Respected road safety advocate Anne-Marie Penny DipASM MARRM has been confirmed as a speaker at the 2025 TyreSafe Briefing, set to take place on 10th June.
Penny brings a wealth of experience to the event, having dedicated her career to improving road safety standards across both the public and private sectors. Her personal story, which began with surviving a life-threatening motorcycle crash in 1995, underpins a professional journey rooted in real-world impact.
Following 14 years in the private sector, she joined Kent County Council in 2003, where she led motorcycle safety initiatives and played a key role in the Kent and Medway Safety Camera Partnership. She is also a trustee for the Association for Road Risk Management (ARRM), a position that reflects her standing within the road safety community.
Penny’s work has been recognised multiple times with the prestigious Prince Michael International Road Safety Awards – accolades that highlight her consistent contribution to improving driver and rider safety.
Today, she leads National Highways’ Driving for Better Business Programme, an initiative that supports employers in managing work-related road risk more effectively. Her role involves engaging with organisations across the UK to reduce road risk in fleet operations, an area of increasing relevance as businesses prioritise safety and sustainability.
The TyreSafe Briefing, an annual event hosted by the UK’s tyre safety charity, brings together stakeholders from across the tyre and automotive sectors. It provides a platform for discussing road safety developments, tyre safety trends, and collaborative opportunities to reduce incidents on UK roads.
Jamie is a seasoned road safety professional who brings a wealth of knowledge, experience, and contacts to the role. He moved from National Highways where he has built up over 20 years of experience. He was responsible for improving driver compliance on the strategic road network and led trials of new equipment to detect close following, and mobile phone and seatbelt offences. He has worked closely with the police, DVLA and many other leading stakeholders. Innovative approaches to driver compliance earned him and his team a second Prince Michael International Road Safety Award. He is a civil engineer and vice-chair of the ITS(UK) Enforcement Working Group.
Chief Executive Officer for UKROEd and The Road Safety Trust
Ruth is responsible for overseeing both UKROEd’s and The Road Safety Trust’s strategic delivery.
Prior to her appointment, Ruth was General Secretary of TISPOL, the European Roads Policing
Network. In her TISPOL role she worked with all European governments, senior police officers and
road safety experts to deliver a coordinated approach to road safety across Europe.
Ruth’s career as a police officer spanned 33 years and took her to the rank of Assistant Chief
Constable. Her experience in policing contributed to her skill in managing critical incidents and
major investigations. She is skilled in crisis management, coaching, assessment, government,
emergency management and law enforcement.
She holds a first class honours degree in management from the University of Manchester.
Ruth was awarded the OBE in New Year Honours list 2021, for services to Policing and Road Safety.
Ruth was appointed CEO of UKROEd in 2018 and CEO of The Road Safety Trust in September 2023.
FreshDrivers
Sophie Lyden is a passionate advocate for tyre and road safety, dedicated to educating and supporting drivers across the UK. As the founder of Fresh Drivers UK, Sophie has built a strong platform focused on promoting tyre safety and overall road awareness for new drivers. In addition to her advocacy work, she is the Manager of Westgate Tyres in Morecambe, where she continues to drive positive change in the automotive industry.
With a rapidly growing online presence, Sophie has successfully leveraged social media to engage and inform a diverse audience about essential vehicle maintenance and tyre safety. Her innovative approach and commitment to road safety were recognised at last year’s TyreSafe Briefing, where she received the TyreSafe Online and Social Media Award.
Beyond tyre safety, Sophie is a strong advocate for supporting individuals with garage anxiety, ensuring that all drivers feel confident and informed when it comes to vehicle maintenance. Through strategic partnerships with multiple road safety organisations, she continues to amplify awareness and empower motorists with the knowledge they need to stay safe on the road.
Lancashire County Council
Tony Crook is the Road Safety Manager for Lancashire County Council, where he leads teams dedicated to education, engagement, and speed assessment. Tony has played a pivotal role in authoring the Authority’s Road Safety Strategy and actively chairs the Delivery Group of the Lancashire Road Safety Partnership.
His previous tenure at Lancashire Fire and Rescue Service included leading Corporate Intelligence, Emergency Planning, and serving as the National Fire Chief Council’s Lead Officer for Road Safety. His experience also includes presenting at numerous conferences, reflecting a lifetime commitment to safer roads.
Anne-Marie survived a life-threatening motorbike crash in 1995, fuelling her passion for road safety. After 14 years in the private sector, she joined Kent County Council in 2003, leading motorcycle safety and the Kent and Medway Safety Camera Partnership. A trustee for the Association for Road Risk Management, she has won multiple Prince Michael International Road Safety Awards and now leads National Highways’ Driving for Better Business Programme, helping organisations better manage work-related road risk.
Louisa Phillips is a road safety and transport policy expert with over 20 years of experience. As Head of Strategic Road Safety for the Government of Jersey, she leads the development of policies and initiatives to improve road safety, working closely across government, stakeholders, and law enforcement. She has just successfully run a joint initiative across Government with TyreSafe to undertake, for the first time, safety checks on cars parked in Government run car parks, gathering intelligence of the condition of tyres in circulation around the Island. Previously, Louisa was a Senior Policy Advisor at Highways England, shaping national road safety policy, and developing high-impact road safety initiatives throughout her career. Her work has earned prestigious awards, including a Prince Michael of Kent International Road Safety Award. A recognised leader in her field, Louisa combines technical expertise, political insight, and a collaborative approach to developing evidence-based policies to deliver tangible improvements in road safety.
Ryan Swindells has dedicated 24 years to Cheshire Fire & Rescue Service, with the last 3 as a Station Manager in the Prevention Department. He leads preventative work focused on road and water safety in the community, most recently working on delivering education, publicity and training around tyre safety and creating awareness around tyre defects.
TyreSafe’s Briefing provides a unique opportunity for industry professionals, road safety campaigners, and tyre retailers to gain expert insights into the latest challenges and solutions in tyre and road safety.
📅 Date: 10th June 2025
📍 Location: TyreSafe Briefing (Online & In-Person)
🎟 Free Registration: Secure your place here
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