We are thrilled and proud to share that our own Lyndsey Wolfsmith, Executive Vice President of Naturals2Go and VendTech, has been awarded the honor of being one of 2025s Most Influential Women in Convenience Services, by Automatic Merchandiser magazine. We could not agree more that Lyndsey deserves, and has earned, this accolade!
From the magazine:
Lyndsey Wolfsmith is executive vice president of VendTech International. With a BSc in IT from the University of Salford, UK, she has extensive experience in franchising, business development, management consulting and entrepreneurship.
As part of the Naturals2Go leadership team, Lyndsey develops training programs, mentors operators and champions diversity, applying background from multiple industries to drive growth and innovation. Since joining VendTech in 2013 as a sales consultant and launching her own vending business in 2014, Lyndsey has consistently improved customer satisfaction, enhancing operational efficiency and elevating women’s visibility in leadership roles.
In 2022, she was promoted to executive vice president and joined the board of directors. She leads with authenticity, service and connection. Her expertise in strategic planning, team building and financial management inspires others while fostering a thriving entrepreneurial community. Her expertise in strategic planning, team building, and financial management allows a seamless balance of professional responsibilities with personal life.
A Little Bit More About Why We Admire Lyndsey and Her Leadership
Lyndsey combines her passion for leadership and entrepreneurship with her dedication to empowering women in business. Her career with VendTech began in February 2013, shortly after the birth of her first child. Later that year, she purchased her first vending machines in October, officially launching her business in January 2014.
Balancing family commitments with her entrepreneurial aspirations, Lyndsey approached building her vending business differently. Seeking a stable income that complemented her responsibilities, she worked on the business as a side project, integrating it seamlessly into her daily routine. Early mornings were spent filling vending bins before her children woke up, after which she would drop them at preschool and service nearby locations.
When the COVID-19 pandemic hit, Lyndsey reimagined her business approach. She hired an employee from the restaurant industry who valued exceptional service, teaching him the intricacies of the vending business. This pivot allowed her to delegate day-to-day operations and created a fulfilling job for someone who genuinely enjoyed the work. Although she initially appreciated vending for not requiring employees, Lyndsey found great satisfaction in providing meaningful employment.
In 2020, Lyndsey joined the Naturals2Go leadership team, advancing her career. In this role, she contributed to the company’s growth by developing training programs, mentoring new operators, and advocating for diversity in the industry. Her efforts helped elevate the visibility of women in leadership roles within convenience services.
Lyndsey’s achievements include launching initiatives to improve customer satisfaction, increasing operational efficiency, and supporting operators in building successful businesses. She is an active participant in industry events and forums, where she shares insights and fosters collaboration. Her leadership style emphasizes authenticity, service, and connection, inspiring others to follow her path.
With a background in business management and a dedication to continuous learning, Lyndsey has honed a versatile skill set, including strategic planning, team building, and financial management. These skills have been instrumental in her success, enabling her to balance professional responsibilities with personal life.
Lyndsey believes women bring a unique perspective to entrepreneurship, fostering service and community while achieving success. For her, vending fills an important niche, offering families and women a flexible yet rewarding career. She highlights the life lessons her children have gained from observing her business, such as learning about money, counting, and understanding profit.
In her role at Naturals2Go, Lyndsey mentors women, encouraging them to lead authentically and confidently. She takes pride in creating spaces where women feel empowered to explore entrepreneurship, modeling values of service, connection, and resilience.
For women considering starting a business, Lyndsey offers simple but profound advice: find or build a community of support. Running a business is both rewarding and demanding, and having a network of like-minded individuals provides encouragement and camaraderie. Lyndsey’s journey is an inspiring example of achieving success while uplifting others along the way.
Thank you, Lyndsey! We really appreciate and value your contributions to our team and your mentorship for the women in our organization and beyond.
