Laurie Yarborough leads USA Fleet Solutions with people-first fleet tech

Laurie Yarborough, president and CEO of USA Fleet Solutions, is steering a national fleet intelligence company that manages nearly 30,000 units while emphasizing personal service, training and customization. Her story spotlights how technology, leadership and human connection are shaping the company’s growth from Reno to customers nationwide.

Why it matters: - USA Fleet Solutions serves customers that range from small businesses to government entities, so the company’s approach affects how fleets are tracked, supported and managed across the country. - Laurie Yarborough’s leadership centers on a core idea that fleet technology should improve operations without turning customer service into an automated experience. - The company’s model matters because telematics is evolving quickly, and customers need support that translates data into usable decisions.

What happened: - Laurie Yarborough is president and CEO of USA Fleet Solutions in Reno, Nevada. - The company manages nearly 30,000 units nationwide. - USA Fleet Solutions was co-founded in 2006 as telematics and fleet technology expanded from its local roots in Reno. - The company now works with Geotab and a broad network of marketplace partners.

The details: - USA Fleet Solutions provides fleet intelligence for commercial and public-sector customers. - The company offers training, ongoing support, troubleshooting, system setup, enhancements and guidance tailored to each customer’s needs. - Yarborough says the company’s greatest strength is its people. - The team monitors developments in telematics and fleet technology so it can adapt offerings as the market changes. - The company uses dedicated account management and personal assistance instead of sending customers into a generic support queue. - Yarborough says the workplace is family-oriented and runs on an “all hands on deck” mentality. - Two of her three children work in the business. - The third child is pursuing a performing career in New York City. - USA Fleet Solutions invests heavily in training so employees can stay current on new technology. - Yarborough believes expertise gives employees confidence and helps them serve customers better. - Her early career included newspaper photojournalism and work with the Multiple Sclerosis Society. - She later became a stay-at-home mother while volunteering and handling bookkeeping for the auto repair stations she and her husband, Steve, operated. - That automotive connection helped lead her into the telematics business. - Yarborough earned a BA in Speech Communication and Journalism from the University of Nevada, Reno, and a Master of Theology from Holos University. - She also serves as an Advisory Board Member for the Help Save the Bees Foundation. - Her personal interests include beekeeping, organic gardening, animal rescue, fostering, yoga, ice plunges, breathwork and hiking with her dogs.

Between the lines: - Yarborough’s leadership style reflects a broader lesson in the fleet tech market: the best software still needs human interpretation, setup and follow-through. - Her focus on hiring, role placement and continuous learning suggests the company is trying to scale without losing the small-team responsiveness that built its reputation. - Her advice to women in business is rooted in experience: take the opportunity before feeling fully ready, then learn by doing.

What's next: - USA Fleet Solutions will need to keep pace with rapid changes in telematics, which means continued investment in training and customer support. - Yarborough says the company will keep pairing technology with personal service as it grows. - Her broader message to professionals is to stay curious, stay connected to industry networks and keep looking for better ways to serve customers.

The bottom line: - Laurie Yarborough is positioning USA Fleet Solutions as a national fleet technology company that competes on both data and human service.