The Australasian Fleet Management Association (AfMA) is proud to welcome Eden Shirley as its new President. Shirley, the Founder and Managing Director of AutoGuru, brings a wealth of experience in technology and fleet maintenance to the role, signalling a strategic focus on innovation for the association’s future.
Shirley, a member of AfMA for nearly seven years, acknowledged the momentum and goodwill created by previous leadership, former President Lee Sauerwald, and long-standing board members, noting the operational and financial health of the association.
“I’ve watched the organisation grow and create impact,” Shirley stated. “The next 10 years are probably going to change more than the last 30, and at my core, I’m a technologist. I think there is a really good role I can play to foster and support the incredible momentum achieved by past board members.”
A Vision for Technology and Collaboration
Recognising the rapid changes in the industry, from the rise of AI to the evolution and digitisation of fleet management, Shirley aims to leverage his background to bridge the gap between fleet manager needs and emerging technologies. A key priority for his presidency will be supporting the newly proposed Technology Advisory Group.
“I want to put some momentum behind that,” Shirley said. “We are working to find an individual to lead that group and bring together leading minds to talk about what the industry needs, matching that with companies and solutions that can effect change.”
He also plans to continue supporting and scaling the innovation stream at the upcoming annual AfMA Summit, which he describes as the “most prominent and significant event in the fleet management sector of the year.”
Giving Back to the Industry
Shirley cited getting to know members and a sense of gratitude as primary motivations for taking on the presidency. He highlighted the support the fleet industry has shown AutoGuru, enabling FleetGuru® to scale into a major platform for fleet maintenance in Australia.
“There’s no better way for me to give back than to give my time to a cause that is about benefiting its members,” he added. “I’m very keen to have as many conversations as I can with members and suppliers to better understand the industry and figure out ways I can support it.”
Shirley looks forward to working closely with Thomas Brayley, Vice President; Paul Sor, Treasurer; and the newly elected board members, Nina Abbey, Darren Gore, Anna Martinis, Richard Schuster and Satinder Sahota to support Executive Director Mace Hartley and his team in continuing to drive value for members throughout 2026.
Here’s a message from AfMA’s new President, Eden Shirley.
About AfMA
The Australasian Fleet Management Association (AfMA) is the peak industry body for fleet management in Australia, New Zealand, and Southeast Asia. It is a member-based, not-for-profit organisation dedicated to advancing fleet management knowledge and skills.
