Influential Woman · Connected Fleet Technology, GPS Fleet Tracking, Telematics, Cameras, Fleet Management
Laurie Yarborough
CEO and President, USA Fleet Solutions
Reno, NV 89509
Her Story
About Laurie
As the President and CEO of USA Fleet Solutions, Laurie Yarborough does not just manage fleets; she drives excellence with vision, purpose, and heart. Driven by a lifelong curiosity for learning and self-development, Laurie holds a BA in Speech Communication and Journalism from the University of Nevada, Reno, and a Master of Theology from Holos University. Her early career choices reflected a deep fascination with people and their stories—first finding joy as a newspaper photojournalist, and later finding profound purpose at the Multiple Sclerosis Society planning events and being a compassionate listening ear for those in need. When her children were young, she chose to be a stay-at-home mother, immersing herself in volunteering while managing the bookkeeping for her and her husband Steve’s auto repair stations. Never one to sit on the sidelines, Laurie jumped in right where she was needed when a massive opportunity for telematics growth emerged, taking the reins to co-found USA Fleet Solutions in 2006.
From the local service station roots in Reno, Laurie has steered an auxiliary operation into it's own premier national powerhouse managing almost 30,000 units across the country. Today, in partnership with Geotab, the global leader in connected transportation, and an extensive network of marketplace partners, the company provides cutting-edge fleet intelligence to an expansive roster of clients ranging from small businesses to large commercial and government entities. While these partnerships are invaluable, Laurie knows the company's true strength lies within the USA Fleet Solutions team. As industry experts who constantly stay on top of rapid technological advancements, her team possesses a unique ability to customize solutions to each fleet's specific needs and industry. They don't just tailor the technology; they provide continuous training and ongoing support—always ready to troubleshoot, set up, enhance, and ensure customers get the exact data they want and need.
At the core of this national success is a high-energy, positive work environment driven by a collective "can-do" attitude. Laurie has cultivated a workplace that operates with world-class corporate precision but feels like a close-knit family, built on the philosophy of real people helping real people. This family environment is literal for Laurie, as two of her three children work alongside her in the business, while her third pursues a career as an aspiring performer in New York City. Beyond the boardroom, Laurie channels her endless curiosity into health, fitness, travel, and holistic wellness. She is an organic gardener, an Advisory Board Member of the Help Save the Bees Foundation, and an active hobbyist beekeeper. Her deepest personal joy lies in animal rescue and fostering, and she is actively working toward her ultimate dream of establishing a small farm to grow food and provide a permanent sanctuary for animals in need. Whether optimizing a cross-country trucking fleet or nurturing a beehive, Laurie exemplifies what it means to be an influential leader today, proving that true success is measured by the positive impact you leave behind.
Her Interview
Ten minutes with Laurie
01What do you attribute your success to?
Our success is rooted in a collective "can-do" attitude and the fundamental belief that we are real people helping real people. When things get challenging, our team naturally jumps in to support and assist one another, creating a seamless safety net for our clients. Whenever our customers run into any hurdles or questions, we don't send them to a faceless 1-800 number or an automated queue; instead, we provide a dedicated account manager to handle their specific needs and ensure they are taken care of. From the beginning, our core promise has never changed: the customer always comes first. Our clients know they can count on us because we offer customized setup, hands-on troubleshooting, and a level of personal reliability that is rare in today's tech landscape.
Equally vital to our growth is how we fiercely support one another internally. A company cannot take exceptional care of its customers if it doesn't take exceptional care of its team. We cultivate a high-energy, family-first workplace culture where teamwork is everything and an "all hands on deck" mentality is the norm. To maintain our position as industry leaders, we invest heavily in our people through continuous training, ensuring our team is always on top of the latest innovations and cutting-edge telematics technology. By blending this top-tier technical expertise with deep mutual support, we’ve built an environment where our team thrives, which directly translates into unparalleled excellence for the clients we serve.
At the end of the day though, our success comes from our truly amazing team!
02What’s the best career advice you’ve ever received?
Career advice that has been shared over the years mixed with experience is a multi-faceted.
Get the right butt in the right seat and you're over half way there! When you get the right person for the job, and may need to juggle people around a bit, you'll bring out the best in them and the company will greatly benefit.
Also, create a culture that embraces "possibility thinking." Addressing challenges, not just complaining is part of the culture for a successful business- What do we need to do? How do we make this happen? How can I help? This is about teamwork.
Additionally, staying abreast of advancing innovations isn't a passive thing; it requires relentless curiosity and intentional effort. We invest massive amounts of time and energy into the continuous training of our team. It also brings pride to each team member by knowing they're experts in their field/position.
Lastly, connect with professional organizations. We can't learn everything on our own. We learn a lot from each other.
03What advice would you give to young women entering your industry?
If I could sit down over coffee with any young woman starting out or looking to take that terrifying leap into business ownership, the very first thing I’d tell her is this: Stop waiting for the perfect moment, and stop waiting until you feel 100% qualified. Just jump in. When the opportunity came for me to take the reins of our telematics business back in 2011, I wasn’t holding a corporate blueprint, nor did I have a business degree. I just saw a need, saw the massive potential for growth, and decided to step up. You will figure it out as you go. Trust your gut, jump into the deep end, and have the confidence to take the reins.
The second piece of advice I’d give you is to know that you won't have all the answers so stay open and willing to learn as you go. I’m someone who is interested in a million different things—I’ve studied journalism and theology, and today I run a national fleet tracking company while spending my free time beekeeping and learning about energy healing. Your diverse interests aren't a distraction; they are your superpower. Keep a never-ending curiosity for learning and self-development. Stay on top of the latest advancements and technology in your industry, and never stop researching.
Third, remember that no matter how digital or automated the world becomes, business is always about real people helping real people. When you build your company, build it on relationships, not just transactions. We built USA Fleet Solutions on a 'can-do,' all-hands-on-deck attitude where we fiercely support one another. If you take good care of your team, they will take good care of your customers.
Lastly, please don't sacrifice your own well-being on the altar of your business. Running a company takes immense grit and resilience, but you can’t pour from an empty cup. For me, surviving and thriving in a demanding business means balancing that pressure with things that ground me—whether that’s yoga, ice plunges, breathwork, or hiking with my dogs. Find whatever your version of your peace is and protect it fiercely.
04What are the biggest challenges or opportunities in your field right now?
The technology is becoming incredibly sophisticated, but the real opportunity is keeping it human. It's not about the flashiest software; it's about being able to sit down with a client, understand their unique headaches, and tailor this powerful technology to make their lives easier.
In an industry like telematics, standing still is the exact same thing as moving backward. The technology we use to optimize fleets changes almost by the minute. If you aren't actively dedicating time to learning, researching, and staying ahead of the curve, you blink and you're obsolete. That’s why we don't just view ourselves as a technology vendor—we view ourselves as cutting edge experts in the field.
05What values are most important to you in your work and personal life?
A list of words, in no particular order might be able to sum up some of the values that are most important to me:
Integrity, honor, willingness, spirituality, service, love, effort, caring, enthusiasm, optimism, faith, trust, authenticity, courage, kindness, generosity
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