Edition – “Icons of Influence: Leading the World in 2025”
In a world where innovation and leadership are the driving forces of progress, few individuals stand out as true icons of influence, shaping industries and inspiring change. Meet Mehma Bridgen, the visionary Founder and Chief Commercial Officer of The Fuel Store, a company that has redefined the landscape of fleet management solutions. Under part of her leadership, The Fuel Store has become synonymous with excellence, offering value-led fuel cards, cutting-edge technology, and unparalleled service that keeps Britain’s roadways moving forward.
As we look ahead to 2025, Mehma’s journey is a testament to the power of forward-thinking leadership and unwavering commitment to fairness, agility, and sustainability. Her ability to navigate challenges and drive meaningful outcomes has not only positioned The Fuel Store as an industry leader but also cemented her place among the icons shaping the future.
Let’s welcome Mehma Bridgen as she shares her inspiring journey, her vision for the future, and the lessons she’s learned along the way.
Please share the beginning of your career journey with us.
“Thank you so much for your kind words and for inviting me. After earning my MSc in Clinical Criminology, I stepped into the professional world as a Project Officer with the East Midlands Police Collaboration Team. This incredible opportunity allowed me to work alongside five police forces—Derbyshire, Leicestershire, Lincolnshire, Northamptonshire, and Nottinghamshire—on critical areas such as criminal justice, forensics, firearms, and IT infrastructure. Through this role, I gained invaluable insights into politics, hierarchies, and governance, laying a strong foundation for my future endeavors.
After my time with the EMPCT, I moved to Leicestershire Constabulary, where I worked on Control Room operations. It was a challenging yet rewarding experience, but I soon felt the pull to explore new horizons. That’s when I decided to join my now-husband, Jamie, in his first venture—selling water treatment products in the UK. Together, we pitched our products to major retailers like Homebase and Argos, and I even secured a meeting with Euronics, an international association of over 11,000 independent electrical retailers. At just 22, with no profitability in our business, I was told we didn’t meet their turnover threshold. But I was determined, and that tenacity opened doors.
The year we spent in the water treatment business was one of the toughest yet most defining periods of my life. We had no salary, no clear job descriptions, and no external support—just sheer determination and a willingness to take risks. It was a year of endurance, learning, and growth. While the UK market for water treatment wasn’t ripe for disruption, the lessons we learned were invaluable.
Jamie then identified a gap in the fleet management industry and founded The Fuel Store, with a vision to modernize the sector through technology and a people-centric approach. I started at the ground level, making cold calls and selling fuel cards. It was here that I realized the importance of a consultative sales approach—positioning ourselves as experts rather than just another fuel provider. In a highly competitive, price-sensitive market, I focused on creating a solid value proposition and embedding the psychology of sales into every client interaction.
“Today, The Fuel Store has surpassed £100 million in turnover and achieved profitability, standing out in a saturated marketplace. The sales strategies I’ve developed are designed to disrupt conventional practices, ensuring we captivate customers and retain their loyalty. It’s been a journey of resilience, bold vision, and unwavering belief in our purpose—and this is just the beginning.” — Mehma Bridgen
Key Offerings of The Fuel Store
Founded in 2016, The Fuel Store began as a fuel card retailer and has since grown into a major industry player. The business was established when CEO and co-founder Jamie Bridgen identified a market gap for a more customer-focused and innovative fuel card service. Over the past nine years, Jamie and Mehma Bridgen, a husband-and-wife team, have transformed the company into a one-stop shop for fuel and fleet management needs. Today, The Fuel Store boasts partnerships with major oil brands such as Esso and Shell, as well as the UK’s leading EV charging network, offering comprehensive solutions for fleet owners of all sizes.
Beyond fuel cards, The Fuel Store provides a range of fleet management tools, including fraud protection, carbon offsetting programs, and intelligent software solutions that enable data-driven decision-making for customers. The company’s success is built on a foundation of customer-driven innovation, transparency, and exceptional service—values that have earned it high Trustpilot ratings and strong client retention. Looking ahead, the team remains focused on fostering long-term partnerships, developing AI-powered solutions, and advancing sustainable fleet management practices, solidifying its position as a trusted and forward-thinking leader in the industry.
Notable Recognitions and Accreditations
Mehma Bridgen, Founder and Chief Commercial Officer of The Fuel Store, was recently featured as one of Europe’s top 10 CCOs leading the way in 2024. This recognition highlights her role in driving front-end change management within the business and shares insights into her journey from the early days to her current success.
The Fuel Store has also achieved significant milestones, including a recent partnership with Shell, marking the company as the first UK Shell Reseller since 2019. This collaboration with such a highly respected and reputable brand underscores the company’s credibility and sets the stage for a year of substantial growth. With a portfolio of global fuel brands now on their books, The Fuel Store is poised to expand its reach and impact in the industry.
As the company celebrates nine years of operation, it is entering a new phase focused on achieving accolades and rewards. Central to this growth is a strong emphasis on company culture, ensuring that innovation, transparency, and customer-centric values remain at the heart of everything they do. These recognitions and partnerships reflect The Fuel Store’s commitment to excellence and its position as a forward-thinking leader in the fleet management sector.
What are your long-term goals, and where do you envision yourself in the coming years?
My long-term goal is to continue to add a sprinkle of audacity to the fuel card market, an industry that has been operating in much the same way for decades. On a personal level, I’ve brought my energy and brand to the market, disrupting the norm of faceless fuel card companies. Amid my career, I am an avid lover of fashion and envision making fuel fashionable. I have some exciting projects in the works and look to build a personal brand, becoming known for the sales strategies I’ve crafted and embedded into the business. I aim to one day consult or teach others on these strategies—at a cost!” — Mehma Bridgen
Who has been the most significant source of inspiration in your life?
“The most significant sources of inspiration in my life are the people who have shaped who I am today. My daughter, who is nearly five, teaches me about life in ways I never imagined. Her morals, values, and ability to adapt to the ebbs and flows of her parents running a company have given her a strength of mind and maturity that is wise beyond her years. She inspires me every day to be better, not just for myself but for her.
My late grandfather was a pillar of wisdom and wit, offering lifelong advice that continues to guide me. Though he resided in Mumbai, he was always a friend and confidant on the other end of the phone, and his lessons remain deeply ingrained in my life.
My mother’s resilience in raising me has been a constant source of strength. Her years of motherhood and guiding principles led me to pursue psychology, which underpins everything I do today. Her unwavering support and love have been foundational to my journey.
And finally, my best friend, the CEO of our company, and my husband, Jamie. He is my endless supply of support and encouragement, always pushing me to dream bigger and achieve more. Together, we’ve built not just a business but a life rooted in partnership and mutual inspiration.
These individuals have shaped my values, my drive, and my vision, and I am forever grateful for their influence.” — Mehma Bridgen
What were the most challenging obstacles you’ve encountered in your career?
“One of the most significant challenges in my career has been navigating the unregulated nature of the fuel card industry. Unlike many other sectors, there are no contracts or minimum requirements for fuel card usage, making it a highly competitive and unpredictable market. It’s similar to the banking industry, where customers can choose from a variety of cards and use whichever one suits them best at any given time. This freedom of choice poses a critical question: how does The Fuel Store ensure that our card is the one customer reach for over others?
The biggest obstacle, therefore, has been creating a retention strategy that ensures customer longevity and loyalty. In a market where customers are constantly bombarded with cold calls and offers from competitors, we had to find a way to stand out. From the very first conversation in the sales cycle to every interaction thereafter, we’ve embedded sales blueprints and tools into our DNA that are rooted in psychology and designed to formalize an otherwise informal market.
“These blueprints, that form one part of the retention strategy, focus on driving customer behavior away from fickle card usage to a more consultative and commerce-driven approach. By doing so, we’ve been able to achieve our volume and revenue targets while ensuring repeat usage of our cards. In any industry, having a clear, repeatable process is non-negotiable, and in ours, it’s been the key to success. If a strategy yields results, it becomes embedded into our approach, ensuring consistency and growth in an otherwise volatile market.” — Mehma Bridgen
