From Disruption to Domination: Ivan Olivo of Fare Co-Op On How Companies Are Thriving in the Age of Chaos and Turning Uncertainty into Opportunity
To stay adaptable, we continuously gather feedback from our driver-members, monitor market trends, and remain open to pivoting when necessary. A prime example was our shift to offering fractional shares for just a penny, removing barriers for new drivers while maintaining our core mission of cooperative ownership. By staying rooted in our long-term objectives while responding dynamically to immediate challenges, we ensure that we not only survive but thrive in an unpredictable industry.
In today’s world, uncertainty has become the new normal. Yet, some companies are not only surviving but thriving by leveraging disruption as an opportunity for growth and innovation. What strategies, mindsets, and practices enable businesses to navigate chaos and come out stronger on the other side? As part of this series, we are interviewing Ivan Olivo.
Ivan Olivo is the CEO of Fare Co-op/Local Driver Co-op Federation, a driver-owned rideshare company challenging the status quo of the industry. After an unexpected start in rideshare during the COVID-19 pandemic, Olivo became an advocate for fair pay and better working conditions, helping organize one of the largest international protests against Uber. His leadership at Fare Co-op is reshaping the future of rideshare, prioritizing driver empowerment, equity, and innovation in an industry historically dominated by corporate giants.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
Can you share the most interesting story that happened to you since you started your career?
My journey into rideshare began unexpectedly during COVID. At the time, I was managing a family winery when the pandemic forced us to shut down our tasting rooms. A friend suggested doing rideshare temporarily to promote our winery. What started as a short-term gig turned into a full-time role. A year later, I was introduced to Gig Workers Rising, a movement fighting for fair pay and working conditions for rideshare drivers. Seeing drivers struggling, some even living in their cars, I joined their efforts. I collaborated with The Rideshare Professor, a prominent YouTuber, to organize the largest international protest against Uber in San Francisco on February 14, 2024, gaining global media attention and prompting Uber’s first-ever stock buyback.
This activism caught the attention of Fare Co-op, a driver-owned rideshare company in California. They approached me to help lead their initiative, emphasizing that their CEO might step down. I suggested they consider a driver as their next leader, not expecting to be offered the role myself. Two weeks later, they asked me to step in as CEO. After careful consideration, I accepted, officially taking the role on October 9, 2024. Since then, I’ve been focused on building Fare Co-op into a disruptive force in the rideshare industry, prioritizing driver empowerment and fair compensation.
What do you think makes your company stand out? Can you share a story?
One of the most significant moments was when San Diego Drivers United (SDDU), a group featured in Business Insider, reached out to us. They initially planned to develop their own rideshare app but realized the financial and logistical challenges. Upon learning that Fare Co-op was majority driver-owned and led by a driver, they wanted to meet us.
When COO Danny Golnik and I visited San Diego, the SDDU leaders were skeptical due to past failed promises from other companies. However, after several in-depth meetings and hearing my perspective as a fellow driver, they warmed up to the idea. They invited me to speak directly to drivers at the San Diego International Airport waiting lot. I wasn’t sure how they would respond, given their history with false promises, but by the end of my speech, we were overwhelmed with interest. Over four days, we onboarded 300 drivers — many expressing appreciation that, unlike Uber and Lyft CEOs, I was willing to meet them face-to-face. Seeing their hope reaffirmed my belief in Fare Co-op’s mission.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Fare Co-op prioritizes drivers, offering significantly higher payouts than Uber and Lyft. Our members receive 90% of the profits from each fare (minus payment processing fees) if they purchase a full share, or 55% (after fees) with a fractional share for just a penny, deducted from their first ride. Fare Co-op pays 25% of its net profits to a 2-way, 2-tier referral program. This creates unlimited passive income for both drivers and riders, as well as businesses, a game-changer compared to traditional platforms.
Another unique feature is our “Favorite Driver” option, allowing riders to rebook their preferred drivers. This fosters long-term customer relationships, ensuring consistent earnings for drivers. Beyond fair pay, we provide a pathway for drivers to secure their future, including the potential to invest in autonomous vehicles when the time comes. Unlike competitors, we are structured to benefit both drivers and customers, ensuring long-term sustainability.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. How does your company foster a culture that embraces change and innovation during periods of uncertainty?
We empower drivers by making them co-owners rather than just workers. Being part of a collective fosters a sense of belonging and shared purpose. This openness to change makes them more receptive to innovation, whether through our co-op structure, higher pay, or security for the future onset of autonomous vehicles. By building a community-driven approach, we ensure that drivers are active participants in shaping their own futures rather than being at the mercy of corporate decisions.
What are the key strategies your business has used to turn market disruptions into opportunities for growth?
Uber and Lyft continuously lower driver pay while raising customer prices to maximize profits. This imbalance has created an opportunity for us to step in with a model that does the opposite — paying drivers more while charging customers less. Our referral program and equity model further differentiate us, ensuring that both drivers and riders benefit from our success rather than being exploited for corporate gains.
Can you share an example of a major pivot your company made in response to unexpected challenges, and the lessons learned from that experience?
Initially, joining Fare Co-op required purchasing a full share. While this investment grew in value over time, some drivers hesitated, comparing it to Uber and Lyft’s free sign-up model. As we achieved milestones and the share price increased, accessibility became a concern.
To address this, we introduced a fractional share option for just a penny, making membership essentially free while still allowing drivers to benefit from co-op ownership. This pivot removed a major barrier and demonstrated our willingness to listen and adapt to drivers’ needs. The lesson learned? Flexibility and direct driver feedback are essential for long-term growth.
How do you identify and act on emerging trends that could impact your industry before your competitors do?
Our driver-members and elected regional driver-leaders provide real-time insights from the front lines, giving us an early view of industry shifts. Additionally, we closely monitor market trends and social media discussions. For example, recognizing the inevitability of autonomous vehicles, we created a model where member driver-owners can eventually purchase self-driving cars instead of being replaced. This preemptive approach ensures our drivers remain financially secure in the long run, something no other rideshare company is offering.
Ok super. Here is the main question of our interview. What are your “Five Things That Leaders Can Do To Turn Uncertainty into Opportunity”? If you can, please share a story or an example for each.
- Reframe uncertainty as an opportunity — A positive mindset transforms challenges into innovative solutions.
- Foster adaptability — Equip teams with the skills to pivot quickly when needed.
- Encourage open communication — Diverse perspectives lead to better decision-making.
- Develop resilience — Setbacks should be learning opportunities, not roadblocks.
- Lead with transparency — Clear communication builds trust and confidence during uncertain times.
What role does resilience play in your leadership approach, and how do you instill that resilience in your team?
Resilience is about adapting and thriving despite challenges. It enables leaders to remain focused, inspire teams, and build strong relationships. In rideshare, resilience means not just reacting to problems but proactively finding solutions — whether addressing driver concerns, dealing with regulatory changes, or countering corporate opposition. A resilient leader fosters a culture where setbacks become stepping stones rather than obstacles.
For example, when our team faced driver hesitancy about share purchases, we didn’t see it as a failure — we adjusted our approach, ensuring no driver was left behind. This mindset keeps our company agile and prepared for future challenges.
How do you balance long-term strategic planning with the need for rapid adaptability in an unpredictable environment?
Balancing long-term strategy with adaptability requires a dual approach: having a clear vision while remaining flexible in execution. At Fare Co-op, our long-term goal is to build a sustainable, driver-owned rideshare alternative that prioritizes fair pay, driver security, and community ownership. This vision guides our strategic decisions, but we recognize that the rideshare industry is highly volatile, influenced by regulatory changes, market shifts, and emerging technologies like autonomous vehicles.
To stay adaptable, we continuously gather feedback from our driver-members, monitor market trends, and remain open to pivoting when necessary. A prime example was our shift to offering fractional shares for just a penny, removing barriers for new drivers while maintaining our core mission of cooperative ownership. By staying rooted in our long-term objectives while responding dynamically to immediate challenges, we ensure that we not only survive but thrive in an unpredictable industry.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Actually, I already have with Fare Co-op — by enabling every driver to have real ownership in the rideshare industry, today and in the future. This movement is the most impactful way to create lasting economic change for many years to come. The gig economy has systematically exploited workers for years, extracting maximum profits while providing little to no job security. With the rise of autonomous vehicles, drivers are now at risk of losing their livelihoods entirely.
Fare Co-op is more than just a rideshare company; it’s a movement toward economic justice, where drivers are not just workers but owners of the platform they operate on. Imagine if every worker owned a piece of the business they contributed to — this model could extend beyond rideshare into food delivery, trucking, retail, healthcare, education and other industries set to be disrupted by automation. A cooperative-based economy could redistribute wealth, eliminate corporate greed, and give power back to the people who create real value. If this movement scales globally, it could redefine the future of work in almost every single industry.
How can our readers further follow your work online?
Readers can follow Fare Co-op’s journey and updates through our official website and social media channels. We regularly post about new developments, driver success stories, and upcoming expansion plans. You can also subscribe to our newsletter or join our community discussions to stay engaged.
- Website: www.fare.coop
- YouTube: https://www.youtube.com/@farecoop
- Twitter/X: https://x.com/joinfarecoop
- LinkedIn: https://www.linkedin.com/company/farecoop/
- Instagram: https://www.instagram.com/fare.coop/
If you’re a driver or customer who believes in fair pay and a cooperative economy, join us in reshaping the future of rideshare! Please click the link below and sign up using the referral code, which entitles you to save up to 20% on average on every ride, and be able to receive your own code to refer your friends, family, and other drivers and businesses:
www.fare.coop/#rideshare CCKYBYYA
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
