Embracing ‘Future Shock’ - IAAF 2025 Conference urges the aftermarket to lead change

On 4 December 2025, the Independent Automotive Aftermarket Federation (IAAF) welcomed hundreds of delegates to its annual conference at the DoubleTree by Hilton, Milton Keynes. Under the theme ‘Future Shock’, the event called on the aftermarket to prepare for rapid change – and to lead it. Headline sponsored by Alliance Automotive Group UK & Ireland, the conference explored everything from mental toughness and leadership to electrification, supply chain pressures, new business models, fleet opportunities and the challenge of engaging the next generation of talent.

Performance coach and former rally champion Penny Mallory began the speaker programme by examining what it takes to thrive under pressure, reminding delegates that resilience can be strengthened like any technical skill. “Mental toughness isn’t a superpower,” she said. “It’s a skill you train daily so you can stay calm and courageous as the industry shifts.”

Automotive economist Professor David Bailey then explored the wider global and domestic context, from trade frictions to the slower-than-expected EV transition, noting that the independent aftermarket remains a key area of opportunity. “UK automotive is at a crossroads,” he said, “but the aftermarket can be a bright spot for those who understand how consumer behaviour and vehicle age are changing.”

Turning to global trends, Max Wegner, Principal at Roland Berger, highlighted intensifying competition across the value chain, rising vehicle complexity and the urgent need for businesses to refine their strategic positioning. “The easy wins are over,” he noted. “The aftermarket must sharpen its strategy and invest early to stand out in a more digital, price-sensitive world.”

Bringing the discussion back to the workshop floor, Tim Guidotti, Director at Ferdotti Motor Services, spoke about the rapid rise of fleet servicing and the cultural and operational shifts needed to support high-uptime customers. “Fleet is a huge opportunity,” he said, “but only for workshops that embrace uptime, fast response and data-driven service.”

The final keynote of the day came from Mickey Wilson, who explored how the aftermarket can better attract and engage Gen Z. Her message was clear - authenticity is everything. “Gen Z expects honesty and purpose,” she told delegates. “Influence today belongs to those who tell the most authentic story.”

The conference closed with the launch of the first-ever Garage Den, pairing suppliers and garages to co-create new aftermarket products and services, with results to be showcased at the UK Garage & Bodyshop Event in June 2026.

Delegates also had extensive opportunities to connect with service members and suppliers throughout the day in the service member village.

Following the conference, guests gathered for the IAAF Awards Dinner, an evening celebrating the achievements, innovation and community spirit of the independent aftermarket.

Comedian Ed Byrne took to the stage first, delivering a brilliantly sharp, effortlessly relatable set that had the room roaring with laughter. Blending industry observations with trademark storytelling, he set the tone for a night that balanced recognition with pure entertainment.

As award winners were celebrated across multiple categories, attendees enjoyed a lively atmosphere that reflected the strength and camaraderie of the sector. The celebrations continued late into the night as DJ Jo Whiley brought her legendary energy to the dancefloor, playing an iconic mix of anthems that kept delegates dancing until close. Her electric set transformed the awards dinner into a true industry party, rounding off the day’s events with style.

The evening was a perfect complement to the conference -  reflective, celebratory and filled with the spirit of togetherness that defines the IAAF community.

Reflecting on the success of both the conference and the awards dinner, Mark Field said: “This year’s conference and awards dinner have shown the very best of our industry. From the insight shared on stage to the incredible energy in the room that evening, it’s clear that collaboration, passion and leadership run through every corner of the independent aftermarket. Together, we’re not just ready for the future – we’re shaping it.”