Driver safety has become a top priority for fleets worldwide, as companies look for ways to reduce accidents, lower costs, and protect their employees on the road. At Geotab Connect 2025, Sabina Martin, Vice President of Product Management at Geotab, shared insights into how fleet managers can take a more effective approach to driver coaching, foster positive behavioural change, and build a long-term culture of safety.
Why Monitoring Isn’t Enough: The Shift to Proactive Driver Coaching
For years, fleet managers have relied on telematics to track driver behaviour, using metrics like harsh braking, speeding, and acceleration events to identify risky drivers. However, simply monitoring and flagging unsafe behaviour doesn’t always lead to meaningful improvements. According to Martin, fleets need to move beyond basic event tracking and focus on coaching and engaging drivers in a way that encourages lasting change.
“If you think about that, it’s not very scientific in terms of determining how that impacts your chance of getting into a collision, which is ultimately what you’re trying to avoid,” she explained. “What’s more important is helping drivers understand how their habits directly impact their safety and giving them the right tools and support to improve.”
Instead of focusing on punishment, successful fleet safety programs prioritise engagement, training, and driver development, ensuring that drivers feel supported rather than policed.
Turning Safety Into a Positive Driver Experience
One of the biggest challenges in fleet safety is getting drivers to buy into safety programs. If drivers feel like they’re being constantly monitored with no reward for good behaviour, they may be less motivated to improve. Martin highlighted how Geotab is working with fleets to introduce more positive reinforcement, ensuring that safety programs benefit drivers as well as fleet managers.
“What we’re really excited about with Geotab Vitality is they’ve really studied behavioural change and how humans get excited about incentives and rewards,” she said. “Many people are competitive, and this is something that a driver can get positive reinforcement from. As they improve, they’re going to get tangible benefits. It’s no longer just ‘my boss told me to do so’—there’s something on the other end.”
By introducing recognition programs, incentive structures, and performance-based rewards, fleets can motivate drivers to take safety seriously. Whether through gamification, bonuses, or public recognition, fleets that reward safe driving create a more engaged and proactive workforce.
Benchmarking and Fair Assessments
A common complaint among drivers is that safety monitoring doesn’t take into account real-world driving conditions. A driver operating in a congested city environment is likely to have more braking and acceleration events than one driving on open highways, making direct comparisons unfair.
Martin explained how benchmarking drivers against their peers in similar conditions is a fairer and more effectiveway to assess performance.
“It kind of removes the bias—it looks at actual collisions and past trends,” she explained. “It also allows us to benchmark drivers who operate in similar conditions, whether it’s rural versus city, different weather conditions, etc., bringing additional context into the equation, instead of just looking at their individual behaviour.”
This context-based assessment ensures that drivers are fairly evaluated, allowing fleet managers to focus on genuine safety risks rather than raw data points.
Building a Safety-First Culture
Fleet safety isn’t just about tracking data or enforcing rules—it’s about creating a culture where drivers take ownership of their behaviour. Martin stressed that safety improvements require long-term commitment from both fleet managers and drivers.
“We need to move the needle from just monitoring drivers to actively helping them change their behaviour,” she said. “That means thinking creatively about how to engage drivers and making safety something they want to improve, not something they feel forced into.”
A strong safety culture starts at the top, with clear communication, ongoing training, and leadership support. Fleet managers who engage their drivers in safety discussions, provide regular feedback, and celebrate improvements are more likely to see lasting results.
Making Driver Safety a Competitive Advantage
Beyond reducing accidents, strong safety programs benefit fleets in multiple ways. Companies that prioritise driver safety can expect lower insurance costs, reduced vehicle downtime, improved fuel efficiency, and stronger employee retention. Safe driving also enhances a company’s reputation, making it easier to win contracts and attract top talent.
“As we continue to refine our programs, we’re going to see even greater success in helping fleets create safer and more efficient operations,” Martin said. “Fleets that invest in driver safety now will not only reduce risk but also create a stronger, more engaged workforce.”
By shifting from reactive to proactive driver coaching, fleets can empower their drivers to take control of their safety, leading to fewer accidents, lower costs, and a more positive work environment.
