Geoff Tomlinson founded FSEW (Freight Systems Express Wales) in 2002 after being made redundant by a European freight firm. Spotting a gap in the market for a more responsive, customer-focused freight forwarding service, Geoff launched FSEW with just a handful of contacts and a bold vision.
Fast-forward two decades, and FSEW now operates from its base at Wentloog, Cardiff. With a workforce of over 100 people and an annual turnover of £19 million, the company provides integrated intermodal freight transport services across the UK, Europe, and internationally. FSEW is best known today for its pioneering and award-winning work in end-to-end freight decarbonisation.
We spoke with founder and Managing Director Geoff Tomlinson to learn how support from the Business Wales Accelerated Growth Programme (AGP) helped FSEW scale up operations, embrace innovation, and become a national leader in low-carbon logistics.
What problem does FSEW solve?
We simplify freight transport for major brands across road, rail, sea, and air while helping them reduce their carbon footprint. The logistics industry is a heavy polluter, and I realised early on that we could do things differently. Our mission is to make freight cleaner, more sustainable, and still commercially viable.
We’ve eliminated diesel from our fleet, replacing it with electric and 100% biomethane vehicles. That’s over 2.4 million diesel kilometres avoided, equivalent to 2,400 tonnes of CO₂ saved.
What have been the biggest challenges in scaling the business?
One of the toughest times was during the 2008 recession when we had to fight hard to stay profitable. But the biggest long-term challenge has been decarbonising a sector that’s notoriously hard to electrify. We run containers and full trailer loads all over the UK, often on tight schedules. Electrifying that kind of operation isn't easy.
You stop being just a freight operator and become an energy manager. You have to change your mindset, infrastructure, and route planning completely.
How has AGP helped you overcome these challenges?
AGP has connected us with the right experts at the right time. Their specialist advice has been invaluable, whether we needed strategic input or support to validate our ideas.
It helped us focus on the bigger picture and provided guidance that has accelerated our low-carbon strategy.
They helped us frame our decarbonisation journey not just as a moral goal, but as a commercial advantage. That shift in thinking helped us win new contracts and position ourselves as specialists in freight decarbonisation.
Tell us about your carbon reduction strategy and AGP’s role in it.
Decarbonisation has been front and centre for us since 2017. I read an article stating that Cardiff was one of the most polluted cities in the UK, particularly on a road we frequently use, with four schools nearby. My children were just toddlers at the time. That hit hard.
We set a target to become diesel-free by 2025 and achieved it a year ahead of schedule. AGP supported us throughout, offering guidance, connecting us to specialists, and helping shape our Greenflow product.
Greenflow is a carbon reduction solution that enables our clients to measure and reduce emissions across road, rail, air, and sea. We work with major clients who value sustainability, like Tesco, Rockwool, and WEPA. We also became the first in the UK to launch an electric HGV with Tesco in 2022. We’ve proved that decarbonisation isn't just good for the planet; it’s also good for business.
What milestones are you most proud of?
Becoming 100% diesel-free is huge. That was a goal we worked towards for years. Launching the first electric HGV with Tesco was another proud moment. And being named #1 in the Motor Transport Decarbonisation Power Players list this year was incredible recognition of everything we’ve done. The judges said it best: it’s one of the hardest sectors to decarbonise, and we’ve proved it can be done.
What’s next for FSEW?
We currently operate a fleet of 45 trucks and plan to grow that to 100 within two years. We’ve just taken delivery of our first Mercedes-Benz eActros 600 units, with an order for four further trucks, which brings our total electric HGVs to 10.
We’ve purchased a 2.5-acre site in Cardiff to create one of the UK’s first Low Carbon Freight Hubs, powered entirely by renewable energy. It’ll include our new HQ and four to eight truck chargers. It will put Wales on the map as a leader in green logistics, helping us scale sustainably and create new jobs.
Find out more about the Accelerated Growth Programme here.
Find out more about FSEW here.