WOMEN IN THE TRADE
CELEBRATING 30 YEARS IN THE LONDON BLACK TAXI TRADE: TRACEY FULLER’S JOURNEY
For three decades, Tracey Fuller has been a cornerstone of the London taxi trade, championing the industry, supporting drivers and navigating the ever-changing landscape of technology and business evolution. As she marks this milestone, we take a closer look at her career, the lessons she’s learned, and her vision for the future of the industry. Tracey’s legacy includes inducting over 30,000 drivers during her career.
A career built on community
Currently serving as Driver Liaison and Recruitment Officer at Sherbet London Taxis, Tracey plays a pivotal role in inducting new drivers, ensuring driver retention and fostering strong community relationships. Her dedication to looking after and supporting drivers reflects her deep appreciation for the trade and the people within it.
Tracey’s journey into the taxi industry was inspired by the strong sense of pride and passion displayed by taxi drivers. Initially in between jobs, she applied for a customer service role at a london hackney carriage company. This first role, booking taxis and handling customer complaints, laid the foundation for her career. Within seven months, her technical expertise was recognised and she transitioned into driver records and compliance, working closely with the company’s directors.
Rising through the ranks
Tracey’s career took a significant turn when she began working with the technical team fitting GPRS systems into taxis. This exposure led her to fleet management, and she soon became deeply involved in the driver community, visiting knowledge schools, cab shelters and cafes to build relationships and offer support.
One of her biggest challenges has been helping drivers adapt to industry changes, particularly the intro- duction of credit card machines, ride-hailing apps and electric taxis. She has played a crucial role in guiding drivers through these transitions, ensuring they have the support and information needed to embrace new technologies.
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Influences and lessons learned
Throughout her career, Tracey has been fortunate to have strong mentors, including Alan Franks, Geoffrey Reisel, Arnold Greene, Tom Scullion, Lee Drinkwater, and Asher Moses (pictured opposite). Their guidance encouraged her to take on greater responsibilities and develop essential skills such as active listening, problem-solving, and relationship-building.
One of the most valuable lessons she has learned is the importance of honesty and pride in her work. Her ability to adapt to new roles and technologies, combined with her unwavering dedication to the taxi trade, has earned her the respect of her peers and the drivers she supports.
Overcoming challenges and embracing change
Change has been a constant in Tracey’s career. From handling company mergers to introducing new payment systems and fleet upgrades, she has continuously evolved to meet industry demands. She recalls the merger with Gett as a particularly challenging period, requiring her to help drivers transition to a new platform while ensuring their concerns were addressed and benefits explained.
APRIL 2025 PHTM
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