From the Marines to Fleet Safety Leadership
When David Murphy left the Marine Corps at 40, he entered the trucking industry with a strong sense of discipline and safety. Early in his career, he noticed unsafe practices—like jumping on and off moving garbage trucks—that clashed with his military values. As a safety manager, he introduced wellness and injury-prevention initiatives, including driver stretching routines, which reduced worker’s compensation claims dramatically and kept employees healthier for longer careers.
Murphy’s philosophy—healthy, well-trained employees become long-term employees—has guided his leadership across several companies. Today, he spearheads safety at Keystops LLC (Key Oil’s fleet), where his name has become synonymous with transformation and innovation in fleet safety.
Turning Around a Troubled Fleet
When Murphy joined Key Oil 13 years ago, the company faced serious issues: poor CSA scores, high turnover, and being placed on its insurer’s watch list. His first step was simple but firm—demanding accountability to federal and state regulations.
Some drivers resisted and even left, but many returned once Keystops built a reputation for safety and respect. Within two years, the fleet turned around. Today, three of its DOT numbers report a crash indicator of zero, and the company has earned recognition in its insurer’s President’s Circle for three consecutive years.
Coaching and Peer Accountability
Murphy believes coaching and peer involvement are key to behavior change. At a previous job, he developed a program where at-risk drivers analyzed mistakes and practiced defensive driving with peer feedback.
At Keystops, scheduling challenges meant adjusting the approach. Alongside Safety Training Manager Dylan West, Murphy introduced a driver simulator at safety meetings. Master drivers demonstrate skills first, motivating at-risk drivers to improve their performance in front of peers. This competitive environment fosters accountability while highlighting areas for coaching.
Data-Driven Safety with In-Cab Technology
Keystops also uses Lytx AI-powered in-cab camera systems, which track speed, following distance, and risky behaviors. Initial driver resistance to cameras eased as education and transparency showed the benefits. Some drivers admitted the technology made them better, safer drivers.
Rather than overwhelm drivers with alerts, Murphy emphasized using data for focused coaching, bonuses, and recognition. Since adopting Lytx in 2017 (and upgrading in 2021), Keystops has consistently met four out of four insurer safety benchmarks each year.
Neuroscience-Based Driver Training
Keystops partnered with Lightship Neuroscience to integrate dash cam footage and neuroscience tools into driver assessments. The system evaluates drivers’ reactions to hazards, tracks eye movement, and compares performance before and after coaching. By gamifying safety, drivers engage more actively in training while fleets gain deeper insights into risks.
Building Future Safety Leaders
Murphy is most proud of mentoring people into leadership roles. From truck washers who became area presidents to drivers promoted through safety-driven growth, he sees his role as teaching, coaching, and shaping leaders for the future of trucking.
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