Women Driving Change in the Fleet Industry

One of the highlights of the 2025 Australasian Fleet Education & Leadership Summit was the Women in Fleet session, showcasing the growing presence of women across all levels of the industry.

Following the session, Fleet News Group caught up with Deb Bacon — an early trailblazer who helped bring Toyota into AfMA over a decade ago — and Drew Schnehage, CEO of Solved Australia and a leader in the current push to build greater gender diversity.

Steady Progress Over a Decade

“It’s been great to see the change,” said Bacon. “Ten years ago I helped get Toyota involved with AfMA, and it’s incredible to look around now and see so many more women in the room. Thirty per cent of AfMA contacts are now female — a big improvement, though there’s still opportunity for more.”

Schnehage, reflecting on her five years attending AfMA, agreed. “When I first came, there weren’t many women here. That’s changing. Initiatives like Women in Fleet Management are making a difference. It’s about building awareness and taking consistent small steps.”

She acknowledged the role of AfMA Executive Director Mace Hartley, who has championed the cause: “Mace is so passionate about this. That’s been a big driver.”

Opening the Door to Opportunity

Both speakers emphasised that fleet can offer great career paths — once people understand the possibilities.

“I came from accounting and fell into a fleet role without really knowing what it meant,” Bacon admitted. “We heard Christine Humphreys (Fleet Coordinator at Endeavour Foundation) say the same thing today. That’s why we’re running a series of interviews with women from dealerships, collision repair, all areas — to show the opportunities that are out there.”

Schnehage added that inviting speakers like Sam Street, Editor at Australian Paint and Panel Magazine, from the collision repair industry into the Women in Fleet conversation is vital: “We’re all connected to the motor vehicle industry in different ways — bringing those voices together strengthens us all.”

An Industry That Must Adapt

Flexibility was another key theme — and one the fleet sector will need to embrace to attract and retain talent.

“The industry is ageing — we saw that in the stats this morning,” said Bacon. “If we want to bring in younger people and more women, flexibility will be critical. Parts of the industry already support that well; others need to adapt.”

Schnehage noted similar challenges in the insurance and collision sectors: “There’s a lot of grey hair in those rooms. We have to change that.”

She also highlighted the concept of mental load — a term she and Bacon had discussed during the Summit: “Women juggle households, children, ageing parents, and big professional roles. We bring a different dynamic and perspective. Organisations benefit from that diversity.”

Diversity Benefits Everyone

Both speakers stressed that supporting flexible, diverse workplaces isn’t just about helping women. As one audience member noted, many of the challenges women face — balancing care responsibilities, seeking flexible work — apply to men too. The industry as a whole will need to evolve.

“We have to do something. We have to make it happen,” Schnehage said. And leaders like her — and early crusaders like Deb Bacon — are making sure that change continues.

At present, 30% of AfMA contacts are women, and this year’s Summit saw that representation reflected in the audience, with 25% of attendees being women. The Women in Fleet initiative is part of AfMA’s broader vision: to attract, elevate and empower women across the fleet and automotive professions. By showcasing career opportunities, building supportive networks, and encouraging flexible, inclusive workplaces, AfMA is helping to drive lasting change in an industry that has traditionally lacked gender diversity.

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