A New Era for Fleet: AutoGuru CEO Eden Shirley Elected President of AfMA

We are incredibly proud to announce that AutoGuru’s Founder and CEO, Eden Shirley, has been elected as the new President of the Australasian Fleet Management Association (AfMA).

The announcement follows AfMA’s 31st Annual General Meeting held on 26 November 2025. This appointment marks a significant milestone not just for Eden, but for the wider AutoGuru and FleetGuru family, validating our commitment to reshaping the automotive and fleet sectors through technology and transparency.

Leading with a Digital-First Vision

Eden’s election comes at a pivotal moment for the fleet industry. As a transformational leader who has fundamentally changed how automotive maintenance is managed in Australia and New Zealand, Eden is perfectly positioned to guide AfMA through a period of rapid evolution.

His work as the driving force behind FleetGuru’s rapid expansion has already empowered Fleet Management Organisations to operate with greater efficiency and control. Now, as President of AfMA, he brings that same entrepreneurial energy and digital expertise to the peak industry body.

Eden’s vision has always been about using technology to simplify and elevate operations. His leadership of the Board signals a strong future for the association, with a renewed focus on digital innovation, data-driven decision-making, and structural transparency.

“Leading AfMA is a privilege. Our industry moves forward when we collaborate, share knowledge, and embrace innovation that benefits every fleet professional,” said Eden Shirley.

A Powerhouse Board for 2025–2026

We are equally excited to see Eden backed by a Board of Directors that embodies the depth, capability, and experience required to navigate the challenges of today’s fleet sector.

Joining Eden on the Executive Committee are:

• Vice President: Thomas Brayley (General Manager City Fleet – City of Logan), bringing over 16 years of sustainability-focused operational experience.

• Treasurer: Paul Sor (Head of Property and Procurement – Vasey RSL Care), known for his collaborative leadership and financial acumen.

The newly elected General Board Members further strengthen the association’s capabilities across sustainability, procurement, and policy:

• Nina Abbey (Head of Indirect Sourcing and Procurement – Elders Ltd)

• Darren Gore (General Manager – Summit Fleet Leasing and Management)

• Anna Martinis (Manager, Electric Fleets and Fleet Vehicle Integration – NSW DCCEEW)

• Richard Schuster (Principal – The Fleet Source)

• Satinder Sahota (Director Fleet Services – Transport Canberra and City Services)

Collectively, this group brings together public-sector insight, deep technical knowledge, and a commitment to decarbonisation. It is a Board built for the future.

At AutoGuru, we see this as an exciting new chapter. With Eden at the helm, supported by such a high-calibre team, AfMA is well-placed to tackle the industry's biggest opportunities, from EV integration and sustainability targets to the digital transformation of fleet management.

We congratulate Eden and the entire 2025–2026 Board on their appointments. We look forward to seeing the positive impact their leadership will have on members across Australasia.