Refuel Australia
Refuel Australia is a privately held Ampol fuel and lubricant distributor headquartered in Geraldton, WA, serving mining, agriculture, transport, and marine customers across Western Australia and the Northern Territory with bulk fuel delivery, 24-hour unmanned refuel sites, retail roadhouses, and fleet card services.
- Company typePrivate
- Founded1974
- HeadquartersGeraldton, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Refuel Australia does
Refuel Australia is a privately held fuel and lubricant distributor headquartered in Geraldton, Western Australia, legally registered as Geraldton Fuel Company Pty Ltd and operated by the Burrows family since 2000 (with family roots in regional WA fuel since 1974). The company operates as a regional Ampol distributor delivering 200+ million litres of bulk fuel annually — diesel, unleaded petrol, and Vortex 95/98 premium grades — to mining, agriculture, transport, and marine customers across Western Australia and the Northern Territory. Its distribution infrastructure comprises 12 depots, a modern fleet of trucks and tankers, over 30 unmanned 24-hour Ezyserve refuelling sites in WA and 6 in NT, plus four retail roadhouses (Kumarina, Swagman, Hedland, and Ampol Sunset Beach) offering food, accommodation, and convenience retail under the Refuel Café brand. Ancillary offerings include Ampol lubricants, AdBlue diesel exhaust fluid, self-bunded fuel tank storage solutions (1,000L to 109,000L) for hire or purchase, fuel facility installation and maintenance, and the AmpolCard fleet-management program providing odometer tracking and GST reporting usable at over 2,000 Ampol locations nationwide.
The company runs an enterprise field-sales go-to-market model with eight named regional account managers covering distinct territories across WA and NT, supported by online ordering portals for bulk fuel and lubricants and direct depot-level customer support. Revenue is generated through transactional fees on fuel distribution, lubricants, roadhouse operations, hardware sales of fuel tanks, and fuel-card transaction economics. Pricing is quote-based and not publicly disclosed; commercial credit applications are processed through a downloadable PDF credit-application form. Refuel's primary customer segments are mining and earth-moving contractors (primary), agriculture and farms (primary), and transport and trucking firms (primary), with secondary segments including independent service stations, marine operators, and road travellers.
Underlying technology is operational rather than algorithmic: the Ezyserve card-operated refuelling system supports magnetic-strip card authentication, PIN security, and odometer recording at unmanned 24-hour sites, but there is no disclosed AI/ML, no published API, and no digital-native platform layer beyond e-commerce ordering. The business is family-owned, has not raised external funding, operates without a parent company, and is privately held with no IPO or institutional equity signaled.
Refuel Australia firmographics
Firmographics- Name
- Refuel Australia
- Legal name
- Geraldton Fuel Company Pty Ltd
- Website
- https://refuelaus.com.au
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Refuel Australia is a privately held Ampol fuel and lubricant distributor headquartered in Geraldton, WA, serving mining, agriculture, transport, and marine customers across Western Australia and the Northern Territory with bulk fuel delivery, 24-hour unmanned refuel sites, retail roadhouses, and fleet card services.
- Ownership category
- akta.pro rank
Refuel Australia industry classification
Industry- Product category
- Fuel Distribution and Logistics
- NAICS
- Fuel Dealers (45721)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171)
- akta.pro primary industry
- Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)
Keywords
Where Refuel Australia is headquartered
LocationHeadquarters
- HQ city
- Geraldton
- HQ country
- Australia
- HQ region
- Oceania
Offices12 records
Markets served
Refuel Australia business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Bulk Fuel Distribution: Delivery of bulk fuel (DSL, ULP, Vortex 95, Vortex 98) to commercial customers across WA and NT through a fleet of modern trucks and tankers. Core business delivering 200+ million litres per annum.
- Lubricants and Oil Products: Sale of Ampol quality lubricants and oils available in bulk and/or package form.
- Roadhouse Operations: Operation of retail roadhouses offering fuel, restaurant services, convenience stores, accommodation, and caravan parks. Brands include Refuel Cafe, Kumarina Roadhouse & Tavern, Swagman Roadhouse, and Hedland Roadhouse.
- Fuel Tank Storage Solutions: Provision of self-bunded fuel tank storage solutions for hire and purchase, ranging from 1,000Lts to 109,000Lts. Also includes fuel facility installations and maintenance services.
- AmpolCard Fuel Cards: Distribution of AmpolCard fuel card solution enabling fleet management, purchase restrictions, odometer tracking, and GST reporting. Cards usable at over 2,000 locations across Australia.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Refuel Australia product offering
Product offeringCore offering
Refuel Australia is an Ampol-branded fuel distributor delivering bulk diesel (DSL), unleaded petrol (ULP), and Vortex 95/98 premium fuels to commercial customers across Western Australia and the Northern Territory. The company operates 12 depots, 30+ 24-hour unmanned Ezyserve refuel sites, and a retail roadhouse network, delivering over 200 million litres of fuel per annum. Core offerings also include Ampol lubricants, AdBlue, fuel tank storage solutions (1,000L–109,000L), fuel facility installation and maintenance, and distribution of the AmpolCard fleet fuel card.
Product overview
Refuel Australia is a fuel distribution business operating as an Ampol distributor across Western Australia and the Northern Territory. The company delivers over 200 million liters of fuel annually through a network of depots, 24-hour unmanned Ezyserve sites, and retail roadhouses. Its core offerings center on bulk fuel distribution (diesel, unleaded petrol, and Vortex premium fuels) and Ampol lubricants, supported by ancillary services including AdBlue, fuel tank storage solutions (1,000L to 109,000L), and fuel facility installation/maintenance. The company also operates retail outlets including roadhouses and service stations under the Refuel Café brand. The AmpolCard fuel card program provides commercial customers with fleet management and simplified GST reporting capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Bulk Fuel Distribution (DSL, ULP, Vortex 95, Vortex 98) Delivery of bulk diesel (DSL), unleaded petrol (ULP) and premium Vortex 95/98 fuels to commercial and retail customers across Western Australia and the Northern Territory via a fleet of modern trucks and tankers from 12 depot locations. Core business delivering over 200 million litres per annum.
- Ampol Oil and Lubricants Ampol quality lubricants and oils available in bulk and package form for commercial and industrial applications, orderable online through the company's website.
- AmpolCard Fuel Card Fleet fuel card solution usable at over 2,000 Ampol locations across Australia, with electronic product restrictions, PIN security, odometer tracking, and simplified GST reporting.
- AdBlue (Diesel Exhaust Fluid) Diesel exhaust fluid (AdBlue/DEF) available at Refuel Australia's 24-hour refueling locations for diesel vehicles equipped with selective catalytic reduction systems.
- Fuel Tank Storage Solutions Self-bunded fuel tanks available for hire and purchase, ranging from 1,000 litres to 109,000 litres capacity, for on-site fuel storage at commercial and industrial sites.
- Fuel Facility Installation and Maintenance Installation and maintenance services for customer fuel facilities and infrastructure, complementing bulk fuel delivery and tank solutions.
- 24-Hour Ezyserve Unmanned Refueling Network Network of 30+ unmanned 24-hour self-service refueling sites across WA and NT using the Ezyserve card system with magnetic stripe cards, PIN security and odometer recording, enabling after-hours fuel access in remote locations.
- Retail Roadhouses and Service Stations Owned and operated retail outlets including Kumarina Roadhouse & Tavern, Swagman Roadhouse, Hedland Roadhouse and Ampol Sunset Beach service station, offering fuel, restaurants, convenience stores, accommodation, caravan parks and Refuel Cafe-branded food service.
Companies that use Refuel Australia
Customer profileSegments6 records
Ideal customer profiles6 records
Refuel Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Refuel Australia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmpolflagshipRefuel Australia is a well-established Ampol distributor of quality fuels and lubricants throughout the Pilbara, Midwest, Gascoyne and Murchison regions of Western Australia and the Northern Territory. The company distributes Ampol-branded fuel and lubricants available in bulk and package form. Refuel Australia was originally an Ampol distributor for the mid-west region of Western Australia before expanding. The company also distributes AmpolCard fuel cards and operates Ampol-branded service stations.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Refuel Australia competitors and assessment
Company assessmentBroad incumbents
- Ampol: Australia's largest fuel company and Refuel Australia's flagship distribution partner; operates the nationwide Ampol retail network, refineries, and supply infrastructure that Refuel's offering is built around.
- BP Australia: Major global fuel major with significant Australian retail network, commercial fleet cards, and bulk supply capability — competes with Refuel for mining and transport fleet customers in regional areas.
- ExxonMobil Australia: Mobil-branded fuel retailer and lubricant supplier across Australia; comparable lubricant product offering and commercial fleet card programs targeting similar mining and transport segments.
- Puma Energy: Global independent fuel marketer with Australian operations in retail, bulk fuel, and lubricants — competes in regional commercial fuel supply and offers comparable fleet management solutions.
- Chevron Australia: Major energy company operating Australian downstream activities including fuel and lubricant supply, with significant presence in WA's resource sector — overlaps with Refuel's mining customer base and bulk fuel demand.
- Viva Energy: One of Australia's largest fuel retailers (Shell legacy, plus Geelong refinery) operating the Coles Express network and extensive commercial fuel supply across regional Australia — broadly overlapping customer base and product categories at larger scale.
Direct peers
- IOR Petroleum: Western Australia-based fuel and lubricant distributor operating cardlock networks and bulk fuel delivery across regional WA — directly comparable in product offering, customer segments (mining/agriculture/transport), and regional WA footprint.
- Park Fuels: Western Australian fuel supplier focused on marine and commercial customers in Fremantle and surrounding regions — comparable in WA geography, commercial fuel focus, and bulk delivery model.
Regional players
- Kleenheat: Western Australia-based energy distributor (LPG and related fuels, Wesfarmers-owned) operating regional distribution infrastructure — comparable in WA geographic focus, regional logistics capability, and commercial customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Refuel Australia social profiles
Digital presenceRefuel Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Refuel Australia leadership team
Management profileNumber of profiles
Profiles10 records
Refuel Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Refuel Australia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Refuel Australia
What does Refuel Australia do?
Refuel Australia is an Ampol-branded fuel distributor delivering bulk diesel (DSL), unleaded petrol (ULP), and Vortex 95/98 premium fuels to commercial customers across Western Australia and the Northern Territory. The company operates 12 depots, 30+ 24-hour unmanned Ezyserve refuel sites, and a retail roadhouse network, delivering over 200 million litres of fuel per annum. Core offerings also include Ampol lubricants, AdBlue, fuel tank storage solutions (1,000L–109,000L), fuel facility installation and maintenance, and distribution of the AmpolCard fleet fuel card.
Is Refuel Australia a public or private company?
Refuel Australia is a private company. It is classified as family owned and is currently operating.
When was Refuel Australia founded?
Refuel Australia was founded in 1974. It employs 51 to 100 people.
Where is Refuel Australia based?
Refuel Australia is headquartered in Geraldton, Australia, in the Oceania region.
How does Refuel Australia make money?
Five revenue lines are on record. Bulk Fuel Distribution is the primary driver. The others are lubricants and Oil Products, roadhouse Operations, fuel Tank Storage Solutions and ampolCard Fuel Cards.
Who are Refuel Australia's main competitors?
Broad incumbents on record are Ampol, BP Australia, ExxonMobil Australia, Puma Energy, Chevron Australia and Viva Energy. Direct peers are IOR Petroleum and Park Fuels. Kleenheat is listed as a regional player.
Does Refuel Australia have an API?
No public API is recorded for Refuel Australia.
What industry is Refuel Australia in?
Refuel Australia's product category is Fuel Distribution and Logistics. Its primary akta.pro industry code is EUALAIAD, Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery). Its NAICS code is 45721 and its SIC code is 5171.