A Well-Organized Event

Lori pointed out that MATS 2025 stood out for its thoughtful layout, which made it easy for attendees to navigate various sectors of the industry. “They grouped recruiting, technology, etc., together so that you could truly contrast and compare similar solutions,” Lori noted. This organization helped everyone make the most of their time at the event by focusing on the most relevant solutions.

Big Innovations in a Smaller Show

“While the event was smaller compared to previous years, it was packed with fresh ideas and new solutions, and non-traditional approaches to trucking,” Lori continued. Despite its reduced size, the event remained a significant platform for showcasing the latest advancements in the trucking industry.

Game-Changing Technologies

There were a couple of noteworthy innovations that stood out to Lori.  “There was a portable tire changing solution that allowed drivers to change tires without depending on outside vendors to get them moving again,” she explained. This product enables drivers to minimize downtime and keep their trucks running smoothly and efficiently.

Another noteworthy innovation was an AI-powered app designed to streamline business operations for owner-operators. “This new app assists owner-operators in finding a load, negotiating the rates, dispatching the truck, and providing back-office assistance through the entire process,” Lori noted. This app is part of a broader trend towards automation, helping drivers manage their businesses more effectively.

Driver-Focused Tech in Recruitment

MATS 2025 also highlighted the rise of driver-focused apps that streamline the recruitment process. “I talked with two vendors who were capturing the driver profile and sharing it directly with trucking companies,” Lori said. These apps aim to redefine the way driver data is collected and shared, making it easier for drivers to connect with potential employers.

Building Industry Connections

Networking remains a key component of MATS, and this year, Lori took full advantage of the opportunity to expand her professional connections. “I attended a few events with recruiting leaders and walked away with a broader network,” she shared. Events like MATS are a great way to build valuable relationships that can lead to new business opportunities and insights.

Tackling the Truck Parking Crisis

Parking remains a significant challenge for truckers, and this year’s MATS addressed this issue with several new ideas. “There were several parking solutions that allow drivers to use an app to find and book parking. We are seeing an upgrade in safe parking options. Drivers deserve a place to rest in a secure environment,” Lori explained. These innovations are crucial in enhancing safety and ensuring drivers have reliable places to rest during long hauls.

Looking Ahead

MATS 2025 reaffirmed the trucking industry’s commitment to innovation, with new technologies set to improve both efficiency and the overall driver experience. From AI-driven business tools to improved parking solutions, the event showcased how the industry is evolving rapidly.

Image Source: TomTom

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Lori’s Impact on the Trucking Industry

Lori’s career has spanned roles in recruiting, strategic planning, corporate development, branding, sales, and operations. She has worked with both for-hire and private fleets, including a Fortune 100 company, and led business development for the largest recruitment marketing agency in the industry. Today, she leads a top driver lead generation company that is female-owned and boasts an 80% female workforce.

Beyond business success, Lori is deeply committed to improving the image of drivers and the industry. Her passion for trucking extends beyond her company, making her a standout nominee for this prestigious recognition.

Significant Accomplishments in the Past 12-18 Months

Over the past year and a half, Lori has achieved remarkable milestones that underscore her vision for the industry:

• Built an online community of over one million followers, with a reach of up to 50 million people in a single month.
• Partnered with the NFI SheDrives initiative to amplify content that supports and elevates women in trucking.
• Launched Driver.jobs, a platform and community designed to connect and support final-mile drivers.
• Created the Haul of Fame, a space dedicated to celebrating trucking’s unsung heroes, including Drivers of the Month and Carriers of the Year.
• Developed an innovative technology-driven platform that matches drivers with companies based on their individual needs and preferences.

These achievements reflect her forward-thinking approach and unwavering dedication to making a meaningful impact on drivers and the companies that support them.

How Lori Exemplifies WIT’s Mission

Lori fully embodies the mission of Women In Trucking—encouraging the employment of women in the industry, promoting their accomplishments, and minimizing the obstacles they face. She has mentored drivers and industry professionals, fostering growth and paving the way for future leaders.

Her efforts to enhance the perception of drivers go beyond recognition; she actively works to ensure their voices are heard and their contributions celebrated. Lori’s influence extends beyond drivers to the broader industry, where she continues to break down barriers for women and push for a more inclusive and supportive environment. Her advocacy, leadership, and dedication to the industry make her a true champion for positive change.

Women In Trucking’s 2025 Top Women to Watch

Lori joins an impressive group of 74 women recognized for their significant career accomplishments. These professionals come from a diverse range of roles, including operations, corporate management, sales, marketing, strategic initiatives, human resources, engineering, and technology. The full list of honorees includes:

• Vanessa Angulo, Senior Director, Talent Acquisition, Sysco
• Pamela Baker, Chief Executive Officer, Core Four Productions
• Tamsin Bencivengo, Director, Employer Brand, Penske Transportation Solutions
• Nicole Boyd, Driver Safety Trainer, Air Products
• Lina Castaneda, Chief Customer Officer, Tai Software
• Marcela Castano, Principal Applied Researcher, Bridgestone Americas
• Joanna Cooper, General Manager, Mount Holly Truck Manufacturing Plant, Daimler Truck North America
• Theresa Davinroy, Marketing Director, Tri-National, Inc.
• Jessica Dotson, Director of Business Development, Multi Service Fuel Card
• Janice Doyon, Director of Logistics, Performance Food Group
• Abbie Dunaway, BI Services Manager, McLeod Software
• Amanda Ellis, Lead, Dealer Operations – Digital Solutions, Bridgestone Americas
• Ashley Ellison, Vice President, Dedicated Operations, U.S. Xpress
• Sarah Falcon, Site Supervisor, Air Products
• Kathie Falcone, National Sales Director of Fleet Services, PACCAR Parts
• Kimberly Fisk, President, Triumph Factoring
• Angie Freeman, Chief Human Resources Officer, C.H. Robinson
• Karen Fuller, Executive Director of Maintenance, R.E. Garrison Trucking
• Lori Furnell, President, Truck Drivers USA
• Kameel Gaines, Chief Executive Officer, Rig On Wheels
• Sara Graf, Vice President, Sustainability, Culture and Communications, Estes Express Lines
• Laura Granados, Controller, May Trucking Company
• Kat Guerrero, Corporate Procurement Manager, Rihm Family Companies
• Candy June Hackworth, Manufacturing Operations Manager, International Motors
• Heather Hines, Director of Product Management, Arrive Logistics
• Betsy Hone, Senior Manager, Talent Acquisition, Old Dominion Freight Line
• Tracy Hughes, Vice President, Compliance, Benefits and Spend Management, Estes Express Lines
• Carrie Johnstone, Vice President, Customer Experience and Innovation, Estes Express Lines
• Katie Justman, Director of Operations, Schneider
• Kristine Kennedy, President and Chief Executive Officer, Highway Heavy Hauling
• Anita Kim, Director, Government Affairs and Policy, Torc Robotics
• Jennifer King, Field Sales Manager, Penske Truck Leasing
• Judith Knudsen, Chief Executive Officer, eTruck Transportation, LLC
• Becky Kraemer, Director, Cargo Claims, Saia LTL Freight
• Jackie Lawrence, Senior Director – People Relations, J.B. Hunt Transport Services
• Trisha Leckow, Vice President of Product Technology, Echo Global Logistics
• Kelly Lee, Operating Center Manager, May Trucking Company
• Elizabeth Lopez, Chief Financial Officer, Dealer Operations, Sun State International Trucks LLC
• Jenny Lovering, General Transportation Manager, Walmart
• Brenda Mejia, Head of Operations, Gatik
• Erin Mitchell, Chief Operating Officer, YMX Logistics
• Laura Muir, Chief Human Resources Officer, Polaris Transport
• Annette Munger, Engagement Manager, R.E. Garrison Trucking
• Kandice Nadeau, Vice President, Dedicated Contract Carriage Solutions, Penske Logistics
• Zeliha Ozgul-Mamishi, Lead Project Manager, International Motors
• Kait Parker, Vice President, Operations, RXO
  … (List continues with all nominees) …

The full list of honorees will be featured in WIT’s Redefining the Road magazine and online at Women In Trucking. Congratulations to Lori and all the exceptional women making a difference in transportation!

The post TDUSA President Lori Furnell Named One of Women In Trucking’s Top Women to Watch in 2025 appeared first on Truck Drivers USA.

For Lori, the most rewarding aspect of the trucking industry is the opportunity to connect with diverse individuals and understand their journeys. “I’ve always been intrigued by the people and the pace of trucking,” Lori explains. “Each day, I engage with extraordinary people and hear their success stories. In this field, making hundreds of decisions daily with minimal information is part of the job, and mastering this skill fuels my passion and energy.”

Lori’s leadership extends beyond her professional duties. She enjoys a rich personal life that includes reading, traveling, and creating memories with family and friends. Her favorite film, A River Runs Through It, is a reflection of her interests outside work.

In addition to her professional achievements, Lori holds onto a favorite quote from Babe Ruth: “Every strike brings me closer to the next home run.” This quote reflects her approach to overcoming challenges and striving for continuous improvement.

A fun fact about Lori is that she was a member of her college’s intramural championship coed volleyball team, though she never attended a game.

Under Lori’s leadership, Truck Drivers U.S.A has grown into a thriving community where the stories and experiences of those in the trucking industry are celebrated. Her dedication and passion for the industry continue to drive the success and engagement of our community.

The post Meet Lori Furnell: Leading the Way at Truck Drivers U.S.A appeared first on Truck Drivers USA.