#104 Trends, Threats and Opportunities for the Travel Center Industry

As soon as we read about Nisqually Markets’ Ramen Go! Experience, we knew we had to have Sam Roark, director of retail operations for Nisqually Markets, on the podcast. Nisqually Markets has it all – innovative technology, experiential offerings, and good food. Listen in as Roark walks listeners through everything that makes Nisqually Markets so special.

This year, the NATSO Foundation is partnering with the nonprofit Wreaths Across America (WAA) in the nationwide Truckloads of Remembrance initiative. Through this initiative, the NATSO Foundation has joined WAA in raising awareness and support for the sponsorship of veterans’ wreaths for placement by volunteers at Arlington National Cemetery as part of National Wreaths Across America Day – Saturday, December 13, 2025. The NATSO Foundation aims to raise funds through wreath sponsorships to fill one trailer load of sponsored veterans’ wreaths (approximately 4,500). Wreaths Across America's Elisabeth Barna and NATSO Foundation Executive Director Amy Toner share about the partnership and how to get involved. To support the NATSO Foundation in reaching its goal, truck stops and travel centers can participate by soliciting wreath sponsorships now through December 2, 2025. Truck stops and travel centers should ask for donations using this NATSO Foundation link: www.natso.com/wreathsacrossamerica. With special guest: Elisabeth Barna for Wreaths Across America Hosted by: Amy Toner, Executive Director, NATSO Foundation  

At All American Truckers Paradise, they’re setting a new bar for what a truck stop can be. Located on Interstate 35 in Gainesville, TX, the newly opened All American Truckers Paradise was designed with the trucker in mind.  Dean Ash, CEO of All American Trucker’s Paradise, joined the NATSO Foundation’s podcast to discuss the plethora of unique amenities, including soul food, no-wait mobile fueling and truck washing services, and a very unique mail and package offering. “Consider this a trucker’s home away from home… We want them to have fun, we want them to smile. That is my passion, anything that is travel and transportation on one side, but then the hospitality of it.  We want them to come in and have fun,” said Ash. With special guest: Dean Ash, CEO of All American Trucker’s Paradise Hosted by: Amy Toner, Executive Director, NATSO Foundation

Ethanol has been around for a long time, but the incentives and the benefits are still going strong. Ginger Laidlaw, vice president of NATSO’s Alternative Fuels Council, and Andrew Falco, market development & analytic manager for Growth Energy, offer their take on what should be considered if you're thinking about offering ethanol blends for the first time or becoming a new blender. They discussed the essential steps for setting up supply and infrastructure, equipment considerations, state and federal incentives available to help you tap into this profitable market and more. With special guests: Ginger Laidlaw, vice president of NATSO’s Alternative Fuels Council and Andrew Falco, market development & analytic manager for Growth Energy Hosted by: Amy Toner, Executive Director, NATSO Foundation

Sohail Butt, CFO of University Korner, and his partners are building a cutting-edge truck stop on the I-80 corridor of Pennsylvania. The truck stop, expected to open at the end of 2024, will be a very forward-thinking, inclusive travel center heavily focused on professional driver well-being. From unique amenities like a Himalayan pink salt room and a contemplation room to specialized food offerings and employee housing, this episode dives deep into what makes their approach to this new build truly one-of-a-kind. With special guest: Sohail Butt, CFO, University Korner Hosted by: Amy Toner, Executive Director, NATSO Foundation and Darren Schulte, Vice President, Membership, NATSO

Have you ever wondered what it's like on a road trip with a professional truck driver? This episode of The Truck Stops Here podcast features a candid discussion with Lisa Mullings, President & CEO of NATSO, on her week-long ride-along trip with Jennifer Evans, a Werner truck driver. Mullings reveals insightful details about Jennifer's routine, safety checks, traffic challenges, and how she keeps fit on the road. She also discusses the crucial role of customer service in travel centers and the importance of safe, legal parking for drivers. With special guest: Lisa Mullings, President and CEO, NATSO  Hosted by: Amy Toner, Executive Director, NATSO Foundation

Valkyrie Musarra, COO of Bowlin Travel Centers, joins the podcast to share the fascinating history of Bowlin, their merchandising strategy, and how they create an immersive "treasure hunt" experience that keeps customers exploring their stores. Founded by Musarra's grandparents in 1912, Bowlin Travel Centers are much more than your typical truck stop. With ten locations spanning I-10 and I-40 in New Mexico and Arizona, Bowlin customers stop for everything from t-shirts and keychains all the way to more expensive handmade native american jewelry and pottery at this Southwest standout. With special guest: Valkyrie Musarra, Chief Operating Officer and Executive Vice President, Bowlin Travel Centers Inc Hosted by: Amy Toner, Executive Director, NATSO Foundation and Darren Schulte, Vice President, Membership, NATSO

Peter Rasmussen, founder and CEO of Convenience and Energy Advisors, joins the podcast to share the key components of successful loyalty programs including how to tailor rewards for professional drivers. Rasmussen and host Amy Toner also explore the role of AI in enhancing the customer experience and driving targeted offers, how small operators should tackle loyalty, and what to consider when choosing a loyalty provider. With special guest: Peter Rasmussen, Founder and CEO, Convenience and Energy Advisors Hosted by: Amy Toner, Executive Director, NATSO Foundation

RaceTrac is making major moves in the travel center industry. Nick LaFalce, RaceTrac's marketing manager, joins the podcast to share how RaceTrac is positioning the 90-year-old retail convenience chain’s new travel center program for professional drivers and on-the-go travelers. LaFalce, Darren Schulte, NATSO's vice president, membership, and host Amy Toner talk loyalty, merchandising, driver appreciation plans, and more. With special guest: Nick LaFalce, Marketing Manager, RaceTrac Hosted by: Amy Toner, Executive Director, NATSO Foundation and Darren Schulte, Vice President, Membership, NATSO

It has been a minute since Darren Schulte, NATSO's vice president of membership, put on his futurist hat to help guide the travel center industry. In this episode, we cover groundbreaking trends, technological impacts, and the industry's competitive landscape. Discover how travel center operators are tackling these challenges and what industry changes could mean for their future. Tune in to learn how to stay competitive in an evolving industry. With special guest: Darren Schulte, Vice President, NATSO Hosted by: Amy Toner, Executive Director, NATSO Foundation