NATSO’s New Board Tackles Industry’s Transformative Shift

ALEXANDRIA, Va. – March 09, 2026 – As the American roadside undergoes a profound transformation, NATSO, the trade association for the nation's truck stops and travel centers, has installed a new board of directors poised to navigate a period of unprecedented change. Matt Mildenberger, President and CEO of the innovative Mittens Travel Center in Oakley, Kansas, was affirmed as the 2026 Chairman of the Board, leading a diverse group of industry veterans tasked with steering the sector through evolving regulations, fierce competition, and rapidly changing customer demands.

Mildenberger, who assumed the role in late 2025, leads a new slate of officers including Raina Shoemaker Fromm of Shoemaker's Travel Center as Chair-Elect and Marko Zaro of Road Ranger, who continues as Secretary/Treasurer. The board features a mix of independent operators and executives from industry giants like Travel Centers of America, Love's Operating Companies, and Pilot Corp., reflecting the broad constituency NATSO represents.

"The travel center industry is changing faster than ever, driven by an increasingly competitive landscape, evolving regulations and changing customer demands," Chairman Mildenberger stated. "I look forward to leading NATSO through the current industry transition while strengthening the culture of innovation necessary to ensure our industry's long-term profitability and success."

Navigating a Complex Regulatory and Economic Landscape

The new board steps into leadership at a critical juncture. The industry is grappling with a wave of regulatory initiatives that could redefine its business model. A primary focus is the nationwide transition to electric vehicles (EVs). NATSO is actively lobbying for market-based reforms to ensure that its members who invest heavily in EV charging infrastructure can see a viable return. This includes advocating for improvements to the federal National Electric Vehicle Infrastructure (NEVI) grant program, urging states to require that charging stations be co-located with essential retail amenities like restrooms, food service, and safe parking—the core business of travel centers.

Beyond electrification, the board will oversee advocacy related to biofuels and emissions standards. NATSO is pushing for a retroactive extension of the biodiesel blenders' tax credit and clear federal guidance on the new Clean Fuel Production Tax Credit (45Z), policies vital for maintaining a competitive and diverse energy marketplace at the pump. Simultaneously, the association remains vigilant in its long-standing mission to protect its members from what it views as unfair competition, opposing the commercialization of public rest areas on Interstate Highways and advocating for sustainable, long-term highway funding solutions.

"I look forward to working with Matt, who is widely recognized as a prominent voice of the independent fuel retailing locations," said NATSO President and CEO Max McBrayer. "In the coming year, as we focus on the needs of NATSO's members relative to the broader industry landscape, I am enthusiastic about supporting Matt as he takes on the role of Chairman and working with the entire Board of Directors."

A Board Reflecting Industry Diversity and Power

The composition of the 2026 board highlights the dynamic blend of family-owned businesses and corporate behemoths that constitute the American travel center industry. Chairman Mildenberger himself represents the spirit of the independent operator. His family's Mittens Travel Center is a TA franchise, but it is renowned for its unique, localized offerings, including an on-site urgent care clinic, a diverse food court, and a world-class wildlife exhibit, which have helped grow the business into an $80 million operation.

Similarly, Chair-Elect Raina Shoemaker Fromm represents a third-generation family business, Shoemaker's Travel Center in Nebraska, which is known for its LEED-certified facility and museum-like collection of antique memorabilia. These leaders bring a perspective rooted in community and entrepreneurial adaptation.

They are joined by executives from the industry's largest chains, ensuring a comprehensive strategic outlook. The board includes directors from Love's Operating Companies, which is in the midst of a multi-billion-dollar expansion to add dozens of new stores and thousands of truck parking spaces; QuikTrip Corp., which is aggressively expanding its popular large-format "remote travel centers"; and Travel Centers of America, a stalwart of the interstate system. This mix of independent ingenuity and corporate scale provides NATSO with a formidable base of expertise to tackle industry-wide challenges. Other key appointments include Jason Nordin, CEO of Travel Centers of America, as Chain Director, and Shahin Momin of Pat's Travel Center, who will serve as Chairman of the NATSO Foundation.

Redefining the Roadside Experience

At the heart of the board's mission is addressing the "changing customer demands" Mildenberger noted. The modern travel center is evolving far beyond a simple fuel stop. Customers, from professional drivers to vacationing families, now expect a far more sophisticated experience. This includes a greater variety of food options, particularly healthier and fresh alternatives to traditional fast food, a trend seen in the expansion of concepts like QuikTrip's "QT Kitchens."

Technology and amenities are also key differentiators. Reliable Wi-Fi, clean and modern facilities, and streamlined payment options are becoming standard expectations. Furthermore, for the industry's core customer—the professional truck driver—the focus is on comfort, safety, and efficiency. The critical shortage of safe truck parking remains a major issue, which companies like Love's are directly addressing with their expansion plans.

The industry is also expanding its tent to welcome a growing number of RV travelers. Love's, for example, plans to open 23 new RV Stops with 150 hookups in 2026, demonstrating a strategic pivot to serve this burgeoning market segment. This push for diversification, from energy sources like EV charging and hydrogen to customer segments like RVers, is central to the "culture of innovation" that the new NATSO board aims to champion, ensuring that America's travel centers not only survive the current transition but thrive as essential hubs of the nation's transportation network.