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competitors in Canada. Creating this full-suite
version of services coupled with ownership and
management of its own fleet of trucks has dif-
ferentiated Challenger frommany large 3PL (3
rd
Party Logistics) providers. Peeples noted that
many of these providers do not own assets
such as trucks, trailers and warehouses.
“That creates a level of credibility for us that
doesn’t exist with a company that has soft-
ware only,” he said. “It creates a different level
of conversation with the customers instead of
just saying, ‘We have a truck that you can use.’
We weren’t the first to do this, but we’re cer-
tainly fast followers of what works and what’s
needed,” said Peeples.
Peeples is relatively new to the trucking in-
dustry after joining the Challenger team a little
more than a year ago and becoming President
of the company in April. Peeples graduated uni-
versity with a mechanical and industrial engi-
neering degree. He then put his degree to work
in the oil and gas sector and in pulp mills. But it
was his 13-plus years of experience of working
at both
Michelin Tire
—a manufacturer of truck
