AttriX’s own driver gamification program now tells managers who to coach first and gives every driver one clear goal in Geotab Drive.
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Fuel prices are the trucking industry’s top concern this year, according to the American Transportation Research Institute’s 2026 survey of more than 3,000 industry participants. Insurance costs, the driver shortage and driver retention also made the top 10. Canadian fleets feel the same squeeze: Trucking HR Canada counted 13,780 vacant truck driver jobs in the second quarter of 2026, up 9% from a year earlier.
Each of those pressures leads back to the driver’s seat, and that is where the AttriX Driver Challenge does its work. AttriX built it to turn telematics data into better driving habits through friendly competition, and in December 2016 it became the first integration ever published on the Geotab Marketplace. The newest version shows managers where to start each day and gives every driver one clear goal.
Who it’s for: Safety and fleet managers at Geotab fleets who want better habits to stick, and the drivers taking part.
The Driver Challenge scores drivers on the rules your fleet already uses in MyGeotab. You pick the ones that matter most, such as harsh braking, speeding, idling or fuel economy, and weight each one so the total adds up to 100. Drivers follow their score, rank and latest events in Geotab Drive, and managers see fleet standings and each driver’s details in MyGeotab. The leaderboard can show names or stay anonymous, whichever suits your team.
Those rules capture habits that quietly cost a fleet money. Natural Resources Canada estimates that a typical truck running long hauls idles about 1,800 hours a year and burns about 5,600 litres of fuel doing it. Once idling is part of the challenge, every driver can see where they stand and how to move up.
The biggest change for managers is a new “Needs attention now” view. It brings the drivers who need a conversation right away to the top of the list, so the first coaching call of the morning is an easy decision. ATRI’s crash predictor research found that a previous crash raised a truck driver’s likelihood of another by 113%, so the best time to coach is before the first incident.
New reports on recent results are ready while a challenge is still running, which makes it easy to celebrate progress at the weekly safety meeting. Setting up a challenge and sorting out issues also take fewer steps, so the program is simpler to keep running week after week.
A new “Your focus” section in Geotab Drive shows each driver the one habit to work on first. A score becomes a concrete goal for the next few shifts. Gold, silver and bronze medals reward progress along the way, which keeps the program positive.
Recognition also helps fleets keep their best people. A Gallup and Workhuman study of nearly 3,500 employees found that employees who were well recognized were 45% less likely to have changed employers two years later. With retention back among the industry’s top concerns, a program that celebrates good driving every week earns its place.
The Driver Challenge now uses Zenith, Geotab’s design system, so every screen looks and feels like the rest of MyGeotab and Geotab Drive. Standings can also appear on AttriX Control Center screens in the dispatch room, where the whole team can follow the race. Quebec carrier Groupe Robert displays its Driver Challenge standings this way.
The Driver Challenge is an AttriX exclusive. It was built by the same AttriX team that installs, trains and supports Geotab fleets every day, so help comes from people who know the program inside out. Nearly a decade after its debut, it is still built around one simple idea: drivers improve faster when they can see their progress and someone notices it.
To see it in action, talk with an AttriX specialist or ask your account manager for a demo. For the rest of this season’s updates, read our AttriX add-in roundup.
The AttriX Driver Challenge is a driver gamification program for fleets that use Geotab. It scores drivers on the MyGeotab rules a fleet chooses, such as idling or harsh braking, ranks them on a leaderboard and rewards progress with medals. Managers use it to coach, and drivers use it to see where they stand.
Managers get a “Needs attention now” view that shows who to coach first, plus reports on recent results while a challenge is still running. Drivers get a “Your focus” section in Geotab Drive with the one habit to work on first. Setup takes fewer steps, and every screen now matches MyGeotab and Geotab Drive.
No. The Driver Challenge runs on your current Geotab devices inside MyGeotab and Geotab Drive, in several languages including English and French. Your AttriX account manager can help you set up your first challenge.