that drivers actually embrace.

From Microsoft to Fleet Safety Technology

Phil shared his journey from running business-focused pilot programs at Microsoft to joining the fleet safety space. His background in integrating software with hardware to help businesses save time and money translated naturally to fleet operations, but what drew him to GO Analytics was the opportunity to do work that genuinely saves lives—a mission that makes the role personally meaningful.

Key Discussion Points:

• Making Geotab Data Actionable: GO Analytics builds intuitive interfaces on top of Geotab's comprehensive telematics platform, creating dedicated workflows for every organizational level from drivers to CEOs.
• Driver-Facing Transparency: Unlike many risk management systems that focus only on management reporting, GO Analytics provides drivers direct access to their own performance data, enabling self-coaching and adult decision-making.
• The Human Element in Safety Technology: Phil emphasized that while AI automation helps identify issues and streamline processes, actual behavioral change happens through face-to-face conversations with trusted supervisors.
• Positive Reinforcement Culture: The platform includes leaderboards celebrating top performers and most improved drivers, not just highlighting risk concerns—building safety culture through recognition.
• Privacy and Biometric Technology: The discussion addressed the complex balance between streamlining driver identification through biometric systems and respecting privacy concerns, especially in unionized and public sector environments.
• Camera Technology Evolution: Phil noted how driver-facing cameras have evolved from controversial "no way" technology to increasingly accepted industry standard as privacy concerns adapt to our connected world.
• Tactical Implementation Strategy: Rather than overwhelming fleets with comprehensive functionality all at once, Phil recommends focusing intensely on one high-priority safety issue before expanding to additional concerns.

The Geotab Marketplace Advantage

A significant portion of the conversation focused on how the Geotab Marketplace transformed GO Analytics from a custom solution for a single customer into a scalable product reaching major fleets worldwide. The "Order Now" patent status opened doors to enterprise customers that would have taken years to reach independently.

Conclusion:

Phil's insights demonstrate that effective fleet safety technology isn't about collecting more data—it's about making existing data accessible, understandable, and actionable at every organizational level. By combining automated intelligence with human connection and focusing on driver empowerment over enforcement, fleets can create sustainable safety improvements that protect both people and business operations.

PROFILE DESCRIPTION:

Phil Kozdemba Business Development Leader at GO Analytics with proven expertise in sales management, strategic partnerships, and technology-driven growth. With experience from Microsoft's business solutions division, Phil now drives global expansion by helping fleets transform overwhelming telematics data into clear, actionable insights through the Geotab ecosystem. He specializes in building high-impact relationships that scale innovative safety solutions while ensuring technology serves the people who depend on it daily.

Resources mentioned in this episode:

• Phil Kozdemba on LinkedIn
• GO Analytics
• Geotab
• Geotab Marketplace
• Chad Lindholm on LinkedIn
• IMPROVLearning
• Previous episode with Emily Garza on fleet complexity and continuous learning

Sponsor for this episode:

This episode is brought to you by IMPROVLearning.

At IMPROVLearning, we're dedicated to transforming driver education through innovative, research-backed training methods.

Our SPIDER™ Driver Training platform combines humor with proven brain-training techniques to help drivers anticipate and avoid potential dangers on the road.

With over four million students trained, we know that learning sticks best when it's engaging, short, and actively tested — resulting in fewer crashes, violations, and safer drivers overall.

To learn more about how IMPROVLearning makes roads safer one driver at a time, visit improvlearning.com.

Emily Garza is a seasoned fleet leader with experience spanning both the private sector and fleet management companies. Emily has built a reputation for driving efficiency, optimizing vehicle acquisition strategies, and leading teams through change with sharp focus on cost savings, compliance, and operational excellence. She's managed fleets across organizations like Rivian, Arch Rock, and Red Bull, and now serves as Fleet Asset Manager at Sempra Infrastructure. Beyond her technical expertise, Emily is known as a collaborative team player, skilled negotiator, and fun fact—an avid proofreader and copy editor who brings precision to everything she does. With her background in English from Southern Illinois University and years of hands-on leadership, Emily blends analytical insight with clear communication, a combination that has made her an agent of change throughout her career.

Here's a glimpse of what you'll learn:

• [01:30] Emily's unexpected journey from planning law school to two decades in fleet management
• [03:45] Strategies for attracting more women to fleet through mentorship and industry associations
• [05:20] The most unusual fleets: from hearses and limos to Mini Coopers with coolers and mobile DJ booths
• [07:15] Emily's classic "how many bodies" story from a Ford Fleet preview event
• [09:30] Taking on new challenges: expanding fleet operations into Mexico and learning Spanish
• [12:00] Common misconceptions about fleet management: "It's not easy—there are a lot of moving parts"
• [14:15] The explosion of fleet technology: from telematics to AI, predictive analytics, and data security
• [16:45] Key metrics that matter: cost per mile, total cost of ownership, and rightsizing fleets
• [18:30] "Nobody gets safer by doing nothing" - the evolution from Big Brother to protective technology
• [21:00] Coaching vs. punishment: using data to analyze driving environments, not drivers
• [23:15] The value of NAFA's CAFM program and succession planning in fleet management
• [26:30] Current challenges: tariffs, supply chain disruptions, and the sustainability push
• [29:00] Essential advice for newcomers: embrace chaos, manage up, and get an emotional support dumpster fire

In this episode...

Fleet management isn't rocket science—unless you're managing NASA's fleet, in which case it literally is. But for everyone else, the complexity lies in the countless moving parts, evolving technology, and the misconception that fleet work is somehow simple or straightforward. How do you navigate an industry that's constantly changing while building the expertise needed to lead effectively?

According to Emily Garza, Fleet Asset Manager at Sempra Infrastructure, success comes from embracing the chaos and never stopping the learning process. With experience managing everything from hearses to Red Bull's promotional vehicles, Emily has seen how fleet complexity varies dramatically across industries. She emphasizes that while fleet management has evolved from basic vehicle procurement to sophisticated data analytics and global operations, the fundamentals remain the same: focus on cost control, safety, and building strong industry relationships.

In this episode of RoadRageous, host Chad Lindholm sits down with Emily to explore her unconventional career path and the lessons learned from managing diverse fleets across multiple industries. They discuss the importance of mentorship for women entering the field, how technology has transformed fleet operations, and why succession planning isn't just nice to have—it's critical for organizational success.

Quotable Moments:

• "I did not embark on a lifelong quest to manage fleet vehicles. I took my first job at Enterprise so I could work for a year or two and then eventually go back to law school."
• "How many bodies do you think I can fit in there? I work in the death care industry—I don't just have a habit of offing people and throwing them in the back of vans."
• "The most common incorrect assumption is that fleet is easy. It's not brain surgery or rocket science, but there's a lot of moving parts."
• "Nobody gets safer by doing nothing. Safety is such an important aspect of fleet these days."
• "We analyze the driving environment, not pinpoint the driver themselves. We look at trends, not one-offs."
• "Succession planning isn't a nice to have—it's critical."
• "Embrace the chaos, manage up, and never stop networking or educating yourself."
• "Get yourself an emotional support dumpster fire. Sometimes he listens to me vent, sometimes he just sits there patiently."

Rob Matthews currently serves as Regional Fleet Manager at Lewis Tree Service, a 100% employee-owned company where he oversees critical operations across a diverse fleet of commercial and utility vehicles. A Marine Corps veteran with over 27 years of hands-on experience, Rob has built an impressive track record managing light, medium, and heavy-duty fleets across industries including waste management, propane distribution, and military logistics. His approach is rooted in operational excellence, data-driven decision making, and a relentless focus on safety, compliance, and process improvement. From multiple deployments in Iraq and Afghanistan to executing fleet strategy back home, Rob brings discipline, accountability, and mentorship to the forefront of everything he does.

Here’s a glimpse of what you’ll learn:

• [02:43] Rob’s journey from Hot Wheels in the sandbox to managing real bucket trucks
• [04:23] The unique challenge of “incidental drivers” who are craft workers first, drivers second
• [06:28] How Lewis Tree Service keeps America’s power lines clear while managing 26,000-pound vehicles
• [08:39] The two-method approach: being present with drivers and using coaching-focused technology
• [10:46] Why driver-facing cameras became a game-changer for behavior modification and coaching
• [13:25] Real-world exoneration stories: how video evidence protects drivers and resolves disputes
• [15:30] Tracking safe driving habits instead of just measuring crashes and incidents
• [18:07] The power of positive reinforcement: celebrating good behaviors caught on camera
• [19:10] “Complacency kills” – bringing military mindset to civilian fleet safety culture
• [21:11] Supply chain challenges and the importance of backup plans in fleet management
• [26:30] Why humility and continuous learning are essential for fleet managers
• [31:09] Lightning round: theme songs, futuristic features, and the hot dog sandwich debate

In this episode…

When your drivers are craft workers first and professional drivers second, how do you instill the discipline needed to safely operate 26,000-pound bucket trucks through residential neighborhoods? The challenge becomes even more complex when these same drivers are responsible for keeping America’s lights on, often working in high-pressure storm response situations where lives and communities depend on their expertise.

According to Rob Matthews, Regional Fleet Manager at Lewis Tree Service, the answer lies in combining military leadership principles with smart technology deployment. Drawing from his Marine Corps experience and 27 years in fleet operations, Rob explains how his team transformed their safety culture by focusing on coaching rather than punishment, using driver-facing cameras as development tools, and maintaining the “complacency kills” mindset that keeps standards high even when operations run smoothly.

In this episode of RoadRageous, host Chad Lindholm sits down with Rob to explore how military discipline translates to civilian fleet management. They discuss the unique challenges of managing incidental drivers, the power of positive reinforcement in safety programs, and why building authentic relationships with frontline workers is just as important as implementing the latest technology.

Episode Summary

In this episode of the Roadrageous podcast by IMPROVLearning, Jim Senter shares how Kellanova transformed fleet safety from a priority into a core company value. With over 15 years in environmental health and safety, Jim discusses how his team reduced preventable collisions, built a culture of proactive coaching, and leveraged AI-powered dash cams to improve driver behavior.

From humorous anecdotes (yes, someone was eating corn on the cob while driving!) to sobering reminders of real-world risks, Jim’s insights offer a blueprint for organizations looking to embed safety into every layer of their operations.

⏱️ Highlights

• [2:47] Jim’s unconventional journey from retail burnout to fleet safety leadership
• [5:00] The surprising frequency of “hit while parked” incidents
• [7:37] Turning incident reports into teachable moments
• [9:31] Why safety must be a value—not just a priority
• [13:01] Testing AI dash cams and the power of self-correction
• [20:14] Drowsy driving: the next frontier in fleet safety
• [28:08] Technology is additive—not a replacement for awareness
• [30:38] Regional safety training tailored to local risks
• [31:35] Extending safety culture to employees’ families

💡 Quotable Moments

“Safety isn’t a priority—it’s a value. Priorities change. Values don’t.” — Jim Senter

“I thought I was a good driver. The dash cam showed me I still had things to improve.” — Jim Senter

“You don’t want to get rid of people. You want to coach them and elevate your workforce.” — Jim Senter

 

Conclusion

Jim Senter’s story underscores that safety isn’t compliance—it’s culture. By treating safety as a shared value, supporting drivers with coaching, and leveraging technology responsibly, fleets can create safer environments where people thrive.

When safety is woven into every meeting, every drive, every decision, it becomes second nature—ensuring drivers get home safe and bring that culture of care into their communities.

Mary Beth Micucci, DES, is a dynamic leader in learning strategy and digital engagement. As Director of Member Learning at NAFA, she leads the development of impactful programs like the Certified Automotive Fleet Manager (CAFM) credential. With a background spanning instructional design, behavioral analytics, and digital event strategy, Mary Beth brings a unique blend of creativity and precision to every project. She is recognized as a voice in the digital event space, known for creating experiences that drive real engagement and results.

Here's a glimpse of what you'll learn:

• [02:30] Mary Beth's journey from medical association management to fleet industry education
• [05:00] NAFA's three pillars: efficiency, sustainability, and safety across all educational programs
• [07:15] Meeting the learning needs of younger generations through interactive, bite-sized content
• [10:45] Using job task analysis to ensure curriculum relevance and identify content gaps
• [13:20] How telematics and rapidly changing technology drive the need for agile training updates
• [15:45] Why behavioral change requires more than awareness—and what actually drives results
• [19:30] The power of survivor stories and real-world success cases in safety training
• [22:00] Measuring training success beyond revenue: engagement, completion rates, and organizational ROI
• [25:15] The growing trend of CAFM certification and its impact on career advancement
• [28:30] Building effective learning cultures by listening to your audience first
• [32:00] The magic wand moment: making distracted driving education universal

In this episode...

Fleet managers often find themselves in their roles by accident—no one grows up dreaming of managing vehicle fleets. Yet these professionals are responsible for critical decisions that impact safety, efficiency, and organizational success. How do you create effective learning programs for an audience that didn't necessarily choose their career path?

According to Mary Beth Micucci, Director of Member Learning at NAFA, the answer lies in understanding how people actually learn and meeting them where they are. She explains how NAFA has transformed its educational approach by embracing interactive e-learning, bite-sized content delivery, and data-driven curriculum development. From TikTok-inspired micro-learning to comprehensive certification programs, the organization is adapting to serve both seasoned fleet managers and the younger generation entering the field.

In this episode of RoadRageous, hosts Liam Hoch and Chad Lindholm sit down with Mary Beth to explore the evolution of fleet education. They discuss the challenges of behavioral change in safety training, the importance of listening to your audience before creating content, and why the future of learning lies in making education accessible, engaging, and immediately actionable.

Quotable Moments:

• "No one ever said they wanted to grow up and be a fleet manager."
• "If you don't change and meet the needs of the upcoming generation, you're just going to be out of touch and they're going to find content elsewhere."
• "If you don't do anything, change will not happen."
• "Unfortunately, it will take a tragedy to change behavior. What can we do to show that you don't need the tragedy?"
• "Our policies worked. Everybody knew what they needed to do. We were up and running five days before they thought we would be."
• "Don't just decide that we need to do this. Just because you build content that you think is important doesn't necessarily mean it's important to your audience."
• "The magic wand would be conjuring everybody to truly drive safely and understand the value of not texting."

Action Steps:

• Diversify learning delivery methods: Offer content in multiple formats including e-learning, audio, video, and traditional materials to accommodate different learning styles
• Conduct regular job task analysis: Evaluate curriculum relevance every few years using data to ensure training meets current industry needs
• Listen to your audience first: Survey and socialize with learners to understand pain points before creating new training content
• Focus on behavioral analytics: Track not just completion rates but engagement patterns and real-world application of training
• Create bite-sized learning modules: Develop content that can be consumed in 5-10 minute segments to match modern attention spans
• Use real success stories: Incorporate testimonials from organizations that have benefited from proper policies and training implementation
• Measure organizational ROI: Track how training translates to cost savings, policy compliance, and operational efficiency

Transforming Fleet Education Through Strategic Learning Design

In a recent episode of RoadRageous, hosts Liam Hoch and Chad Lindholm welcomed Mary Beth Micucci, Director of Member Learning at NAFA, to discuss the evolution of fleet education and the challenges of creating effective learning programs for diverse audiences. The conversation centered on adaptive learning strategies, behavioral change methodologies, and the critical importance of data-driven curriculum development.

The Evolution of Association-Based Learning

Mary Beth shared her journey from medical association management to fleet industry education, highlighting how her experience with early virtual education platforms shaped her approach to member learning. Her background in instructional design and behavioral analytics brought a fresh perspective to NAFA's educational offerings, emphasizing the need for engaging, interactive content over traditional static materials.

Key Discussion Points:

• NAFA's Three-Pillar Approach: All educational content flows through efficiency, sustainability, and safety frameworks, ensuring comprehensive coverage of fleet management fundamentals while maintaining strategic focus.

• Generational Learning Preferences: The organization has adapted to serve younger learners who expect TikTok-style, bite-sized content alongside traditional comprehensive programs for seasoned professionals.

• Data-Driven Curriculum Development: Regular job task analysis ensures training content remains relevant and identifies emerging skill gaps in the rapidly evolving fleet technology landscape.

• Interactive E-Learning Design: Modern training modules require user interaction every 10 seconds to maintain engagement, moving away from passive content consumption.

• Behavioral Change Challenges: Mary Beth emphasized that awareness alone doesn't drive behavioral change—particularly in safety training where it often takes tragedy to motivate action.

• Success Measurement Beyond Revenue: The organization tracks certification completion rates, learner engagement patterns, and organizational ROI to measure training effectiveness.

• The CAFM Certification Trend: The Certified Automotive Fleet Manager credential has seen significant growth, with more professionals adding this designation to their LinkedIn profiles as industry recognition increases.

Real-World Impact and Future Directions

The episode highlighted successful case studies, including an organization that used proper policy implementation and training to recover from a tornado five days ahead of schedule. Mary Beth discussed ongoing studies to measure how individual certification translates to organizational benefits, helping justify training investments through measurable cost savings and risk reduction.

Conclusion:

Mary Beth's insights demonstrate that effective fleet education requires a strategic blend of traditional learning principles and modern delivery methods. By understanding audience needs, leveraging behavioral analytics, and maintaining curriculum relevance through data analysis, organizations can create learning cultures that drive real operational improvements while preparing the next generation of fleet professionals for an increasingly technology-driven industry.

Resources mentioned in this episode:

• Mary Beth Micucci on LinkedIn
• NAFA Fleet Management Association
• NAFA Certified Automotive Fleet Manager (CAFM) Program
• NAFA Institute and Expo
• NAFA Safety Symposium
• NAFA Fleet Safety Book and Certificate Program
• Liam Hoch on LinkedIn
• Chad Lindholm on LinkedIn
• IMPROVLearning

Sponsor for this episode:

This episode is brought to you by IMPROVLearning.

At IMPROVLearning, we're dedicated to transforming driver education through innovative, research-backed training methods.

Our SPIDER™ Driver Training platform combines humor with proven brain-training techniques to help drivers anticipate and avoid potential dangers on the road.

With over four million students trained, we know that learning sticks best when it's engaging, short, and actively tested — resulting in fewer crashes, violations, and safer drivers overall.

To learn more about how IMPROVLearning makes roads safer one driver at a time, visit improvlearning.com.

Jennifer Hedrick is the President and CEO of the Women in Trucking Association, where she's driving meaningful change across the transportation industry by championing opportunities for women behind the wheel and beyond. With over two decades of experience in nonprofit leadership, coalition building, and strategic planning, she's known for building authentic relationships that turn stakeholder engagement into real impact. From Capitol Hill to conference halls, Jennifer's thoughtful mission-driven leadership style has made her a respected voice in transportation and association circles alike.

Here's a glimpse of what you'll learn:

• [03:00] How Jennifer accidentally found her way into the transportation industry through association work
• [05:00] Women in Trucking's mission: from job creation to eliminating barriers across the industry
• [06:00] Growing from hundreds to 8,000 members spanning "from the driver's seat to the C-suite"
• [09:00] Key challenges women face entering and staying in the trucking industry
• [11:00] How carriers can create environments that attract and retain women drivers
• [13:00] The importance of male allies in championing women's advancement in trucking
• [16:00] The power of conferences in connecting isolated women professionals
• [18:00] Flexible arrangements and local driving opportunities for work-life balance
• [20:00] The Image Team: rock star volunteers spreading awareness at schools and events
• [22:00] Whitney the educational trailer: bringing trucking awareness across the country with interactive simulators
• [27:00] Essential advice for women entering trucking: find mentors, read widely, and pick what you love

In this episode...

The transportation industry has long been male-dominated, but what does it take to create meaningful opportunities for women across all levels of trucking? From addressing safety concerns at truck stops to building pathways from entry-level positions to the C-suite, the challenges are real but so are the solutions.

According to Jennifer Hedrick, President and CEO of the Women in Trucking Association, the key lies in eliminating barriers, celebrating successes, and creating authentic connections within the industry. She highlights how her organization has grown to 8,000 members by focusing not just on drivers, but on women in all aspects of trucking—from technicians to executives. Through innovative programs like their Image Team and Whitney the educational trailer, they're changing perceptions one school visit at a time.

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Jennifer to explore how the Women in Trucking Association is breaking down barriers and building up opportunities. They discuss practical strategies for carriers, the power of mentorship, and why the industry's chronic driver shortage makes gender diversity not just the right thing to do, but a smart business strategy.

Quotable Moments:

• "Our tagline we like to say: from the driver's seat to the C-suite."
• "A lot of women think that there isn't a place for them here because it is a male dominated industry, and that's certainly not true."
• "Drivers get into the industry largely through word of mouth. So if a driver's working with a carrier who is treating them well, they tell others."
• "We really need male allies. Be male allies and build up the women around you."
• "I'm one of two women working in my company, or I'm the only woman working in my company. So to come here with 1,800 other women who I can talk to—that's empowering and valuable."
• "Find a mentor, find someone within the industry. It doesn't have to be somebody in your career path. It doesn't have to be a woman."

Action Steps:

• Champion women in your workplace: Offer opportunities, education, and conference attendance to female colleagues
• Improve safety infrastructure: Advocate for better lighting, individual facilities, and secure parking at truck stops
• Create flexible arrangements: Offer local driving options and flexible schedules to accommodate different life situations
• Invest in education and outreach: Partner with organizations like Women in Trucking to visit schools and community events
• Build mentorship programs: Connect experienced professionals with women entering or advancing in the industry
• Support industry events: Encourage attendance at conferences like Accelerate for networking and professional development

Transforming Transportation Through Inclusion and Education

In a recent episode of Roadrageous, hosts Liam Hoch and Chad Lindholm welcomed Jennifer Hedrick, President and CEO of the Women in Trucking Association, to discuss the evolving landscape of gender diversity in transportation. The conversation centered on breaking down barriers, creating opportunities, and leveraging innovative outreach to transform industry perceptions.

The Evolution of Women in Trucking

Jennifer shared her journey into transportation through association work, eventually leading the Women in Trucking Association as it grew from a few hundred members to 8,000 today. Founded in 2007 by Ellen Voie, the organization focuses on three core areas: job creation, celebration of successes, and elimination of obstacles and barriers.

Key Discussion Points:

• Comprehensive Membership Approach: The association serves members "from the driver's seat to the C-suite," including drivers, technicians, management professionals, and executives across all career stages.

• Addressing Safety Concerns: Jennifer highlighted crucial safety improvements like better lighting at truck stops, individual shower facilities, and secure parking options that make the industry more accessible to women.

• The Power of Word-of-Mouth Recruitment: Drivers who have positive experiences with carriers naturally become advocates, encouraging other women to enter the profession through personal recommendations.

• Male Allies as Champions: With 15% male membership, the association emphasizes the critical role of male colleagues in championing women's advancement and creating inclusive workplace cultures.

• Conference Impact: The annual Accelerate conference brings together nearly 2,000 attendees, with 80% being women who often work as the only female professional in their companies.

• Innovative Outreach Programs: The Image Team of volunteer speakers and Whitney the educational trailer bring trucking awareness to schools and community events nationwide, featuring interactive simulators and real-world role models.

• Flexible Career Paths: Modern carriers are creating more local driving opportunities and flexible arrangements to accommodate different lifestyle needs and career preferences.

The Future of Industry Diversity

The episode concluded with a discussion about practical strategies for carriers and individuals to support women's advancement in trucking, emphasizing that addressing the industry's chronic driver shortage requires tapping into underutilized talent pools.

Conclusion:

Jennifer's insights demonstrate that transforming the trucking industry's gender landscape requires a comprehensive approach combining infrastructure improvements, cultural change, innovative education, and strong advocacy. By eliminating barriers and creating authentic opportunities for connection and advancement, organizations like Women in Trucking are proving that diversity isn't just about fairness—it's about building a stronger, more sustainable transportation future.

Resources mentioned in this episode:

• Jennifer Hedrick on LinkedIn
• Women in Trucking Association
• Liam Hoch on LinkedIn
• Chad Lindholm on LinkedIn
• IMPROVLearning
• Whitney Educational Trailer Information
• Women in Trucking Annual Accelerate Conference
• Contact for Whitney bookings: [email protected]
• Walmart Transportation Partnership

Sponsor for this episode:

This episode is brought to you by IMPROVLearning.

At IMPROVLearning, we're dedicated to transforming driver education through innovative, research-backed training methods.

Our SPIDER™ Driver Training platform combines humor with proven brain-training techniques to help drivers anticipate and avoid potential dangers on the road.

With over four million students trained, we know that learning sticks best when it's engaging, short, and actively tested — resulting in fewer crashes, violations, and safer drivers overall.

To learn more about how IMPROVLearning makes roads safer one driver at a time, visit improvlearning.com.

Chris Bennett is a trusted clean transportation leader spearheading Laser Logistics' 2 million mile and counting heavy-duty EV program, alternative fuel strategy, and sustainability endeavors with a clean focus on heavy-duty EVs. He collaborates closely with clients and industry stakeholders to enhance performance, drive out costs, and maximize clean transportation solutions' added value and benefits. As a thought leader and advocate of pragmatic transportation sustainability solutions, Chris drives innovation, fosters partnerships, and builds transportation sustainability roadmaps for shippers that pave the way for a cleaner and more efficient transportation future.

In this episode…

Heavy-duty electrification faces skepticism from fleets who see it as expensive, impractical, and unsuitable for their operations. Many believe EVs can't handle the demands of commercial trucking, require massive infrastructure investments, and won't work in harsh weather conditions. With the pressure to reduce emissions mounting and operational costs continuing to climb, how can fleets find viable pathways to electrification that actually make business sense?

According to Chris Bennett, the key lies in starting where the technology works best and expanding outward in concentric circles. He explains how yard operations create the perfect environment for heavy-duty EVs—with predictable routes, return-to-base operations, and controlled environments that maximize battery efficiency. Chris highlights how his company has achieved 90% fuel cost savings while improving driver comfort and safety, proving that electrification can deliver both environmental and economic benefits when applied strategically. By focusing on practical applications and sharing real-world data, he demonstrates how fleets can move beyond myths to embrace solutions that work today.

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Chris Bennett, clean transportation leader at Laser Logistics, to discuss how heavy-duty electrification is succeeding in yard operations and what that means for the broader industry. They explore the realities of EV performance versus common misconceptions, the "Big Six" safety protocols that enhance driver training, and how regenerative braking creates both safety and efficiency benefits. Chris also shares practical advice for fleets considering electrification, the importance of right-sizing charging infrastructure, and his vision for how electrification will expand from confined operations to longer-haul applications.

Ted Chen is the co-founder and CEO of Lifesaver Mobile, a leading voice in fleet safety innovation with experience from Wharton to Yahoo. Ted brings a rare blend of business strategy and tech leadership to one of today's biggest driving challenges: distracted driving. At Lifesaver Mobile, he's helping fleets prevent phone use behind the wheel through patented real-time technology that's reshaping how companies approach driver safety. From major partnerships to measurable impact, Ted is driving real change in an industry where phone distraction has become the number one cause of crashes.

In this episode…

Distracted driving continues to surge as the leading cause of fleet crashes, yet traditional solutions often fall short of meaningful prevention. Video telematics may capture risky behavior, but coaching resources are limited, and drivers consistently find ways to work around monitoring systems. With mobile devices designed to be addictive and phone usage occurring on virtually every drive, how can fleets move beyond reactive data collection to proactive prevention that actually works?

According to Ted Chen, the answer lies in "engineered safety" solutions that eliminate choice rather than rely on willpower alone. He highlights how software-based restrictions can be configured to match any company policy while maintaining productivity, creating accountability through comprehensive reporting, and addressing the unique challenges of personal device usage alongside company equipment. Unlike other distractions, Ted explains, phone use requires restriction-based enforcement because the technology was specifically designed to be addictive — making traditional training and awareness insufficient on their own.

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Ted Chen, co-founder and CEO of Lifesaver Mobile, to discuss how engineered safety solutions are transforming fleet approaches to distracted driving. They explore the limitations of video telematics for phone distraction, the balance between safety and productivity through configurable policies, and strategies for addressing both company and personal device usage. Ted also shares insights on building comprehensive safety programs, the role of voice technology in real-time alerts, and practical steps fleet managers can take to create lasting change in driver behavior.

Mike Roeth is the Executive Director of the North American Council for Freight Efficiency (NACFE), a nonprofit organization that promotes the adoption of technologies and practices to enhance freight efficiency and sustainability across North America. With nearly 40 years in the commercial vehicle industry, he specializes in bringing green truck technologies into real-world applications at scale. Mike also serves as the trucking lead at RMI and has held leadership roles at Navistar and Behr/Cummins. Recognized as an industry influencer by FleetOwner and honored as the 2020 SAE L. Ray Buckendale Lecturer, he is a prominent voice in advancing freight efficiency and decarbonization.

In this episode…

Fuel prices are rising, driver stress is mounting, and environmental pressures are reshaping the freight landscape. Amidst all this, how can fleets find a balance between cutting costs and keeping drivers safe and effective behind the wheel?

According to Mike Roeth, a long-time industry leader and efficiency advocate, the key lies in smarter, safer driving habits that naturally improve fuel economy. He highlights how even small behavior changes — like reducing speed or using predictive cruise control — can create a ripple effect across fuel savings, maintenance costs, and driver well-being. These incremental adjustments not only support bottom-line performance but also help fleets prepare for new technologies like electric trucks. By aligning safety with operational efficiency, fleets can reduce burnout and navigate the messy middle of decarbonization with greater confidence.

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Mike Roeth, Executive Director of the North American Council for Freight Efficiency (NACFE), to discuss how safer driving leads to lower fuel costs and longer-lasting trucks. They explore the cultural mindsets around speed, the role of driver training in energy efficiency, and how fleet habits are evolving with electrification. Mike also shares how simple actions today can prepare fleets for tomorrow’s technologies.

Justin Copeland is the Vice President of Safety at United Road Services, a leading North American provider of vehicle and heavy-haul transportation. With over two decades in the trucking industry, he began as a professional driver and advanced through operations and safety leadership roles. At United Road, he leads initiatives to improve fleet safety, regulatory compliance, and driver training. Justin also serves on the American Trucking Associations' Safety Management Council and is part of the 2025 LEAD ATA class.

In this episode…

Keeping drivers safe isn’t just about avoiding crashes; it’s about understanding every moving part of the system. From training to inspections to loading cargo, the margin for error is razor-thin. So how does a top transportation company ensure high performance while protecting drivers and cargo?

According to Justin Copeland, a seasoned leader in transportation safety, it starts with measuring quality — not just compliance. He highlights how tracking cargo damage rates, driver behavior, and operational consistency helps build a culture of accountability and continuous improvement. This approach doesn’t just prevent losses; it boosts trust across the board, from leadership to drivers to customers.

In this episode of Roadrageous, hosts Liam Hoch and Chad Lindholm sit down with Justin Copeland, Vice President of Safety at United Road Services, to discuss how quality metrics shape a safer, smarter fleet. They dive into the hidden risks of car hauling, the power of clear communication and ongoing training, and how data drives driver engagement. Justin also shares how a bold “stand down” policy turned compliance issues into measurable gains.