The Power of Premium Service in a Price-Driven Industry, With Colby Varley

Filed in Podcasts, Previous Episodes on June 12, 2025

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In a world obsessed with low prices and quick wins, Colby Varley proves that premium service is the real power play. He shares how leading with quality—not discounts—has built a loyal client base, elevated his brand, and pushed industry standards higher.

By rejecting the race to the bottom, Colby shows how smart leadership, long-term thinking, and an unshakable commitment to excellence can drive real, lasting success in even the most competitive markets.

Tune in to hear Colby’s thoughts on:

  • Your journey from truck driver to Vice President and co-owner of ATS is incredibly inspiring. Can you share what that path looked like and how it shaped your leadership style?
  • As someone who has worked in every role within the logistics chain, how has that hands-on experience influenced your approach to executive leadership?
  • In a price-driven industry, how do you maintain a commitment to premium service, and what challenges come with prioritizing quality over cost?
  • Building strong relationships with clients and carrier partners is a key part of your leadership strategy. What advice would you give to leaders looking to cultivate those types of relationships in their own industries?
  • And much, much more!

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Colby Varley is a seasoned leader in the refrigerated transportation sector, currently serving as Vice President and co-owner of ATS, a premier non-asset-based carrier that has been an established brand for over 40 years. Colby’s unique background combines hands-on experience with strategic leadership, having risen through the ranks from truck driving to executive management. His journey began in the produce offices where his father worked, instilling a lifelong passion for logistics and a deep understanding of the industry’s intricacies.
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