Barbara Cox Awards 2024 nominees:
Lisa Spong
Sales Director at Reflex Vehicle Hire
Brief biography of you and your career
Lisa Spong is Sales Director and Co-Owner of Reflex Vehicle Hire, a safety-focused LCV rental company. It operates across three UK locations and has approximately 130 staff.
Mum-of-three Lisa’s career launched in 1999, when she landed her first role as hire assistant at Arriva Vehicle Rental. Within two years, she moved into sales, eventually managing the Leicestershire area and later the East Midlands.
After a short break in 2004, Lisa joined TLS Vehicle Rental as Area Sales Manager in 2006. She briefly located to Oman in 2009 before securing a role as Business Development Manager at Reflex.
Under her guidance, the company launched groundbreaking initiatives such as Flexicam (2014) and Drive with Reflex (2015) – which revolutionised industry safety standards. Reflex underwent massive growth, doubling its fleet size to around 4,000 units in 2015.
Becoming Sales Director 2016, she has been one of the fundamental driving forces behind the company’s success. In 2023, she was instrumental in introducing AI technology to the business. She leveraged a £2 million project to enhance operational efficiency and safety standards through solutions including Microsoft Dynamics and facial recognition cameras.
What is your proudest achievement as a leader or role model?
“It gives me the greatest satisfaction to see my work colleagues thrive in their roles as senior leaders or mental health ambassadors.
“They all started with an idea or a career goal, which began as conversations at our desks or in one-to-one sessions.
“Many thought that they couldn’t achieve their goals or dreams, so first of all, I would say, well, look at me. I wasn’t highly educated, and I didn’t have a degree. I left school at 16, was pregnant at 17 and was a single mum at 20. Now, I am a Director and co-owner of a £52m turnover business that allows me to help co-workers turn their dreams into reality.
“When I tell them they can do it and ask them to tell me how… I let them do it.
“So, my proudest achievements include when the Head of HR comes to me and says, ‘That’s another exam passed; I’m well on my way to Level 5’.
“When another team member tells me that we need to implement a mental health programme within Reflex because many people are struggling and have no one to speak to and that she is struggling, I say so have I let’s do it. Reflex now has an award-winning wellbeing programme in place. These are just a few of my proudest achievements as a leader and a role model.”
What is the most significant innovation you have been involved with?
“’Drive with Reflex,’ our award-winning telemetry suite which was unveiled in 2013.
“The customer base had been constantly asking for hire vehicles with telematics without a contract. Up until then, the two were separate. I researched companies and met with several who used the concept of pay-as-you-go. The device theoretically uses a SIM card, so if it’s suitable for mobile phone devices, it could work for vehicle tracking.
“After finding a partner that could provide exactly that, my next challenge was to get this approved by my directors as a significant investment was required.
“Flexitrack was born to differentiate Reflex from its competitors. Every vehicle was fitted with a tracking device, predominantly for managing driver behaviour. The combined system could capture incidents, download the footage, and send it to a designated recipient. Other safety-led initiatives were introduced, and I decided to brand it ‘Drive with Reflex’.
“The service has helped us secure Supplier of the Year at Fleet News and Safe Vehicle Fleet with Brake, to name a few. This was my idea, which I brought to life, and it is constantly evolving as technology progresses. I guess this is also one of my greatest achievements.”
What do you do to give back to charity and/or the wider community?
“I don’t want anyone to hurt themselves or, worse, lose their life behind the wheel of a Reflex vehicle. Sadly, I can’t do that for every vehicle on the road.
“When a local charity approached Reflex, The Leicestershire and Rutland Blood Bikes, I quickly decided to provide them with a vehicle for free. Their current loan had to be returned, and the van, which was crucial in supplying life-saving blood to the air ambulance, was critical, particularly in the winter months or poor weather conditions.
“Reflex has supported the Blood Bikes for many years, so when the Chairman approached me and asked if I would like to be a trustee, I jumped at the chance.
“Working in a male-dominated environment and an all-male trustee group certainly has its challenges, but I thoroughly enjoy it and hope to make an impact from a female perspective.
“Reflex sponsors several local grassroots football teams, typically linked to staff members. Paige, one of our drivers, came to us and asked for help. She needed funding to buy the kits for her son’s newly formed team, and as manager, she was really keen to get this all sorted. Reflex donated £750 and is proud to support the Sileby Scorpions.”
What advice would you give to a woman considering a career in automotive?
“My advice to women considering a career in automotive would be to start small and aim big, working your way up. Sadly, many organisations still lack support, coaching, mentoring, HR Policies and training for women. So be strong, educate yourself and others, and try to influence cultural change to open the door for more women.”
What advice would you give your younger self on having a successful career?
“Believe in yourself. Don’t let anyone make you feel like you can’t; tell yourself you can. Do not be afraid to speak up.
“My journey is not just a story of professional success; it is a testament to resilience, compassion, and a relentless pursuit of excellence. My leadership philosophy is grounded in the belief that success is not merely measured by individual achievements but by the collective growth and empowerment of those around me.”
