AfMA 2025: Attracting, Elevating and Empowering Women in the Fleet Management industry.
In January 2025, the Australasian Fleet Management Association( AfMA) launched its groundbreaking Women in Fleet Management( WIFM) Strategy.
What is WIFM?
WIFM is dedicated to attracting, elevating and empowering women across the fleet and automotive professions by developing and implementing initiatives that stimulate, sustain and nurture gender diversity, equity, and inclusion outcomes.
The WIFM Committee comprises passionate volunteers: Drew Schnehage, Debbie Rumble, Soreya Ahmet, Shanna Cova, Sonja Fahey and Aleta Gunn. Their collective experience, commitment and expertise are driving the strategy forward supported by Mace Hartley Executive Director and Deb Bacon of AfMA.
Mace emphasises:“ AfMA acknowledges the challenges faced by women in our industry. WIFM was established to empower and elevate women through education, peer to peer learning and storytelling. Sharing success stories not only empowers the notator but inspires and attracts more women.”
Why is WIFM Important?
Currently only 30 % of AfMA members are women and many of these fell into the industry by chance. The Committee highlights the value women can bring: Debbie adds:“ I lead a predominantly female fleet team, and I believe women bring a fresh and valuable perspective to an industry that has traditionally been male dominated”
Sonja expands:“ I joined WIFM because ever since I started in the industry 14 years ago, I have always wanted to see more women in Fleet as it has been typically run by men for such a long time. When I started my fleet journey, I was fortunate enough to work under an incredible woman who had started at the dealership as a receptionist like me and worked her way up to Dealer Principal. I found this so inspiring and it gave me the drive I have had to continue to grow and progress in Fleet Management without questioning my place or abilities. I am passionate about seeing many more women join this amazing space and love to see each year at AFMA events the increasing number of women in attendance and that percentage starting to grow”
Shanna:“ This initiative is important because it cultivates an environment where women feel confident, supported and empowered to lead. We are building a community for mentorship and collaboration, allowing us to break down barriers together. This is more than just networking; it is a strategic effort to promote gender equality and diversity, ensuring a more innovative and inclusive future for the fleet management ecosystem.”
Aleta explains:“ AfMA’ s commitment to the WIFM Committee matters because the ecosystem of connected fleet management industries is evolving, and the WIFM Committee seeks to play a vital role in scaffolding that ecosystem by supporting women through connection, mentoring and shared insight and learnings.”
Soreya adds:“ I joined the WIFM committee because I wanted to be part of a community that uplifts and inspires. For me, it’ s about sharing my journey, learning from others, and contributing to something that helps us all grow together. It’ s a chance to give back while also discovering more about myself along the way."
Drew joined because“ I’ ve spent my career in insurance and then fleet both being male dominant industries also crossing borders from South Africa to Australia— and I know how powerful it is when women can see what’ s possible and get practical support. WIFM lets me turn hard‐won operational experience into visible pathways for others coming through.”
28 ISSUE 56 DECEMBER 2025 / WWW. AFMA. ORG. AU