PRESS RELEASE: Breaking Barriers: From Listening to Leading, How One Woman Is Redefining Fire Protection in Australia

With only nine per cent of ASX 300 companies led by women, female senior management roles remain the exception rather than the rule. In Australia’s fire protection industry, that exception is Ali McGovern, a business owner proving that innovation and empathy can drive real change in even the most traditional sectors.

When Ali stepped into a senior management role at FIREX, the Australian-owned fire protection wholesaler she now co-owns, she wasn’t aiming to make headlines. Her goal was simple; to make life easier for technicians who, for decades, had been forced to work around the system instead of with it.

“Fire protection is one of those industries that hasn’t changed much in decades,” McGovern said.

“I saw an opportunity to innovate from the ground up by listening to technicians, identifying the barriers they face every day, and investing in the design and innovation of something that truly works for them.”

What began in 2018 with the first unmanned 24/7 fire protection warehouse in Waterloo has since grown into a national network of 20 warehouses, 16 of which are open 24/7.

More than 50,000 technician visits later, the model has changed how the industry thinks about accessibility, sustainability and customer service.

FIREX offers over 1,200 certified products, colour coded for efficiency and fitted with Swap and Go cylinders and recycling cages that keep up to 95% of materials in circulation and out of landfill. It’s a practical approach that has reduced waste, saved technicians time and money, and set a new benchmark for environmental responsibility in the sector.

As a female leader in a traditionally male dominated field, McGovern’s impact goes beyond business metrics. Her approach has helped shift perceptions of what leadership in technical industries can look like: collaborative, customer focused, and values driven.

“Being a woman in this space has its challenges, but it also brings a different perspective,” McGovern said.

“FIREX has always been about removing barriers, and that includes the invisible ones that stop people from seeing what’s possible.”

As New South Wales and other states brace for a 2025–26 season marked by heavy regrowth, delayed hazard reduction, and mounting fuel loads after a record wet winter, the stakes are high — seamless, rapid access to fire-suppression gear is not optional, it’s vital to safeguarding lives, assets and entire communities.

Proudly Australian owned, family run, and female led, FIREX continues to expand its footprint and invest in innovation that supports both the workforce and the community it serves.

ENDS