Originally trained as a veterinary nurse in the UK, Lindsey Ward relocated to Hong Kong and quickly realised there were limited professional opportunities for expat women at the time.
She founded a pet travel agency called Export a Pet, specialising in international animal relocation.
When she moved to New Zealand, that experience naturally led to opening the first quarantine kennels in the South Island. The facility was designed and built from the ground up, navigating compliance requirements and creating operational systems from scratch.
Ward said it was an incredibly hands-on and rewarding venture before she sold the business and relocated to the North Island, wanting a change in direction.
She then purchased a Mike Pero Real Estate franchise in Greytown and ran it for eight years. Although she thoroughly enjoyed real estate and the relationships it built in the community, she found it quite time-consuming.
Prior to real estate, Ward had also co-owned and operated three Super Value & FreshChoice supermarkets and was very familiar with retail operations, staffing, stock control, and margin management.
When considering her next move, a fuel station felt like a natural fit due to its similar operational skill set and multiple income streams, including fuel, retail, workshop services, and a tyre bay.
As the owner of Challenge Greytown, she considered herself to be incredibly fortunate to have a small but dedicated team of 14 staff across the forecourt, shop, workshop, and tyre bay.
“Every part of the business relies on people showing up consistently, taking pride in what they do, and supporting one another, but equally important is remembering who we are there for,” said Ward.
As a locally owned business, the team has prioritised serving its small, loyal community. Many of the customers are familiar faces, and that connection creates a responsibility to deliver not just good service but genuine care.
Her advice to her younger self was to set aside one day a week to work on the business, not just in it. She mentioned that early on, she used to spend too much time getting caught up in day-to-day operational issues. While that’s necessary, it can also keep one stuck in reactive mode.
Once she intentionally set aside time to step back, look at the bigger picture, and plan strategically, everything shifted. That dedicated time allowed her to re-evaluate and put structured plans into action.
In 2021, Challenge Greytown was awarded Challenge Retailer of the Year, and Ward couldn’t have been prouder. She said that recognition wasn’t just about performance; it reflected the hard work, consistency, and commitment of the entire team.
“I strongly believe you’re only ever as good as your strongest link. For me, leadership is about trust and support; if you back your team, give them the tools to succeed, and genuinely value their contribution, they will back you in return,” she added.
“That mutual respect and shared responsibility, combined with a commitment to our local community, is what keeps the business moving forward and what motivates me every day.”
She also admired the culture of the organisation itself, Challenge, and its Head Office Dealer Co (NZ) Ltd.
“You genuinely feel like you belong to a family. It’s a relatively small group of dedicated people who work incredibly hard to secure the best possible outcomes for their dealers.”
Ward highlighted that what she valued most was knowing she wasn’t navigating challenges alone and that there’s always someone to call, someone willing to advocate for you, and a collective drive to ensure each site succeeds, especially in an industry that can be competitive and operationally demanding.
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