Founder & CEO, Fuelre4m, Energy Innovator, Sustainability Strategist
Rob Mortimer is not just challenging the energy sector; he is rewriting the rules. As Founder and CEO of Fuelre4m, he leads a mission to transform how industries think about fuel efficiency, emissions reduction, and sustainability. With a career spanning over two decades, Rob has built a reputation as a visionary problem solver, constantly pushing the boundaries of what’s possible in fuel optimisation and clean energy solutions.
His journey began without formal qualifications, but with an unstoppable drive to solve problems and innovate. Starting as a Telecommunications Engineer at British Rail, Rob quickly moved into the fast-paced world of data and wireless communications in the early ‘90s, specialising in fixed wireless access and transmission. His ability to bridge technical expertise with commercial strategy allowed him to develop solutions for mobile and fixed telecom operators across the globe.
Before bringing Fuelre4m’s Re4mx product line to market, Rob represented and developed markets for some of the world’s leading wireless technology brands, including Alvarion, Cambium Networks (Motorola), Ceragon, Aviat Networks, and Inseego. Through his own company, Selcoms, he established himself as a key player in the wireless industry, growing the business in the UK before expanding into the Middle East, where he’s been based for the past 15 years.
At Fuelre4m, Rob is now spearheading groundbreaking technologies like Re4mx and Styrex, designed to reform fossil fuels, cut emissions by up to 80%, and improve fuel efficiency by 15-20%. His approach blends digitalisation, real-time analytics, and AI-driven diagnostics to bring accountability and optimisation to fuel consumption- because in his words, “If we’re serious about reducing fossil fuel emissions, we need to start with what we’re still burning today.”
Beyond his role at Fuelre4m, Rob is known for his straight-talking, no-nonsense approach and a leadership style that thrives on collaboration, curiosity, and impact. His ethos is simple: good business should be good for everyone; industries, economies, and the planet.
When he’s not driving energy transformation, Rob is an avid hiker, diver, and traveller, having explored over 140 countries, always seeking new perspectives and the next big challenge to solve.
