Rod Graham is a dynamic leader with a rich background spanning private equity, corporate governance, and operational excellence.

With a career trajectory marked by strategic foresight and a commitment to innovation, Rod brings a fresh perspective to the trucking industry as the President and CEO of Velocity Truck Centres. As Rod puts it, “My career has been a journey of continuous learning and adaptation. I’ve always believed in staying ahead of the curve and embracing change as an opportunity for growth.”

Rod’s professional career began in private equity, where he honed his skills in financial analysis, strategic planning, and business optimization. Transitioning into operational roles across Western Canada and North America, Rod acquired a profound understanding of diverse industries, including the trucking sector. Reflecting on his journey, Rod notes, “I’ve been fortunate to wear many hats throughout my career, each role offering unique insights and challenges that have shaped my approach to leadership.”

In his tenure, initially at First Truck Centre and then at Velocity Truck Centres, Rod draws on his extensive experience to drive strategic growth and operational excellence. “Every day presents a new opportunity to innovate and make a meaningful impact,” says Rod. “Whether it’s optimizing our service offerings or forging strategic partnerships, I’m constantly seeking ways to push the boundaries and set new benchmarks for success.”

Beyond his corporate endeavours, Rod is guided by a personal philosophy rooted in family values and a commitment to diversity and inclusion. As a devoted husband and father of three daughters, Rod is deeply invested in creating a world where gender equality is not just an aspiration but a lived reality. “I want my daughters to grow up in a world where they see limitless opportunities and are empowered to pursue their passions – I don’t ever want them to see a glass ceiling,” says Rod. “As a leader, I strive to create an environment where everyone feels valued and supported in reaching their full potential.”

Velocity Truck Centres acquired First Truck Centre in November 2023. With 110 physical locations worldwide, they have operations in Mexico, Australia, and throughout the US. Rod spearheads a comprehensive approach to servicing the trucking industry’s needs with 18 physical locations spanning Western Canada (three locations in Alberta and fifteen locations in British Columbia). Velocity offers a suite of solutions encompassing sales, service, parts, financing, and more. “Our goal at Velocity is to provide our customers with a one-stop-shop experience that exceeds their expectations,” says Rod. “We’re committed to delivering exceptional value and support at every stage of their journey.” Their original equipment manufacturer is Daimler, the German truck manufacturer with regional headquarters in Portland, Oregon, and they have two monikers – Freightliner and Western Star. “Certainly, as a Canadian, I’m very prideful of the start of Western Star in Kelowna,” says Rod.

Moreover, Velocity distinguishes itself through its unwavering commitment to customer satisfaction and continuous improvement. “We view every interaction with our customers as an opportunity to build lasting relationships and deliver tangible value,” explains Rod. “Whether it’s investing in state-of-the-art facilities or expanding our service offerings, we’re constantly striving to raise the bar and set new standards for excellence in the industry.” In 2024, Velocity plans to offer an electric vehicle truck division (with exclusivity to Rizon, a Daimler product), a rentals/leasing arm, a used truck division, and a banking arm called Crossroads that helps customers receive opportunities they might not be able to access through traditional banking sources.

Rod’s leadership is characterized by a relentless pursuit of excellence and a keen focus on addressing industry challenges head-on. From labour shortages to infrastructure constraints, Rod navigates complex landscapes with a blend of strategic foresight and operational agility. “We’re constantly evolving to meet the evolving needs of our customers and the industry,” says Rod. “By embracing innovation and investing in our people, we’re positioning Velocity for long-term success in a competitive market.”

In addition to addressing immediate challenges, Rod is committed to positioning Velocity as a leader in sustainable transportation solutions. “The transition to clean energy represents both a challenge and an opportunity for the industry,” notes Rod. “By embracing clean tech initiatives and fostering partnerships with Indigenous communities, we’re paving the way for a more sustainable and environmentally conscious future.” An initiative that Rod is trying to introduce is a “green seal” micro-credential, aiming to go beyond traditional certifications like the journeyman’s ticket. He highlights the importance of demonstrating proficiency in emerging technologies such as EV, hydrogen, and compressed natural gas, envisioning the credential as a marker of both industry readiness and completed training from institutions like NAIT, SAIT, BCIT, or VCC.

Rod also emphasizes the paramount importance of safety in running a business, “You don’t make money hurting people.” He emphasizes integrating safety as a cultural attitude rather than merely a set of rules. This emphasis on safety is evident in the visible measures taken throughout their centres, such as high visibility vests, eye protection, and appropriate gear for technicians. He stresses the proactive nature of safety practices, seeing it not as a cost but an investment. Finally, Rod highlights the personal impact of safety, aiming to ensure that employees and their families feel secure in their well-being. “I want to make sure they’re going to come home in the same or better condition than they left for work in the morning.”

Velocity’s involvement with the Alberta Motor Transport Association (AMTA) underscores its commitment to industry collaboration and advocacy. Velocity’s strong belief in the AMTA is also shown in having one of their own sit on the Board of Directors – Michelle Kwasny. Through active engagement with AMTA, Velocity leverages collective insights and resources to drive positive change, address key issues, and elevate the trucking profession’s profile. “The AMTA plays a crucial role in advocating for the interests of the trucking industry,” says Rod. “By working together, we can create a more sustainable and prosperous future for all stakeholders.”

Furthermore, Rod emphasizes the importance of industry partnerships in driving innovation and addressing everyday challenges. “Collaboration is key to overcoming the complex challenges facing our industry,” explains Rod. “By fostering partnerships with industry associations, government agencies, and other stakeholders, we can leverage collective expertise and resources to drive positive change and shape the future of transportation.”

Looking ahead, Rod envisions Velocity Truck Centres as a beacon of innovation and sustainability in the trucking industry. With a focus on clean tech adoption, Indigenous partnerships, and workforce development, Velocity is poised to shape the future of transportation while delivering unparalleled value to its customers and stakeholders. “We’re committed to driving positive change and setting new benchmarks for success,” says Rod. “By staying ahead of the curve and embracing emerging trends, we can lead the industry into a brighter, more sustainable future.”

In addition to technological innovation, Rod emphasizes the importance of investing in workforce development and talent retention. “Our people are our most valuable asset,” explains Rod. “By investing in training, professional development, and employee well-being, we’re ensuring that Velocity remains a destination of choice for top talent in the industry.”

Outside of his professional endeavours, Rod has a wife of 28 years and three wonderful daughters. Alberta is important to him. “I live in Calgary. Our office is in Edmonton. I have a cottage in Sylvan Lake, and I have a daughter who wants to move to Grand Prairie. She even went to the University of Lethbridge. We’ve covered most of our bases in Alberta; it’s a great province.” Rod finds fulfillment in serving on corporate boards, leveraging his diverse expertise to drive innovation and collaboration across sectors. His dedication to continuous learning and personal growth mirrors Velocity’s culture of relentless improvement and forward-thinking leadership. “I believe in the power of collaboration and lifelong learning,” says Rod. “Together, we can overcome challenges and seize opportunities to create a better future for our industry and communities.”