Wāhine at the Wheel

Ash is a trailblazer from way back. At just 21, she became BurgerFuel’s youngest franchisee in 2019, taking over the reins of her store from her former boss – and much-loved franchisee – Francie. Naturally ambitious, Ash had worked for the store since she was 15, always pushing to learn more and progress further. Her drive saw her quickly climb the ranks to store manager and eventually store ownership.

She’s been smashing it ever since, developing a firm people-first leadership style and running a high-performing store known for its exceptional customer service and welcoming vibe.

She’s worked hard to build a workplace where her team feels seen, supported and genuinely valued. Ash balances an empathetic approach with high expectations, creating an environment where people grow and succeed. She’s even introduced a driver’s license programme to help her young staff gain independence - a practical, life-changing step for many. With strong family support behind her, Ash brings that same sense of whānau into the store, fostering a positive culture that’s felt by everyone who walks through the doors.

But her leadership extends well beyond the four walls of BurgerFuel Fairy Springs. Ash has long been passionate about meaningful community engagement, so when a Rotorua Chamber of Commerce ad popped up in 2024 seeking a partner for a new series of events supporting excellence for Rotorua Women in Business (RWIB), it instantly caught her eye.

The proposition resonated deeply, and Ash didn’t hesitate to reach out. Not long after, BurgerFuel Fairy Springs signed on as the official Women in Business partner and sponsor – a partnership that has opened new doors for both Ash and the local business community.

Her selection as the keynote speaker at the launch of the BurgerFuel Fairy Springs Women in Business Series at Te Puia – which drew the largest turnout for any women-only Chamber event in its history – put her in the spotlight right from the start, and she rose to the occasion, honing her public speaking skills.

Through initiatives like the fortnightly BA5 networking events, she’s gained valuable insights and inspiration, while also getting a platform to showcase BurgerFuel and share stories of her growth and success in a way that empowers and uplifts other wāhine in business.

Ash continues to make a huge impact: on the Women in Business series, on her team through her strong leadership, and across BurgerFuel more broadly through her involvement in Head Office development programmes and franchisee conferences – all while juggling motherhood.

We take our caps off to Ash. Our very own superwoman helping shape the next generation of leaders.

Photo credit: Michelle Cutelli Photography