As CEO of Waitomo Group, one of New Zealand’s largest independent fuel suppliers, Simon Parham leads with a clear focus on culture, simplicity, and innovation. With a proud Kiwi legacy dating back to 1947, Waitomo has grown to more than 110 Fuel Stops nationwide, serving both retail and commercial customers. In this case study, Simon shares how The CEO Institute has supported his leadership journey—offering fresh perspectives, a trusted peer network, and valuable strategic insights as he guides Waitomo through the evolving energy landscape.
Can you briefly describe your business and your role within the company?
Waitomo is a proudly Kiwi-owned and operated fuel company, supplying retail and commercial customers across New Zealand. Our vision is to be Kiwis’ first choice for fuel, and we deliver on this by keeping things simple for customers at every touchpoint. Started in Te Kuiti in 1947 by Desmond Ormsby, we have now grown to be one of the largest independent fuel suppliers in New Zealand, with around 110 Fuel Stops, from Northland down to Southland.
As CEO, I see my role as representing the Waitomo brand and maintaining a positive culture across the business where high-performing teams can compete, win and succeed. I work closely with my Board and shareholders to ensure we deliver the company values and to disrupt the market by being easy to deal with, delivering innovative and low-cost fuel solutions for Kiwi.
How long have you been a member of The CEO Institute, and what initially led you to join?
I've been a member for 18 months. I joined because I wanted a structured environment to gain external perspectives and learn from other leaders. Being part of a confidential peer forum appealed to me — a place where you can speak openly, listen, and sharpen your thinking without the noise of day-to-day operations. With the guest speakers, I treat it as part of my ongoing professional development. There are always gems to takeaway and implement in my own business.
What industry is your business in, and what are some of the key challenges unique to your sector?
Waitomo operates in the fuel industry — a sector defined by tight margins, high capital intensity, and constant regulatory, environmental and competitive pressure.
The key challenge on the horizon is the energy transition. The runway for hydrocarbons is limited, but the use case for alternate energy sources is still unclear. So, the challenge is to operate your business on the current fundamentals but ensure you have sufficiently robust gateposts to lift and shift when the alternative is viable.
How has your experience with The CEO Institute contributed to overcoming these challenges?
The Institute has given me access to a network of experienced leaders who think differently and challenge assumptions. The discussions have helped sharpen my decision-making, particularly around strategy and people. Hearing how others manage complexity has been invaluable, and several insights have directly shaped how we approach efficiency, innovation, and leadership development within Waitomo.
Why would you recommend The CEO Institute to other business leaders seeking growth and peer support?
The CEO Institute is a strong platform for leaders who want honest conversations, practical advice, and a space to think bigger. It’s not theory-heavy — the value comes from real experience shared by people who understand the pressure and responsibility of leading organisations. If you’re looking for a peer group that challenges you, supports you, and helps lift your leadership game, it’s well worth joining.