Wheels Shifts into High Gear with the SRM Connect Award

We are both thrilled and honored to announce that ITG Brands, part of the Imperial Brands family, has recognized Wheels with the SRM Connect Award in the Challenger Mindset category.  This award is very special to me as it celebrates bold innovation and strategic collaboration – and recognizes us for the value that we all add each and every day! Our successful partnership has been a team achievement and reflects the passion, creativity, and forward-thinking spirit that we bring to everything we do!

The SRM Connect Award: A Mark of Excellence

The SRM Connect Award is part of Imperial Brands’ supplier relationship management program, designed to cultivate strong, sustainable, and performance-driven relationships with strategic suppliers. It is a testament to each supplier’s ability to elevate service to meet ever-evolving consumer expectations.

ITG Brands, known for its agility and commitment to challenging the status quo, seeks out partners who bring fresh perspectives and solutions. In this context, we stood out for our proactive approach to client success, particularly through the Results+ methodology, which was pivotal in supporting their fleet management needs.

The Power of the Results+ Methodology

Our approach to fleet management is rooted in our Results+ program, a data-driven methodology designed to optimize fleet performance. The program is built around four key pillars: Understand, Advise & Plan, Measure & Report, and Deliver Optimal Fleet. By focusing on understanding unique client needs, we create tailored solutions that address both immediate and long-term goals.

For ITG Brands, this approach led to a smooth transition when their fleet program joined Wheels in July 2021. As part of this transition, we worked closely with their fleet team to enhance communication, ensure compliance, and drive efficiency. This resulted in impressive outcomes, including 90+% compliance across key fleet management areas, a 92% utilization rate of the Wheels Mobile Assistant (WMA) app, and a significant reduction in the fleet’s accident / collision rates. All significant wins!

Collaborative Success from the Very Beginning

When ITG Brands transitioned its fleet program to Wheels in mid 2021, the challenge was clear: manage a national fleet with no local offices outside Greensboro, NC, while the company was expanding its sales force. This required efficient onboarding of new and current drivers and ensuring compliance in areas like network utilization, preventive maintenance, and mileage reporting.

We focused on fostering open communication and alignment across teams, streamlining processes, and increasing transparency. Regular meetings with fleet, procurement, sales leadership, and drivers ensured alignment on goals, prompt resolution of issues, and continuous refinement of strategies. Some initial challenges were addressed by the Wheels team with determination and a partnership approach.

One key element of the partnership was the use of the WMA app, which was deployed to all company-provided phones. This award-winning app enabled drivers to manage fleet tasks such as mileage reporting and maintenance tracking with ease, contributing to the high compliance rates seen in the program.

MacKenzie Mones – Fleet, Travel, and Expense Business Partner at ITG Brands, praised the successful collaboration, “At ITG Brands, we are constantly striving to thoroughly examine the status quo and drive improvement across all aspects of our business.” MacKenzie continued, “Our partnership with Wheels has been a key part of that journey. Their ability to understand our unique needs, their proactive approach to problem-solving, and their dedication to continuous improvement have made them a valued partner, and we are pleased to recognize them with the SRM Connect Award.

Fleet Transformation: Achieving Meaningful Results

The results speak volumes. Today, approximately 70% of ITG Brands’ fleet is hybrid, driving meaningful reductions in emissions and measurable gains in fuel efficiency. From FY22 to FY24, fleet emissions per mile dropped by nearly 15%, while fuel efficiency improved by over 18%.

Wheels’ continued emphasis on safety and risk mitigation has also made a clear impact. Between FY22 and FY24, the accident rate decreased by 13%, and the crash rate fell by nearly 24%. Perhaps most importantly, claims involving injuries were reduced by one-third, underscoring the real-world effectiveness of our proactive safety strategies.

A Relationship Forged Through Shared Goals, Trust, and Innovation

The SRM Connect Award is a fitting recognition of the long-term, trust-based teamwork between our companies. The Challenger Mindset category specifically celebrates relationships that evolve through challenges creating collaboration and shared goals.

For Wheels, this acknowledgement reinforces support of client success through understanding fleet needs, leveraging data and technology, and building strong, strategic relationships. The SRM Connect Award is not only an appreciation of the hard work and dedication shown by our client management teams, but also a testament to the strength of the Results+ methodology in driving measurable outcomes.

Looking Ahead

We are truly honored to receive the SRM Connect Challenger Mindset Award from our valued client. This recognition is a testament to the strength of our partnership and our shared commitment to excellence. We strive every day to exceed expectations and deliver exceptional value to our clients, which makes working alongside ITG Brands an incredibly rewarding experience.

Winning the SRM Connect Award marks a proud milestone—but it’s just the beginning. As Wheels and ITG Brands continue to grow together, we’re energized by the shared commitment to creating smarter, more sustainable, and more efficient fleet solutions. We’re so proud of how far we’ve come—and even more excited about what’s ahead. Want to learn more about how we’re transforming fleet operations? Let’s connect.

Bob Gonke
VP Client Management