Photo: AFLA/WIFM’s Lori Olson
By Ted Roberts, Publisher, Fleet Management Weekly
July 29, 2026
As the fleet industry continues to evolve, leadership development and mentorship are increasingly important for attracting and retaining talent. Few organizations have embraced that challenge more intentionally than the Automotive Fleet Leasing Association’s (AFLA) Women in Fleet Management (WIFM) initiative.
Under the leadership of WIFM Task Force Chair Lori Olson, the program has expanded beyond traditional networking events to become a year-round platform focused on mentorship, professional growth, confidence, and inclusion. To learn more about the evolution of WIFM and its impact on the fleet industry, we spoke with Lori.
Expanding the Reach of WIFM
According to Olson, one of the organization’s priorities has been to bring WIFM programming directly to the places where fleet professionals already gather.
Over the past two years, WIFM sessions have expanded beyond AFLA events to include programs at the NTEA Work Truck Week and the NAFA Institute & Expo. “Our focus has been on helping professionals learn to tell their own stories and advocate for themselves,” Olson said.
This year’s theme, “Confident by Choice,” encourages participants to see confidence not as an innate personality trait but as a decision that can be developed over time. “Confidence isn’t something you either have or don’t have,” she explained. “It’s choosing action over avoidance and growth over comfort.”
Mentorship Continues to Grow
Perhaps the most dramatic success story is the growth of the AFLA mentorship program.
What began in 2018 with about 20 participants has grown into a network of nearly 170 mentor-mentee pairs, including both men and women, across the industry.
Olson credits the program’s success to collaboration among multiple volunteer leaders over the years. “Mentorship in action is succession planning in action,” she said.
The latest phase of the initiative introduces a framework called MOVE, which stands for:
- Mentorship
- Opportunities
- Voice
- Empowerment
The digital roadmap is designed to provide resources that help participants maximize their mentoring relationships and further develop leadership skills.
Building Confidence Through Community
Olson believes one of AFLA’s greatest strengths is that it doesn’t merely talk about inclusion—it actively demonstrates it. Representation across speakers, panels, and leadership roles has become a priority throughout the organization. “AFLA gives people permission to believe in themselves,” she said.
Olson credits mentors and peers within the association for helping her overcome self-doubt and build confidence throughout her career. “You have to believe in yourself, what other people already believe in you,” she said.
Why Mentorship Matters
For Lori Olson, mentorship is one of the primary reasons people remain active in both the association and the fleet industry. “Nobody has to operate in a vacuum,” she explained.
She describes mentors as mirrors that often recognize potential before individuals recognize it in themselves. That support has also led to measurable results.
According to Olson, participation in the mentorship program has increased overall AFLA membership and led to higher attendance by women at the annual conference. Ten years ago, conference attendance was predominantly male. Today, attendance is much more balanced, and women hold many leadership roles throughout the organization.
Designing for the Future
Olson believes organizations must intentionally create the environments they want rather than simply maintain the status quo. “We have to design for the room we want, not just the room we already have,” she said.
That philosophy has led WIFM to broaden participation by welcoming allies, encouraging diverse viewpoints, and inviting leaders from outside the fleet industry to share their experiences. Future conference programming will continue to emphasize mentorship, leadership, and inclusion for professionals at every career stage.
Importantly, Olson emphasizes that WIFM is not exclusively for women. “It’s really about leadership and inclusion. Everyone is welcome.”
Breaking Through Barriers
When asked about the challenges women still face in business, Olson’s answer focuses less on external obstacles and more on personal empowerment. “The only person who can truly stop you is yourself.”
While acknowledging that barriers can exist, she encourages professionals to advocate for themselves, recognize their strengths, and clearly communicate their career goals. “You own your career. Nobody else does.”
She believes WIFM helps create a safe environment where professionals can ask difficult questions, receive support, and grow without fear of judgment.
A Personal Journey
Lori Olson first attended an AFLA conference nearly 15 years ago, knowing very few people. Over time, relationships with mentors and fellow members opened doors to committee assignments, board service, and leadership roles.
Those experiences ultimately shaped her professional growth and confidence. “AFLA gave me a community I didn’t even know I was missing,” Olson said.
Today, she says much of her career development can be traced directly to the relationships and experiences she gained through the association. “The connections, the people, and the mentorship have had a tremendous impact on my life.”
Looking Ahead
Olson hopes the principles behind WIFM will eventually become deeply embedded throughout the fleet industry.
Her vision is a future where mentorship, collaboration, and leadership development are standard across every organization. “The momentum we’re building today is paving the way for the next generation of leaders,” she said. If WIFM’s continued growth is any indication, that future may already be taking shape.
To learn more about AFLA’s Women in Fleet Management (WIFM), click here.
