Refuel Enhances Leadership with Travis Smith and Jon Rier as Co-CEOs

Refuel's Leadership Transition: Smith and Rier Step Up

Refuel, a prominent name in the convenience store and retail fuel sector with over 240 outlets across the Southeastern United States, has announced significant leadership changes that promise to shape its future. Effective July 1, 2025, Travis Smith and Jon Rier have been promoted to Co-Chief Executive Officers. This strategic move follows the tenure of Mark Jordan, the company's founder and current CEO, who will transition to the position of Chairman of the Board.

The announcement was made on June 24, 2025, during a press briefing where Jordan expressed immense pride in the new appointments, stating, "Travis and Jon have been exceptional leaders and visionaries for Refuel." Their leadership as Co-Presidents has been marked by remarkable achievements, establishing Refuel as one of the country's leading customer-focused retail platforms. Jordan's sentiment reflects a deep trust in their capabilities, particularly after witnessing their exceptional performance since they took on the executive roles in January 2024.

Both Smith and Rier have made substantial contributions to Refuel's growth trajectory. Under their stewardship as Co-Presidents, they spearheaded various transformative initiatives aimed at expanding the company's operations and enhancing its employee-centric culture. In an industry defined by rapid changes, their response to evolving consumer behaviors has positioned Refuel as one of the fastest-growing convenience and fuel operators in the nation.

In a joint statement, the newly appointed Co-CEOs expressed gratitude toward Jordan for his mentorship and vision that built Refuel into an industry leader. "We’re honored to take on these Co-CEO roles and are committed to serving our customers, delivering operational excellence, and fostering a workplace where our team can excel," they stated. Their focus remains clear: to grow the business while maintaining an unwavering commitment to customer service and innovative operations.

Refuel's dedication to a strong company culture and excellent customer experience has been evident since its inception in 2008. The latest leadership changes signify a continued investment in these core values, ensuring that the company remains responsive to market demands while nurturing a talented workforce. The company has navigated its growth through both organic expansions and strategic acquisitions, reeling in a robust reputation in the retail and convenience sector.

The strategic selection of Smith and Rier underscores First Reserve's confidence, the private equity firm that has supported Refuel's trajectory for years. Neil Wizel and Gary Reaves, Managing Partners at First Reserve, welcomed the new appointments, noting the critical roles Smith and Rier have played in the company’s impressive growth story. They highlighted the complementary strengths and industry knowledge that both leaders bring to the table, emphasizing the strategic vision for Refuel's sustainable success.

Travis Smith has been a vital player in Refuel’s expansion since 2016, co-founding FR Refuel with First Reserve. His efforts to implement a growth strategy based on acquisitions have allowed Refuel to expand its market presence beyond South Carolina into other southeastern states. Prior to his role at Refuel, Smith held positions at Susser Holdings Corporation and Sunoco, with academic credentials from the University of Texas at Austin and South Texas College of Law.

Jon Rier joined Refuel in 2019 and played a crucial role in managing the company’s finance, accounting, and IT departments as Chief Financial Officer. His extensive experience of 14 years at RaceTrac Petroleum in leadership positions equipped him with the skills necessary to elevate Refuel's financial strategy and operational effectiveness. Rier graduated Magna Cum Laude from the University of Georgia with a degree in finance.

Refuel's journey, under new leadership, is set against a backdrop of ambitious expansion plans and a commitment to offering outstanding customer service. As it stands, the company is well-positioned to carry forward its legacy of excellence while adapting to the evolving demands of the retail and convenience landscape. Current and future customers can expect Refuel to continue setting benchmarks in quality service, innovation, and a fresh approach to convenience and fuel retailing. For more information about the company's services and offerings, visit Refuel's website.