Learning Zone

Get to know our leadership team

By Ellen Sowerby
09 March 2021

Our leadership team is made up of some of the brightest minds in the industry. Find out more about the brilliant people leading the way in fleet management.


Ashley Sowerby 

CEO & Founder

Ashley founded the Company in 1990 in a small town in the heart of Derbyshire, UK. At the age of 21, Ashley was developing a simple fleet system for his then employer and, after the project was cancelled, he bought the rights to the software to start his own business venture. 

Ashley has since taken his products to over 180-countries across the globe and, today, our solutions are used by some of the largest and most well-known organisations.


James Broad 

Senior Vice President Finance & Admin

James is a qualified Chartered Accountant with experience in both internal and external audit. He has worked across multiple finance roles throughout his career.

Outside of work James is a sports enthusiast with a passion for motor racing, cycling, badminton and skiing. He also likes to travel and is a keen techie! 

James’ Dad was also a big motor racing fan, so was pleased to name him ‘James Nicholas’ when he was born in 1976… the year that James Hunt and Niki Lauda were battling for the F1 Championship. 


Matt Cosway 

Senior Vice President Employee Success 

Over the last 10-years, Matt has worked for a number of world-leading companies – including FinancialForce, Ministry of Sound and the National Audit Office – creating, managing and expanding global HR teams. 

His work at FinancialForce grew an office of 30 employees into a team of 1,000 (in just 4-years!), winning the company several ‘Great Place to Work’ awards along the way. 

Outside of work, Matt spends his time building and restoring cars and has a real passion for music… he has even headlined a set at Glastonbury’s Dance Village! 


Will Wycks 

Senior Vice President Product & Marketing 

Will has worked as part of a Marketing team for over 12 years, with a background in product development, transforming the use of data and enhancing customer experience. Marketing strategy in the automotive sector has been a real focus in his career to date 

Outside of work, Will enjoys golf (when he’s playing well), football and all kinds of musicHe’s got two kids (with another on the way) that occupy most of his personal time, but he wouldn’t have it any other way! 

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