IAAF brings Mental Toughness expert to 2025 Annual Conference
Champion rally driver and motivational speaker Penny Mallory names as first keynote speaker at December event
The Independent Automotive Aftermarket Federation (IAAF) is delighted to announce Penny Mallory as the keynote speaker for its highly anticipated Annual Conference, taking place on Thursday 4 December 2025 at the DoubleTree by Hilton, Milton Keynes.
This year’s conference will focus on “Future Shock – Preparing for a new aftermarket – innovation, connectivity, resilience”, will see Penny present on “Mental Toughness: The One Thing That Changes Everything”, exploring how individuals across the automotive aftermarket can develop the resilience and mindset needed to thrive in an increasingly pressured and fast-paced working environment.
Penny Mallory is a renowned mental toughness expert, former World Rally Championship driver, and motivational speaker. Having overcome immense personal challenges, including homelessness as a teenager, Penny defied the odds to become the first woman to drive a World Rally Car for Ford in the World Rally Championship – a feat that remains unmatched.
Now an acclaimed speaker and performance coach, Penny works with leading organisations and teams to help people build confidence, focus, and emotional control – essential qualities for success in today’s business world. Her keynote will address the everyday pressures facing people in the industry, from increasing workloads and tight deadlines to navigating change and limited resources.
Mallory’s session will equip attendees with practical tools to manage stress, maintain energy and focus, and see challenges not as threats, but as exciting opportunities.
Mark Field, IAAF Chief Executive, said: “Penny Mallory is a truly inspiring figure whose message of resilience and mental toughness will resonate with everyone in our industry. As we continue to face rapid change and high demands, this year’s conference will empower attendees with the mindset needed to lead with clarity, confidence, and purpose.”